CHAPTER 1

INTRODUCTION

1.1      BACKGROUND OF THE STUDY

Over the years, television has been tasked with disseminating critical information about health issues in order to inform, educate, persuade, and modify its audience's health behaviors, taking into account the high value placed on health in human society (Soola, 2010). Onabajo (2014), argued that television media should convey and interpret information regarding society as a unit, emphasizing its successes and failings, as well as its rules and values. Additionally, it provides cultural guidelines that assist in educating the public on how to live, how to behave, and what is expected of them through the numerous program contents available on its platform. Kuewumi (2010) Broadcasting, in my opinion, is the deliberate dissemination of information, education, and entertainment to a large and diverse audience via one of two major modes of mass communication: radio or television. Onabajo (2014:2) states that television viewers can access broadcast messages via their receivers, which assist in decoding such information. This is because the medium is relatively inexpensive; it enables the majority of Nigerians, particularly those from keffi, who are predominantly rural, uneducated settlers, to receive broadcast information, education, and entertainment (chioma, 2014). Television is often regarded as the most potent mass medium ever devised by humanity. Television media allows its audience to both observe and listen to its messages. However, it is an expensive medium because to the high cost of getting a set, the absence of energy, and the limited coverage available to rural dwellers in particular (chioma, 2014). According to Zamawe, Banda and Dube (2016) Every day, the public dies needlessly as a result of insufficient access to health television information or health workers who could have assisted them in making right choices. As a result, access to reliable health information is critical for achieving and maintaining improved and sustainable health outcomes in Nigeria and elsewhere (Godlee, et al, 2015). In developing and undeveloped countries, limited access to health information jeopardizes efforts to bring health care services closer to the populace.

Reed Hastings, CEO of Netflix (an online film library), indicated during a presentation presenting the platform to the Latin American market that traditional television would vanish over the next 16 years. According to Hastings, terrestrial, linear television will be a distant memory by 2030, having been supplanted by its Internet counterpart (Downplays Nielsen 2014). At the same time, according to a recent Nielsen Audience Measurement survey, the ordinary American does not appear to be abandoning traditional television, spending an average of 5 hours and 11 minutes daily in front of the screen (Statistic Brain. 2015).  According to this statistics study, the European audience looks to be slightly more moderate. An typical French or German spends over three hours (about 200 minutes) in front of the television, compared to 184 minutes for a Dutchman and 165 minutes for a Swede. In 2014, the Polish audience set a new standard for television viewing by dedicating 4 hours and 20 minutes of their day to it. And it's worth noting that this value is higher than the 2011 and 2012 television audience study (Wirtualnemedia 2014). At the same time, Poles are candid about television being their primary source of amusement and how they spend the majority of their free time watching it (CBOS 2015). Given that exposure to audiovisual content is an unavoidable part of daily life, it is nearly inevitable that the viewer will come across health information during a television broadcast. Additionally, this information will be trusted, and the television (in addition to contacting a doctor, family, available literature, and, eventually, the Internet) will be viewed as a readily available and conventional source of information about health and sickness by the viewer. It was stressed in late-twentieth-century American and British studies (Seale and Chew 2010) and in the first decade of the twenty-first century (Seale and Chew 2010). Nottingham and Murphy (2011)The latter have identified certain television forms may be a source of medical information in particular (news programs, series, talk-shows, advertising). As a result of the studies, television, together with the press and radio, is the primary channel for health information and may offer viewers with medical knowledge. However, it appears to be an unanswered question whether visual representations of the aforementioned difficulties can influence the viewer's health behaviors and perceptions of health-related matters. Researchers can only conjecture on the content of television health programs, and the potential influence on the viewer's perception and opinion in terms of health remains an open subject (Murphy 2011). This study aims to attempt to investigate the Influence of Nta Health Talk on the People of Keffi.

1.2 STATEMENT OF THE PROBLEM

In Africa, where health services are harmed by a lack of economic power and literacy, the tremendous importance of television in transmitting health information is critical. According to the World Health Organization's Media Centers World Health Statistics, Africa's average life expectancy is 64 years. The prevalence of infectious and non-communicable diseases is extremely high (2014). Previously, when a disease like HIV/AIDS was difficult to control, television media, in addition to other modes of communication, played a significant role in raising awareness through various means. Despite the fact that media exposure increases knowledge of health-related issues, the majority of people in Keffi appear to be under-exposed to the media in order to be aware of the importance of the NTA health discussion program. Even where people get access to television media, there appear to be insufficient health education programs to compel them to seek medical care (Hajara, 2014). Numerous research have documented the negative repercussions of insufficient health care services and the resulting poor outcomes (Raatikainan, Heiskanen, & Heinonen, 2016). Additionally, Cox (2010) discovered that insufficient care services, including information and guidance on health promotion, were strongly associated with adverse health outcomes.The problem to investigate the extent to which NTA health talk program have influenced or have helped to improve rural health care services in Keffi community.

1.3 AIMS AND OBJECTIVES OF THE STUDY

The objectives of this research are to examine Influence of Nta Health Talk on the People of Keffi. Other specific objective includes:

1. To highlight the information passed through NTA health talk show

2. To evaluate the impact of NTA health talk on health of individuals in keffi

3. To examine health television news programmes on NTA

4. To suggest the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi

1.4 RESEARCH QUESTIONS

1. What are the information passed through NTA health talk show ?

2. What is the impact of NTA health talk on health of individuals in keffi?

3. What are the health television news programmes on NTA?

4. What are the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi?

1.5 RESEARCH HYPOTHESIS

H0: There is no significant impact of NTA health talk on the people of Keffi

H1: There is a significant impact of NTA health talk on the people of Keffi

1.6 SIGNIFICANCE OF THE STUDY

This study will be of immense importance towards highlighting the influence of NTA health talk on the people of keffi. This study will also benefit government at all levels, policy makers, political leaders, and all related stakeholder in the quest of identifying influence of NTA health talk on the people of keffi

Finally, findings from this study will benefit researchers and scholars who are interested on developing further research on the subject matter as this study will serve as future literature.

1.7 LIMITATIONS OF THE STUDY

FINANCIAL CONSTRAINT: Insufficient funds to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire, interview).

Time constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.8 SCOPE OF THE STUDY

This study is restricted to identifying the influence of NTA health talk on the people of keffi

1.9 DEFINITIONS OF TERMS

NTA: The Nigerian Television Authority or NTA is a Nigerian government-owned and partly commercial broadcaster.

HEALTH TALK: Health talks are a means to share information with the community,