Prospects And Problems Of Private Media Management In Nigeria

INTRODUCTION

1.1 Background of Study

Broadcasting and the electronic media are the vehicle through which diverse audiences get abreast with the happenings in the society, especially in this era of globalization. Akpan, (2002, p.3) made this fact more explicit when he described broadcasting as the systematic dissemination of entertainment, information, educational and other features for simultaneous reception by a scattered audience individually or in group Electronic media are known for their immediacy of impact, their potentially wider reach, and their ability to transcend the banners of literacy and education to a particularly diverse audience. Thus, Abubakar (1993, p.183) succinctly notes that, “the electronic media refer only to radio and televisions. These forms of mass media reach millions of people simultaneously and with immediacy...” Moreover, the electronic media have also emerged as the most powerful tools for influencing the direction of public opinion in any modern society (Izuora 1993, p.190). Ezeokoli, (1993, p.201) reaffirms that television (broadcasting) is by far the most potent medium, because of the immediacy and intimacy of it transmission. It is also, therefore, why Odetoyinbo (2001, p.2) posits that broadcasting has been found to be a force to be reckoned with in the development of nations all over the world. It presupposes that broadcasting is a bridge building tool for development.

It suffices to say that to realize these tasks, there must be ownership of media. Media ownership was hitherto left in the hands of governments, state and federal. In 1977, the Federal Military Government took over all television broadcasting stations in Nigeria and placed them under the authority of the Nigeria Television Authority (NTA). Powerful short wave radio stations were also taken over and placed under the Federal Radio Corporation of Nigeria (FRCN). This gave strong influence on government as the sole transmitter of signals to diverse audiences in the country. During this period, the government dictated what went on air and how. There was however a turn of events in 1992 as broadcasting was deregulated via promulgation of Decree 38 by the then military government headed by General Ibrahim Babaginda. It was called Decree 38, 24 August, 1992 of the Federal Military Government, Gazette extraordinary No.33:1992. This gave birth to the broadcasting commission which was empowered to act as a guide to broadcast outfits. Nwanze (2003, p.9) said they were to, among other things, advise the Federal Military Government generally on the implementation of the National Mass Communication Policy, with particular reference to broadcasting; regulating and controlling the broadcast industry. This scenario gave rise to the recognition of private broadcast media establishments in the country, a situation which liberalized and deregulated the process of broadcasting in Nigeria. It happened people to have more access to information and information dissemination process in Nigeria.

The process of information dissemination was no longer seen as exclusive for the government media and their owners, rather required the contributions of the private broadcast outfits to move the sector forward, hence Daar Communications Limited applied for licence for television in Nigeria, and Daar Communications Limited received licence for direct Satellite television in June, 1995. It then started operating the Satellite television with call sign — AlT (Africa Independent Television) to local and global audience (Nwanze 2003, p.15). It is also in line with the foregoing that Silverbird Group got the leverage which empowered her to seek for broadcast licence. In January, 2004, Silverbird Group commenced commercial transmission of Silverbird Television, a family entertainment channel. The station has very high quality programmes and clear reception which is the reason for very wide viewership in Nigeria. This becomes the foundation on which the establishment of the Rhythm 93.7fm was based. Above all, the contributions of the private broadcast media to the enlightenment, information and education of the general populace cannot be overstressed. However, these contributions are not devoid of challenges. It is, therefore, the main thrust of this expository study, which is geared towards digging out the prospects inherent in this sector and proffering solutions to the detected challenges.