Audience Reception Of Ebcs Negen Zare Show The Case Of High School Students In Addis Ababa

The purpose of this study was to explore Addis Ababa in school youth audience reception of rnNegen Zare show aired by Ethiopian Broadcasting Corporation (EBC). It investigated the rnyouth’s access, exposure and consumption of the show. It also aimed at assessing the youth’s rnperceptions, expectations, ratings and satisfactions/dissatisfaction of the talk show added to their rnreflections on the relevance and quality of the contents of the program. The study was conducted rnon the youth who study in the city’s secondary schools which educate students from grade nine rnthrough grade twelve. The study was framed in the audience reception theories. The adopted rntheoretical frameworks include agenda setting and framing theory, uses and gratification theory rnand reception analysisrnComprehensive quantitative survey was employed to generate data from the youth. Ten rninformants from ten secondary schools were selected using quota sampling techniques. The rnresearcher administered the survey form to 100 informants who watch EBC Negen Zare show. rnThe reliability of the survey form was calculated to be 0.920 at Cronbach's Alpha level. Key rninformant interview (N: 7) was held with the talk show producers, editors and hosts to rnsupplement and triangulate findings. The data was collected between April and December 2020.rnFindings show that the youth audiences sometimes watched Negen Zare show as the aggregate rnmean value shows ( M=1.574, SD= 0.447). This means that in general the youth are not fan of rnthe show. As the aggregate mean value ( M= 2.4572, SD= .69996) shows the youth audiences rndisagree that the show is relevant and has a good quality. They did not follow, interact, comment rnand participate on the social media outlets posted by EBC Negen Zare show. The aim of the rnshow was educating and entertaining the youth so that they are productive in all aspects or rndimensions of their life. rnThe agenda of the show was set and prioritized from top down and does not involve the target rnyouth audience. EBC Negen Zare show does not have systematic mechanism to evaluate and rnimprove the quality and relevance of the show to the youth. The contents of the show were with rnless quality and the format which was not appropriate to the youth. The show was mostly studio rnbased. It lacks visual elements. It also lacks music and entertainment performance as compared rnto the previous show in which music and sport were the integral part of the show. Based on these rnfindings, relevant recommendations were forwarded

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