An Assessment Of Audience Satisfaction With Oromia Broadcasting Network (television) With Specific Reference To Afan Oromo News

The purpose of this study was to assess the satisfaction of audiences with OBN Television fan Oromo News. Specifically, the study tried to see the extent to which Afan Oromo News meet the need of the audiences to examine how much the audiences are satisfied with selection of issues; to identify factors thataffect audience satisfaction of OBN news and to examine whether audiences are satisfied with OBN Afan Oromo news presentation. In order to generate appropriate data, the study employed purposive sampling technique to select subjects for questionnaire and in depth interview. The researcher believed that purposive selection of participants was useful to get the right TV viewer. While two editors and 4 producers were selected for an interview from OBN, 150 audiences of the station were selected purposively for the questionnaire from Oromia Special Zones near Addis Ababa. The findings of the study showed that OBN Afan Oromo News is highly satisfying the need of its audiences with a few reservations. On the other hand, satisfaction of OBN Afan Oromo news audiences is not highly challenged by the factors affectingsatisfaction of audiences.On the other hand, OBN has huge gap in conducting audience’s satisfaction research and it solely depends on audiences’ feedback via different methods. Thus, the researcher recommends that OBN should conduct audience’s research routinely in order to stay in the market of mass media.

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