ADVERTISING AND THE SUSTENANCE OF MEDIA ORGANIZATION

A STUDY OF NTA, FRCN, PLATEAU RADIO/TELEVISION AND CHANNELS TELEVISION

  • SUNDAY U. AJA Alex Ekwueme Federal University, Ndufu Alike, Ebonyi State
  • IJEOMA N. TAIWO
  • CHIOMA R. CHIME-NGANYA
  • CHIKA T. EZEALI
Keywords: Advertising-related services, media management and entrepreneurial strategy, Revenue diversification

Abstract

The sustenance of business enterprises through alternative revenue sources has received increased attention as a critical element of media management and entrepreneurial strategy in recent years. Revenue diversification consciousness, thus, represents the hallmark of good corporate governance and  entrepreneurship. This paper investigates advertising as a vital service upon which media entrepreneurs and managers can rely for revenue. It also reveals why television networks receive majority of their revenue from advertising. Anchored on gate- keeping and cultivation analysis theories, the paper surveyed some selected staff of NTA Abuja, FRCN Enugu, Plateau Radio/Television and Channels Television Lagos. It found that advertising revenue is what funds most media organizations. The paper also found that television networks target their programmes to reach every available audience, bearing in mind that, the larger the audience, the greater the possibility of attracting and selling air time to potential advertisers. The paper recommends that Advertising-related services should be given top priority since their benefits outweigh their disadvantages.

Author Biography

SUNDAY U. AJA, Alex Ekwueme Federal University, Ndufu Alike, Ebonyi State

Department of Mass Communication

Published
2020-02-07
How to Cite
AJA, S. U., TAIWO, I. N., CHIME-NGANYA, C. R., & EZEALI, C. T. (2020). ADVERTISING AND THE SUSTENANCE OF MEDIA ORGANIZATION: A STUDY OF NTA, FRCN, PLATEAU RADIO/TELEVISION AND CHANNELS TELEVISION. International Journal of Communication: An Interdisciplinary Journal of Communication Studies, 24(1). Retrieved from https://journal.ijcunn.com/index.php/IJC/article/view/10
Section
Articles