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.
