COVID-19 Television Audience Program Choices: Analysis of How Nigerians Consume Television During the Pandemic

Peter E. Egielewa (), Blessed F. Ngonso (), Andrew A. Ate (), Giuseppe T. Cirella, Felix O. Iyalomhe () and Christian Orobello ()
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Peter E. Egielewa: Edo State University Uzairue
Blessed F. Ngonso: Edo State University Uzairue
Andrew A. Ate: Edo State University Uzairue
Felix O. Iyalomhe: Polo Centre of Sustainability
Christian Orobello: University of Gdansk

A chapter in Uncertainty Shocks in Africa, 2023, pp 183-202 from Springer

Abstract: Abstract This chapter is anchored on the uses and gratification theory and starts off with a background review on television viewers’ choices of media programs and the decision of audiences to select what they see or hear from available content. Key factors that influence viewers’ selection and consumption of TV programs are considered. Experimentation into how Nigerians consumed TV programs before and during Nigeria’s first phase of the COVID-19 lockdown measures is assessed. Using a semi-structured online questionnaire, data was obtained from 457 respondents, from 27 out of the 36 states of Nigeria and the Federal Capital Territory, between April 27, 2020, and May 21, 2020. The results showed that most respondents doubled their consumption of TV programs to combat boredom, get information on COVID-19, and get spiritual inspiration. They also indicated there is no significant relationship between gender and the amount of time spent viewing TV during the lockdown period. Possible reasons for this included (1) both male and female viewers were confined to their home and had equal time to spend viewing television, and (2) couples living together usually watch TV alongside each other. This second reason correlated with program choices, noting that movies, news, and religious programs were preferred over food networks, sports, and documentaries. Additional findings indicated a preference for local TV channels versus foreign ones and the need for the Federal government to improve the recurring problem of inconsistent power supply as many Nigerians reported this as a reason they did not watch TV. Moreover, traditional versus digital media consumption is considered as well as the Federal and state governments handling of COVID-19.

Keywords: TV programs; Online survey; Lockdown period; Uses and gratification theory; Nigeria (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-21885-9_11

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