A Study On Audience Satisfaction With Mijuu Dilbataa Program Of Oromia Television Jiregna Fayera

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The central focus of th is study was to in vesti gate the sati sfaction and/or di ssati sfact ion ofrnaudi ences with 'Mijuu Di lbataa' program of Oromia Television. The study attempted to see thernextent to whi ch the program gratify the viewers or not, reasons why audiences watch thernprogram and which sections of the program audiences watch most and least.rnIn the li teratu re rev iew, various literatures that have a connection with audience satisfact ion andrntelevision were reviewed . Accord ingly, uses and gratificat ions theory was used as a theoreticalrnframework to this particular theme . . The research methods utilized in this study were bothrnquantitative and quali tative. The study, by using questionnaires and individual sem i-structuredrninterview, tried to examine the level of the respondent's satisfact ion/dissatisfaction in relation tornthe program. The respondents were selected purposely to find out the real viewers of thernprogram; hence, a total of 142 viewers in Adama town parti cipated in the studyrnThe findin gs of the study demonstrated that the audiences watch 'Mijuu Dilbataa' program forrnvario us reasons. The overwhelming majority of the respondents watch the program sections as arnhabit and to pass time. The study also revealed that the overall audience satisfact ion with 'MijuurnDilbata' program was very low, implying that the program has lim itations in address ing thernneeds and in terests of its audi ence. Specificall y, the program has gotten the fo llowingrnshortcom ings; mainly, poor editing and presentation style, extreme repet ition of programrnsections, absence of excellen t, competent and talented profess ionals. The study conc ludes thatrn' Mijuu Dil bataa' program sections are not sati s fying the needs of its audi ences; and hence, thernprogram sections are not fu ll y in a position of fulfilling the desires and needs of its aud ience.rn,rnBased on the findings, the study forwarded recommend ations on how to improve the program torngratify the audiences.

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A Study On Audience Satisfaction With Mijuu Dilbataa Program Of Oromia Television Jiregna Fayera

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