ABSTRACT

The objective of any advertiser is not only to communicate messages about his products/services to the target audience but also to receive favorable response. The realization of this objective will depend primarily on the preference of the audience, their types of programmes and the view patronage level. Advertiser is ready to invest on any medium that reaches a wider audience. Viewers of television programmes constitute a major asset to the media. Media houses recognize this fact and try to design programmes that will appeal to them. It is true that the programmes they listen to or watch does not attract any direct payment. It is also true to say that they are expected to pay for the programmes eventually by purchasing the goods and services advertised in commercial messages. The advertiser are aware of this basic fact and the audience are only willing to buy air time from TV stations that offer popular programmes which will guarantee wider exposure of their commercial messages. This expectation demands that television programme makers should devise and produce programmes that will attract viewers and transmit same through technically efficient stations. The higher the viewer ratio, the more prepared the advertisers will be to sponsor TV programmes, and patronize TV Stations.

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