AUDIENCE PERCEPTION OF SELECTED NTA PROGRAMMES IN PROMOTING INDIGENOUS CULTURE OF NIGER STATE: A STUDY OF SELECTED PROGRAMMES ON NTA MINNA, NIGER STATE

This research examined Audience perception of selected NTA programs in promoting indigenous culture of Niger State. Survey method was used for the study. Perception theory, cultural norms and social learning theory were used as frame work. Questionnaire and interview were the main instrument of data collection: simple percentage was used to analysed the data. . Analysis of the data was based on the three hundred and eighty six (386) copies of the questionnaire returned. The Focus group interview also enable the researcher have face to face discussion with the respondents, six (6) respondents were selected, 2 from each of the zones. Findings shows that, the more frequently the audience are exposed to a particular programme, the more they tend to pattern their lives according to what they watch on broadcast stations. The result obtained also shows that a good number of the audience, especially the younger generation prefare to watch western programmes than our cultural programmes, thereby causing a decline in our indigenous culture. Therefore, the research recommends that NTA Minna should put more effort in showing our indigenous cultural programmes. For further studies, this research suggest that a study should be carried out to ascertain the level of decline in our indigenous languages which are a part of our culture.