VIEWERS ASSESSMENT OF THE CORPORATE SOCIAL RESPONSIBILITY

ABSTRACT

This study investigated the viewers' perception of the Corporate Social Responsibility (CSR) programmes implemented by the Uzairue network of the Nigerian Television Authority (NTA) in Edo State. It seeks to examine the impact of these programmes, the level of communication between the network and the host communities, as well as identify any factors that may impede the success of the CSR initiatives. Based on the principles of social responsibility and developmental media theories, this study employed a survey design approach. A questionnaire was utilised as the primary instrument for data collection. The survey was conducted among 400 respondents who were purposively selected from the Oredo local government area within the state. The results of the study indicate that the Corporate Social Responsibility (CSR) initiatives implemented by NTA Television Road have had a significant influence on the well-being of individuals residing in the host communities. These impacts have been observed in various aspects, including political, social, financial, and economic domains, among others. The findings also indicated that the factors impeding the effectiveness of these programmes encompass inadequate consultation processes, conflicts with host communities, excessive demands from host communities, inadequate maintenance practises, communication gaps, modifications made to projects by communities, damage to previous projects, and other related issues. The study thus concluded that media organisations should continue to engage with the local communities not only during implementation phases or CSR programmes but also from the project's inception. This will help prevent any modifications to the project and ensure that the CSR initiatives are in line with the community's requirements. The study recommended that greater endeavours should be undertaken to ensure that the programmes effectively reach and have an impact on a wider population during the communication process. This can be achieved by utilising various mediums such as town criers, billboards, community gatherings, and social events to engage with the target audience.