A Study On Audience Satisfaction With Etv A Fan Oromo Programs

The main focus of this study was to find out the over all level of audience satisfaction with ETV AfanrnOromo programs. In relation to this, attempts were made to assess audiences’ program preference, as tornwhy people watch ETV Afan Oromo programs, how audiences react to the contents and presentationsrnof the programs.rnQualitative method of research was utilized throughout the research. Hence, in-depth individualrninterview and focus group discussions were instruments of data collection. Three locations, AddisrnAbaba and two towns from the Oromia National Regional State (Adama & Ambo) were selectedrnpurposely to carry out the individual in-depth interviews and focus group discussions with respondentsrnwho were also drawn purposefully. In addition, some editors who are working in ETV Afan Oromornsection were also interviewed to make the study more complete.rnRegarding, related literature, attempts have also been made to review various literatures written inrnconnection with the theme. Accordingly, different theoretical frame works with particular emphasis tornthe uses and gratifications approach were presented and discussedrnAs to the findings of this study, the over whelming majority of the respondents appear to have strongrnaffinity to ETV’s programs of Afan Oromo which has also become the reason for their attendance.rnConsequently, they watch the programs irrespective of their needs and desires, satisfaction /rndissatisfaction and also program genres. They seem to watch the programs with the sense ofrnbelongingness to their language as a basis of their habitual engagement. When it comes to audiencernpreference, among the ETV Afan Oromo programs, the entertainment took the first while therneducational and informative ones took the second and third leg respectively.rnAll in all, in relation to over all satisfaction, the outcomes of both the individual in-depth interviewsrnand focus group discussions designate that the majority are neither in a very satisfied nor in a veryrndissatisfied positions. Rather, they are in a medium level of satisfaction. However, compared to thernfirst five years of the launching of the Afan Oromo program, the latter periods have shown relativernimprovements as far as audience satisfaction is concerned.

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