ATTITUDE OF TELEVISION AUDIENCE TOWARDS THE INTERRUPTION OF TELEVISION PROGRAMMES

ABSTRACT

The study is focused on attitude of television audience towards the interruption of television Programmes. The objectives of the study were to establish audience perception of the use of commercials during programmes, to examine the attitudes of audience towards commercial interruption of Television Programmes and to come up with suggestions on how TV stations can best serve their audience with commercials. . For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that Uniben students prefer seeing commercials at the end of a television entertainment programme and not before or during the programme. The findings also indicated that Uniben students do not have a good attitude towards programmes interruption and their perception towards the interruption of programmes using commercial is negative. The researcher therefore concluded that the entertainment needs of the audience will be better met when commercials are aired at the end, and not the beginning. The researcher therefore recommended among other things that the government should fund more TV programme and shows in other areas and sectors that will bring about development in the society. The researcher also recommended that in order to curb commercial interruptions, the National Communication Commission should regulate the number of commercials aired during TV programmes.