Audience Satisfaction With Ethiopian Television Evening Amharic Program

Television with its audiovisual nature plays a great role in presenting events within their contextsrnto its audiences. Similarly, ETV has been serving its audiences since its establishment in 1964.rnAlthough audiences continue watching ETV, they are usually heard airing their dissatisfactionrnregarding the quality of ETV services. Despite the fact that audience satisfaction study isrninvaluable, it is difficult to get such a comprehensive research in Ethiopia. This paper, therefore,rnaims at investigating how the complaints of audiences of ETV evening Amharic program arerndeeper. That is, it tries to assess the satisfaction/dissatisfaction level of audiences with thernprograms. The study focuses on Amharic language since most of ETV’s airtime is covered byrnthis language.rnThe subjects of the study are 300 TV viewers of Bahir Dar, Dessie and Gondar towns residentsrnwho have television sets and pay annual service charge. Most of the respondents are youngrnpeople. Audience satisfaction studies are usually done using survey methods. As a result, arnquestionnaire, to find out the audiences’ level of satisfaction based on Likert’s scales, is used torncollect the required data. Mean scores of satisfaction scales and percentages of respondents arernused for the analysis and interpretation of the data. The questions are analyzed in terms of elevenrnfactors that affect audiences’ gratifications. The results, however, represent tendencies rather thanrnactual facts because they are based on personal opinions and predispositions.rnThe degree of gratification (satisfaction, dissatisfaction or neutral) is determined based on threernassumptions that basis on the mean scores of responses on satisfaction scales. Accordingly, thernmain findings are the following. Audiences’ level of satisfaction is very low. They show theirrndissatisfaction with the overall services of the channel. Most of the programs lack credibility.rnMoreover, among the programs Local News and Current Affairs reports and Advertisements arernthe most dissatisfying programs. Only Q&A, Sport and ’50 Lemon’ programs are relatively thernmost satisfying ones. Furthermore, most of the audiences watch ETV either as a habit or due tornlack of an alternative channel.rnHence, looking through these results, it is possible to say that ETV Amharic programs are unablernto gratify its audiences by producing and broadcasting programs that go with the needs of itsrnviewers.rnAll these indicate that ETV, being the only medium in the country, to gratify its audiences,rnshould exert more efforts to improve its programs in line with the needs of its viewers.

Get Full Work

Report copyright infringement or plagiarism