ABSTRACT
This research work was aimed at analyzing impact of
Silverbird entertainment programmes on youths in Lagos metropolis. Cultivation
theory was used to advance how television influence behaviour in of youth in Lagos. The research
method used was the survey method and questionnaire was the instrument. Simple
random sampling was used to select respondents within Lagos metropolis. The
research used descriptive statistics with the use of frequency and percentage
table was used to present the data collected. Out of 200 copies of the
administered questionnaire only 180 were fully completed and analysed. Findings
show that (66.7%) strongly agreed that television influence youth in a number
of ways. Also, the finding revealed that SilverBird’s entertainment programmes
has contributed negatively to behavioral changes of youths in Lagos metropolis with 85
respondents (47.2%) attested to that fact. It is recommended that research
should be carried out by television producers to measure the acceptability and
effectiveness of their programme messages.
