MARKETING THEATRE PRODUCTION VIA THE MEDIA (RADIO) PROSPECTS AND CHALLENGES (A CASE STUDY OF LASU RADIO)

CHAPTER ONE

INTRODUCTION

1.1. BACKGROUND OF THE STUDY

The theatre production in Nigeria aims to produce high-quality content, make it available across widely used devices and platforms, and reach all audiences. The means of attaining this however, has meet with some challenges over the years. The place of modern day new media technology makes it impossible to imagine our contemporary society without them. This is so because; the new media brings us together in variety of ways that would have been thought as impossible (Sehl, Cornia, & Neilson 2016). For instance, a few generations ago, it took several hours for a message to be transmitted from Nigeria to North America. Today however, information can be transmitted in seconds. Surmounting one of the greatest challenges to information posed by distance with the internet today, means that people can communicate and access information anywhere in the world regardless of where they are located in the globe. As such, the distance barrier does not exist anymore; the world has become a global village (Severin & Tankard, 2012). About five decades ago, media world relied principally upon print and analogue broadcast models, especially the ones used by television and radio stations. But the last twenty years have been a transformation period, as rapid transformation in the sector has been witnessed; this rapid transformation in the media which is largely predicated upon the use of digital computers, such as the Internet and other portable digital devices like mobile smart phones, tablets and so on. However, these examples are only a small representation of new media technologies. For instance, the use of digital computers has transformed the remaining old media, as suggested by the advent of digital television and online publications and propelled by the need for media convergence in a digitalized world. The new media rely strongly on digitally powered technologies, allowing for previously separate media to converge. Media convergence is a phenomenon of new media and this can be explained as a digital media. According to Flew, (2009), “The idea of new media captures both the development of unique forms of digital media, and the remaking of more traditional media forms to adopt and adapt to the new media technologies". This obviously accounts for the reliance on computers, smart phones, tablets, and other medium instead of the previous analogue means of information gathering. The most prominent example of media convergence is the Internet, whereby the technology for the streaming of video and audio has now changed the face of broadcasting and movies rapidly. It becomes pertinent therefore to know what the new media is. According to McQuail (2011) “the new media are disparate set of communication technologies that share certain features apart from being new, made possible by digitalization and being widely available for personal use as communication devices”. This implies that the new media are advancements of the traditional or old media through digitalization and convergence, and these have made the new media to have an edge over the old (analogue) media. The new media has drastically changed communication in some fundamental ways over the traditional media especially in information dissemination. It is imperative to note that many newspapers and broadcast news operations now have websites from which they dispense news. Furthermore, using the internet as a platform, the e-mail and videoconferencing have also become veritable tools in this new dimension (Fitzgerald & Dennis, 2011). The New Media has become a significant element in public service broadcast. The global network of the Internet, for instance, connects people and information via computers (Croteau & Hoynes, 2016). In this way the Internet, as a communication medium of New Media, overcomes the gap between people from different countries, permitting them to exchange opinions and information. Diverse means for this exist even within the context of the Internet, including chat rooms, Instant Messaging applications, forums, email messaging, online video and audio streaming and downloads, and voice-over-internet telecommunications. Radio is used as a communication tool.

1.2. STATEMENT OF PROBLEM

Radio plays a very important role in capturing the attention of the public which promotes marketing of a theatre production through advertising. But these non visual elements sometimes cannot make the desired persuasion due to lack of definite advertising appeal. The advertising appeal is an assessment to draw some linkage between the products advertised and the aspiration that is felt by audiences. The selection of suitable appeal is the prime need ‘for any advertising that promotes a product on the basis of basic human desires, needs and motives. Despite radio appeal being an effective mechanism for drawing attention, it is crucial for advertisers to find the appropriate tool. Attention is enhanced if the type of humor used is directly related to the product that is being promoted, therefore increasing marketing of the theatre product effectiveness. With this background, the present study has been undertaken to understand the prospects and challenges of marketing theatre production via radio.

1.3 AIMS OF THE STUDY

The major aim of the study is to examine marketing theatre production via the media (radio) prospects and challenges.  Other specific objectives of the study include;

1. To examine radio as a channel of marketing of theatre production.
2. To examine the different types of radio commercials used in marketing theatre production.
3. To examine the impact of radio on marketing theatre production.
4. To determine the prospect and challenges of marketing theatre production via media (radio).
5. To examine the relationship between marketing theatre production and media (radio)
6.  To examine ways by which media (radio) can enhance marketing theatre production.

1.4 RESEARCH QUESTIONS

1. Can a radio serve as a channel of marketing of theatre production?
2. What are the different types of radio commercials used in marketing theatre production?
3. What are the impacts of radio on marketing theatre production?
4. What are the prospects and challenges of marketing theatre production via media (radio)?
5. What is the relationship between marketing theatre production and media (radio)?
6.  What are the ways by which media (radio) can enhance marketing theatre production?

1.5. RESEARCH HYPOTHESES

Hypothesis 1

1. : There are is no significant impact of radio on marketing theatre production.
2. : There is a significant impact of radio on marketing theatre production

Hypothesis 2

1. : There is no significant relationship between marketing theatre production and media (radio).
2. : There is a significant relationship between marketing theatre production and media (radio).
3. SIGNIFICANCE OF THE STUDY

The study would be of benefit in enhancement of marketing theatre production via media (radio) which will foster adequate awareness and publicity of theatre production. The study would also be of immense benefit to students, researchers and scholars who are interested in developing further studies on the subject matter

1.7 SCOPE AND LIMITATION OF THE STUDY

The study is restricted to marketing theatre production via media (radio) prospects and challenges.

LIMITATION OF THE STUDY

Financial constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview)

Time constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.8 DEFINITION OF TERMS

Marketing: Is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction.

Theatre: This term connotes both action/experience and a building. A theatre is an experience involving the viewer and the viewed. The two create a web of meaning-making process via audio-visual effects.