AUDIENCE PERCEPTION OF AFRICA INDEPENDENT TELEVISION (AIT) COVERAGE OF POLITICAL NEWS

AUDIENCE PERCEPTION OF AFRICA INDEPENDENT TELEVISION (AIT) COVERAGE OF POLITICAL NEWS

Abstract

The research examines audience perception on coverage of political news of Africa Independent Television (AIT) in Lagos metropolis Lagos state with the view to know the impact of television in reporting political activities. The research is anchored on Agenda Setting Theory, Democratic Participant and Social Responsibility Theories. Cross sectional survey research was adopted while the data collection instrument is questionnaire. Descriptive Statistical was used to analysed the data collected (frequency percentage and tables. A total of 400 copies of the questionnaire were distributed. The number of retrieved questionnaire was 280, representing 70% response rate. Results showed that audience attach importance to the status and pedigree of African Independent Television (AIT) hence influences their perception and believes and in the way they react to certain issues of life and act as a watchdog over the government. The researcher recommends that since the primary purpose of the media is to inform the public then media houses should ensure that contents of their news are absolutely free from bias, factual and relevant to the larger society.