Audience Satisfaction With Ethiopia Television Adolescents Program The Case Of Late Adolescents At Secondary Schools In Addis Ababa

Ages 12 to 18 by nature is a transition period between childhood to adulthood. At this transition period late adolescents (age 15 to 18) share many things including media preference with early adolescents and adults. Most of the times media preference and satisfaction of this age group is studied in accompany with other ages. As a matter of fact the study has to be made separately for they have their own media preference and extent of satisfaction. This is the main gap which this paper tried to fill. The focus of this thesis is to study the extent of satisfaction and/or dissatisfaction with ETV adolescents‘ programs of late adolescents. The study tried to find out, the reasons why late adolescents watch the programs and what the factors affecting late adolescents‘ satisfaction are. Moreover, the study attempted to examine the level of adolescents‘ satisfaction with ETV adolescents‘ programs using the Use and Gratification Theory as a theoretical framework. The study used mixed method and therefore employed both qualitative and quantitative approaches. While Questionnaire used to obtain quantitative data from students, in-depth interview was used to get qualitative data from students. For the data collection, students who watch ETV adolescent program were purposively selected from two secondary schools (St.Raguel and ―Hedase‖ Lideta). The actual questionnaires were distributed to 144 students and the study employed a descriptive research design. The data were then analyzed using basic statistics such as frequency distribution and percentages. An individual semi-structured interview was also made with twelve participants. Thematic interpretation is used for analysis of in-depth interview. The findings of the data showed that ETV adolescents‘ program audiences watch the program for different reasons; many of the respondents do not watch it as a habit. They watch the programs for reasons such as entertainment, educational purpose, social integrity and personal identity. Therefore, the overall results of this study showed that audience satisfaction with the program was good.

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