EFFICIENT MARKETING OF TELEVISION SERVICES
ABSTRACT
This project is a case study of Nigeria Television Authority (NTA) Enugu, to evaluate the efficiency of its television service marketing.
The specific objectives addressed in the study includes:
– To determine whether this television house is giving better services to customers or viewers.
– To find out if viewers and advertisers are actually satisfied with the services given by Nigeria Television Authority (NTA).
– To ascertain the reasons why advertisers prefer to patronize Nigeria Television Authority (NTA).
– To determine the factor limiting the performance of the television house in offering better service to its customers.
– To attain the objectives, the researcher collected both primary and secondary data by the use of questionnaire and oral interview. To present and analyze the data, tables, frequencies and percentages were used. The 2 score was used to test hypothesis since this is test for difference of means.
After analyzing data and testing hypothesis the research came up with the following findings.
– Viewers agreed that NTA offers better programmes because of its network strategy.
– Advertisers prefer using NTA because of its wide reach
– The problem of in sufficient find and lack of equipment and facilities affect the NTA.
– Relatively, the personnel in NTA are not better motivated.
– The political interferences also affect the quality of services offered by NTA.
Based on the above findings the researcher recommends the following for the Nigerian Television Authority (NTA).
