ASSESSMENT OF BROADCAST MEDIA ROLE IN THE PROMOTION OF FILM INDUSTRY IN NIGERIA
1.1 Background of the study
The Nigerian film industry, also known as Nollywood, is Africa’s most prevalent movie activity in both the number of productions and value, roughly producing between 1,000 and 1,500 movies annually. Nollywood is making its mark in the film business. According to the article, “Nigeria’s Film Industry: A Potential Gold Mine”, Moudio (2013) states, “The Nigerian film industry, also known as Nollywood, produces 50 movies per week, second only to India’s Bollywood- more than Hollywood in the United States. Although its revenues are not on par with Bollywood’s and Hollywood’s, Nollywood still generates an impressive $590 million annually” (Moudio, 2013). This in turn assists the government with creating employment growth for the country by providing job opportunities. According to the article, “About Nollywood”, the average production of Nollywood films costs approximately $15,000 and takes only 10 days to make a movie (Dovey, 2011). Nollywood films last between an hour to two hours and they are occasionally broken up into multiple parts. Some films are split into parts on one disc or up to three discs, which may include advertisements and promotional content in-between the films. Although Nigerian films have been dated back to the 1960s, it was the advancements in digital filming, producing, and editing that boosted the countries film industry (Akinyemi, 2011).
Movies and talk about movies constitute a certain portion of our daily conversation. It is difficult to imagine a day pass without the average person coming in contact with movies by watching them, as they are or seeing clips from the news; seeing billboards, handbills, flyers, posters, advertisements, hearing or talking about them with friends and family members. These are all forms of broadcasting and creating awareness about the film. Much has been written on the Nigerian video film but pretty little is written on how they are broadcast and get the much needed attention that leads to patronage (Ebewo, 2017). However, the broadcast media especially the visual media (television, films, and now the new media) are widely believed to be uniquely effective because of their visual advantage which enables the retention of attention among audiences.
Whether consciously undertaken or not, every movie gets some measure of promotion, at some point in the production process, be it at preproduction, production or postproduction process, or at all the stages. There is no hard and fast rule as to when promotion should start for a film. “Promotion may well start with the acquisition of property. The purchase of the motion picture rights in a famous novel or play is frequently a good point of first release,” (Mayer, 2013; p.111). This promotion may be intense for some movies and for others it may occur as a happenstance or a mere interpersonal communication between knowledgeable friends with members of cast or crew. For some, it may just flit in as gossip that a given actor/actress is featuring in an upcoming film production. What matters, however, is that publicity is like air to the movie: a necessity but not a yardstick for success. All the same, in the bid to attain a measure of responsibility and put on the garb of a respectable corporate entity, all sorts of guilds and associations have sprung up in Nollywood. But till date, one is not aware of any guild or association that sees to the promotion and publicity of movie productions; not even the Film Marketers Association appears to have this responsibility. This study is designed to assess the broadcast media role in the promotion of film industry in Nigeria. It is therefore, an appraisal of this aspect of the Nigerian firm industry, in order to determine how it has fared so far and how it can be bettered if need be, for greater and more satisfactory viewing experience.
1.2 Statement of the problem
Broadcast media in a good medium of information distribution there are lots of things occurring around us in our local areas in our country and the world at large. People of different calibers because of aware of the important events when they time their television or radio to hear the news, through the media, the promotion of film industry in Nigeria has make movies more interesting when you are confuse matters of environment around you, you can infirm the occurrence through the media. The broadcast media is a medium of advertisement and it helps in the integration of film industry in Nigeria. There are enough of the primary roles which broadcast media is suppose to perform on the promotion of film industry in Nigeria but over the years it has been faced with the problem that have hinder performing up to the required expectation of the society. The issue is since broadcasting, another investment in a similar direction is expensive and promotion is free, the broadcasting industry has a big challenge because getting things done without payment is a bit difficult, hence the need for this study on the assessment of broadcast media role in the promotion of film industry in Nigeria.
1.3 Objective of the study
The general objective of this study is to assess the role of broadcast media in the promotion of film industry in Nigeria.
The specific objectives of the study are:
- To investigate the role of broadcast media in the promotion of film industry in Nigeria
- To investigate the relationship between broadcast media and film industry in Nigeria
- To recommend measures for the promotion of film industry through broadcast media
1.4 Research questions
- Do broadcast media play any role in the promotion of film industry in Nigeria?
- Is there any relationship between broadcast media and film industry in Nigeria?
- What are the recommended measures for the promotion of film industry through broadcast media?
1.5 Research hypotheses
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: broadcast media does not have any influence on the promotion of film industry in Nigeria
H1: broadcast media have a significant influence on the promotion of film industry in Nigeria
1.6 Significance of the study
It is believed that at the completion of the study, the findings will be of important to the Nigerian film directors as the study seek to elaborate on the role of broadcast media as a promotional agent in this 21st century, the study also seek to elaborate on the impact of broadcast media in the promotion of film industry. The study will also be of great importance to student who intends to embark on a study in similar topic as the findings of the study will serve as a pathfinder to them. Finally the study will be of great importance to students, teachers and the general public as the finding will add to the pool of existing literature.
1.7 Scope of the study
Due to time factor and funds, the study is limited to Enugu. The sample size for the study is 200
1.8 Limitation of the study
Since the study is only limited to Enugu audience, the result that will be derived will not be generalized to the nation but to Enugu from where the sample is drawn.