The research work titled “Effective Markeing of television
services in Enugu metropolis was carried out to offer recommendation which if
it is applied would enhance the performance of services organization.
During the course of study it was discovered that Enugu Television
(ETV) which happened to be case study of the researcher used integrated
marketing concept to achieve it set objectives, their advertiser, their viewer
of company mutual benefits which they also have to put more effort on their
To solve the research problems of ETV based on the findings which
is the inability to adequately adopt the marketing concept as regards to
customers satisfaction in their operation.
The management of ETV have to utilize various techniques such as
knowing their customers complaints by making use of public relations strategy
and field survey as to achieve the best of television services.
The management should organize programmes such as workshop,
seminars from time to time as to educate the staff on the method of improving
efficient relationships with the customers.
Conclusively, if these recommendations are effectively applied, it
will help in enhancing the efficiency and effectiveness of the services
rendered or offered by Enugu Television (ETV) to its numerous customers.
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Significance of the Study
1.5 Scope of the Study
1.6 Limitation of the study
1.7 Definition of Terms
2.0 Review of Related Literature
2.1 Theoretical Framework
2.2 Marketing Defined
2.3 Services Defined
2.4 Characteristics of Services
2.5 Marketing mix for services
2.6 Marketing Strategy
2.7 Performance problems in services organization
Discussion of Findings
4.0 Summary, Recommendation and Conclusion
4.1 Summary of Findings
1.1 BACKGROUND TO THE
The Enugu State Television Channel 50 can be traced back from the
establishment of Eastern Nigeria Broadcasting Corporation (ENBC). On the 1st October, 1960 under the name of
ENBC 2nd regional
The stations became Eastern Central State Broadcasting Service
(E.C.S) after the State creation by the Federal Republic of Nigeria into 12
During the civil war between 1976 and 1970, it has Broadcasting
Corporation of Biagra (B.C.B). In 1977 – 1982, it was Anambra Broadcasting
Corporation (A.B.C), THIS WAS LATER RENAMED Anambra Broadcasting Services
having the television and radio services under the umbrella of Anambra
Broadcasting Services (A.B.C). Chief Jim Nwaobodo’s administration saw
the inclusion need of the television station hence started her first media
transmission tour on the 1st October
1981. It operated only for the views in Enugu, about 12 kilometers radius
when the gigantic transmitting equipment were yet to be installed in the main
studio at the independence layout Enugu. It was officially launched and
opened for state wide transmission on the 27th of
March 1982 by the then governor of Anambra State, Chief Jim Ifeanyichukwu
The Navy Capitain Alison Madueke’s administration marked the
merging of the Radio/Tv Station into one autonomous transmitting stations
having Anambra television (A.T.V) and Anambra Broadcasting Services (A.B.S)
Enugu. In 1994 out of the (19 states created, Enugu State was born, the
station became Enugu State Broadcasting Service (E.S.B.S) for the radio and
E.T.V. channel 50 for television.
Today the Enugu Television (ETV) channel 50 has remained of the
state government owned television in the country. The station is first
station in the black Africa ever to transmit the ultra high frequency (U.H.F).
The station has area offices at Lagos, Nsukka, Aluka, Onitsha and
1.2 STATEMENT OF THE
There have been wide speculations about he performance of the
Enugu television (E.T.V) by many viewers in the recent past while some are of
the suggestion that the television is not presenting enough entertaining and
educative game, many complained of distorted audio and vision and others of
late and delay in news broadcasting.
The above circumstances or situation indicate that there might be
lapses in the services marketing of the television station which have seriously
affected the overall performance of the station. It is in the high of
these development that this study undertake to investigate the past stage of
performance of the establishment with reference to its marketing or its service.
1.3 OBJECTIVES OF THE
1. To determine whether the
services offered by E.T.V are tailored towards achieving customers satisfaction.
2. To determine the extent
E.T.V. programmes and activities are integrated towards achieving its objectives.
3. To find out whether
customers of E.T.V. are actually satisfied with the quality of services offered
4. Assessing the overall
performance of the television station in the strengthen of its services.
5. To determine the effect of
the station in the market.
6. Evaluating the marketing
policies of the organization.
7. Finally to make useful
suggestions that will enhance or boost the performance of the station.
1.4 SIGNIFICANCE OF THE
This study is of great importance to all and sundry. The
organization under study stands at a clear position of benefiting immensely
from the outcome or finding of the study. It will become more aware of
their present performance towards the satisfaction of customer advertisers
viewers and made to be of the need to improve and develop the required
materials and equipment so as to be able to improve the effectiveness and
efficiency in rendering television services.
The students and the researcher are not left out in the use of the
findings of the study. The students are educated while the researchers
who seek to provide solution to some problems will utilize and use it as basis
for further investigation.
The research work will also help service organization to
understand more correctly the basic principles of marketing practice.
The study borders on the marketing of television services with
special reference to the effective performance of the Enugu State owned
television station (E.T.V.)
1.5 SCOPE OF THE STUDY
Like every other service offered by television services are
rendered by many organizations, individual and governmental bodies. Its
marketing practices therefore will critically depend on the seven Ps of the
services marketing mix of the product services, price, place (distribution),
promotion, people, physical evidence and process.
The study evaluates the performance of E.T.V. enough in the
discharge of their television services.
1.7 DEFINITION OF TERMS
This is a process of anticipating, identification, conception of
consumers needs and wants through exchange for satisfaction both individual and
The marketing management orientation, which holds that the key
task of all business organization is to identify the nature of consumer demand
of goods and services and to satisfy such demand through production and
distribution of goods and services.
The marketing process involving organization that buy in order to
provide services, services are activities or benefits that one party can offer
to another, that is intangible and does not result in the owner or anything its
productivity may or may not be tied to physical product.
These are services provided by a television station that are
offered for the satisfaction of the needs of the customers or users. Some
services such as advertisement are paid for by the sponsors unlike some such as
educative and informative programme are paid or sponsored by government on
This refers to the level of operation towards the satisfaction of
the needs and wants of the masses. Alternatively it can be refer to as
the ability to come to a completion of a particular event.
This is an abbreviation of Enugu State owned television station
channel 50. E.T.V. will be used in most cases during the cause of this
TERMS AND CONDITIONS APPLY
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