A Study on the Productive Participation in Different Small Screen Programs by the Viewers of Gondar City, Ethiopia.

Pacific Business Review International, Volume 1, Issue 3, August 2016

7 Pages Posted: 25 Oct 2016

See all articles by Koppala Venugopal

Koppala Venugopal

University of Gondar

Endris Zeleke

University of Gondar

Mulugeta Negash

University of Gondar - Department of Marketing Management

Wassie Nigatu

University of Gondar

Date Written: AUGUST 24, 2015

Abstract

Television idiomatically called as Idiot-Box, has grabbed a lot of attention by all categories of people both in terms of viewing the programmes and for the promotion of the brands. In every developed and some of developing countries the small screen industry persuades a lot of viewers and marketers with innumerable programmes in many languages. Fortunate enough that the television is drawing the attention of many viewers with a lot of dexterous programmes in their respective countries and quite contrary to Ethiopian people from different categories in semi urban and rural areas found to be considerably slipshod towards watching small screen. Reasons for dawdling development show the discrepancy with their media habits, economic backgrounds, alternative entertainment forms and sociocultural traits even captivating the shift rate from other entertaining modes to this media is also discouraging with less leverage. There are ample chances of revenue generation though advertisements, sponsorships and transmission by increasing the rate of watching The small screen of Ethiopia owns certain good programmes associated with dramas and cinemas, reality shows, music and dances, discussions and interviews, news and information, sports etc. Having fanaticism to attain the firm footing in the industry, the programs must be created in order to gain the positive outcomes of viewers by improving the frequency of watching, evaluating the level of enjoyment, improving retrospection after the programme and handling complaints against the programmes. The major respondent groups identified in Gondar city, Ethiopia with respect to the intensity of their media habits were the students, job holders, households and farmers & labors who actively participated in the interviews and questionnaire. The concentration on the programme production by milking certain elements such as creative work, conceptual quality, and technological association may lead to gain the attention of viewers paving the way to shift increase. This paper explains the relationship between participatory outcomes of selected famous programmes from four major categories of viewers with an empirical data analysis by using chi-square test.

Keywords: Media habits, Participatory outcomes, Small screen, Programmes

Suggested Citation

Venugopal, Koppala and Zeleke, Endris and Negash, Mulugeta and Nigatu, Wassie, A Study on the Productive Participation in Different Small Screen Programs by the Viewers of Gondar City, Ethiopia. (AUGUST 24, 2015). Pacific Business Review International, Volume 1, Issue 3, August 2016 . Available at SSRN: https://ssrn.com/abstract=2858130

Koppala Venugopal (Contact Author)

University of Gondar ( email )

Gondar, Amhara region, Ethiopia
Tekkali
Srikakulam, Andhra Pradesh 532201
India
+251 941432528 (Phone)

Endris Zeleke

University of Gondar

Amhara National Regional State
Ethiopia

Mulugeta Negash

University of Gondar - Department of Marketing Management

P.O.Box 196
Gondar
Ethiopia

Wassie Nigatu

University of Gondar

Gondar, Amhar 196
Ethiopia

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