Thesis Abstract

Abstract
This study examines the influence of news commercialization on the credibility of news in broadcasting media, using TV Continental as a case study. News commercialization refers to the process by which news content is shaped or influenced by commercial interests rather than solely by journalistic values. In recent times, concerns have been raised about the impact of commercialization on the credibility and quality of news reporting, particularly in the broadcasting sector. The research employs a mixed-methods approach, combining content analysis of news programs on TV Continental with interviews of journalists and newsroom managers. The content analysis focuses on identifying patterns of commercial influence on news content, such as the prioritization of sensational stories or advertisers' interests over public interest. Interviews provide insights into the decision-making processes within the newsroom and the extent to which commercial pressures affect journalistic practices. Findings from the content analysis reveal that news commercialization is indeed present in TV Continental's news coverage, with an emphasis on stories that attract higher viewership and potential advertisers. This focus on sensationalism and entertainment-oriented content can compromise the credibility of news reporting, as it may prioritize audience engagement over factual accuracy and depth of coverage. Furthermore, the analysis indicates instances where advertisers' interests seem to influence the framing or tone of news stories, raising concerns about editorial independence. Interview data shed light on the internal dynamics at TV Continental, highlighting the challenges faced by journalists in balancing commercial imperatives with journalistic ethics. Journalists express concerns about pressures to conform to the station's commercial objectives, which can sometimes conflict with their professional values of accuracy and objectivity. Newsroom managers, on the other hand, acknowledge the need to generate revenue but emphasize the importance of maintaining editorial standards and public trust. Overall, this study contributes to the ongoing discourse on news commercialization and its implications for news credibility in broadcasting media. By focusing on a specific case study, it offers valuable insights into the challenges faced by journalists and news organizations in navigating the complex interplay between commercial interests and journalistic values. The findings underscore the importance of upholding ethical standards and editorial independence to safeguard the credibility and integrity of news reporting in a commercialized media landscape.

Thesis Overview

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

There is an increasing commercialization of the media in Nigeria, the situation that has brought the integrity of the mass media enterprise to question. The social responsibility theory holds that while the press functions as a free enterprise, as guaranteed by the libertarian theory, it must be responsible to a society in which it operates. Based on this theory, the mass media are able to raise issues of public importance. Our mass media today do not seem to perform this social, duty as issues that set agenda for national development are compromised for “naira and kobo”. This abuse at practice has received the attention of mass communication scholars and other stakeholders who now advocate for a reinvention of our media contents to make the media realize their potentials as tools for national development (Asogwa & Asemah, 2012).

Onoja (2009) sees news commercialization as “a situation whereby stations begin to raise revenue by charging fees for news reports they should normally carry free”. This implies that, broadcast stations are meant to package and produce news free rather than commercializing it for profit making and gain.

Chioma (2013) sees news commercialization “as a tactful strategy through which the media relegates its responsibility of surveying the society”. Johnson (2001, p. 2), cited in Okigbo (1997) argues that balancing the cost of high quality journalism against corporate profit is one of the significant changes in journalism practice today. By implication broadcast media are meant to serve the public by dishing out news and entertainment rather than selling news and entertainment for profit making. As Kenneth and Odorume (2015) put it, “the broadcast media organizations should exist to serve public interest. However, recent journalism practice in Nigeria seems to be plagued with the malady of news commercialization. What this portends is that only the rich will get their ideas communicated to the public thus relegating the common to the background. Media organizations are undeniably expected to protect the public interest of their audiences.”

McManus (2009), sees news commercialization as ‘any action intended to boost profit that interferes with a journalist’s or news organization’s best effort to maximize public understanding of those issues and events that shape the community they claim to serve’.

Also, Nwodu (2006) in National Open University of Nigeria (nd p.28) describes news commercialization as “the deliberate presentation of sponsored information to unsuspecting media audience who perceive these information as conventional public interest-oriented news”.

Against this backdrop news commercialization could be a packaged, produced and disseminated information by a sponsor who pays a media organization. It could also be message/information/idea/thoughts payed for by an unidentified sponsor whose idea is trumpeted via a media organization to a large heterogeneous audience in order to influence or modify their thinking. This act of commercializing news by journalist and media organization, greatly affects the objectivity and balance of reporting as Ekeanyanwu and Obianigwe (2012, p. 517) put it “monetary gifts could pressurize a journalist into doing what the giver wants, and this makes the journalist unable to be objective in his reporting of events and issues involving the people who give such gifts.

Thus, the news stories produced are likened be commercial products that have been paid for by the customer which should serve the need to which the product is expected, in favor of the customer” Asogwa & Asemah (2012) say “there are many reasons for which media outfits are established; some ideally set up the media to perform social functions of reflecting society and setting agenda for national discourse; others show more interest on generating income; hence, the media are profit oriented. In Nigeria, the latter may be a strong factor, given that media content is considered a commodity for sale, just like other commodities in a capitalist environment”

This implies that a journalist who sells his conscience for money with the justification that it is news commercialization will end up deterring his reportage to suit the buyer of his conscience. “He who pays the piper dictates the tune” comes to play here. News commercialization is therefore liken to a wheel while brown envelop journalism is the spook that enhances the wheel to thrive on. Therefore, this study focus on the Influence of news commercialization on the news credibility in broadcasting media, using a case study of TV continental.

1.2     STATEMENT OF THE PROBLEM

The mass media have invariably lost their essence as they have gradually departed from a social responsibility driven practice to an economic based journalism. There is an increasing commercialisation of the media in Nigeria, the situation that has brought the integrity of the mass media enterprise to question. News commercialization has become a major trend in news treatment globally, and an issue of ethical concern in the mass media. It is a tactful strategy through which the media relegates its responsibility of surveying the society – disseminating information on the event, and people of social interest aside for financial gains (Chioma 2013). Therefore the issue of news commercialization has come to characterize journalism practice in Nigeria. A situation that prompt journalist/media organization to collect money in order to publish. The Nigerian adage “money for hand back for ground” comes to play here. Whereby “no money no reporting”. This practice is like a cankerworm eating deep into journalism practice in Nigeria. The good old fairness, objectivity, balance and truth in journalism has been eroded by selfish greed and profit making motive by various media houses in Nigeria.

As Azeez (2009) puts it, news organization in our contemporary capitalist time are established on profit making motive; perhaps, unarguably, less on the motive of serving the interest of the public for which they are institutionalized. This negates public interest therefore projecting the voice of the rich at the expense of the poor or the voice of those who can pay at the expense of those who can’t. these problems has made it obvious that there is a need to carry out a study on the Influence of news commercialization on the news credibility in broadcasting media, using a case study of TV continental.

1.3     OBJECTIVES OF THE STUDY

The main objective of the study is to examine the Influence of news commercialization on the news credibility in broadcasting media, using a case study of TV continental. The specific objective of this study include the following:

1.     To ascertain the perception of journalists in TV continental on news commercialization.

2.     To find out the factors responsible for new commercialization in TV continental.

3.     To examine the extent to which news commercialization has influenced the objectivity, fairness, balance and truth in news reporting in TV continental.

4.     To determine how news commercialization has affects the perception of people on the news credibility of TV continental.

5.     To investigate the relationship between news commercialization and the credibility of news reporting in TV continentals.

1.4     RESEARCH QUESTIONS

The relevant research questions related to this study are:

1.     What is the perception of journalists in TV continental on news commercialization?

2.     What are the factors responsible for new commercialization in TV continental?

3.     What is the extent to which news commercialization has influenced the objectivity, fairness, balance and truth in news reporting in TV continental?

4.     How has news commercialization affect the perception of people on the news credibility of TV continental?

5.     What is the relationship between news commercialization and the credibility of news reporting in TV continentals?