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THE PLACE OF COMMERCIALS AS A SURVIVAL TOOL FOR BROADCAST MEDIA STATION

CHAPTER ONE
INTRODUCTION
1.1    BACKGROUND TO THE STUDY
For broadcast organizations to make money and to survive in the long run, they must have constant sources or streams of revenue. Revenues come from sales, and the various categories of sales of a service or manufacturing firm are known as revenue streams. While measuring and reporting revenue is the domain of accounting and finance departments in organizations, determining new sources or streams of revenue is the responsibility of top management, strategic planners, and marketing forecasters.
Competition is driving down advertising rates of broadcasting media. The number of channels is increasing while there is no infrastructure to support the presence of these channels. The audience has a shorter span of attention and they are fragmenting. Under reporting of subscription fees have been a traditional problem and the advertising revenues are growing at slower rates every year. When faced with such a scenario broadcasters are looking various avenues to increase revenues.
Commercial may refer to: Advertising which is paid classified messages in newspapers, magazines, flyers, billboards, and paid announcements over radio and television to sell a product, item or service.
Commercial broadcasting, the practice of airing radio and television advertisements for profit.         
Radio advertisement, paid announcements over the radio to sell a product, item or services.
Television advertisement, paid announcements over the television to sell a product, item or services.
The five new or alternative funding options for public broadcasting stations include: television advertising, radio advertising, retransmission consent fees, paid digital subscriptions and digital game publishing.
The 14 existing sources from which public broadcasting already draws include: merchandise licensing, digital online advertising, education and state government fee-for-service arrangements, events, renting donor lists to direct marketers, tower leasing, production services. Some of the major source of revenue for broadcasting media are:  Commercials, Sales of Air, time to Freelance Presenters, Donations, Grants and Sponsors.
1.2     STATEMENT OF THE PROBLEM
The study is carried understand how commercial is an integral part of a broadcasting media station, to ascertain the concept of commercials and how it aid effective profit maximization in media houses.
·        To state that commercial is an integral part of a broadcast media station.
·        To ascertain the concept of “commercials” and how it aids effective profit maximization in media houses.
·        To make it a fact known that “commercial” and media houses work hand in hand.
·        To ascertain an effective way of aiming “commercial” radio & Television.
1.3     PURPOSE OF THE STUDY
The main purpose of this research is based on the following;
·        To identify the various means/ways of advertising using a broadcast media station.
·        To determine the influence of technological advancement on broadcast media station with special reference to commercials.
·        To recommend an appropriate commercial scheme for goods to be made known using the broadcast media station.
1.4     RESEARCH QUESTIONS
In an attempt to carry out this research work on “the place of commercial as a survival tool for broadcast media station”, the following research questions were raised to help the investigation.
        i.        Does commercial play important role in radio broadcasting?
      ii.        Of what significance is commercials in a broadcasting station?
    iii.        To what extent can broadcasting media survive without commercial?
     iv.        To what extent do geographical location of a broadcast media stations determine the increase in number of commercials and advertisers?
       v.        Does commercial price of broadcast station determine advertisers’ choice of media?
     vi.        In what extent can broadcasting media survive without commercial?
1.5     SIGNIFICANCE OF THE STUDY
This research work will enable journalists, mass communicants, newscasters, news editors and stakeholders to know the place of commercials in a broadcast media station in a computer age. The research will serve as a useful guide to future researcher who will like to further the study on “the place of commercials as a survival tool for broadcast media station.
1.6     LIMITATION OF THE STUDY
This research work was affected by short age of funds and time. The depth of good and quality textbook also pose some negative effects. In spite of these problems, it is my belief that the research work is undertaken with sufficient thoroughness to ascertain its validity.
1.7     OPERATIONAL DEFINITION OF TERMS
The following terms operationally defined in the course of this study to increase the understanding of people who may want to use them.
COMMERCIALS: This refers to advertising, paid classified messages in newspapers, magazines, flyers, billboards and paid announcement over a radio or television to sell a product.
COMMERCIAL BROADCASTING: This is the broadcasting of television and radio programming by privately owned corporate media.
BROADCAST MEDIA: -This covers a wide spectrum of different communication methods such as television and radio.
ADVERTISEMENT: The creation of awareness about a product.
BROADCASTING: - Broadcasting is the distribution of audio and video content to a disposed audience via any audio or visual means.


                                                




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