ADDIS ABABA UNIVERSITY GRADUATE SCHOOL OF JOURNALISM AND COMMUNICATION THE IMPACT OF NEW BROADCASTING SATELLITE TELEVISIONS ON EBC AUDIENCE: A CASE STUDY OF EBC (TV) NIGHT AMHARIC NEWS By Gera Getachew Cherinet June/2017 Addis Ababa Addis Ababa University Graduate School of Journalism and Communication The Impact of New Broadcasting Satellite Televisions on EBC Audience: A Case Study of EBC (TV) Night Amharic News By: Gera Getachew Cherinet A thesis submitted to Addis Ababa University, Graduate School of Journalism and Communication in Partial Fulfillment of the Requirements for the Degree of Master of Arts in Journalism Advisor: Getachew Dinku (Ph.D.) June/2017 Addis Ababa Declaration I, the undersigned, declare that this thesis is my original work and all the sources of materials used for the thesis have been duly acknowledged. Name: Gera Getachew Cherinet Signature: ________________________ Date of submission: July, 2017 Place of submission: Addis Ababa, Ethiopia Approval Name of Head Department Signature Date Advisor Signature Date External examiner Signature Date Internal examiner Signature Date Acknowledgements ‟You can call, SMS and meet me at any time for advice.‖ Getachew Dinku (Ph.D.), advisor of mine. I would like to express my deepest sincerity and respectful gratitude to my advisor for his genuine and powerful advice. Generous thanks for my little sister who afforded academic fee. Many thanks for all my colleagues and families who supported me throughout my Educational Endeavour Thanks lord. i Table of Contents Page Acknowledgements .......................................................................................................................... i Table of Contents ............................................................................................................................ ii List of Tables .................................................................................................................................. v List of Graphs ................................................................................................................................ vi Abstract ......................................................................................................................................... vii Lists of Abbreviations and Acronyms .......................................................................................... viii Definition of Terms........................................................................................................................ ix Chapter One .................................................................................................................................... 1 1. Introduction ................................................................................................................................. 1 1.1. Background of the study ...................................................................................................... 1 1.2 Statement of the problem ...................................................................................................... 3 1.3 The objectives of the study.................................................................................................... 5 1.3.1 General Objective ........................................................................................................... 5 1.3.2 Specific Objectives: ........................................................................................................ 5 1.4 Research questions ................................................................................................................ 5 1.5 Theoretical framework .......................................................................................................... 6 1.6 Significance of the study ....................................................................................................... 6 1. 7 Scope of the study ................................................................................................................ 6 1.8 Limitation of the study .......................................................................................................... 7 Chapter Two.................................................................................................................................... 8 Review of Related Literature .......................................................................................................... 8 2. Introduction ................................................................................................................................. 8 2.1. Brief background of Television in Ethiopia ......................................................................... 8 2.2. Program of EBC ................................................................................................................. 12 2.3. Satellite TV Broadcasting: The Ethiopian Experience ...................................................... 13 2.2.1. Programs of Satellite Televisions at Night (8 Pm) ...................................................... 15 2.4. What is News? .................................................................................................................... 17 2.3.1. The Importance of news .............................................................................................. 19 2.3.2. News prime time .......................................................................................................... 22 ii 2.5. What is Entertainment? ...................................................................................................... 23 2.5.1. Entertainment value ..................................................................................................... 24 2.5.2. Private Entertainment channels preference over state news program ......................... 25 2.6. Theoretical Frame Work .................................................................................................... 27 2.6.1. Use and Gratification Theory ...................................................................................... 28 Chapter Three................................................................................................................................ 33 3. Research Methodology ............................................................................................................. 33 3.1. Introduction ........................................................................................................................ 33 3.2 Participants of the study ...................................................................................................... 34 3.2.1. Sampling of respondents ............................................................................................. 35 3.2.1.1. Sampling techniques ............................................................................................. 35 3.2.1.2 Sampling of Media practitioners ............................................................................ 37 3.2.2 Data Collection Instrument ........................................................................................... 37 3.2.2.1. Questionnaire ........................................................................................................ 37 3.2.2.2. Focus Group Discussion ....................................................................................... 38 3.2.3. Data Analysis Techniques ........................................................................................... 40 Chapter Four ................................................................................................................................. 41 4. Data Presentation, Analysis and Discussion ............................................................................. 41 4.1 Questionnaire Data .............................................................................................................. 41 4.1.1 Open ended data presentation and analysis .................................................................. 54 4.2 Focus Group Discussion Data ............................................................................................. 56 4.2.1 The youth group (FGD A) ............................................................................................ 56 4.2.2. The adult group (FGD B) ............................................................................................ 60 4.2.3. The journalists group (FGD C) .................................................................................... 66 4.3 General discussion of data .................................................................................................. 71 Chapter Five .................................................................................................................................. 80 5. Summaries, Conclusions and Recommendations ..................................................................... 80 5.1 Summery ............................................................................................................................. 80 5.2. Major findings .................................................................................................................... 81 5.3. Conclusion .......................................................................................................................... 82 5.4. Recommendations .............................................................................................................. 83