INFLUENCE OF NEWS COMMERCIALIZATION ON THE NEWS CREDIBILITY IN BROADCAST MEDIA: A CASE STUDY OF NTA

INFLUENCE OF NEWS COMMERCIALIZATION ON THE NEWS CREDIBILITY IN BROADCAST MEDIA: A CASE STUDY OF NTA

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

The broadcast media in any society are regarded as the purveyors of national cultures which they transmit from generation to generation. One of the means through which this activity is carried out is by the news gathering and dissemination function of the broadcast media. In a situation where news selection and presentation is based on material gratifications instead of public goals and interest has continued to raise concerns on the news credibility in the broadcast media. It is on this note that the researcher is examining the influence of news commercialization on the news credibility in broadcast media with special focus on NTA.

The broadcast media are tools for mass communication which have unique responsibilities to keep members of the society informed, educated and entertained, It is through the broadcast media that the society gets to know what is happening within and around the country and react accordingly. The basic functions of the broadcast media, according to Lasswell (1965) is to act as the society’s watchdog, they are expected to mount surveillance over the environment and correlate the components of the society to ensure effective functioning of the system which will assist in the transmission of the social heritage from generation to generation. In carrying out these functions, the broadcast media make use of several methods of collecting and disseminating information which include straight news reporting, interpretative reporting and investigative reporting. (Bo, et al 2009).

In 1980, Sean McBride commission, set up by UNESCO in its final report clearly stated that news had become commercialized, that important news in the country are put aside as un-important while trivial news items concerning urban events and the activities of highly placed personalities are given prominence and regularity by the nations’ broadcast media. Many years ago, the UNESCO’s assertion stated above has become the cardinal practice of the Nigerian media scene as news items have to be paid for by those who want to be heard. Onoja (2009) defines news commercialization as a situation whereby stations begin to raise revenue by charging fees for news reports they should normally carry free. Ekwo (1996) defines news commercialization as “a phenomenon whereby the electronic media report as news or news analysis a commercial message by an unidentifiable sponsor, giving the audience the impression that news is fair, objective and socially responsible. Omenugha, et al (2008) notes that news commercialization operates at two levels in Nigeria; at the institutional level, where charges are officially placed for sponsored news programmes. For example, Omenugha et. al. (2008) states that the Delta Broadcasting Service, Warri, charges N20,000 for religious programme, N36,000 for corporate coverage and N 25,000 for social event, while Radio Nigeria Enugu charges for commercial news N47,000, news commentary and political news N52,000, special news commentary N60,000, (Ogbuoshi, 2005). This commercialization at the institutional level is thriving because editors, publishers and owners of the broadcast stations see the organizations and their investment as a profit making venture that should yield the required financial return. Increasingly, commercial oriented news stories are taking the place of hard news monetary demands to cover an event. Idowu (1996) recounts a story that buttresses this fact. The Right Rev. Abiodun Adetiloye former Anglican Bishop of Nigeria was sited at the Murtala International Airport, Lagos, Journalists who saw him crowded him asking for interview on issues of national important. The man of God spoke at length. His views were newsworthy but the journalists felt that they needed something more to write the news. They asked for transport money.

INFLUENCE OF NEWS COMMERCIALIZATION ON THE NEWS CREDIBILITY IN BROADCAST MEDIA: A CASE STUDY OF NTA