PROBLEMS OF PRIVATE MEDIA MANAGEMENT IN NIGERIA AND AFRICA
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Abstract
Every business, whether private or public, including media organizations, needs effective management to thrive. Thus, using Africa Independence Television (AIT) as a case study, the research investigates the issues and future potential of media management in Nigeria. A simple random sample procedure was used to select 100 respondents, and 100 copies of the questionnaire were distributed to them as part of the survey research method. The frequency and percentage methods were used to analyze the collected data. It is reasonable to say that AIT’s managerial style is successful in resolving problems, and management output is excellent. Unfortunately, AIT faces a number of obstacles, including inadequate autonomy, inadequate finance, infrastructure issues, and ownership influence. The management team of AIT is nominated by the state government and is therefore susceptible to its whims and caprices. It was suggested that the government set up the infrastructure and favorable conditions necessary for successful media performance.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Without first examining the history of private media in Nigeria, we are unable to evaluate the challenges and future potential of private media management in that country. With the promulgation of the Decree that formed the Nigeria Broadcasting Commission (NBC) in 1992, private media got its start. The State and Federal Government Monopoly ended as a result. Since then, Nigerian Broadcasting Commission gave license to several private radio and television stations. (Oketunmbi, 2006) The founding and funding of media enterprises by a single person or group of people is known as private broadcasting. Numerous initiatives have been taken since private media’s founding to guarantee that they have met their goals. This study will therefore concentrate on private media management in Nigeria.
In human society, management is a common activity. Almost everyone engages in management on a regular basis, whether intentionally or inadvertently. Management occurs in everything from massive, multinational organizations to the most fundamental levels of individuals and families. Because of the importance of the media to our society, management is taken more seriously in media enterprises. In this day of intense rivalry and media expansion, managing media organizations is undoubtedly a serious business. It necessitates specific tasks and some unusual attributes.
On the other hand, management involves directing resources in order to accomplish pre-established goals (Aina, 2002). According to Okafor et al. (2011), management is the process of organizing, planning, directing, and regulating an organization’s resources in order to meet its objectives. Within a business, management is absolutely essential. In most situations, improper implementation of management techniques leads to the collapse and breakdown of such organizations, particularly in developing nations such as Nigeria. Media management is the process by which the Editor-in-Chief or The General Manager coordinate all the process, planning, organizing, directing and controlling of media activities in order to attain organizational objectives. Media management is an act of coordinating, controlling and commanding both human and material resources in the print and broadcast media to achieve the organizational goals.
In other words, media management can also be defined as the application and adoption of a suitable theory to enhance the smooth running of a media house. Media management can also be described as a group of people coordinating the affair of other group of people to achieve a particular purpose in media practice.
Meanwhile, several factors have been identified to be responsible for the challenges faced by media organizations, but unfortunately, improper management seems to be the core of challenges faced by media organizations. Where there are no ownership influence clashing with proper media, there is the pursuit for commercial gain, clashing with proper values. No media is ready to produce anything that will go against the management intention as well as the ownership structure.
The term broadcast media is a means of transmission which enables electronic media (audio, audio-visual) of information, message, and idea, to a wider number of people listening or viewing, usually simultaneously. Examples are radio and television (Olayinka, 2012).
Broadcasting is the transmission through space by means of radio frequencies of signals capable of being received either aurally or both aurally and visually by the general public (Oyekanmi, 2008).
This study examines the prospect and problems of private media management in Nigeria with a case study of Africa Independent Television (AIT).
1.2 STATEMENT OF THE PROBLEM
The research x-ray the problems and prospects of private media management with a particular reference to a single private broadcast media using African Independent Television. No doubt to say the fact that management is not a bed of rose. With this backdrop, management has some problems in managing, controlling and commanding a media outfit.
Among the problems are motivations of diligent and intelligent staff in the organization, problem of leadership, individual difference can also not be overlooked. Funding is another identified challenge because equipment in broadcast media are very expensive and become outdated after some time when modern equipment are produced, especially now that broadcasting are moving to digital age.
Other research problem of decision making, environmental problem, psychological constraints, burn out and stress and others which arise in poor and improper management. This study will be successful in finding out the problems and prospects of private media management with a particular reference to a single private broadcast media using African Independent Television.
1.3 OBJECTIVES OF THE STUDY
Although, the primary objective of this study is to examine the advantages and disadvantages of private media management in Nigeria, the specific objectives of this study are to:
i. Examine problems confronting private broadcast media African Independent Television (AIT) in Nigeria.
ii. Examine whether influence of ownership affect the management of African Independent Television (AIT).
1.4 RESEARCH QUESTIONS
These are agitating questions toward solving the research topic. In this wise, the research questions for this study are highlighted below:
- What are the problems confronting private broadcasting media in Nigeria
- Does the influence of ownership affect the management of African Independent Television (AIT)
1.5 SIGNIFICANCE OF THE STUDY
This research work deals with the prospects and problems of private media management with African Independent Television (AIT) as a case study.
As an academic work which intends to pass through scientific scrutiny in terms of empirical analysis, it aims to add to the academic knowledge, both for the benefit of researchers and students of great minds. More so, those who want to engage in similar topic will find it very useful by serving as a reference point.
Media planners will through the findings of this study come to understand why they need to plan and design strategies capable of improving their media content which will in turn encourage inflow to the station rather than flowing out. It will assist journalists to work in line with the house ethics and policy set up in their respective media outfit.
1.6 SCOPE OF THE STUDY
This research work will entail gathering of information on the problems and prospects of private media management. The scope of the study has been limited to African Independent Television (AIT), because all media houses in Nigeria cannot be studied due to the geographical structure of Nigeria, time factor and lack of fund, that is why it is narrowed to African Independent Television (AIT). It should be noted that findings that are generated from this study will be generalized on all other private broadcast media in Nigeria. Also, demographic factor of the staff and management of African Independent Television (AIT) will be examined such as age, gender, educational background and department before the administration of the research tool.
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