Viewers ’ perception of Oju-oja agricultural marketing television programme of Ekiti State

Abstract

This study assessed viewers’ perception of Oju-oja agricultural marketing television programme of Ekiti State Broadcasting Service, Ekiti state, Nigeria with the view to have feedback for quality programme content. Multistage procedure was used to select 204 respondents from selected local government area, wards and households. Data were collected on respondents’ socioeconomic characteristics, viewing pattern and constraints faced by viewers. Data were analysed using frequencies, percentages, mean, chi-square and Pearson product moment correlation at p=0.05. Results show that 52.5% were within active age of between 31 and 50 years of age, had secondary education (53.4%) with sources of income ranging from marketing of agricultural produce like cocoa (25.5%), crop production (19.1%) and livestock production (15.7%). Majority of the respondents had access to (92.2%) and owned television sets (74.5%) with 27.9% watching the programme on a weekly basis and 51.5% had watched regularly in the last one year. Viewers were constrained by unfavourable schedule (46.5%), irregular power supply (43.1%), lack of feedback (37.7%) and non-richness of content (34.5%). There was an overall favourable perception of Oju Oja agricultural marketing on Ekiti State Television Station. Viewers’ socioeconomic characteristics such as age ( 2 = 14.7), marital status ( 2 = 18.4) and source of income ( 2 =26.7) had significant relationship with the viewership of the programme. Level of constraints (r= -0469) was also significantly correlated with viewership of the programme. The favourable disposition of viewers should be leverage on by addressing the constrained elements of unfavourable schedule, lack of feedback and non-richness of the content.