AN ASSESSMENT OF THE ROLE OF TELEVISION IN REBRANDING NIGERIA USING SILVERBIRD TELEVISION AS A CASE STUDY

ABSTRACT

The television today is seen as the most potent means of the mass media as a result of its audio-visual nature. Most important messages like news are shown on the television. This study tried to find out an assessment of the role of television in rebranding Nigeria using Silverbird Television as a case study amongst the students in the University of Benin. The study was anchored on the Agenda Setting Theory and the Development Media theory. The survey research method was adopted with the questionnaire as the instrument for data collection. Findings from the study showed that most of the students are aware of the programmes that are shown on Silverbird Television concerning rebranding. The study therefore concluded that the Silverbird Television should increase their viewership of the programmes that are shown on rebranding and also make sure that the programmes are shown consistently so that it can sink in and also influence the thoughts of the students towards the idea of rebranding in Nigeria. To this end the study amongst other recommendations suggests that the government should always consider the idea of conducting campaigns on rebranding and also Silverbird Television should be consistent with their programmes on rebranding so as to influence the thoughts of the students.