The Strength Of Advertising To The Development Of The Mass Media Establishment
[A CASE STUDY OF NTA]

This study investigates the role of advertising in generating revenue for Nigeria Television Authority (NTA) Port Harcourt, one of the oldest television stations in Nigeria. Established in 1977, NTA Port Harcourt serves a diverse audience across multiple states, fulfilling its primary functions of informing, educating, and entertaining. However, economic challenges have impacted television viewership and advertising effectiveness.

The research examines several critical areas: the extent to which customers bring advertisements to NTA Port Harcourt, the influence of these advertisements on viewers and potential clients, and the overall revenue generated from advertising activities. Through a series of research questions and hypotheses, the study aims to uncover the effectiveness of NTA Port Harcourt's advertising strategies and identify potential improvements for sustainable revenue generation.

The findings are expected to contribute valuable insights for mass media organizations, advertisers, and viewers alike, fostering a better understanding of the dynamics between media content and audience engagement. Additionally, the study highlights the need for effective advertising techniques to enhance viewer response and establish mutual understanding between media organizations and their audiences. Given the constraints of time and financial resources, the research focuses specifically on NTA Port Harcourt, offering a detailed examination of its advertising practices and their implications for organizational survival. Ultimately, this study aims to serve as a reference point for future research and a strategic guide for enhancing advertising effectiveness in the mass media landscape.