Marketing Electronic Media In Nigeria A Case Study Op Nigeria Television Authority (nta) 1986 - 1993

In a national system of Electronic Media, people wishto base a choice between alternative modes of mediacommunication services upon the consideration for quality ofservice and cost of obtaining it.This work is an attempt to look at the marketingactivities of the Nigeria Television Authority vis-a-visprivately owned stations. The study intends at identifyingthose marketing problems that militate against the survival,successful and profitable operation of NTA. To attractpatronage, the Nigerian Television Authority must be up todate with its marketing strategies, it must be efficient,effective and economical in all its dealings. It means thatthe operation of NTA must be attractive, regular anddependable to enable them remain in the market, develop newmarket and recapture old and new ones.To carry out this work successfully, questionnaire andinterview were used. Facts were gathered from respondentsand analysed. The writer found out that the currentmarketing orientation of NTA leave much to be desired.viiiTherefore, the marketing directors should make up to itsresponsibilities, narrow view of the marketing intelligenceand research system should be improved upon.The importance of Nigeria Television Authority innational development cannot be over-emphasized, and thepotential services offered by NTA as compared to other modesare technically numerous i.e. cost, quality of service,coverage and employment. One would, therefore, expect theNigerian Television Authority to market its services tomatch the advantageous features of Electronic Media and tocarry out its operation so as to develop these features tothe full.The findings of this project is concluded by givingsome recommendations on how best to improve on theeffectiveness of the marketing operation under the presenteconomic conditions.

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