ADVERTISING AND THE SUSTENANCE OF MEDIA ORGANIZATION
A STUDY OF NTA, FRCN, PLATEAU RADIO/TELEVISION AND CHANNELS TELEVISION
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.