CHAPTER 1

INTRODUCTION

1.1      BACKGROUND OF THE STUDY

Over the years television media are engaged to give out vital information regarding health issues in order to inform, educate, influence, and change health behavior of its audience, putting into consideration great importance quality generally placed on health in human society (Soola, 2010). Onabajo (2014), opined that the television media report and interpret information about the society unit, highlighting its successes and failures, as well as its norms and values. It also gives cultural guidelines that help to teach the public how to live, how to behave and what is expected of them through various programme contents on its platform. Kuewumi (2010) opined broadcasting is a planned provision of important information, education and entertainment to a large and heterogeneous audience or public through two major media of mass communication of the radio or television. According to Onabajo (2014:2), television audiences are able to access broadcast messages on television through their receivers which help in decoding such information. This is because the medium is relatively less expensive; it provides the opportunity for majority of Nigerians especially people of keffi who are largely rural uneducated settlers to get broadcast information, education and entertainment (chioma, 2014). The television media is seen to be the most powerful mass medium invented by humans. Television media provides its audience the opportunity to view as well as listen to its messages. However, it is also an expensive medium because of the high costs of acquiring a set, lack of electricity and weak coverage especially for rural dewellers (chioma, 2014). According to Zamawe, Banda and Dube (2016) the public needlessly die every day as a result of inadequate access to health television information or health workers which would have allowed them to make appropriate decisions. Therefore, access to reliable health information is a bedrock for improved and sustainable health outcomes in Nigeria and beyond (Godlee, et al, 2015). In underdeveloped and developing nations, poor access to health information among people undermines efforts to bring health care services closer to the people.

Reed Hastings, CEO of Netflix (online film library) stated during a conference introducing the platform to Latin American market that a conventional television would become extinct within next 16 years. According to Hastings, by 2030 the terrestrial, linear television will be long forgotten and replaced by its Internet counterpart (Downplays Nielsen 2014). At the same time, the recent Nielsen Audience Measurement report claims that an average American does not seem to resign from the traditional television, and spends 5 hours and 11 minutes daily in front of the television screen (Statistic Brain. 2015). This statistical report indicates that the European audience appears to be slightly more temperate. An average French or German spends over 3 hours (about 200 minutes) in front of the television, whereas for a Dutchman it is 184 minutes and for a Swede merely 165 minutes. In the year 2014, the Polish viewer stood out from previous nationalities by devoting 4 hours and 20 minutes of their day to watching television. And what is worth pointing out, this value is higher than the Television audience research conducted in 2012 and 2011 (Wirtualnemedia 2014). At the same time, Poles are not reluctant to admit that television is their primary source of entertainment and the way they spend most of their free time viewing it (CBOS 2015). Since being exposed to audiovisual content proves to be undisputed element of everyday activity, it is almost certain that the viewer may encounter health information in a television broadcast. What is more, this information will be trusted and the television (apart from consulting a doctor, family, available literature, and with time the Internet) will be considered by the viewer as available and conventional source of their knowledge on health and illness. It has been emphasized in American and British studies conducted at the end of 20th century (Seale and Chew 2010) and in the first decade of 21st century (Nottingham and Murphy 2011). The latter have especially indicated which television formats may be a potential source of medical information (news programs, series, talk-shows, advertising). Accordingly, the studies show that the television, next to press and radio, is the medium for health information and may provide the viewer with medical knowledge. However, there seems to be an open question whether visual depiction of the aforementioned issues may shape health behaviours of the viewer and their actual idea on topics related to health. Analyzing the content of television health programs, the researchers may only speculate, and the question concerning the potential influence on perception and opinion of the viewer in terms of health (Murphy 2011). This study aims to attempt to investigate the Influence of Nta Health Talk on the People of Keffi.

1.2 STATEMENT OF THE PROBLEM

In Africa, a continent where health service is marred by low economic power and literacy rate, the enormous role of the television media in disseminating health information is very crucial. According to WHO’s Media Centers World Health Statistics, the life expectancy in Africa is 64 years. The prevalence of communicable and non-communicable disease is high (2014). Formerly when a disease like HIV/AIDS was difficult to control, beside other communication methods, the television media played great role in awareness creation through different means. Despite the above fact that media exposure leads to greater awareness of health-related issues, most people in Keffi seem not to be adequately exposed to the media for awareness on the importance of NTA health talk program. Even where the people gain access to television media, there seem to be insufficient educative programmes on health to make them attend health care services (Hajara, 2014). Several studies have reported that inadequate health care services consequences and poor results (Raatikainan, Heiskanen, & Heinonen, 2016). Cox (2010) also found that insufficient care services including information of health promotion advice among other factors were significantly associated with adverse health outcomes. The problem to investigate the extent to which NTA health talk program have influenced or have helped to improve rural health care services in Keffi community.

1.3 AIMS AND OBJECTIVES OF THE STUDY

The objectives of this research are to examine Influence of Nta Health Talk on the People of Keffi. Other specific objective includes:

1. To highlight the information passed through NTA health talk show

2. To evaluate the impact of NTA health talk on health of individuals in keffi

3. To examine health television news programmes on NTA

4. To suggest the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi

1.4 RESEARCH QUESTIONS

1. What are the information passed through NTA health talk show ?

2. What is the impact of NTA health talk on health of individuals in keffi?

3. What are the health television news programmes on NTA?

4. What are the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi?

1.5 RESEARCH HYPOTHESIS

H0: There is no significant impact of NTA health talk on the people of Keffi

H1: There is a significant impact of NTA health talk on the people of Keffi

1.6 SIGNIFICANCE OF THE STUDY

This study will be of immense importance towards highlighting the influence of NTA health talk on the people of keffi. This study will also benefit government at all levels, policy makers, political leaders, and all related stakeholder in the quest of identifying influence of NTA health talk on the people of keffi

Finally, findings from this study will benefit researchers and scholars who are interested on developing further research on the subject matter as this study will serve as future literature.

1.7 LIMITATIONS OF THE STUDY

FINANCIAL CONSTRAINT: Insufficient funds to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire, interview).

Time constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.8 SCOPE OF THE STUDY

This study is restricted to identifying the influence of NTA health talk on the people of keffi

1.9 DEFINITIONS OF TERMS

NTA: The Nigerian Television Authority or NTA is a Nigerian government-owned and partly commercial broadcaster.

HEALTH TALK: Health talks are a means to share information with the community,