ABSTRACT
The research examined the influence of reality TV
show on brand image using MTN Project Fame as a reference point. MTN project
fames is one of the strategies adopted to improve the image and enhanced the
contribution of MTN to the hosting nation, by organizes different activities,
programme and sporting events such as: “MTN Project Fame”, “Who wants to be a
Millionaire” among other things. Survey research method was employed to elicit
data from the students of University of Lagos, Akoka who were believed to be
regular viewers of the MTN project fame. One hundred and twenty (120) copies of
questionnaire were administered and all the copies were retrieved immediately
as the researcher monitor its distribution very well while the information
elicited from participants were encoded and input into SPSS version 20. Tables,
frequencies and simple percentages were the statistical tools adopted for the
presentation and analysis of data so obtained. It is obtained that the
programme command large viewership among the population, with 78.3% supported
this assertion while it was established that MTN Project Fame promotes MTN
brand image. It is recommended that MTN should extend the show beyond the city
media to the rural or community television stations in order to catch the
attention of the rural dwellers as well.
