Audience Satisfaction With Ethiopian Television Amharic Childrens Program The Case Of Children In Addis Ababa

The central focus of this study was to explore the satisfaction/dissatisfaction of childrenrnwith Ethiopian Television Amharic children’s program. The study attempted to see thernextent to which the program gratify the children or not, for what purpose they use thernprogram, the children’s program preferences and whether the children’s needs/interestsrnare addressed or not.rnIn the literature review, various literatures that have connection with children andrntelevision were review. Accordingly, Bandura’s social – learning theory and the uses andrngratifications approach were used as a theoretical framework to this particular theme.rnThe research method that was utilized in this study was qualitative. The study, by usingrnfocus group interviews and in-depth individual discussions, tried to explore the level ofrnthe respondent’s satisfaction/dissatisfaction in relation to the program. The respondentsrnwere selected purposely to find out the real viewers of the program. The editor andrnproducers of the particular program also interviewed to make the study complete.rnThe findings of the research demonstrated that ETV Amharic children’s program is notrnin the position to gratify its viewers. The responses of the respondents reveal that theirrnneeds and/or preferences are not fit with the content and presentation of the program.rnEven if they have lots of reasons to watch it, they didn’t achieve what they want andrnexpect. The outcomes of the individual in-depth and focus group interviews revealed thatrnthe majority of the respondents lost interest toward the program because the program didrnnot gratify their needs.

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