AUDIENCE S SATISFACTION WITH OBN TV NEWS COVERAGE:

THE CASE OF SHAMBU TOWN

BY: TAKELE MENGESHA

A THESIS SUBMITTED TO JIMMA UNIVERSITY COLLEGE OF

SOCIAL SCIENCES AND HUMANITIES, OFFICE OF POST
GRADUATE STUDIES

IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE

DEGREE OF MASTERS OF ARTS IN BROADCAST JOURNALISM

ADVISORS: GETACHEW TILAHUN (PhD)

CO-ADVISOR: ASCHALEW ADERA (PhD)

JIMMA UNIVERSITY
AUGUST, 2019

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 Declaration
I, the undersigned, declare that this thesis is my original work, not presented for any degree
in any universities, and that all the sources used for it are duly acknowledged.
Name________________________ Signature_________________ Date______________
Confirmation and Approval
This thesis has been submitted for examination with my approval as a thesis advisor.
Principal Advisor:
NameGetachew Tilahun (PhD) Signature_____________ Date_____________
Co-Advisor:
Name Aschalew Adera (PhD)Signature_____________ Date_____________
External Examiner:
Name_________________________ Signature_____________ Date_____________
Internal Examiner:
Name Wondimu Leggese (PhD) Signature_____________ Date_____________

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Acknowledgement
First and for most, I would like to extend my unshared thanks to the almighty God for His
uncountable mercy and guidance throughout my life.
My greatest thanks and heartfelt appreciation goes to my principal advisor Dr. Getachew
Tilahun and co-advisor Dr Aschalew Adera for their guidance, valuable comments, and their
encouragement during my thesis work. Without their encouragement, insight, guidance, and
professional expertise, the completion of this work was not possible.
I would like to also express my heartfelt thanks to people those who contributed in their
professional comments, moral and material supports efforts for the completion of this thesis.
I wish to extend my deepest appreciation to all members of my families for their endless love,
support and encouragement. Specially, I am highly indebted to my wife Chaltu Addu; she is
really great. I thank her for everything.

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 Table of Contents
Contents pages
Acknowledgement................................................................................................................................... I
Table of Contents ................................................................................................................................... II
List of acronyms...................................................................................................................................... V
List of Tables .......................................................................................................................................... VI
Appendix............................................................................................................................................... VII
Operational Definitions ....................................................................................................................... VIII
Abstract ................................................................................................................................................. IX
CHAPTER ONE ......................................................................................................................................... 1
INTRODUCTION .................................................................................................................................. 1
1.1. Background of the study ........................................................................................................ 1
1.2. The study Area............................................................................................................................. 3
1.3. Brief Background of OBN Television............................................................................................ 4
1.4 Statement of the Problem ............................................................................................................ 6
1.5. Objectives of the study ................................................................................................................ 8
1.5.1 General Objective .................................................................................................................. 8
1.5.2. Specific Objective ................................................................................................................. 8
1.6. Research Questions ..................................................................................................................... 8
1.7. Significance of the Study ............................................................................................................. 8
1.8. Scope of the Study....................................................................................................................... 8
1.9. Limitation of the Study ................................................................................................................ 9
1.10. Organization of the Paper ......................................................................................................... 9
CHAPTER TWO ...................................................................................................................................... 10
2. REVIEW OF THE LITERATURE ........................................................................................................ 10
2.1. Television News Vs Audience .................................................................................................... 10
2.2. Criteria of the News................................................................................................................... 12
2.3 Why do people watch television? .............................................................................................. 13
2.4. Television Audiences and Their Satisfaction ............................................................................. 14
2.5. Typologies of Audience Satisfaction .......................................................................................... 17
2.6. Gratification and needs ............................................................................................................. 17

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 2.7. Limitations of the Uses and Gratifications Approach ............................................................. 18
2.8. Source of Media Gratifications .................................................................................................. 19
2.9. Who Views the Television? ....................................................................................................... 20
2.10. Theoretical Framework ........................................................................................................... 21
2.11. The Uses and Gratification Theory .......................................................................................... 22
2.12. Theory Application .................................................................................................................. 23
2.13. Uses and Gratification Approach Assumptions ....................................................................... 24
CHAPTER THREE.................................................................................................................................... 25
Methodology and Design of the Study ............................................................................................. 25
3.1. Research Design ........................................................................................................................ 25
3.2. Research Method ...................................................................................................................... 26
3.3. Study Population ....................................................................................................................... 27
3.4. Samples ..................................................................................................................................... 27
3.5. Sampling Technique .................................................................................................................. 28
3.6. Data Collection Instrument ....................................................................................................... 28
3.6.1. Questionnaires ................................................................................................................... 29
3.6.2. In-depth Interviews ............................................................................................................ 30
3.7. Procedures................................................................................................................................. 31
3.8. Data Analysis Techniques .......................................................................................................... 32
CHAPTER FOUR ..................................................................................................................................... 33
4. Data Presentation, Discussion and Analysis of the Finding .......................................................... 33
4.2. Respondents’ OBN TV news watching habit ............................................................................. 36
4.4. The viewers’ news preference on the Type of news broadcasted ............................................ 38
4.5. Respondents satisfaction of News category ............................................................................. 39
4.6. Reasons for Watching OBN TV Vs Satisfaction/ Dissatisfaction ................................................ 40
4.6.1. News for General up-to-date information ......................................................................... 43
4.6.2 Viewing TV as a Habit or to Pass Time ............................................................................... 44
4.6.3. News for Learning about things ......................................................................................... 44
4.6.4. OBN TV news as an alert to the social problems................................................................ 45
4.6.5. OBN TV news to alert accidents and disasters ................................................................... 46
4.6.6. OBN TV news as a watchdog .............................................................................................. 46
4.6.7. OBN TV news Introduce natural resources and environmental issues .............................. 47

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 4.6.8. OBN TV News as a Solution Maker ..................................................................................... 47
4.6.9. OBN TV News Credibility .................................................................................................... 47
4.7. Open ended data presentation and analysis for the asked Reasons ....................................... 48
4.7.1. The overall satisfaction level .............................................................................................. 48
4.7.2. Respondents Feedback on the strengths and Weaknesses of OBN TV news .................... 49
4.7.3 Factors affect Audiences satisfaction on OBN television news program. ........................... 51
4.8. Discussion of the findings .......................................................................................................... 53
CHAPTER FIVE ....................................................................................................................................... 59
SUMMARY, CONCLUSION AND RECOMMENDATION ...................................................................... 59
5.1. Summary.................................................................................................................................... 59
5.2. Conclusions ................................................................................................................................ 60
5.3. Recommendations .................................................................................................................... 61
REFERENCES ........................................................................................................................................... a
APPENDIX1 ............................................................................................................................................. e
Appendex 2............................................................................................................................................. h
APPENDIX 3............................................................................................................................................. k
APPENDIX 4.............................................................................................................................................. l

IV
List of acronyms
TV Television
ETV Ethiopian Television
EBC Ethiopian Broadcasting Corporation
MOI Ministry of Information
OBN Oromia Broadcasting Network
ORTVA Oromia Radio and Television Agency
TVO Oromia Television
NGO Non-Governmental Organization
FM Frequency Modulation
EPRDF Ethiopian People’s Revolutionary Democratic Front

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List of Tables page
Table 1: demographic distributions of the respondents………………………………31
Table 2: respondents watching habit …………………………....................................34
Table 3: types of news broadcasted ………………………...........................................35
Table 4. comfortability of news time ……….................................................................36
Table 5: news area…………………………………………………………...................39
Table 6: Overall Mean, Score and Percentage………………………………..................40
Table 7: average of score and percentage ……………………………………...............42

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Appendix page
Appendix 1English version Questionnaires ……………………………………………….62
Appendix 2: Questionnaires Afan Oromo version ………………………………………….66
Appendix 3: Individuals’ in-depth interview English version………………………………70
Appendix 4: Individuals in-depth interviews Afan Oromo version…………………………71

VII
Operational Definitions
Analysis -detailed examination of the elements or structure of something.
Audience - listeners and viewers of media messages or texts.
News- newly received or noteworthy information, especially about recent events.
Oromia spelled ‘Oromiyaa’ in the Oromo language; Amharic: ‘ኦሮምያ’ is one of the nine
ethnically based regional states of Ethiopia.
Satisfaction -fulfillment of one's wishes, expectations, or needs, or the pleasure.
Television – An electronic communication medium that allows the transmission of real time
visual images, and often sound.

VIII
Abstract
The main focus of this study was to find out the overall level of audiences’ satisfaction with
OBN TV programs: the case of Shambu Town. In relation to this, attempts were made to assess
audiences’ news program needs and preferences, as to why people watch OBN TV news
programs.
The research was conducted using the mixed approach; both qualitative and quantitative
research methodologies were employed in order to gather appropriate data. Using the
purposive (judgmental) sampling technique, questionnaires were distributed to respondents
and data was collected. In addition, individual in-depth interviews were conducted. Hence, the
questions are analyzed in terms of factors that affect audiences’ gratifications. According to
the result of the collected data the OBN TV news audiences watch it for different reasons.
Generally, in relation to overall satisfaction, this study shows that OBN’s audience satisfaction
with news program was better. However, the outcomes of both the questionnaire and individual
in-depth interviews demonstrated that the majority are neither in a very satisfied nor in a very
dissatisfied position. Rather, they are in a medium level of satisfaction. Moreover, the results
of the study were examined in contrast to the objectives of the research. Hence, compared to
the first OBN TV news program, the latter (after the last two years of its reformation) periods
have shown relative improvements as far as audience satisfaction is concerned. The results,
however, represent tendencies because they are based on personal opinions and
susceptibilities. At last, based on the findings, the study has summarized and recommendations
are suggested on how to improve the medium gratify the audiences.

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 CHAPTER ONE
INTRODUCTION
1.1. Background of the study
Television is one of the most recent creations among the dominant and powerful media
channels which have impact on the social, economic and political development of any nation.
Pictures and reports of events and people from different parts of the globe, with their natural
settings, are carried everywhere at a high speed through television (Mytton, Hand book on
Radio and Television Audience Research, 1999). Though the audiovisual nature of television
attracts people to watch and its unidirectional communication hinders viewers from expressing
their feelings about the programs they receive.
However, people watch TV for different interests. Some may do it to satisfy their needs for
information about their personal identity, integration and social interaction, entertainment
or/and education. As a result, it would be hard to get a single solution to these various needs.
Nevertheless, the assumed interests of the majority would lead the channels to follow a
particular formula. While many alternative channels may be available, if they could not meet
particular physical and social needs of viewers, it is unlikely that they would continue to
operate or compete (Abel, 2006).
Moreover, the television audience is composed of a wide variety of groups and is not
a homogeneous mass…. these groups actively read television in order to produce from it
meanings that connect with their social experiences.” (Fiske, 1987:84) Because an audience
is a group of people who have different background and experience and who receive a
particular message or program from the media.
Though, a group of people who will receive the text and make some sort of sense out of it,
hence audience is a key concept throughout media studies. Therefore, television producers
need an audience for their programs. However, all media texts are produced and planned with
a particular audience in mind; a television producer has to explain to the broadcasting
institution who is the likely audience for this particular program. So, this wide diversity of
backgrounds, skills and attitudes produce problems for television programmers. Such quires
also make audience research essential. In this way, the success of any communication is
determined by response behavior of television viewers.

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Thus, some experts believe that the media are not omnipotent and the audiences accept the
media according to their own social, familial, and situational context and can resist the
communicative messages (White, 1976).
Therefore, OBN has to have a deep knowledge and understanding of its program followers to
gratify them because the program may help in taking decision about the audiences’ life.
Television viewers of a particular group will select more or less the same content, and
presentation style will respond to it in roughly equal ways. Then, if a medium tries to know
the needs of its viewers and tries to satisfy its audience needs, it will get all the possible gains
that augment as a result of attracting a large number of audiences.
As stated by Mytton (1999), most broadcasting channels operate relentlessly without
attempting to find anything about listeners’ and viewers’ gratifications. A broadcasting
medium, in order to gratify its viewers or listeners, should know the interests of its viewers. It
has to try to answer the question; “why do people watch television?”
Of course, following the reform, OBN has shown some changes and progress since the past
two years. But, yet there is gap with OBN TV and its journalists in serving public interests and
satisfying them according the objectives of the station and the expectations of the societies.
Even if this media tries to fill its gap and improve ways of presentation, the audiences are still
complaining and expressing their dissatisfaction on its news program.
Dawi (2011) studied “Audience satisfaction with TVO Afan Oromo programs.” he concluded
that there is no satisfaction with the contents that TVO broadcasted. He listed different reasons
of which over politicized content takes the priority. Similarly, Bedada (2015) has researched
“The Practice of Journalism Profession at TVO News Room: Journalists and Audience
Reflections.” He pointed out that journalism profession is poorly practiced at TVO newsroom
for various internal and external reasons. The study identified that TVO news is what
government needs to advocate and has positive implication for the government policy and
strategies rather than something of the public interest. Government officials used as sources
of the news that they divert what the public needs being as information sources of the news
and manipulating the public.
At a practical level, high consumer satisfaction has considerable benefits for companies, it
strengthens the image of companies in their environment and favors disinterest by consumers
in the competition’s offer (Carvin, 1988).

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In addition to the above facts, as the researcher’s observation is being concerned, there is no
research conducted on the subject under studies at the study area. It justified that journalists
were not able to get information from the grass root public and they reflect the words of
political officials. So it demonstrates that the practices did not understand public interests. As
a result, media practices and public interest were not hand in hand. It was used by the
government officials as a mirror and forum to reflect their views. As a result, both media station
and journalists were forgetting their responsibility and they were remained loyal to party in
power rather than to the general public (Bedada 2015, p 94). Thus, it indicates that there is gap
with TVO and its journalists in serving public interests.
As the audience complained OBN TV and expressed their dissatisfaction on its news program,
their feedback that might come in various forms was an indication of audiences need. In these
cases, while the audiences are not satisfied with what the media transmits, they may not
become a regular listener, they can stop watching. Having this personal observation on and
also informal discussions made with residents of the study area enabled this student researcher
understand the multi-faceted influences that are being exerted on the audiences’ satisfaction.
According to Katz and Blumler (1974), viewers will stay watching actively only if a program
satisfies their needs and expectations. Similarly, Lin (1996) stated that viewers engage in
viewing when they experience higher level of satisfaction.
Therefore, the researcher has focused on OBN’s news programs to fill the multi-faceted
influences that are being exerted on the audiences’ satisfaction, hence, designed to assess the
satisfaction of audiences with OBN TV’s news program of Shambu Towns. As a result, a study
that assesses the needs and satisfactions of viewers is of paramount importance for media
producers and receivers, especially for OBN television.
1.2. The study Area
Shambu is a town and separate woreda in western Ethiopia; Located in the Horo Guduru
Wollaga Zone of the Oromia Region west of Lake Fincha'a. It is far about 315 Km from
Finfine the capital of Oromia/ Ethiopia. This town has an elevation of 2503 meters above sea
level. Shambu has been the administrative center of Horro Guduru Wollaga zone for a century.
As the name implies Shambu has derived from the Horro clans Goboyya’s son called Shambu.
Shambu is found at center of Horro Guduru WollegaZone on equal radius for ten woredas. The
woredas location is; Abyi Chomen and Guduru woreds are at East, Jimma Rare and Jimma

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Geneti woreds at South-East, Abe Dongoro at West, Jardega Jarte and Amuru woreds at North
and Horro district is the nearby and boundary of the Shambu town. Consequently, they are
closely tied, historically, socially, politically and culturally.

Moreover, the majority of the residents came from the same clans of Jawwi Mecha and all
districts are tied with blood relation. Therefore, they share the common value from Shambu
and believes that the town is their grand grand’s symbolic area. In the other way, there are
many governmental and non- governmental organizations increasing day to day in the Shambu,
that it is one of the fastest growing Oromia zonal towns. According to the evidence and data
given from the town municipality, the total population number of Shambu is 79,576, of whom
43,041 are men and 36,535 are women.
So the researcher purposely selected this town. And also has given attention to select this
research location for it is found in the center of ten Woreds of Horro Guduru Wollega zone.
Television transmission is well available in this town. According to the evidence gathered from
the region similar to other Oromia zonal towns, because this town has higher population
density it was provided the researcher with reachable convene
1.3. Brief Background of OBN Television
The introduction of television in many African countries takes a coloration that in some
respects reflects the geopolitical culture and commercial character of the states; hence, as an
African nation, Ethiopia too seems to share this experience. Ethiopian Television’s
transmission was made to be coincided with the 33rdanniversary of the coronation of Emperor
Haile Sellassie I. Its first transmission dates as far back as the anniversary on November 2,
1964, MOI, 1966.
However, in the regimes of the monarchy and Dargue, even though the purpose of its
establishment was to inform, entertain and educate, the mass media, including television was
totally controlled by the governments, Abel (2006). The major difference between the
monarchy and Dargue military regime were that the former focused on the immune nature of
the king and transmission nature of power by blood relation, while the Dargue emphasizes
socialism and the equality of the citizens.
After the fall of the Dargue regime and during EPRDF government, ETV began to transmitting
in many other local languages, in addition to Amharic. As a result, Afan Oromo, Tigrigna and
later Somaligna were added to the list of languages in which ETV broadcasts its programs

4
(Leykun, 1997). However, the history of Afaan Oromo language mass media can be traced
back to the period of Italian occupation.
The then time Oromo language was in radio broadcast and in office of administration next to
Italian language though the transmission was immediately closed down with the restoration of
the Emperor (Mekuria, 2001). Even though using Afan Oromo for mass media and any other
purpose in Ethiopia was forbidden, some attempts were made to open the media outside the
country. For instance, Radio broadcast in Afaan Oromo started in Cairo in 1956, then in
Mogadishu in 1960s and in Kenya in 1963 (Mekuria 1997; Tesfaye, 2001, as cited in
Chalchissa, pp.33-34).
Oromia Radio and Television Organization, nowadays Oromia Broadcast Network (OBN) was
founded on July 12, 2006 by Proclamation number 113/2006 of the regional government, as
Oromia Mass Media Organization. During that time, the organization was named as Oromia
Mass Media Organization. There were no media channels and it was broadcast both Radio and
TV program by renting air time from Ethiopian Radio and TV Organization (Editorial policy
of ORTVO, 2009), as cited in Workineh, (2016).
After two years, in its own Radio and TV studio broadcasting the Radio, FM, and Television
programs for regional, national and international audiences was began by using modern
technologies. Then, the regional government was named as Oromia Radio and TV
Organization by the Proclamation No. 164/2011 (ORTVO). As stated in the proclamation, the
overall purpose of its establishment was to be a preliminary media in the region and competent
media which competes other media in the country.
The mission of Oromia Television was to provide current, real and reasonable information by
using electronic media and providing entertainment program that recreate and educate the
public as well as enable them to building democracy and good image of the region as well as
national consciences and development of the country (Ibid, p4).
The Oromia Broadcasting Network (OBN) is a regional public service broadcaster
headquartered in Adama Ethiopia. It is the leading media organization in the Oromia region of
Ethiopia and broadcasts on Eutelsatvia the Ethiosat platform. Thus, Oromia Television is the
second largest media next to Ethiopian broadcasting corporations (EBC) in Ethiopia. Now, it
claims to cover a population of more than 15 million people in Oromia region and beyond
through a network of 16 transmitters Info said (2011); Editorial policy of OBN TV (2009); and

5
ORTVO (2013). Accordingly, by the Year 2012 its vision is to be the choice source of selected
information in Oromia region, to be competent in the country, and to be an emerging media in
East Africa which will convey performance of socio-economic development in the region
(Editorial policy of ORTVO,2009).
Since the Oromia Broadcasting Network Television presents news programs on different topics
such as social issue, developmental issue, political issue, and current affairs depending on the
proximity of news content. Consequently, the programs being broadcasted include news,
sport, drama, talk shows, and others weekly programs. These programs have specified and
regular days of broadcasting. Though the media transmits different programs for 168 hours per
week on its channel, yet the duration of airtime and the type of programs change from time to
time. Even though the news coverage was consisted in the above mentioned transmission items
with integrated time schedules, but the timetable is not constant; some occasional
transmissions, educational or entertainment, sometimes take the allotted time of the regular
programs.
1.4 Statement of the Problem
Television viewing is boring unless producers give great emphasis to meet the needs of their
viewers. A program may satisfy different needs among different people (Chandler, 1994). One
selects the content of media for one's own gratification.
It is obvious that, since its establishment, OBN has been in the hands of the government. Then,
audiences are unable to get credible sources of information. Baran and Davis (2000) state
that the audience is not manipulated by the media; however, he uses the media to achieve his
purpose.
Though, after the coming to position of the recent reform leaders, the right of free expression
has allowed for Ethiopian private and governmental media inside and outside the country, there
is some progress seen on OBN news program. For instance, while the controversial ‘Addis
Ababa master plan and its world protests of the Oromo issue was reported in its outlet, OBN
was considered by the society as confidential media who has broken the power of dictatorial
or totalitarian leaders of the country. Likewise, when it reported hot and real news about the
displacement of Oromo people from Ethio- Somali region, it was also assumed as credible
media source.

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Different media compete to attract audiences to their media channel by presenting alternative
contents to choose from, while others fail to catch audiences to prefer their media channel. In
line with this, as stated by Knobloch (2015), in any natural setting of media use, there will
always be various media offerings competing for time and attention of media users, hence
forming alternative media content. By the same token, audience members unavoidably select
media content because consuming everything offered to them is impossible (p. 6).

Even if OBN tried to enhance its performance to be become a well whelming, its audiences
are heard complaining and expressing their discontent about its news programs, as some times
having lack of truthfulness being aired by the channel. According to the rough observation of
the researcher to this regard it was true for the society residing in Shambu.

The above expressions suggested that news decision making at OBN television follows the
regular responsibility of practitioners, and is determined by the hierarchy of position depending
on the sensitiveness of the issues/contents. In contrast, the broadcaster’s news making direction
and decision making process is determined beyond the practitioners of the organization, i.e.
intervention of external body or frequently direct or indirect intervention kills the news story.
Alemayehu (2013, p.48) stated, “…the media practices in Ethiopia have historically been
subjected to direct political intervention”. Hence, OBN also has the same feature.
Perhaps, that the public watch programs of OBN TV that are controlled by the government still
does not seem to consider the taste of its audiences. Likewise, the complaints seemed to have
no proof other than gossip. But this view might not be substantiated with further evidences as
no audience research (to the researcher’s knowledge) has been done so far. Since satisfaction
is a mental process it is even difficult to predict viewers’ satisfaction that comes just at once
from viewing a single program. Unless many studies have focused on the impact of external
factors, such as government and other interest groups on the press and practice of journalism;
particularly at this study area, there was not any established scientific research conducted (at
least the researcher hasn’t come across).

However, why people are heard expressing their dissatisfaction continually with the news
programs aired by the station OBN needs study. Therefore, the researcher was assessing the
level of satisfaction/dissatisfaction with OBN Television news coverage, taking the case of
Shambu Town.

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 1.5. Objectives of the study
1.5.1 General Objective
To assess the overall level of audience satisfaction of OBN TV news program in Shambu Town
1.5.2. Specific Objective
The specific objectives of the studies are:
1. To know how much the content and presentation of news of OBN TV satisfies the audiences.
2. To lookout how audiences sense regarding the news credibility of OBNTelevision.
3. To find out factors that influence audiences’ satisfaction on OBN’s TV news.
4. To determine the news category the audiences prefer to watch.
1.6. Research Questions
The study has answered the following research questions.
 To what extent do the contents and presentation of OBN TV satisfy the audiences of Shambu
Town?
 How do audiences sense the news credibility of OBN Television?
 What are factors influences audiences’ satisfaction on OBN TV news
 Which news category the audiences prefer to watch?
1.7. Significance of the Study
Producers can change their contents by understanding how the audience constructs meaning
and makes sense of texts. As a result, audiences will read/take meanings they receive from the
media. In this regard, it should be the viewer who controls the output of the media. Producers
of the media texts always work with the feeling and needs of the audiences. This would be true
if a media, like OBN TV, tries to know the needs and satisfaction level of the audiences. The
researcher hopes that this study will have the following three main advantages. (i) it will help
OBN TV to know the gap between the news it transmits and the interests of its audiences. (ii)
it will help OBN TV to keep up its strong news programs and to improve its weak ones, (iii)
Moreover, the study may provide valuable insights for future researchers and media workers
who wish to conduct studies related to the area of audiences’ satisfaction.

1.8. Scope of the Study

The scope of the study is limited to assess the audience satisfaction of the television news
coverage of Oromia Broadcasting Network with particular reference to Shambu town. The
study was confined to Shambu Town for the very reason that the study on the topic “the

8
audience satisfaction of the television news coverage” was not yet studied in the area and OBN
TV news has pervasive impact in the area. Moreover, the study does not merely focus on
Oromia Region news coverage areas, and the town is selected as the study area because it has
large number of audiences.
1.9. Limitation of the Study
This study has faced some limitation; that stories out of news were not included and the study
was also done on Shambu town due to several reasons. It would have been comprehensive and
inclusive if it had carried out with many other programs on different Wollaga towns and other
Oromia zone. Also the fear and unwillingness of the interviewees to give information and
writing accurate and real response on questionnaires were found big challenge to the study.
These was specially related with the declaration of state of emergency at the study area. On
the other hand, because of little research has not been done in this area created a problem; the
research couldn’t find enough research materials on the area. Therefore, the unavailability of
the sources for review of literature and subjective nature of satisfaction which influence on the
overall outcome of the research was another big challenge to the study.
However, based on the research principles, the researcher has been used different mechanisms
to conflate those challenges and overcome the study. While convincing the respondents were
difficult, the researcher was able to reach on an agreement with some of respondents shown
rigidity. Then the respondents’ names were coded as it was promised not to use their names
during research report. They were named as respondent/informants-one, two, three and so
on.

1.10. Organization of the Paper

This study paper has five chapters; the first contains introduction, background of the study,
statement of the problem, objectives of the study, research questions, and significance of the
study, scope of the study, limitation, and organization of the paper. The second chapter deals
with the review of related literature in which Chapter three is dedicated to the methodology
which was used in the study. Specifically, it shows the subject, sample & sampling technique,
data collections and procedures. Chapter four deals with data presentation, discussion and
analysis of results. In this chapter, the data obtained from audiences through survey

9
questionnaires and in-depth individual interviews are presented and analyzed. Finally, the fifth
chapter presents the conclusions and possible recommendations of the study.

CHAPTER TWO
2. REVIEW OF THE LITERATURE
2.1. Television News Vs Audience
Television news is a widely used and important source of news, and will remain so for many
years to come. The full implications of the changes will not be felt immediately, as current
viewers will continue to watch for years to come.
To begin with, in the past, media scholars like George Gerbner considered TV audiences as
passive recipients. Others see them simply to be manipulated by media messages.

10
According to Gerber, G, (1986) the beliefs of TV audiences about the existing world are
shaped by heavy exposure to the most stable, repetitive and pervasive patterns that TV
presents, mainly in its entertainment programs.
Technological developments and audience preferences have driven a growth in viewing
‘beyond the box’ and a long-term decline in television news viewing. While major television
channels are still pulling in large audiences, these audiences are eroding and ageing while a
range of new entrants seek to pick up younger audiences who continue to turn away from
traditional television news and embrace digital media. This development is a major challenge
for television journalism. It challenges the role television news has played over the last half
century in many countries as the most used, most valued, and most widely shared source of
news. It challenges the business models in writing commercial television news. It also
challenges the ability of public service television news to deliver on its mission, as well as its
long-term political and popular legitimacy. However, even after the advent of the Internet,
watching television remains the most important leisure activity worldwide. We can categories
the television news into four different slots respectively.
a) International news b) National news c) Regional news d) Local news.
Local news outlets are competing for the attention of their audiences like never before. In the
current high-choice environment, the local news providers have to make sure their news is
valuable to their audiences.
Likewise, what kinds of data do organizations whose missions are to support and strengthen
local news need to do their work? While news is increasingly consumed in digital form, local
news (especially when compared to national) still has one foot firmly planted in analog. In
general, local news is still most likely to be consumed on television.
Different sectors also see audiences differently. Private broadcasters take audience as
consumers to be sold to advertisers, while public broadcasters see audience as citizens to
be educated and informed. Nevertheless, both miss the need to assess the behavior of their
viewers in depth. They did not inquire in to the reasons why people watch TV. This is due
to the higher power given to the medium. Since recently, however, an emphasis is being
given to what people do with media. That is the belief that the audience is passive is
outdated, albeit not completely vanished, and in turn, “active” audience studies have emerged

11
in the media research arena that is of research from magic bullet model (Klapper, 1960) to
uses and Gratification tenet (Katz, Gurevitch and Haas, 1973).
2.2. Criteria of the News
Different scholars define news relying on their instincts, personal experiences and professional
judgments (Fedler, 1993). What is news for one person may not be for the other. According to
Gans (2004, p.80), news is information which is transmitted from sources to audience, with
journalists-who are both employees of bureaucratic commercial organizations and members of
a profession- summarizing, refining, and altering what becomes available to them from sources
in order to the information becomes suitable to their audience. Here Gans wants to emphasis
that news is information which is accessed from sources and filtered by professional journalists
(including other gatekeepers). Then passes through different channels and transmitted to
audiences.
Still this cannot fulfill the definition of news as some scholars contend. Thus, (Newsom and
Wollwert, 1985; Fedler, 1993 and Potter, 2006) prefer to describe news than define it. They
describe the news worthiness of event based on certain characteristics in common. These are
said to be news values. Journalists are the best judges about what news is and what is not. They
take this decision based on certain news values. The following are the salient points to judge
the news worthiness
Timeliness: News is something new. So timeliness is a great factor in deciding news. An
incident that happened one month back will not make news for today. Also timeliness varies
from publication to publication. For a newspaper, events that had happened on the previous
day are news. But for a weekly, events of the previous one week can make news. For a 24-
hour television news channel, every second is a deadline. They can break the news anytime.
So their timeliness is different from that of a newspaper.
Impact: Impact of an event decides its newsworthiness. If something has impact on the life of
majority people, it becomes news. If there is inflation, unemployment, drought, new law and
the like have influence on the audiences, it is news.
Proximity: Something which is geographically or psychologically close to us. A roadside bomb
blasts in Iraq is news for Baghdad residents, but it may not be news for Ethiopian unless some
of the dead people are Ethiopians.

12
Controversy: - People like controversies. Anything that is connected with conflicts, arguments,
charges and counter-charges, fights and tension becomes news.
Prominence: If a prominent person is involved in any event, it becomes news. If an ordinary
person’s car breaks down and he has to wait for ten minutes on the roadside till the vehicle is
repaired it makes no news. But if the Prime Minister’s car breaks down and his motorcade has
to stop for five minutes it becomes news.
Currency: News is about current events. Suppose the Olympic Games are held in India. It
becomes news because everybody is interested in it.
Oddity: Unusual things are makes news. Extraordinary and unexpected events generate public
interest.
Emotion: Stories of human interest make good news items. Doctors advise a girl in Ethiopia
to undergo a heart surgery urgently. But her parents cannot afford the expenses. The Ethiopia
youth and Children Affairs offers help through their scheme of ‘Gift of Life’. This makes a
good human interest story.
Usefulness: Sometimes news items help the public in various ways. You must have noticed
that weather forecasters warn fishermen not to go to the sea for fishing on certain days because
of rough weather.
2.3 Why do people watch television?
It is obvious that people do watch television even if there is no clear figure all the time.
However, people watch television intentionally or unintentionally. The main point is that
they watch to get something out of the media. Some kind of choice has been made as to
watch program they are going to watch. Audiences have their likes and dislikes. In fact,
different theories and scholars wrote about the question ‘why people watch television?’ For
this particular purpose, as audiences are the target group, the researcher used Uses and
Gratifications theory as a theoretical framework for the particular study - Audience
satisfaction with OBN Television news program.
So people watch the television for various purposes be it for education, entertainment or for
information needs. According to (Kubey and Czikszentmihalyi, 1990) people are emotionally
engaged by television; they talk on television meetings about personal identity needs such as
the legitimating of their values or gaining insight into themselves; they feel television keeps
them connected to the rest of the world through a shared imagined community, through

13
knowing what is happening in other places and through having common topics to discuss with
others in their everyday lives.
After the advent of the Internet, watching television remains the most important leisure activity
worldwide. So that people do watch TV is usual. They are watching for different purpose that
television covers multiple genres from factual to fictional, from live events to recorded dramas.
They even enjoy being critical of television, working out the production processes behind the
programs, speculating about the real lives of the actors, laughing at the conventions, and
decoding complex advertisements designed to tease them (Liebes& Katz, 1995).
These entire have different characteristics making them more or less open to substitution by
different modes of distribution and competing activities. As a whole because the needs of
human beings are unlimited, audiences like to watch variety of programs to get information,
relax and enjoy. This reason they become identical in their interest and exposed to different
media. This is also related to the theory of mass communication.
Media provides audiences with essential news or views. However, selected viewers make their
own decisions about what to view and what to think about what they see. (Soley, 1992) says:
There are at least three arguments for the active engagement of audiences with the mass media.
First, audiences must interpret what they see even to construct the message as meaningful and
orderly, however routine this interpretation may be Second, audiences diverge in their
interpretations, generating understandings from the same text. Third, the experience of viewing
stands at the interface between the media (and their interpretations) and the rest of viewers'
lives, with all the concerns, experiences and knowledge which this involves Soley (2000:15).

2.4. Television Audiences and Their Satisfaction

The notion of audience satisfaction/ dissatisfaction has been defined by many scholars in
different ways. Some say, it is an emotional reaction growing out of confirmation or
disconfirmation of media message expectations (Oliver, 1980). According to Jacobs (1995)
and Assael (1998) when program or service performance is greater than expectations
satisfaction can be achieved; on the contrary, dissatisfaction overtakes when expectation

14
exceeds performance. On the other hand, Oxford Advanced Learner Dictionary define
satisfaction as, a feeling of pleasure because one has something or has achieved something or
the action of fulfilling a need, desire, demand etc. the satisfaction of one’s goals.
When we examine the word audience, different scholars explain it by taking into account
various perspectives. Some consider only those people who actively engage with the media as
audiences. For this group media events do not only entail people to be in attendance at a
particular time but also to ‘physically, mentally and emotionally engage with media materials,
technologies and power structures’ (Ross & Nightingale, 2003:6).
However, Mc Quail (1997) elaborated in his detail discussion the word / concept/ audience
from various perspectives. An audience can be defined in different and overlapping ways: by
place ( as in the case of local media); by people ( as when a medium is characterized by an
appeal to a certain age group, gender, political belief, or income category); by the particular
type of medium or channel involved ( technology and organization combined); by the contents
of its message (genres, subject matter, styles); by time ( as when one speaks of the day time or
the par-time audience, or an audience that is fleeting and short term compared to one that
endures).
For the purpose of this study, Mc Quail’s description which looks at the audience from different
Perspectives (Place, people, type of medium, content of message and time) and, the definitions
that assume those who actively engage with mediated message as audiences; will be utilized
to mean audience in the study. Some scholars like Mac Quail (1997), states that audiences are
active within themselves and within media performers. Even though not easy to formulate an
agreed up on terminology regarding television audience, it is necessary to understand
audiences as active and purposive (most of the time) viewers and encoders of television text
(messages). From this one could see that the audience of the media is active and purposive. If
they are purposively watching it is obvious beyond dispute that they will have needs to fulfill.
However, one should answer the main issue that how would it be possible to know whether
audiences are satisfied or not with the OBN TV’s news programs.
On the other hand, others argue, knowing audience satisfaction is vital but difficult in mass
communication as well as in psychological and organizational communication (Assael, 1998).
Manufactures, for instance, will easily identify which goods get attention from consumers by
counting the solid items, which do not have public interest by studying the feeble sides of their

15
products. Or one can understand whether invited guests are satisfied with the feasts they had
by simply looking their consumption at face. Further, he states, in broadcasting, however,
unlike most other goods and services, there is no hand in hand selling. Besides, since
satisfaction is a mental process, it is difficult to predict viewers’ satisfaction from the lists of
subscribers. Nevertheless, media messages can hold viewers’ attention of viewing if they touch
the needs and interests of the viewers.
Likewise measuring OBN TV’S audiences’ satisfaction is an internal and subjective
phenomenon. As a result, it might be somewhat difficult in this regards. In contrast, Hecht
(1978) looks at television audiences’ satisfaction as fulfilling expectations through media
interaction. Moreover, Palmgreen and Rayburn (1985) define satisfaction as a general feeling
of contentment that results from repeated exposure to a particular content genre (e.g. drama).
Hence, level of satisfaction with television programs can be explained at least by gratifications
gained from media products.
In other words, audience satisfaction is the satisfaction an audience gets from television
programs. Audiences with high level of satisfaction are expected to have their levels of viewing
becoming more and more frequent accompanied by less and less complaining behavior. On the
contrary, viewers who don’t get TV programs attractive and satisfying are not supposed to
watch sine weak performance reduces the level of satisfaction (Mc Quail, 1997). Satisfaction
can be achieved if expected and perceived values are congruent. That is, audiences need
something from media, from OBN TV for example. Keeping these expectations in mind
audiences are watch TV. And when they obtain their expectations or when their expectations
match with their needs, they will be gratified, Abercrombie and Longhurst (1998).
Nevertheless, different audiences regardless of similar programs cannot achieve satisfaction
equally. Even if all audiences show the sign of satisfaction the degree differs from person to
person.
What is encouraging nowadays at least in foreign media is that media agents take satisfaction
studies as their important management issues, Assael (1998). That is bringing satisfaction
among customers is the crux of the matter to the echoic sustainability of media products and
services, for satisfied audiences are likely to stay honest while the dissatisfied will divert to
other alternatives. Therefore, in media works grabbing audience attention is very essential;
however, making them loyal is of paramount importance to certain media. Dissatisfaction is

16
said to happen when OBN TV audience unmeet the expected needs and wants of its audiences.
And, in the context of this research; therefore, satisfaction is a process whereby audiences
attain / fulfill desired needs and wants from OBN TV viewing.
2.5. Typologies of Audience Satisfaction
Popular culture writers have often based their criticisms of the media on the ground that, in
primarily serving the escapist desires of the audience, they (the media) deprived it of the more
beneficial uses that might be made of communication. Mc Donald (1957) cited in the B. Barrett
& C. Newbold of mass communication exclusively in terms of ‘play’ maybe interpreted as an
extension. A more recent example has been provided by Nordenstreng (1970) in (ibid), who,
while breaking away from conventional formulations, still opts for a nonfunctional view when
he claims that ‘It has often been documented in Finland in (1966:67) that perhaps the basic
motivation for media use is just an unarticulated need for social contact.
The wider currency secured for a bi-functional view of audience concerns is reflected in Weiss’
(1971:57) summary, which states that when studies of uses and gratification are carried out.
An effort to encompass the large variety of specific functions that have been proposed is made
in the elaborate scheme of Katz, et al (1973) in Boyd and Newbold (1995) book. Their central
notion is that mass communication is used by individuals to connect (or sometimes to
disconnect) themselves – via instrumental, affective, or integrative relations- with different
kinds of others (self, family, friends, nation, etc.).
2.6. Gratification and needs
Some writers like Schramm, Lyle and Parker write the study of media use experiences at
present Maslow’s (1954) cited in the same book proposed hierarchy of human needs may hold
more promise, but the relevance of his categories to expectations of communication has not
yet been explored in detail.
According to B. Boyd and C. Newbold (1995), in these days the informational field, for
example, the surveillance function may be traced to a desire for security or the satisfaction of
curiosity and the exploratory drive; seeking reinforcement of one’s attitudes and values may
drive from a need for reassurance that one is right; and attempts to correlate informational
elements may stem from a more basic need to develop one’s cognitive mastery of the
environment.

17
Thus far, gratification research has stayed close to what we have been calling media related
needs (in the sense that the media have been observed to satisfy them, at least in part), but one
wonders whether all this should not be put in broader context of systematic studies of needs.
(Fiske, 1990 and McQuail, 1997). Accordingly, the purposes of viewing television
are escaping from constraints of routine, relaxing, getting intrinsic cultural or aesthetic
enjoyment, filling time, emotional release and sexual arousal as well as being free from
burdens of problems. Nevertheless, in developing countries like Ethiopian context, these
purposes may or may not be functional as they are in western culture.
2.7. Limitations of the Uses and Gratifications Approach
Despite the popularity use of this approach, the uses and gratifications, many scholars
have pointed out its shortcomings. (Elliott 1974; Lometti, Reeves, and Bybee 1977;
Swanson1979) One of the criticisms forwarded to this theory is related to
operationalizing major concepts like gratifications, needs, motives, media selection, media
use and so on. These major concepts are not clearly operationalized or defined. Emenyeonu,
1995) For example, there is no such agreement exactly what a ‘need’ is. It’s something that
people seem to want, but is everything that is wanted also a need? Does an interest reflect a
need? And assuming that needs really do exist, can people specify what they are? We all
sometimes experience feelings of dissatisfaction without knowing why. Is it because we
have an unsatisfied need for recognition or for companionship, or is it a mild case of
indigestion? (Davison and et al. 1982:159)
In addition to this, there is no clear picture of how the media can or will satisfy the need or
interest of their audiences. “If the ability of a communication to satisfy a felt need depends
on the capacity of the individual to give it an appropriate meaning, then it becomes
difficult to relate particular communications to the satisfaction of particular needs.” (Ibid)
The other criticism of the uses and gratifications theory is that it focuses on the
individuals and ignores the socio-cultural context in which people use media. (Davison et al.,
1982) This is because it lacks sufficient explanation on the influence of external factors.
For example, factors that make the children to watch or not to watch the particular media.
According to Sahilu (2008), factors outside media audiences like availability or lack of
availability of media and the socio-political context which can influence media use cannot be
explained by the theory.

18
According to McQuail, studies based on the uses and gratifications theory have not
“provided much successful prediction or casual explanation of media choice and use.”
(2000:389) The other drawback of the theory is on its emphasis on the concept of the
active audience. Firstly, it is difficult to show to what extent audiences are active when using
media. (Smurthwaite, 2004, cited in Abel, 2006) And secondly, the theory’s focus on active
audience may make people ignore situations in which people can be less active when using
media. (Davison et al., 1982)
Other criticisms have also been forwarded towards the theory. With all this criticisms,
however, the theory has practical significance. Many researchers used this approach as their
theoretical framework for their works. It can help media professionals to consider audiences’
preferences when undertaking media research. (Emenyeonu, 1995)
To identify the needs or expectations that the mass media can and will help to satisfy,
different strategies are used. One of these is to ask people why they make use of one or more
of the mass communications. The needs of the respondents can then be inferred from their
replies. Sometimes the respondents like children will unable to specify gratifications
they experience through media use. In this case, the researchers have to use different methods
to find out the needs of those audiences
2.8. Source of Media Gratifications
According to Boyd and Newbold they are of three, audience gratifications can be derived from
at least three distinct sources: media content, exposure to the media per se, and the social
context that typifies the situation of exposure to different media. Even though, identification
of media content as a source of gratifications has provided the basis for research in this area
from its inception, less attention has been paid to the other sources. Nevertheless, as Waples et
al. (1949:167) cited in ‘Approaches to Media’ “it is clear that the need to relax or to kill time
can be satisfied by the act of watching television, that the need to feel that one is spending
one’s time in a worthwhile way may be associated with the act of reading and the need to
structure one’s day may be satisfied merely by having the radio on”
According to Mendelssohn, (1964) a wish to spend time with one’s family or friends can be
served by watching television at home with the family or by going to the cinema with one’s
friends. Each medium seems to offer a unique combination of a). Characteristic contents (at
least stereotypically perceived that way); b) Typical attributes (print versus broadcasting

19
modes of transmission, iconic vs symbolic representation, reading versus audio or audio-visual
modes of reception), and c) Typical exposure situations (at home versus out-of-home, alone
vswith others, control over the temporal aspects of exposure versus absence of such control).
The issue, then, is what combinations of attributes may render different media more or less
adequate for the satisfaction of different needs. (Boyd and Newbold 1995)
2.9. Who Views the Television?
Television viewers don’t exist in nature. This means that we cannot get them in born like
different artists or players, but are created in the course of human interactions with each other.
This means that they are unnatural phenomenon, as it is created in the course of time effective
and efficient program is required to attract and keep them regular audience. They are also
diverse in groups. We invent to make our communications more enjoyable entertaining, more
powerful, fast and efficient with these diversified groups of people. These heterogeneous
groups of TV viewers participate actively and interpret the programs contents based on their
own experiences (Karen, 2003). Television viewing is monotonous or boring unless producers
give great emphasis to meet the needs their viewers. Nowadays audiences like to watch variety
of programs. They want to get information, to get relax and enjoy. This is because the needs
of human beings are unlimited. This reason they become identical in their interest and exposed
to different media. This is also related to the theory of mass communication. In relation to this
idea Kubey and his colleague say that: Common-sense view of television as moving wallpaper
and of viewers as mindless absorbers of images fits with a long standing trend in mass
communication theory whether influenced by sociological theories of ideology and hegemony
or by social psychological theories of media effects and attitude or behavior change, many
media researchers have regarded the audience as homogenous, vulnerable, and easily
manipulated in the face of a powerful and all-pervasive mass media.
(Kubey and Czikszentmihalyi, 1990) People are emotionally engaged by television; they talk
on television meetings about personal identity needs such as the legitimating of their values or
gaining insight into themselves; they feel television keeps them connected to the rest of the
world through a shared imagined community, through knowing what is happening in other
places and through having common topics to discuss with others in their everyday lives.
They even enjoy being critical of television, working out the production processes behind the
programs, speculating about the real lives of the actors, laughing at the conventions, and

20
decoding complex advertisements designed to tease them (Liebes& Katz, 1995). However,
motivated and selective viewers making their own decisions about what to view and what to
think about what they see, (Blumler&Katz, 1974). In fact, audiences are actively engaged with
mass media and have different views on television productions. Some of them generate a
different meaning for the same program which is produced for all viewers. Others also have
the experience of viewing media as they have links with each other through their interpretation.
Soley, 1992 says: There are at least three arguments for the active engagement of audiences
with the mass media. First, audiences must interpret what they see even to construct the
message as meaningful and orderly, however routine this interpretation may be. Second,
audiences diverge in their interpretations, generating understandings from the same text. Third,
the experience of viewing stands at the interface between the media (and their interpretations)
and the rest of viewers' lives, with all the concerns, experiences and knowledge which this
involves (2000:15). People are watching the television for different purpose and also the
television covers multiple genres from factual to fictional, from live events to recorded dramas.
All these have different characteristics making them more or less open to substitution by
different modes of distribution and competing activities.
2.10. Theoretical Framework
The theoretical framework indicates the crucial process, which is useful to show the direction
of the study. In this section theoretical argument of The Uses and Gratifications theorywas
discussed. This theory originally emerged in 1940s and got its revival in 1970s and 1980.
Philosophers of the uses and gratifications paradigm asserted that TV viewers meander to
the media for different reasons. (Rubin, 1981). Hence, this theory mainly focuses on the media
users or media audiences and not to the media producer or the message. This theory also asks
“what do people do with media” rather than “what media does to people”. What people do with
media is the focus of this study. So the assumption of this theory was that, media users are
active and not passive users because they interpret and integrate media into their own lives.
However, the watching behavior could be intentional or unintentional. Yet, people watch to
get something out of the media text to meet specific gratifications. Also, it holds that the
audiences or media users are the one who chooses media to satisfy their needs or desires. So
as different theories and scholars do have to write for the question why do people watch TV?
Of course, this can be applied to OBN TV news programs too.

21
2.11. The Uses and Gratification Theory
The uses and gratifications theory, developed by Elihu Katz, and Jay.G Blumler, (1940) seeks
to explain the relationship between an audience and how this audience uses the media. The
main questions posed by these researchers is, “Why do people use certain mediums/media
platforms and what gratifications do they get from it?” Individuals use media for a variety of
reasons and these motives vary depending on one’s situation. Additional research was
conducted prior to the emergence ofKatz and Blumler’s model. In the 1940’s, researchers
studied what people missed the most during newspaper strikes because this was a primary
source of news, the benefits people reaped from soap operas, and why children were appealed
to comics (Peirce, 2007). Katz and Blumler then developed a more systematic approach in
response to how and why people use different forms of media.
In addition to identifying the audience as active rather than passive, Katz and Blumler note
other aspects of their findings. Audience members are responsible for getting gratification with
their personal media choice, the media has the ability to compete with each other in order to
gain audience satisfaction, and the audience is a credible source of information when the media
needs to obtain current trends of mass media use (Peirce, 2007). Blumler developed four
categories as to why people use the media: diversion or escapism; companionship and
development of personal relationships; value reinforcement and exploring personal identity;
and surveillance or getting information about the world. Katz came up with a slightly different
list regarding motives for media use: cognitive needs, affective needs, and social integrative
needs (Peirce, 2007).
This theory is heavily dependent on why active audiences make certain decisions based on
their expectations and desires. Studies have shown that audience gratifications can be derived
from at least three different sources: media content, exposure to the media, and the social
context in which one is exposed to the media (Perse, 2014). Uses and gratifications also seek
to explain what combinations of attributes in media content lead to the satisfaction of audience
member needs. Different mediums offer a wide range of characteristic content (topics), modes
of transmission (print versus broadcasting), and place of exposure (at home, out of home, with
or without others, etc.) for the audience to interpret, thus, leading to a need for media to provide
as much satisfaction to the public as possible.

22
Whether an audience member chooses to use media as a distraction from everyday life, to share
the experience with other audience members, or to obtain information about the world, this
person will often subconsciously take away the messages they personally choose to. Instead of
construing media messages in a passive way, the uses and gratifications theory explains how
listeners and viewers of the media seek to meet their needs through the media they deliberately
expose themselves to. The uses and gratifications approach accentuates the relationship
between the sender and the message and how motives and gratifications drive people’s actions
in relation to the media.
2.12. Theory Application
The uses and gratifications theory strives to understand what people do with media outlets and
the reasons behind their decisions and actions. Katz and Blumler describe the concept as, “the
social and psychological origins of needs which generate expectations of the mass media and
other sources which lead to differential patterns of media exposure (or engagement in other
activities) resulting in needs gratifications and other consequences, perhaps mostly unintended
ones” (Katz, Blumler, &Gurevitch, 1973). An audience member’s role is to select certain
media that fulfill their needs and requirements and the media outlet, in turn, provides this
content. An organization must use the uses and gratifications theory to focus on a target
audience and study how this audience is satisfied by what they expose themselves to. The
media’s audience is undoubtedly the most important characteristic in understanding the theory.
The uses and gratifications theory is one of many used to create effective communications
programs when it is implemented properly. It describes the relationships formed between the
media and its active audience. The audience (acting actively, not passively) select and use the
media to fulfill their own needs and desires. These individuals may use the media for a variety
of reasons including, but not limited to, entertainment, the desire to learn about world events,
or to divert themselves from life problems.
Media audiences will make choices depending on their needs, satisfactions, and motives. They
will choose a certain form of media, whether it is a medium (television or radio, for example)
or a specific program (television show, for example) over another form in order to satisfy needs
or wants (Peirce, 2007). As a result, audiences of a particular program will most likely have
similar needs, interests, and tastes and will seek rewards (satisfaction).

23
According to this model the central concept is that media use relies on the perceived
satisfaction, needs, wishes, or motives of the prospective audience member. As Wright wrote
in Mc Quail book “audiences are often formed on the basis of similarities of individual need,
interest, and taste.
Many of these appear to have a social or psychological origin. Typically, such needs are those
four information, relaxation, championship, diversion or ‘escape’. The central question posed,
according to him, in uses and gratification approach is: why do people use media and what do
they use them for? Wright (1974) indicates as TV “serving various needs of the society, such
as for cohesion, cultural continuity, social control and for a large circulation of public
information of all kinds. This, in turn, presupposes that individuals also use media for
relaxation purposes such as personal guidance, relaxation, adjustment, information and identity
formation.” The researcher would apply this theory as the theory presupposes the audiences
are active in their choice and media use is purposive.
2.13. Uses and Gratification Approach Assumptions
The audience is considered as active, that is, an important part of mass media use is assumed
to be goal directed (Blumler and Brown, 1972, cited in a book ‘Guest, G., MacQueen, K., &
Namey, E. (2012). This assumption may be contrasted with notion to the effect that ‘most mass
media experiences past time rather than purposeful activity, very often (reflecting) chance
circumstances within the range of availabilities rather than the expression of psychological
motivation or need. Of course, it cannot be denied that media exposure often has a causal
origin; the issue is whether, in addition patterns of media use are shaped by more or less define
expectation of what certain kinds of content have to offer the audience member.
In the mass communication process, much initiative in liking, need gratification and media
choice lies with the audience member. This places a strong limitation on the theorizing about
any form of straight-line effect of media content on attitudes and behaviors.
According to B. Barrett and C. Newbold (1995), “The media compete with other sources of
need satisfaction. The needs served by mass communication constitute but a segment of the
wider range of human needs, and the degree to which they can be adequately met through mass
media consumption certainly varies.”
Consequently, a proper view of the role of the media in need satisfaction should take into
account other functional alternatives. Of course, this branch of theory of media use is

24
individualistic and behaviorist in formulation, although it also implies that audiences will have
some collective properties, especially shared sets of expected sets of satisfactions and a similar
range of needs deriving from their background.
Some degree of selectivity of media and content is clearly exercised by audiences (e.g. choice
or avoidance of TV soap operas. However, instrumental (goal-directed) accounts assume a
rational choice of appropriate media for predetermined purposes. Such accounts over-
emphasize informational purposes and ignore a great deal in people's engagement with media:
TV viewing can be an end in itself. There is evidence that media use is often habitual, ritualistic
and unselective, Barwise& Ehrenberg (1988). But more positively, TV viewing can sometimes
be seen as aesthetic experience in which intrinsic motivations involved.
However, in connection with why people watch television, Mc Quail (1997:72) writes
citingBlumler, and Brown (1972) after studying a number of radio and TV programs in Britain,
proposed the following scheme of media-person interactions (a term that reflects the dual
origin of the media gratification concept), which capture the most important media
satisfactions:
1. Diversion: escape from routine or problems, emotional release
2. Personal relationship: companionship; social utility.
3. Personal identity: self-reference; reality exploration; value reinforcement
4. Surveillance (forms of information seeking)

CHAPTER THREE
Methodology and Design of the Study
3.1. Research Design
A research design is “the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure
Russell Lincoln Ackoff (ed.) (1961). The research design of this study was descriptive survey.
Because, survey was used for the following reasons:

25
According to Denscombe (2010) Surveys are used to best effect when the researcher wants
factual information relating to groups of people: what they do, what they think, who they are.
This is not the only use of surveys but it is the most common use among social researchers and
it reflects the particular strengths of the survey approach;
The first of these is that surveys are good at getting information about a large number of people:
they are well suited to the collection of mass data.
Second, the survey approach works best with clear and narrow targets in terms of information
it is trying to gather. The approach lends itself to dealing with specific issues and is at its best
when the researcher knows in advance precisely which factors are important and what kind of
information is needed.
Third, surveys are best suited to gathering data on relatively straightforward, relatively
uncomplicated facts, thoughts, feelings or behaviors. The breadth of coverage of surveys
means that it is hard to incorporate the depth of investigation needed for really complex issues.
And fourth, surveys are particularly good when looking for patterns of activity within groups
or categories of people (rather than individuals). They are very useful for linking findings with
specific social classes, age-groups, sexes, ethnic backgrounds, etc.

However, the research design is the overall configuration of a piece of research to gather good
results from the collected data, the researcher has used SPSS23.0 to find out results of the
survey data. In the study the researcher hasmeasured the data with mathematical procedures.
And also provide sufficient examples to make the study easier to the readers. Besides displayed
tables to describe the theoretical analysis and mathematical procedures efficiently. Hence it
provides various aspects of, methods, and analysis to present in a coherent, logical, reliable,
and useful manner.
3.2. Research Method
The study employed both the quantitative and qualitative methods. Because mixed research
method which combines both qualitative and quantitative methods is better than either
qualitative or quantitative research method (Creswell, 2009). Besides, Creswell (2009), the
problems addressed by social science researchers are so complex that using either qualitative
or quantitative approaches by themselves is inadequate to this complexity. So mixed method
strategy reduces the risk that the researcher’s conclusions will reflect only the systematic biases

26
 or limitation of a single source, and it enables the researcher to gain a broader understanding
of the issue he/she investigates (Maxwell, 2005; Creswell, 2009).

Creswell (1994) has given a very concise definition of quantitative research as a type of
research that is explaining phenomena by collecting numerical data that are analyzed using
mathematically based methods. From this definition we can understand that Quantitative
research methods are characterized by the collection of information that can be analyzed
numerically and the results of which are typically presented using statistics, tables and graphs.

Therefore, employing the mixed approach more specifically helps researchers to be more
objective, administer the gap or challenges that are created during data collection and
understands the research problem very well. As far as this study is concerned, it mainly aimed
to assess the audience satisfaction level of OBN TV news coverage in case of Shambu.
3.3. Study Population
The subjects of the research were residents in Shambu Town who had television sets.
According to the 2007 national census report, the total population for this town is 14,995, of
whom 7,757 were men and 7,238 were women. The researcher felt that the decade old census
result might not reflect the present realities. However, as the data received from the
municipality shows, the population at present is 79,576, of whom 43,041 are men and 36,535
are women this was taken and used as a target population for this study. Therefore, as stated
under sample below, using the formula given by Yamane (1967), in drawing an adequate
sample size from a given population 398 television owners and viewers are taken as subjects
of the study.
This town is selected because,
1) Since the study deals with OBN Television news programs, there may be morerelevant
audiences almost all of them basically are Oromo language speakers.
2) This town is one of the Zonal Capitals in Oromia National Regional State and has higher
population density as other zonal cities in the region.
3) Since Shambu is found in the center of Horo Guduru Wollaga Zone, it is strategic area for ten
Workdas of the Zone found on different geographical locations, and it is hoped to substitute
them in all dimensions.
3.4. Samples

27
According to the evidence would obtain from the municipality, the Shambu town has a large
number of television set owners. been viewing OBN news program. Therefore, depending
on the source, the researcher has been plannedandselected398 viewers. A three hundred
ninety-eight sample size might be large, but the researcher hoped that a three hundred
ninety-eight sample size is manageable and it is also believed that the larger the sample size
the greater the representativeness will be.
So based on the data received from the municipality having79,576 total populations of this
study area, this sample size was determined using the formula given by Yamane (1967) in
drawing an adequate sample size from the above mentioned population at 95% confidence
level, 0.05 degrees of variability. So 398 would be taken as samples as below:
I.e. n=N/1+N (e)2
Where; e =level of precision which is = 0.05(5%)
n = number of sample size and,
N = total number of target population. Which are (79,576,) sample that respondents
By using the above formula, 79,
576, /1+79,576, (0.05)2 =79,576, /150.422= 397.99; and when approximate 398
Saunders, Lewis and Thornhill (2012) define a research population as the total collection of
subject or elements about which a researcher wishes to make inference and draw conclusions.
Then from the population of this study residents of Shambu town. However, the study focused
on 398 made that the target population
3.5. Sampling Technique
To select the required sample, the researcher used purposive (judgmental) sampling technique.
This technique was employed because it was hoped to enable the researcher to select the real
television viewing informants, as all the people who are living in this town would not have
television sets. Furthermore, the Shambu two kebeles’ residents consist of large Afan Oromo
speakers who view the OBN TV news. In line that purposive (judgment) sampling technique
was used to select the participants for questionnaires and individual semi-structured interview
who has TV set at his/her home. This was because the researcher believed that getting the
actual television viewers is crucial to conduct quality research.
3.6. Data Collection Instrument

28
Researchers use lots of data collecting tools and methods based on the types of their studies.
The most common ones are direct interviews, direct observations, document analysis and
questionnaires. These data gathering tools are also prioritized according to their importance
to the proposed study; be it quantitative or qualitative or both types at once. Therefore, this
study mainly utilized questionnaires (closed and open types) effectively followed and
supported and conceded with in-depth interview to triangulate the results where it is
necessitated.
3.6.1. Questionnaires
Questionnaires are the main data-gathering tool for this study. Questionnaires are simpler than
other data gathering tools and have more advantages. According to Denscombe (2007),
“questioners are economical, easier to arrange and supply standardized answers to the extent
that all respondents posed with exactly the same questions. In addition, “it encourages preceded
answers” (p.169). In this study,398 questionnaires as instrument has been employed to get
response for the variety of information directly related with audiences’ satisfaction. All
questions are instructed clearly.
According to questionnaire data, the respondents have given that response and judgment about
the likert scale, qualitative option indicators of OBN TV news programs and their preferences
related with the news (local, regional, national and international) and other types of issues as
part of satisfaction. Moreover, close ended and open-ended questionnaires including the Likert
scale, which is ranging from strongly agree, agree, disagree, strongly disagree and undecided
and qualitative responses about problemsof the OBN news programs and further solution
included.
To make it clear, in the questionnaire, strongly agree was represented by 1, agree by 2, neutral
by 3, disagree by 4, and strongly disagree by 5 since people naturally give number one for the
thing they love/admire most. However, during data analysis, the value given to these options
were different i.e. strongly agree has got a value of 5, agree 4, neutral 3, disagree 2 and strongly
disagree 1. If the average result is greater than three, it is assumed that audiences are satisfied.
If it is less than three, they are not satisfied, and if it is equal to three, it means audiences are
neither satisfied nor dissatisfied
However, the questionnaire has two parts. The first part deals with demographic information
about the candidates. The second part focuses on questions that deal with levels of satisfaction.

29
This part has items which mainly inquire information about OBN TV news program, that is,
how much the programs transmitted by OBN TV meet the needs of audiences. Some items are
repeated systematically in the questionnaire in different positions in order to crosscheck
responses given by subjects. But throughout the data analysis, these questions have been
collected under similar categories and the scores for each factor added up, and then the sum
has been divided by total number of similar questions to obtain the mean or average score for
each factor.
Though on the first day the researcher contacted the respondents and discussed how to
conduct the research. The next following day, the questioner was distributed to fill 30 pilot
questions. Then the intellectuals were asked to give comment on the questionnaire. Based
on the obtained comments some of the questions were revised and amended. Certain words
that were difficult were simplified. In addition, some long sentences were made shorter. The
number of questions was also limited to only twenty-nine. In addition, the English versions
were translated into Afaan Oromo (see the Appendix). But the respondents were advised to
fill only one of the English or Afaan Oromo part as the respondent choose. The revised and
amended questions were administered to all selected respondents at their work place and
where they found. Thus, the researcher had administered to all sampled populations. From
the total of 398 administered questionnaires were returned of which 19were incomplete. So,
the researcher discarded the incomplete ones and considered only 379 respondents in the
analysis.
3.6.2. In-depth Interviews
In-depth interviews are characterized by open-ended, flexible, respondent-centered and
designed to use respondent creativity and imagination. According to Carolyn B. (2006), an
individual in-depth interview is “a qualitative research technique that involves conducting
intensive individual interviews with a small number of respondents to explore their
perspectives on a particular idea, program, or situation. On the other hand, according to in-
depth interviews (Guest ET AL., 2012), might be more helpful in cases where potential
participants may not be included or comfortable talking openly in a group, or when you want
to distinguish individual (as opposed to group) opinions about the program. The primary
advantage of in-depth interviews is that they provide much more detailed information than
what is available through other data collection methods, such as surveys, (ibid).

30
However, in this study, in-depth interview with certain key informants from OBN television
viewers of the study area was undertaken. Then in this study twelve informants not filled the
questionnaire were selected purposely from both kebeles. The selection of informants is based
on experience, academic potential and their deep knowledge about the topic of the study. The
gained information through the interview helped to obtain more knowledge about the audience
satisfaction and their sources in OBN television news program.

Therefore, the selected respondents were interviewed about their experience of watching OBN
TV news. Regarding this, sixteen semi-structured questions were asked on the type of news
they preferred and the need they develop from the medium, which types of news they watch
more (Economy, sport, politics, social, business, agriculture, or others) What do they expect
from the kind of news they watch, and how OBN TV satisfies them regarding their choice.
Besides they were interviewed about their experience of watching OBN TV news.
They were also asked questions following the reformation, (two years as a recent) what do you
think of improvements/ satisfactions of OBN news programs? And What are the strengths and
weaknesses of OBN news programs? What do they suggest recommend and to keep up the
strong qualities of the programs? The selected interviewees were interviewed. Though; the
questions were support together responses taking into account the OBN TV news program they
watch. As a result, it was intended to get in-depth information beyond what have been released.
Hence, the researcher got personal reflections and perceptions per their experiences. Thus,
researcher has accessed vital data regarding the audiences’ views about OBN and their actual
need. (see the detail of this in the discussion and finding part).
3.7. Procedures
The first thing that the researcher did is traveled to the research site (Shambu town) where the
target subjects are found. He used an informant at each Kebeles of the town. As mentioned
above the researcher selected three hundred ninety-eight participants. Brief explanations about
how to respond to the questionnaire were given to respondents to avoid any inconvenience.
The questionnaire had been distributed by the researcher to selected residents of each kebele
of the town, governmental and non-governmental offices. Respondents were given one to three
days to complete the questionnaire. This was to allow them to think critically and to answer
accordingly. Before distributing the questionnaire, the researcher maintained ethical issues like
gaining the consent.

31
However, after the researcher collected the completed questionnaires, the data is analyzed by
using means and percentages in the SPSS package. In qualitative research methods,
researchers are expected to employ different procedures of data collection., questioner and in-
depth individual interviews were used as methods of data collection. In general, as it
mentioned earlier questioner and individual in-depth interview methods used for collecting
the research data to reflect on the level of audience satisfaction with OBN Television news
program.
3.8. Data Analysis Techniques
For this particular study, the researcher used purposive sampling method, since audience
satisfaction data is suitable with non-random sampling. Purposive sampling technique is
important for this topic, “In effect, they are selected with a specific purpose in mind that
purpose reflects the particular qualities the people or events chosen and their relevance to the
topic of the investigation” (Denscombe 2007, p.17). Data gathering tools and participants are
selected by purposive sampling technique. As it has been stated by, Gray (2004) “the
researcher deliberately selects the subjects against one or more trait to give what believed to
be” (p.87).
Depending on the schedule and techniques after the data were collected the researcher:
• Checked whether all the instruments, especially questionnaires, were filed and returned to
the researcher;
• Checked across whether all the given items on the questionnaire sheets were filled by
the respondents.
• Developed data categories(typology) for frequency, degree and agreement based items
• Set the items to carried out statistical manipulations like percentage for frequency data,
mean calculations, grand mean and standard deviations; to reported the results of the data
based on statistically significant information.
So the results of the study were examined against the questions by putting into computer using
SPSS package. To put the result into the computer, as described above data were sorted and
codified. Based on mathematical calculations, the percentage of the result was taken by
summing up. According to this the percentage of strongly agree and agrees are added together
to get the level of satisfaction. Likewise, the percentage of strongly disagree and disagrees are
summed up together in order to get the percentage of dissatisfaction level of the viewers.

32
Whereas The percentage of the neutral is taken from the number of the undecided response of
the respondents. These results are drawn from the response in which represented by numerical
values given to the five scales (in which strongly agree is represented by 5, agree by 4,
undecided by 3, disagree by 2 and strongly disagree by 1). These numbers did not favor any
side of satisfaction since all the questions were worded positively
Totally, data reporting was in the form of tabulations. However, the items in the given tables
were summarized in terms of their major concepts because to clarify the issue to the
respondents. It is also convenient for displaying means and standard deviations alongside.
Thus, one can further read the full information depicted by the original items and provided in
the table of analysis in the next chapter.

CHAPTER FOUR
4. Data Presentation, Discussion and Analysis of the Finding
This chapter highlights the presentation, discussion and analysis of data and results. As
already mentioned, the study was focused mainly on audience satisfaction withOBN TV news
coverage, the case of Shambu Town.
Questioner and individual in-depth interview used for collecting the research data was
assessed the OBN TV news programs satisfaction from audience’s point of view. I used
purposive sampling methods. The data collected by means of questioner and presented and
discussed under the following major themes: the audience demographic distribution,
watching habit, reasons of watching OBN TV news program, need and preference of news
and what must be done to minimize dissatisfaction and to maintain satisfaction.
1. Demographic Distribution of the Respondents

33
Some of the characteristics of audiences that affect satisfaction include social class, age,
gender, educational background and regions of residences of audiences. Scholars like
Morley (1986) find out that there are clear differences of media usage in audiences’
everyday lives depending on their gender. Factual programs like news and sports are
preferred by men, while fiction, soaps and dramas get priority by females. Women watch TV
doing other house chores while men watch the program extensively. Men have the control
power over the programs. For a man who stays and works outside home, television is
used for relaxation; for a woman, on the other hand, the home is often a work place and
therefore, the work continues in the evening’s television show (Downing, Mohammadi and
Srebery-Mohammadi, 1995 and McQueen, 1998).
Maturation of an individual also affects pleasure because the interest of old and young
people will not be the same. (Condry, 1989) show that teenagers (mainly boys) sit more to
watch sitcoms and sport programs. Females, on the other hand, are more interested in
viewing soap opera. Children need to watch cartoons, The Bill Cosby show, and other
children programs.
Moreover, Assael (1998) adds that young people seek information that deals with
entertainment, sex and events related with their age. On the other hand, adults, when they
become older, passions are no longer important. They seek information (programs) that
provide emotional satisfaction and self-realization.
Furthermore, educational background, environment, and class status affect satisfaction. A
well-educated viewer will face difficulties to get a satisfaction from media since s/he has
passed many experiences. A religious person will be dissatisfied with programs that deal
with secular issues.
The environment in which people are nurtured does have its own contribution on media
satisfaction. It is obvious that a rural based viewer will turn off his/her face from the screen
not to watch programs that are out of his/her norm (McQuail, 1987).
Therefore, Questions concerning demographic information were designed on the first part of
the questionnaire in order to know about the composition of viewers. In light of this, the
participant’s demographic distribution in terms of their gender, age, educational status,
occupation and marital status are presented in the table below:
Table 1: Demographic distribution of respondents

34
 No of respondents %

Gender
Male 198 52.2
Female 181 47.8
Total 379 100
Age
15-25 116 30.6
26-35 123 32.5
36-45 59 15.6
>46 81 21.3
Total 379
Occupation
Student 132 34.8
Employed 167 44.1
Un employed 80 21.1
Total 379 100
Level of Education
Read and write 22 5.8
10th grade completed 38 10
th
12 grade completed 53 14.1
Vocationally trained 18 4.7
Diploma 90 23.7
BA degree and above above Above 158 41.7
Total 379 100
Marital status
Married 192 50.6
Single 158 41.7
Divorced 29 7.7
Total 379 100

As shown in the above table, most of the respondents seem to be males, accounting for about
52.2% of the total population, while the remaining 47.8 % of the respondents are females.
There is a significant difference between males and females. As mentioned in the methods of

35
the study, the nature of purposive sampling rather than random, made such ratio differences to
be the number of male became greater than female

When we look at the age distribution of respondents, most of them are young viewers who are
between 15-25 years (30.6%) and from 26- 35 (32.5%) respectively. As researches show, in
western media young and old people watch TV more than adults. But in Ethiopia, young people
watch more than adults and old audiences. This might be due to having excess time or
vulnerability towards the technology. Further parents may direct the questionnaire towards
their youngsters to answer due to some unknown reasons. However, due to political
instabilities, in relation to the states of emergency fraud controversies that happened in the
study area, since young people are vulnerable to any event in the environment will have an
influence on the responses of these young viewers. Also the participation of adults who are
between36-45 (15.6%). And people above 46 years old (which constituted for about (21.3%)
seems significant.

Besides, the table depicts the occupational distribution of audiences. Hence, 44.1% of the
respondents were employed and the number of students followed by34.8 % and the rest21.1 %
of the respondents are unemployed. As regards level of education,41.7% have BA degree, and
diploma holders account 23.7%. Whereas above 12th grade completed one account14.1%, 10%
are 10thgrade complete. Subjects who responded that they are vocationally trained were4.4.7
% while those who could read and write account 5.8%. Moreover, table one illustrates the
marital distribution of respondents. Many of the respondents (about50.6 %) are married;
whereas 41.7% reported that they are single. The remaining 7.7% of the respondents said that
they are divorced.
4.2. Respondents’ OBN TV news watching habit
Table 2: Number and percent of the respondents on frequency of watching

No. of Respondents Percentage

Always 112 29.6%

Rarely 27 7.1%
Sometimes 171 45.1%

36
 Often 69 18.2%

Total 379 100%

As indicated in the table above, most of the respondents that account about 45.1% are viewing
the OBN news sometimes. This is followed by ‘always’ which is about 29.6% of total
viewers.18.2 % of the populations are viewing OBN news often. Of the total population 4.3 %
rarely view OBN news. This variation in viewing occurred due to the interest of individuals
and the contents of the news. So especially related to what OBN TV has reported regarding
the conflicts that caused the displacements of Oromo people from Ethio-Somali Region and
the master plan of Finfinnee. These were the hot issues that the audiences gained credible news
and current information from the media. For this reason, even if the news still lacks the strength
and did not reveal all types of issues and parts of the region, it shows some progress and the
number of audiences viewing the OBN TV news has increased.
4.3 The Respondents’ Responses on OBNs’ News Time
Table 3: which news transmission time is comfortable to view the OBN TV news?

Viewing time (hours) No. of respond %

Morning 49 12.9

Afternoon 71 18.7

Evening 259 68.3

Total 379 100 As described in

Table 3 above,
the majority of OBN news viewers are comfortable with evening time which covers about

37
68.3% of the total respondents. These are those who are employees, students and workers who
would prefer to view news after their work According to a cross response found through
interviews and out of opinions given from the respondents on the last open ended question no
21 this is one of the factors affect to watch OBN TV news at a day time. Secondly (18.7 %) of
the respondents watch OBN Television news at afternoon hours. Lastly, 12.9 % are morning
viewers.
4.4. The viewers’ news preference on the Type of news broadcasted
Table 3: which type of news do you watch more?
Type of News No. of respondents Percentage %
Social news 142 37.5
Political news 115 28.9
Sport news 51 13.5
Business news 28 7.8
Economic news 24 7.3
Agricultural news 12 3.2
Weather news 7 2.77
Total 379 100

To know the types of news which the respondents prefer, the questioners were prepared to
compare each news type in relation to respondents’ need. So their needs had to be coded in an
ascending order from the respondents’ least to higher need demand used from number one to
seven; and that way the result was sorted. So the need of the respondents on the news type
were identified clearly and valued based on the collected data.
Though, according to above table, majority of the respondents preferred to watch the social
news followed by political news, these are 37.5% and 28.9% respectively. The reasons are
especially related with the socio- political unrest occurred in recent time across the country
and the change of political and economic strategy of regional leaders to stand beside the people
of the region. The sport news has 13.5% of total respondents’ viewers. The business and
economic news are viewed, almost equally by7.8% and7.3 % respectively. As shown in the
table above Agricultural news and Weather condition news are viewed by 3.2 % and 2.77 %
of the respondents respectively.

38
It is clear that in the recent past two years there was some change of media coverage reporting
and criticizing certain bodies in the region and federal system misusing the concept of
federalism, abuse the society. This occasion is emerged in connection with when the federal
government failed to keep the safety of the society since the federal ruling system is holding a
lot of nations. These phenomena have opened good chance for any media including OBN
television. So a media can keep the audiences’ needs when it transmits different news programs
and content categories on its channel.
4.4.1 Transmission Frequency of the news
Table4. The News Transmission Frequency (how much it transmitted?)
Amount of Satisfaction Number of Respondents Percentage %
Less 218 57.5
Enough 123 32.5
more enough 38 10
Total 379 100.0

When we see how much the above mentioned news are transmitted by OBN TV in percent,
the ‘less’ is hold the first place by 57.5%. This is followed by ‘enough’ accounts about
32.5%. Among the respondents who are ranked on the ‘more enough’ is minimum which
accounts 10%.
This was because while compared to the agricultural products, absence of the reality and giving
less emphasis for social and political problems were reported by OBN from its establishment
up to the last two years of its reformation time. Because of the above data OBN should work
more to increase the audience’s satisfaction.
4.5. Respondents satisfaction of News category

News category No of respondents %

Local news 172 45.4
National news 101 26.6
Continental news 39 10.3
International news 67 17.7
Total 379 100

39
According to Katz, Blumler, & Gurevitch, 1973) even after the advent of the internet, watching
television remains the most important leisure activity worldwide. We can categorize the
television news into four different slots respectively: International news, National news,
Regional news, and Local news.

Thus, as indicated in the above table respondents watched local news (45, 4%) as researcher
observed this is most of the time people give attention for their concern. National news took
the second place which is (26.6%) this shows the respondents prefer about their country next
to their local news. International news took (17.7%) next to the national news and continental
news.
However, the result of this finding shows on table 5 above, the majority of the respondents
(45.4%) need their local news to be transmitted by OBN television; this is followed by national
news, accounting for about 26.6% of the total respondents. 17.7% of them need international
news. The least wanted news were continent (African) news, with 10.3% share of the
respondents’ response.
So what we can see from this result and conclusion is that Local news outlets are competing
for the attention of their audiences like never before. In the current high-choice environment,
the local news providers have to make sure their news is valuable to their audiences. Likewise,
what kinds of data do organizations whose missions are to support and strengthen local news
need to do their work? While news is increasingly consumed in OBN television
news program, local news (especially when compared to national) was more preferable. In
general, local news is most likely to be consumed on OBN television.

4.6. Reasons for Watching OBN TV Vs Satisfaction/ Dissatisfaction

This part has 18 basic questions. It is believed that unless the questionnaires are concise,
viewers may be fed up to give answers to a long list of questions. Attempts were made in
keeping the consistency of the data that shows the satisfaction and dissatisfaction of viewers
and repeat some of the items which can have different meanings in some situations. All items
are scored on a five-point scale ranging from5 to 1 “strongly disagree” to “strongly agree”
respectively. The average satisfaction level of respondents to each item was obtained by
summing the record of responses of viewers.

40
 The table below illustrates the overall number and the percentage of respondents who
responded either strongly agree, agree, strongly disagree, disagree, and undecided. The
combined percentages of audiences are also shown on the last two columns of the table that
reflects strongly agree and agree and disagree and strongly disagree.
Table 6: Mean Score and percentages of Overall Responses on the sub items
Item Strongly Agree Undecided Disagree Strongly Both strongly Both SDA
Agree Disagree agree& agree &DA
N % N % N % N % N % N % N %
1 21 5.5 105 27.7 56 14.8 150 39.6 47 12.4 126 33.2 197 52
2 17 4.5 115 30.3 70 18.5 166 43.87 11 2.9 132 34.8 177 46.7
3 6 1.6 100 26.4 79 20.8 16.5 43.5 29 7.7 106 28 194 51.2
44 1 0.2 130 34.3 8.3 21.9 114 30.1 51 13.5 131 34.5 165 43.6
5 23 6.1 80 21.1 92 24.3 121 31.9 63 16.6 103 27.2 184 48.5
6 20 5.3 39 10.3 90 23.7 142 37.6 88 23.2 59 15.6 230 60.7.
7 5 1.3 45 11.9 99 25.9 148 39.1 82 21.8. 50 13.2 230 60.9
8 6 1.6 63 16.6 87 23 140 36.9 83 21.9 69 18.2 223 58.8
9 20 5.3 64 16.9 10.3 27.3 118 31.1 74 19.5 84 22.5 192 50.2
10 26 6.9 82 21.6 96 25.3 112 32.2 53 14 108 28.5 175 46.2
11 16 4.2 89 23.7 86 22.7 112 32.2 66 17.4 105 27.7 188 49.6
12 34 9 73 19.3 100 26.3 108 28.5 64 16.9 107 28.3 172 45.4
13 0 0 80 21.1 84 22.2 134 35.4 81 21.4 80 21.1 215 56.7
14 22 5.8 103 27.2 79 20.8 112 29.6 63 16.6 125 32 175 46.2
15 16 4.2 102 28.8 89 .23.4 127 32.6 45 11 118 33 172 43.6
16 20 5.3 95 25.1 99 26.1 104 27.4 61 16.1 115 30.4 165 43.5
17 38 10 106 28 93 24.5 100 26.4 42 11.1 144 38 142 37.5
18 28 6.9 98 25.9 114 30 102 26.9 39 10.3 126 32.8 141 37.2
Note; SDA= Strongly Disagree, DA= Disagree

As it has been mentioned above, all the sub items are grouped into ten factors. Accordingly,
question no 1 deals about news for general information, question no 2 focus on relaxation and
watching to pass time, question no 3 target at investigating audiences’ feelings on whether
OBNTV news program helps them to learn about things in the world, and questions no 5, 8,
11, and12were designed to know if OBN can help them to alerting social problems. On the
other hand, no 13 and 14deal with news for accidents and disasters. Question number6,7are
about OBN media news served as a watchdog. While no9 and 10 deal with introducing public
properties and environment, questions no 15 and 16 deal with news for solution maker. While
no 4 and 17 are concerned with finding out some information regarding credibility.

41
At last, sub item no 18 focus on assessing the overall satisfaction of audiences with OBN TV
news coverage/program. There are also three open ended questions. From these, item no 19
inquires audiences’ reasons for their answers to question number 18, while question no 20
gives a chance for respondents to suggest the strengths and weaknesses of OBN news program.
Likewise, the end questions no 21 asked the factors that affect the respondents while they
watch OBN news program. The mean score and percentages of respondents are taken
throughout the discussion.

42
 Table 7: Average score and Percentages of Responses and Respondents
Factors Number of respondents in percent Both

Strongly Agree Undecided Disagree Strongly SA&A SDA&

Agree Disagree DA
News for General Information 5.5 27.7 14.8 39.6 12.4 33.2 52
Viewing Television as a Habit 4.5 30.3 18.5 43.8 2.9 34.8 46.7
or to pass time

Learning about things 1.6 26.4 20.8 43.5 7.7 28 51.2

Alerting the social problems 5.2 20.1 24 34.1 18.2 25.3 52.3
News for accidents and disaster 2.9 24.2 21.5 32.5 19 27.1 51.5
News as a watchdog 3.3 11.1 24.8 38.4 22.5 14.4 48.4
Introduce properties and 6.1 19.1 26.3 31.7 16.8 25.2 48.5
environmental issues
News as a solution maker 4.8 27 24.8 30 13.6 31.8 43.6
Credibility 5.1 31.2 23.2 28.3 12.3 36.3 40.6
Overall satisfaction 6.9 25.9 30 26.9 10.3 32.8 37.2
Note: SA=strongly agree; A= agree; SDA=strongly disagree and DA= disagree
Therefore, fromtable 6 and 7 under various issues designed in the questionnaireassessed the
reason audiences watching OBN television news program were analyzed as thefollows.
4.6.1. News for General up-to-date information
There is no doubt that the mass media helps people to remain informed and updated about the
various news, events, social activities, lifestyle, entertainment and advertisements irrespective
of the geographical barriers. So the primarily purpose of news is to inform the audience
concerning what happened in various period of time. However, audiences blame OBN for it
is not providing original up to dated information.
As shown on table 7, majority of the respondents (52%) are dissatisfied in getting up to date
information from OBN TV news. This means OBN television is unable to satisfy the audiences
in its deliverance of current news and issues, instead they reported after the news was heard
from other channels. Wearers 33.2% of them are satisfied from OBN TV news ingetting up to
date information. But 14.8 % of the respondents are unable to identify whether they agree or
disagree.

43
4.6.2 Viewing TV as a Habit or to Pass Time
Audiences watch TV when they want to get some gratifications from the programs that are
aired. Mere factual presentation might be boring for audiences. Cliché and repetitive ideas
and entertainment programs might not sometimes be satisfying (Herbert, 2000). People
sometimes turn on their television when they do not have anything to do or anywhere to go.
Though the television is functioning, viewers might not understand what it is being transmitted,
or they do not seriously follow and realize gratification in relation to this, respondents were
asked whether they get relaxation from television when they want to spend their spare time.
As appeared in table 7 above, most audiences are not satisfied with OBN TV news. These
imply that the programs were not matched more with audiences’ need. The media has not
relaxed or entertained its audiences as they expected from it. This has been confirmed by 51.2%
of the respondents who expressed their dissatisfaction in the programs that are meant for
relaxation. Whereas about 34.8 % of the respondents reported their satisfaction, 20.8 % of them
remain undecided.
However, television is another prevalent potential source of social learning. Because
learning not only achieved by informational or educational programs but by entertaining ones
also. If audiences are forced to learn, it makes them boring and lose interest on the matter.
According to Greenberg, one of the most prominent and important reasons for watching
television is as a means of passing or killing time even if it differs with person. Thus, the
better way to teach audiences in television or in other media is through entertaining programs.
Hence that television can play a fundamental role in the social development of a societies
4.6.3. News for Learning about things
According to (Kubey and Czikszentmihalyi, 1990) People are emotionally engaged by
television; they talk on television meetings about personal identity needs such as the
legitimating of their values or gaining insight into themselves; they feel television keeps them
connected to the rest of the world through a shared imagined community, through knowing
what is happening in other places and through having common topics to discuss with others in
their everyday lives.
Therefore, educating the audience is one of the primary purposes of the media. Audiences are
sharp to know about current/relevant events and condition in immediate surroundings, society
and about the world as well. It is a need to procure norms, beliefs, attitudes, values, language

44
characteristics and other social and cultural phenomena in one’s nation as well as the world.
Regarding learning from the OBN television news, most of the respondents are dissatisfied.
These needs of inquisitiveness push audiences to switch on their television. More importantly,
the contribution of media in educating and shaping the generation in developing countries such
as Ethiopia is very essential.
The main objective of the establishment of OBN is also to perform this important task.
However, OBN being the largest TV channel in the region and second in the nation were
insufficient to educate its audience as expected. With reference to education audiences
obtained from OBN, as shown in the table (7 above),51.2 % of respondents indicate their
dissatisfaction with the educative power of OBN TV program. Only 25.3% of candidates
believe that they are getting relevant information that could satisfy their needs of learning while
the remaining 20.8% undecided. The gap between satisfied and unsatisfied is big.
4.6.4. OBN TV news as an alert to the social problems
Through television, young people may learn about themselves, about life, about how to
behave in different situations, about how to deal with personal and family problems and so
on. In learning about life, television programs may be selected because they contain
information about people, places and the way society interacts. They may offer insights into
the way people in distant places feel and behave
Research on the social construction of social problems tracks the process by which situations
become identified as “matters of public activity and targets for public action (Blumer 1971).
Not all adverse conditions are perceived as social problems that is, as negative situations that
are matters for publication (Blumer 1971). This study has focused on, sector of education, the
health sector, infrastructure related problem and others in respective of social problems of
Shambu town which were covered by OBN TV news.
When the media portray a situation as a social problem, it raises on the public and policy
agendas, with important consequences for public opinion, social policy decisions, and
collective action (Rogers 1996; Linsky 1986; McCombs and Shaw 1972). Therefore, it is
important to understand the conditions under which the media depict specific events,
arrangements, or situations regarding social problems.
So this study has sorted how much the OBN Television news program addresses Shambu
town’s social problems. As mentioned on table 7 above, 52.6% of the total respondents were

45
dissatisfied, followed by 25.9% of them satisfied, and 21.5 % were neutral. This indicates that
there is significant gap of news coverage addressing and reporting the social problems of
Shambu town.
4.6.5. OBN TV news to alert accidents and disasters
Disaster brings serious disturbance in the regular activities of society’s daily life. Such
accidents may also cause loss of lives, livelihoods and environmental disorder. These
phenomena are dangerous and very serious unless they are controlled quickly. The concerned
bodies should interfere to stop and keep the public from risk. Likewise, media can play a vital
role to address; for readiness of the society, hence save the community from psychological
affection.
Furthermore, these natural and manmade happenings are more challenging in the developing
countries like Ethiopia where the impact of these result is often most devastating. All the news
channels including private and national news have self-regulatory code of conduct. However,
media play a vital role in awareness and providing information to the public; thus, it is the most
important source of information on hazards and disasters. So OBN TV also mandated to
announce such thing soon.
In relation to this, of the total respondents the majority (51.5%) of Shambu societies are
dissatisfied whereas27.1% of them are satisfied and21.5 % of them could not identify their
feeling whether they are satisfied or not.
4.6.6. OBN TV news as a watchdog
Medias are expected to guard the public interest and to protect it from incompetence,
corruption and misinformation. Consequently, the watchdog role requires the news media to
provide a check on corrupted sectors and any private and governmental bodies depending on
the issues and evidences generated from the society. These include uncovering leaders within
the private and public domains who abuse the public that the role of a watchdog journalist can
be that of a protector or guardian.
The role of a watchdog journalist as a guardian is to supply the citizens with information they
must have to prevent the abuse of power and to warn citizens about those that are doing to
harm the public. Regarding this the OBN Television has to do more because the majority of
peoples are dissatisfied. This48.4 % of the respondents are dissatisfied, 24.8% of them are
neutral and only 14.4 % of the total respondents are satisfied to its watchdog role in the public.

46
4.6.7. OBN TV news Introduce natural resources and environmental issues
Mass Media especially television could have a significant role in creating environmental
awareness and information about natural resources and public properties. The potential of mass
media for influencing knowledge gain, public attitude and behavior has been well recognized
through several research studies. Shambu was one of the wealthiest towns in natural resource
among Oromia regional state zonal towns. However, these resources are needed to be
introduced through the available medium. Since the OBN Television is the largest and prior
regional medium, it has a great responsibility to do over it. Regarding this 48.5% of the
respondents are dissatisfied in the coverage and introduction of natural resource and public
properties. Contrarily 26.3% and 25.2% of the respondents are neutral and satisfied
respectively. This shows that the majority of the population are not satisfied with the OBN TV
news coverage on case of Shambu town.
4.6.8. OBN TV News as a Solution Maker
Television plays a central role in communicating to the public on different burning issues and
agendas, what happens in the world. Therefore, media can be a key to the setting of agendas
and focusing public interest on particular subjects. As a result, it operates to limit the range of
arguments and perspectives that inform public debates.
Through making discussions with all concerned bodies and audiences the media can shape the
debate and input it into changes and consequences. Regarding this the OBN Television hasn’t
doneas needed on all over the region, especially of Shambu town. On this issue,43.6% of the
(total) respondents are not satisfied, whereas 31.8% of the (total) respondents are satisfied and
24.8% of them are neutral.
Since news in its agenda setting power play a great role in creating awareness about any
developmental activities of a given country in the hearts and minds of the society. An
informed society becomes active participant in social, political and economic activities of its
nation. In the case of OBN has been not playing a good role in doing so as shown on above
data. So, if the people are not attracted and missed the Solution Maker of television programs
and fail to attend OBN news, there will be a communication gap between the region and/or
the country and its citizens. As a result, the region and/or the country ‘s development and
other agendas can ‘t be performed effectively.

4.6.9. OBN TV News Credibility

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The last item from the grouped items is credibility. Thus audiences always expect truth from
media and it is this evaluation that bond or divorce audience with media. Hence, audiences
develop confidence in the media they watch, they will stay watching more and develop
satisfaction in the programs that are broadcasted on any channel. So all the programs mainly
news focused on current affairs and development programs should be presented based on
factual information objectively and impartially
Unless the news message touched and keep the need and interests of the viewers, audiences do
not believe in the credibility of reports that are broadcasted by the medium. Table 7 depicts
that audiences of OBN TV do not have confidence in the worthiness of information which is
transmitted by the medium. According to the assumption (40.6%) of the (total) respondents
said they disagree and show dissatisfaction with the reality of facts told by the medium.
Moreover, almost the nearest figure of the (total) respondents (36.3%) said they "agree” on the
credibility of information and (23.2%) of the respondents replied neutral with the credibility of
the programs.
So the programs produced by OBN are not independent, reliable, accurate and comprehensive
that citizens require them to be. But on other hand, there is a clue which OBN TV program
showed as a progress. Therefore, in such conditions satisfaction with OBN will happen and
improved if the media worked purposefully. In addition, since the lack of confidence in the
reality of information will have a direct impact on the overall satisfaction of audiences with
the channel, OBN TV should revel and report reliable news.
4.7. Open ended data presentation and Analysis for the asked Reasons
Asked to list down reasons which make the audiences satisfaction on the OBN television news
program, respondents wrote many things in common as a reason. Most respondents clearly
agreed as they had been watching OBN TV for many years because of lack of alternative
television channels in the region. According to these respondents, the emerging of many
satellite television stations forced them to leave OBN and turn on these stations. Moreover,
they put their reasons of because OBN TV doesn’t have any change to satisfy their need.
4.7.1. The overall satisfaction level
According to Katz, (1974) and his Scolleague’s media have many goals. They inform or
educate, identify characters of the situation in the media environment, entertain, and enhance

48
social interaction and help audiences escape from the stresses of daily life. However, the OBN
TV seems fails to fulfill the societal need.
So for the findings of the study on OBN TV revolved around the satisfaction, dissatisfaction
or neutral. Hence, in this regard, there were three assumptions: Satisfied; If the percentage of
the respondents are greater than neutral and dissatisfied. Dissatisfied; If the percentage of the
respondents are greater than the percentage of satisfied and neutral and Neutral;(when
audiences are neither satisfied nor dissatisfied). When the percentage of the respondent are
dissatisfied the OBN TV seems to have failed to fulfill the audience need.
Hence, following the real reports of OBN TV news started during the conflicts of Oromo nation
and Ethio-Somali. This situation has risen up and changed the total public views and the status
of OBN television news too. As a result, in line of this it had opened the satisfaction level
improved. But even if there were some mere improvements out of 379 respondents, 37.2% of
the total was not satisfied on its coverage. Whereas 32.8% of the respondents are satisfied,
30% show neutral (undecided).
At all the above results show that most of the respondents are still not satisfied. As it was
mentioned before in the review of literature, audiences are most probably dissatisfied with
media products when they unmeet their social and psychological needs. Knowing these needs,
media firms should try to satisfy their audiences by presenting news and programs that go with
the audiences’ interest. However, OBN TV still does not show that much effort to satisfy its
audiences based on their needs.
4.7.2. Respondents Feedback on the strengths and Weaknesses of OBN TV news
People watch what they like on television and like what they watch” McQuail (1997, 58). In
this perspective, viewers or users would always be able to choose for their best, so that the
inconsistencies between viewing choices and appreciation would derive either from a problem
in measuring appreciation or from practical limitations in viewing. Herein the following
paragraphs, the feedbacks of the respondents of questioner on the OBN television as to
maximize audience need are described.
First respondents’ opinion on how far they satisfied with the OBN television news coverage
and show (the strength): (as translated from Afan Oromo version) were summarized as follows:
Yaada kennaa tokkoffaan; akkas jedha, “ani jijjirama OBN yeroo dhihoo asitti fiderratti
cimmssen waliigala. Sabbabni isaas Televizyini OBN hammam fedhe oduu saffisaan

49
dhiyeessuu irratti yoo isa kaanirra harkkifataa ta;ellee, miidiychi bifa boonsaa ta;een
odeeffannoo haqaa fi madalawwa ta;e roga hundaan dhiyyeesa”.
The first respondent stated that he strongly agreed on the change seen in recent time. Because,
even though OBN TV is lagging behind in giving immediate news/report, the media genuinely
reports the reality, and try to balance the report from different angles.
Yaada kennaa inni lammaffanhaala wal-fakkatuun akkas jedhette: ani tamsaasa oduu
televizyna OBN darbe darbeen ilaala.kanaafuu waa;ee OBN baay;ee jechuu baadhuus, OBN
erga jijjirama dhiyootti taasifame; keesumaerga (Tiim Lammaa”) asitti heddu;hedduu
fooyya’insa mul’iseera. Sabaabniisaas, odeeffannoo dhugaa dabarsaa waan jiruuf.
Likewise, the second respondent said in similar way that; she watched OBN TV news
sometimes. So I cannot say more about OBN; however, it become better and better after the
reformation. Because OBN TV news has started transferring true information; especially after
the coming of the new reformation leaders, that means team Lemma.
Second the response of those who are dissatisfied with the OBN television news coverage, and
raised (the weakness), the opinions of the respondents on questionnaire data: (as translated
from Afan Oromo version) were summarized as follows:
Yaada kennaan kunimoo karaa faallaa ta;een akkas jedhe; Oduu hedduu barbaachisoo ta;an
dhuwwisa keessa kan hingalle fi kan yeroon irra darbetu ummataaf dhiyyata. Hanqinni
iftoomina fi akkataan itti oduun dhiyyaturrati ni mul’ata.
The respondents in contrast said that some serious news is not being covered and untimely to
the society. There was lack of transparency on OBN news presentation. The news is also
outdated.
Yaada kennaan inn Sadaffan akkas jedhe: Oduu televizyina OBNin dhiyyatu gadi bu’aadha.
Afaan mijataa filachuu irratti fi akkataa oduu dhiyyessu irratti hanqina qaba. Kana jechuun
loqoda gazexeesiooni tokko tokko, hawatummaa oduu dhiyyessuu fi galteewwan oduu irratti
gadi bu’aadha. Waan ummanni jedhuu fi kan oggeessonni fi gaazexeesitoonni jedhan wal-
hinqomu. Haala itti hirmmaatota daddamaqun yaada akka burqisiisan taasisuu irratti mala
dabalataa hin qabu.
The third respondent said that OBN television news coverage is not news. And also it has
shortage on the selection of appropriate language and lack of presentation styles. This means
the journalist’s accents of speaking, ways of presentation; contents and substances of the news

50
were poor. There was no journalistic view rather viewing what the experts and peoples are
saying. No more mechanism is followed to stimulate the participants in order to generate more
ideas.
4.7.3 Factors affect Audiences satisfaction on OBN television news program.
Audiences seek gratifications from television differently. Some need information that
substantiates their established experience; while others need completely new information.
Some need a calm environment while watching; others hate watching alone in hush
context. All these different characteristics of viewers affect the possible satisfaction
audiences maximize from TV viewing (Livingstone, 1997).

Therefore, the last but not the least question designed for this study was to know the factors
affect the audiences’ satisfaction. Accordingly, different ideas were raised from the
respondents. But most of the replied answers were included under the strength and weakness,
and the key findings. However, out of the factors influence their satisfaction while watching
OBN television news program the following has been took as translated from Afaan Oromo

Perhaps some of the news do not have a power to attract people to watch them deliberately to
get some satisfaction out of them. In other words, viewers do not turn on their television
purposely due to dissatisfaction in the programs broadcasted. Wright (1974) indicates as TV
“serving various needs of the society, such as for cohesion, cultural continuity, social control

and for a large circulation of public information of all kinds. This, in turn, presupposes that
individuals also use media for relaxation purposes such as personal guidance, relaxation,
adjustment, information and identity formation

Akka gaafatamtoonikoo gaaffii barreeffamma xumuraa irratti gaafatamtoonni yaada isaanii

kaa’anii fi af-gaaffii dabalataa irratti yaada kennaaniin; “OBN akka miidiyaa of danda;aatti
hojjecha hin jiru. Sabbabni isaas darbe darbee oduuwwan ho’aa ta’an dhiyyessuu irratti
harkifannaa qaba. Kunimmoo oduu wayitawaa fi haqa qabeessa argachuuf rakkooo nutti

51
uumeera. Kun kan agarsiisu akka sirriti hin hojjennee fi ammallee mootummaa beeksisuun
waan isa liqimse fakkata. Xiyyeffannan isaa inni guddan kan paartii ta’uun akka dhugaa
ummataa dagatu isa taasisera. Miidiyaan kuni ammallee mirga ittin gaazexeessitoonni
dabarsuu barbaadan guutuu hin arganne. kanaafuu erga OBN miidiyaa ummataa ta’uu irra kan
paartii ta’ee mula’ta ta’eetii; gaazexeesitoonni isaas akka afaan mootummaa ta’aniitti
fudhatama. Fakkeenyaaf wanti nutti dhagahame yoo jiraate, yeroo ummanni keenya daangaa
BeneshaangulGumuuz irraa buqa’anitti,OBN akka uummanni eegetti osoo hin taane oduu
boodatti harkifate dhiyyesse”.

According to the respondents the factors influence their satisfaction, they said the major one is
that OBN is not doing as an independent media agency. Because of the hot political news
seems like disallowed to work properly rather than still to announce the government. It focuses
on the good part of party by hiding the reality of social problems. Still the media do not have
full right to transmit what the journalists want to report. Then these already affect us to get
concrete and frash news from the media. since OBN is considered as the media of party rather
than to be the media of public, the journalists can have assumed as the mouthpiece of the
government than people. So if OBN is out of track to reach the news on time it can affect
audiences’ interest.
For instance, to raise up what disappointed us is, even when the other media reported about the
conflict between Oromos and Beneshangul Gumuz in case of the displacement of our nation,
OBN was late to do this soon as the people expected from it. Since controversy is one of the
elements which can decide the news value. So anything that is connected with conflicts,
arguments, charges and counter-charges, fights and tension becomes news. Because People
like such controversies news OBN TV should transmit immediately to satisfy its audiences
need.
Thus it is admitted that when such phenomena created the journalists should do news for the
consensus and also, as Gans (1979) points out, of a hierarchic organization able to impose the
most important criteria because this is a process that goes beyond the simple independent
application of objective criteria to the events that can potentially become news and a negotiated
phenomenon.
As previously noted, the news tends to highlight the breakdown of the established social
consensus, and the measures needed to strengthen it and reestablish it. Partly because of the

52
asymmetry referenced to address the ideology of bad news, the balance between the two
favors the rupture of the consensus (newsworthy when it breaks down and while it is
broken, especially if it intensifies) and not its reconstruction (meaning that the return to
normality is no longer newsworthy). From this consideration, it is clear that the onset of war
is news, but its end or the beginning of peace need reinforcements to become news.

Sometimes the parishioners do not consider fairness, independence, responsibility and other
ethical issues. At times they make errors by distorting sources. So the OBN media agency
should give continues training for the journalists to generate responsible and ethical
professionals who are dynamic enough. These can make the journalists granted and confident
to dig and produce credible and hot issues news which can touch the heart and need of its
audience.

However, news making can proved the interaction of the news value with other factors
involved in the mechanism of information production of each medium. Perhaps the
discussed factor is the case of social and geography proximity. This can be a way of referring
to the parameters that force a reinterpretation of the news value not only in terms of case links
of the area of diffusion but also of the whole audience or a large group of the audience. If not
news from OBN television are not more interesting, due to the shortage of the potential to
address up to date and fresh news for audiences. So OBN television should try to give the
priority focus of attention on such types of situations, conflict and political tension and report
the impact on its media outlet timely.

4.8. Discussion of the findings

In this study as described before, questioner and individual in-depth interview used for
collecting the research data to assess the OBN TV news programs satisfaction from audience’s
point of view. purposive sampling methods was used. On one hand as the data collected by
means of questioner presented and quantitatively discussed in detail under the previous
drawn table. But on another hand in this part While firmed to in-depth interview questioner
was qualitatively discussed as follows:

Most respondents responded as weakness of OBN itself made them to divert. As most
audiences approved, OBN ‘s news Lacks completeness and fairness. As a result, they

53
leave the station immediately. Most respondents highlighted, because OBN news is not
about current or new incidents. Lack of timelines is another reason for most respondents to
give up with OBN.As the higher number of respondents responded, OBN ‘s news stories
are always about the developmental activities of the nation rather than both the development
and the reverse activities. This makes them not to stay with OBN because they want to know
about the wickedness activities of their nation. Another reason raised by most respondents
is OBN’s TV news program poor presentation technique. As most of the respondents
listed on the questionnaire OBN doesn’t ‘t has any improvement on its presentation until
the reformation time. In a more related idea, respondents approved as OBN news used poor
presentation technique. These respondents blame OBN because it always repeats news
again and again in a more boring way. This means there is no new thing to be watched in a
news hour since the station repeats one story throughout the day and even in the next day ‘s
news hour.
According to Dornyei (2007) and Kvale (1996), qualitative data are most often collected by
researchers through interviews and are more powerful in eliciting narrative data that allows
researchers to investigate people's views in greater depth. That is, the value of interviewing is
not only because it builds a holistic snapshot, analyses words, reports detailed views of
informants, but also because it enables interviewees to “speak in their own voice and express
their own thoughts and feelings” Berg, 2007.
As most respondents replied, in order to retain its audiences, OBN should focus on
human interested stories. As they elaborated more, the station should assess the problem
which the society faces and show the possible strategies and techniques to escape the
challenges. Again the respondents recommended OBN to be free from politics and political
elite ‘s interference. As they said, OBN should be a public media than a government
propagandist. As most respondents stated OBN should present its news in a fairer and
complete way. As they stated OBN news focuses on one side particularly to the government
and it doesn’t give due emphasis for the issue of the society. It also presents what the
government bodies Saied rather than scrutinizing the other side of the fact. They
recommended the station to broadcast news which includes diversified views. According to
most respondents,

54
OBN, in order to satisfy and retain audiences, it should present current information than the
long time dead events and it should not present one news story repeatedly through all the
news hour in a day.
Therefore, the qualitative data collected through in-depth interview is first translated from
Afan Oromoo to English after each interview and discussion is over. After deep reading of the
qualitative data, the data has been analyzed by grouping respondents’ answers to each question.
The researcher developed information by labeling each group of answers. By doing this, the
researcher has gained knowledge by asking how the informants answered the research
questions. In fact, the answers are based on the evidence that the researcher has reviewed.
Moreover, when detailed information about a person’s thoughts and behaviors are needed or
wanted to explore new issues, in-depth interviews are useful to provide context to other data
(such as outcome data), offering a more complete picture of what happened in the program and
why, (Kitzinger 1994, Mytton 1999, Race,1994).
So based on the context and in line of gathered data by in-depth interview, regarding the
services on audience’s need of the OBN television, they get from the channel, the interviewees
reasons for “the audiences overall satisfactions with OBN TV news program satisfied /
dissatisfied were responded. Then the informants’ opinions results would have libeled and
clustered in three parts and analyzed as follows:
The first clustered ideas indicated that OBN television news was centered on government side
and ignores public. But after the recent two years of its reformations, OBN news programs has
started reporting real news. Furthermore, the media has tried to add effort and make
commitment of the staffs to update the community with current information. Hence the media
has been returned itself to be “a voice of Public” and makes it OBN became ‘sagalee
uummataa’ (voice of people).
The second clustered ideas contrasted the above indicated that OBN television have some
shortages and should improve it. The major one is that it has to dig out the truth and reality
deeply from different governmental sectors and society. It should have to continue being as a
public voice focusing on corruption and abused societies and exposing confidentially the
unethical doers’ to legal bodies and media than ever before. Besides most of the respondents
agree on and raised their idea that OBN TV should be free of governmental and party influence

55
to do its work independently. The interviewee added that the media should do without the
interference of any external bodies and report the real problems of the society.
The third clustered ideas were focused on OBNs background and raised the idea by compare
and contrast the situation and the performance of OBN before the reformation with the recent
stage. They said that, it was the near remembrance that OBN was fully the mouse piece of the
government from its establishment up to the reformation time. Because at that time OBN were
not act as the voice of the society, rather than it has been pried day and night acting political
and focused on the traditional and local agricultural issues which could not give experience.
To these regard former findings on the area have confirmed that the channel has no
significant audiences due to its over-repeated and tedious development programs and
news which is resulted from various internal and external factors. To stress, one
interviewee cited in Workineh (2016, 74) asserted that “TVO is known by a nick name,
Televizyinii Qonnaa, which literally implies that TVO is agricultural television due to
the reason that day and night it talks about agriculture. In fact, content analysis
confirmed this assumption. At all, issues dealing with economic development are over
repeated both content wise and message wise.”
These shows us that occasionally there is an indirect intervention from the government
and it results in inability to make decision on news by the broadcaster’s manager or
deputy manager since they were politically assigned by the regional government.
Therefore, frequently, they fear and drop the news/killing the story. Similarly, it is
better to make the programs to practice like balanced

My informants added, most of the audiences were not watching the OBN TV news before two
years. But after the last two years of the reformation time audiences returned watching OBN
TV program. As a result, we can see that OBN has coming to progress; because it reached on
such degree of improvements in the past two years. So the in-depth interview is likely suited
to the questioner and magnified the respondents’ opinion.
Generally, the interviewees and informants’ opinion show that OBN television success
depends on the status of press freedom in the region. Because when the region leaders had tried
to practice press freedom, OBN began to report just what happened. Consequently, the main
failure of the station, (OBN Television) is connected with the failure of the regional leaders.
So OBN television news program, on its channels, it should have to work with community and

56
give more airtime for news that seek and give solution on the socio-economic problems than
political talking.
Therefore, in relation to its goal, OBN TV didn’t perform as much as expected to satisfy the
audience; hence, the outcomes of this research vividly show most OBN TV news program
are not touching the needs of audience. As a result, audiences are unsatisfied with the
programs. People naturally have the right to deviate from media if they find the
programs unsatisfactory. In order to stay audiences with the channel, OBN TV should
understand the interests and needs of its viewers The OBN should ask themselves as well
as allowed people (their audiences) what type of content, presentation and circumstance can
help the medium to attract and has to broaden its news which can address the deep problems
of the society. Furthermore, it has to evaluate the ways news and current affairs programs are
reported, and whether the news is fresh and balanced.
Thus, (Newsom and Wollwert, 1985; Fedler, 1993 and Potter, 2006) prefer to describe news
than define it. They describe the news worthiness of event based on certain characteristics in
common. These are said to be news values. Journalists are the best judges about what news is
and what is not. They take this decision based on certain news values. Timeliness: is one of
the salient points to judge the news worthiness. So for news is something new. So timeliness
is a great factor in deciding news. An incident that happened one month back will not make
news for today. Also timeliness varies from publication to publication. For a newspaper, events
that had happened on the previous day are news. But for a weekly, events of the previous one
week can make news. For a 24- hour television news channel, every second is a deadline. They
can break the news anytime. So their timeliness is different from that of a newspaper.
There are different reasons why people watch TV. The broad genres, in this regard, according
to McQuail (1987), could be categorized in to four: information, personal identity, integration
and social interaction and entertainment needs. People watch TV to achieve these needs. If the
expectations precede performance (i.e., if the TV programs are below what audiences expect
to achieve), the satisfaction level will be very low and vice versa (Assael, 1998).
So a television station has its own mission and vision. In order to achieve its own goal and
meet the maximum level of its audience satisfaction, as well as to be good competitive, the
media should work more and more. In the same ways, out of the major aims of Oromia
Broadcasting Network, television is reporting and disseminating the real and updated news to

57
reach the society. But, even if there are some improvements in recent time, the majority of the
respondents could not get reliable and updated information, and learn about things in the world
from it. According to the respondents’ idea, however, they were watching since it is the prior
regional public channel; hence, they seem to watch the programs with the sense of
belongingness to their language as a basis of their habitual engagement.
Human traits differ from person to person. These traits may come from biological,
environmental sources or from both. For example, a study shows that rigid and dogmatic
people accept the message and are satisfied with it if they give credibility for the source. If
they dislike the source/speaker, whatever true and accurate it is, they will not swallow it
(Infante, Rancer and Womack, 1993).

Therefore, media management should know how to lead the organization. The agency must
employ skilled human power. Transparency has to be developed top to bottom. Since the
Journalist has an obligation to work with their professionals, they have to respect the culture
and norms of the society in relation to their profession and daily work. Likewise, the anchors
should have to be confident and well arranged. The language which used by the practitioners
could be represent the Oromo nation accent.

58
 CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
This chapter deals with a brief summary of the findings and suggests some recommendations.
Hence, this chapter summarizes some of the most important issues and findings that come up
in the discussion so far. The researcher tries to recapitulate what this research has been all
about, how it was undertaken and the prevailing themes that came out at the end of the
endeavor
5.1. Summary
To support the research with previous works related literature on the issue has been
discussed above under the findings. To this regard the review mainly revolved around
“why people watch TV” and their satisfaction based on the uses and gratification paradigm.
In this research, attempt has been made to assess the level of satisfaction of audiences in
relation to OBN news program in case of Shambu Town. Thus, in terms of the level of
satisfaction or dissatisfaction the services they obtained are medium in degree.
However, it is difficult to satisfy all individuals, it is possible to follow a formula which has
majority support. Further as to the findings of this study, the overwhelming majority of the
respondents appear to have medium affinity to OBN TV news programs.



 OBN TV should accept opinions from viewers and media professionals and identify its
weakness and should take measures to improve its programs, especially its presenting styles
of the news with good contents and qualities to attract the attention of its audiences.
 In order to give information and educate the societies various massages could have
transmitted with the channel. However, the way they are presented should not be boring for
viewers. Hence, OBN must follow regulations and journalistic ethics that enable it to focus
on controlling news quality. Furthermore, the news presentation should be interesting, resh

59
 and standardized news which are conformable to its viewers’ need.
 TV is an audiovisual medium. It needs well-trained reporter, editors and modern materials
(technologies). In this regard, OBN should have skillful and competent technical and make
its workers to possess these skills. This enables the OBN TV news programmers to produce
and address currently news to its audiences on needed time.
 Credibility is vital for any report in media services. In order to develop plausibility with
its viewers, reports should report fairly, including all parts of the story and using credible
sources. As a result, in order to achieve the quality of news and of the credibility of the channel,
the journalists should have to feel the responsibility that the viewers are expecting the new and
real information from them.
In order to encourage the media and ensure its motto, ‘sagalee ummataa’ (Voice of public), OBN
should focus on transmitting real news and updated information. It should also understand
and keep the interest and need of its viewers to gratify them. Since the basic idea of
gratification theory is that people use the media to get specific gratifications, OBN TV news
program would be used more when the existing motives to use it lead to more satisfaction.

5.2. Conclusions
Suppose to people spend so much time watching TV, why do they do it? And, more importantly,
what do they want to gain? Within a framework of rational choice, viewers should always be
able to watch TV for their best. In media studies, this view is brought forward by the theory of
uses and gratifications (Blumler and Katz, 1974). The basic idea of this theory is that people
use the media to get specific gratifications. Therefore, a medium will be used more when the
existing motives to use it lead to more satisfaction
The respondents replied that their level of satisfaction. Accordingly, from the total 379
respondents, 48.8% of them are not satisfied with the OBN television news program whereas
only 27.8% are satisfied. Here it seems that there was great difference between the level of
satisfaction and dissatisfaction. To this extent even if the above figure of satisfaction shows us
that OBN TV news is showing better progress. But compared to its motto ‘Sagalee Ummataa’
(the voice of public) and major objectives, the media still hasn’t satisfied its audiences.
However, what was mentioned by the respondents indicated the weakness of the station as it
lacks independency. This may result from absence of strong leadership which has a deep

60
knowledge of the media behavior to use the full right gained by the constitution. Viewers of
television need to get credible information from expected channel like OBN TV at the right
time. But the OBN TV was found less than expectation of its audience. Outdated news is
largely covered by OBN Television.
McQuail (1997 p58) proposes another possible explanation: quality measures can easily vary,
independently of ratings, because television programs intended for a minority taste can be
seen by a large audience that has inappropriate expectations and therefore will be particularly
disappointed.

As clearly stated in the literature, the central point of the uses and gratification paradigm is that
audiences have needs and objectives they seek to achieve from media firms and if they secure
the needs and objectives they sought, they will be gratified. Besides, according to this
paradigm, audiences are active and purposive viewers. The channel is not able to satisfy the
needs and interests of its audiences. Television viewers have various reasons to watch
television, such as search for real information, to know about the recent current affairs
happened on the world. But, as the findings show, the majority of the respondents have given
their responses as they were dissatisfied with getting up to date information from OBN
Television. Likewise, many of them revealed their idea as they do not get credible information
from the channel. Since the main goal of the study was to assess the audience satisfaction on
news program of Oromia Broadcasting Network Television program, the researcher believes
that assessing the audience satisfaction may minimize some of the problems and help to
maintain audiences with the channel.
5.3. Recommendations
The respondents offered their own suggestions in order to smooth the relationship of the
program with its audiences. The interviewees also suggested their opinion on how to
improve the program so as to attend or fulfill the audiences’ needs and expectations. Then,
thoughtful endeavor has been made by the researcher to address the research questions. As the
responses differ, considering all the results of the research findings; therefore, the following
recommendations are forwarded

61
 Coinciding with the goal of the news program, OBN TV has to seriously see the needs and
wants of the viewers. This means that the media should play its role by providing
gratifications to its audiences. The news should fit into their social, economic, political, and
cultural and life proximity. This is done partly by assessing the needs and preferences of
the audiences regularly.
 It is difficult to fulfill the needs of all audiences. But, at least, it should achieve most of them.
Comments and suggestions of the audience have to be considered. They have to be asked what
they wanted to feel and expect from the media. The program should be done in such a way
that the audiences enjoy it from the beginning to the end.
 Consistency and sufficient time for the news programs is needed. It has to be presented on
time clearly so as the audience will not be boring to the lack of language accent and attractive
news presentation styles of the program from the media.
 .To compromise qualified journalists, who have the skill in television news presentation,
have to be there in order to understand the audiences’ needs and expectations. Because
Journalism profession needs skilled manpower to affects the outcome products. So, OBN TV
has to do on upgrading its journalists’ professional performance.
 If reports supported or done by professionally trained or skilled journalists, they know and
understand the theories and mechanisms in the field of news broadcasting, it is easy to fulfill
the viewers’ needs so as they are satisfied and become loyal audiences of the program

 ..

 The time allotted to the news program must be improved. Particular attention has to give to
this program just more than other programs of the station. Because silly mistake done on the
news presentation can undermine the journalist and cartelize the media
 The local areas news like woredas and zone should not be neglected. OBN Television has to
transmit fresh and up to date information by forming a wider coverage by giving attention to
all viewers across the region. In all parts of the Oromia region the news channels should be
incorporated with zonal/district based news or program.

62
 In order to be successful, OBN TV news program makers should go deep into the ordinary
people (voiceless groups) and produce programs that could show the real life of ordinary
citizens instead of concentrating on political issues. If it is prepared as it is expected, it has a
great role in the societies day to day life. So the journalists should make sure that local as bits
of news that are presented in the program have the purpose or the capacity to educate and
gratify the audiences.

 Government organizations and the societies that are working with OBN should support how
the program is satisfactory to the audience.
 The station as well as the program has to find a way how to improve to make the viewers
gratified by the news program. Consequently, regular research is needed. News that is
presented in the program should not be repeated. Instead they include different contents that
attract the audiences.
 Further in order to be competitive and modernized media, OBN have to function more its
latest broadcasting technologies. It should have capacitated human power through trainings.
 Though satisfaction research is difficult and complex, it has similar importance for media
firms to do great task in their profession. So producers, editors and other concerned bodies
should conduct research on the audience to identify the interest of the viewers. However, it
needs deeper and continuous studies using different methods - triangulation. Therefore, the
researcher would like to recommend scholars for further studies on the issue. This will enable
to enhance OBN TV in order to satisfy the viewers found everywhere of the region.

In general, since in the 21st century every media is in the competition, OBN Television has to
change its system into international view and standard of styles. As suggestions rose from the
respondents, the agency should try to be free of party whether the regional or federal
government and have its own strong financial capacity. If it does this, the agency and its worker
can do confidentially, to disseminate real and efficient news for their audience.

To sum-up, the large number of respondents have replied their opinion that OBN should
perform its work as hard as be. As a result, the level of satisfaction can increase on its news
coverage. However, unless it goes in this way, Oromia Broadcasting Network Television can’t

63
achieve a good success and have a wide audience. So to rise up the OBN, not only the agency
and journalists but also all the concerned bodies have to participate in all activities.

64
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d
 APPENDIX1
Questionnaire
Jimma University
College of social science and Humanities
Department of English Language and Literature
MA in Broadcast Journalism
Dear Respondents,
This questionnaire is part of a requirement for the fulfillment of MA in Broadcasting
Journalism at Jimma University. The research aims to assess the level of satisfaction of OBN
TV news program/ coverage in Shambu town. As the outcome, the research totally depends on
your responses. So, you are kindly requested to provide your authentic and accurate answers
to the questions. I would like to assure you that the information is used only for research
purpose and will be kept confidential.
Thank you in advance
Part One: Demographic Information
Instruction: Answer the following questions by putting an 'X' sign in the boxes given below.
1. Age: 􀁆 from 15-25 􀁆 from 26-35 􀁆 from 36-45 􀁆 from 46 and above
2. Gender: 􀁆 Male 􀁆 Female
3. Occupation: 􀁆 Student 􀁆 Employed 􀁆 Private Business
4. Educational Background
􀁆 Read and write 􀁆 Grade 10 complete 􀁆 Grade 12 complete
􀁆 vocationally trained 􀁆 Diploma 􀁆 BA degree and
above
5. Marital status 􀁆 Married 􀁆 Single 􀁆 Divorced
Part two
1. Do you watch OBN TV news? 􀁆 Yes 􀁆no
2. If yes, how often do you watch OBN TV news?
Always Rarely Sometimes Often
Never
3.When you started viewing OBN TV news?
􀁆 from its establishment 􀁆 after the reformation

e
4. which news time is comfortable for you to watch OBN Television news?
􀁆 Morning 􀁆 Afternoon 􀁆 evening
5. Which type of news do you watch more?
􀁆 Economic news 􀁆 Political news 􀁆 Agricultural news 􀁆 Business news
􀁆Social news 􀁆Weather news 􀁆Sport news
6. Which news types transmitted by OBN Television you need more to watch?
􀁆 Local news 􀁆 national news 􀁆Africa news 􀁆international news
7. On the above area of news, you prefer more, how much OBN Television gives focus?
Less enough More enough
8. How much you satisfied with overall news coverage of OBN as your area Shambu?
􀁆 strongly dissatisfied 􀁆 dissatisfied
􀁆 satisfied 􀁆 strongly satisfied 􀁆 undecided
II) To what extent do you agree or disagree with the following statements in relation to
the OBN TV news coverage? Answer by circling the numbers given on the right side of
the questions. The numbers represent:
1 = strongly disagree 2 = disagree 3 = undecided 4 = agree 5 = strongly agree

No. Reasons to watch OBN TV news 1 2 3 4 5

1 I get original and up to dated information 1 2 3 4 5
2 It makes me more relaxed 1 2 3 4 5
3 It helps me to learn about things happening in the world. 1 2 3 4 5
4 It provides me credible information. 1 2 3 4 5
5 It assess the Shambu’s social problem 1 2 3 4 5
6 It addresses the issues of good governance of Sambu town 1 2 3 4 5
7 It exposes the corruption activities in government and elsewhere. 1 2 3 4 5
8 It reports about infrastructure related problems of Shambu town. 1 2 3 4 5
9 It Tries to report the problems related with Urban land 1 2 3 4 5
management of Sambu Towen.
10 It reports about the environmental issues. 1 2 3 4 5
11 Assess about the issues of the educationsector of Shambu town. 1 2 3 4 5
12 Assess about the health problems of Sambu town. 1 2 3 4 5

f
 13 It reports when the traffic accidents occurred. 1 2 3 4 5
14 It immediately reports when the natural disaster occurred. 1 2 3 4 5
15 discusses different issues of the city with the concerned bodies 1 2 3 4 5
16 It discusses the development, challenges and solution issues of 1 2 3 4 5
small and micro enterprises of the Town.
17 It helps me to get balanced information from all. 1 2 3 4 5
concerned bodies and inform the solutions for eachproblems
18 All in all I am satisfied with OBN TV news coverage 1 2 3 4 5

19. What is (are) your reason(s) for the answer you give to question number19?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
____________

20. What do you think OBN TV should do to sustain its strong sides and to improve its
news coverage in the future?
________________________________________________________________________
________________________________________________________________________
__________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________

21. what factor influence you when you watch OBN TV news program?

g
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______________________________
Appendex 2

Afan Oromo Version of the Questionnaires

Yuuniversiitii Jimma Muummee Barnoota Digirii Lammaffaa
Broodkast joornalizimii
Gaaffilee hordiftoota Televiziona OBN tin guutaman
Seensa
Sakattaan Kun barataa barnoota digirii lammaaffaa muummee Joornaalizimii Broodkastitiin
kan geggeeffamuu dha.
Gaffileen qo’annoo mata-duree “xinxala quufinsa daawaattota uwisa oduu televiziona OBN
magaala Shambuu kan jedhuudha. Qorannon Kun dhimma barnootatif kan oolu yoo ta’u,
hammam dawwaattootni magala Shambuu Oduu Televiziona OBNtiin darbaa jirutti gamadaa
ykn itti quufanii jiruu kan jedhu adda bafaachufi dha. Kanaaf,deebiin amanamaan gaaffilee
dhihaataniif kennamu, firii qo’annichaaf bakka ol’aanaa qaba.
Isinis kana beektanii deebii dhugaa fi amanamaa ta’e akka laattan kabajaan isin gaafadha.
Galatoomaa!
Kutaa I: Haala Jireenya Dhuunfaa.
Deebii keessan bakka duwwaa kenname keessatti mallattoo ‘’X’’ Kanaan agarsiisaa.
1. umurii: 15-25 26-35 36-45 46 ol
2. Saala: Dhiira Dhalaa
3. Dalagaa: Barata/ttuu Hojjetaa qaxarriiHojii dhunfaa
4. Barnoota: barressuf dubbisu kuta 10 xumureera kuta 12 xumureera
o Ogummaa DiplomaDigiri Jalqaba fi isaa ol

h
 Kutaa II Armaan gaditti gaaffilewwan haala itti quffinsa dawwattota tamsasa oduu
Televiziona OBN kan walii galaan wal qabatee dhiyaatedha.
 Isa filatteef sanduuqa keessati mallattoo”X” guuti.
1. Odu Televiziona OBN ni ilaalta? Eyyee l Lakki.
2. Yoo eyyee jette, hammam ilaalta?
yeroo hunda baayyinaan darbee darbee tasa
3. Sa’ati oduu isa kam caalatti ilaalta?
sa’atii ganamaa sa’atii guyyaa sa’atiwwan galgalaa

4. Ati, gosa oduu isa kam caalatti ilaalta?

Oduu dinagde Oduu siyaasaa Odu qonnaa Oduuhawaasaa
Odu biizinesi Oduu ispoortii
Oduu raaga haala qillensaa
5. Gosa oduu ati caalatti feetu gubbanaa keessaa haali tamsaasa isaa maal fakkaata?
xiqqaa dha ga’adha baayye qubsaa dha
6. Oduun Televiziona OBN Caalatti, issa kam irratti xiyyeffata?
Oduu naannoo Oduu biyyoolessa Oduu Afrika Oduu addunya
7. Qabiyyee oduu Televioziona OBNin qabu irratti hunda’ee, oduun nannawake (kan magala
Shambuu) hammam qillensarra oola?
Baayyee xiqqadha Xiqqa dha Baayeega’aadha
8. Waligalatti televizionni OBN hammam isin gammachisaa jira?
Baayyee gadi bu’adha Gadi bu’adha Hin
beekkamuQubsaadha Baay’ee Qubsaadha
Kuta III Armaan gaditti gaaffilewwan haala itti quffinsa dawwattota tamsasa oduu
Televiziona OBN kan nanawa keessanitin wal qabatee dhiyaatedha. Deebi kessan haala arman
gaditiin keennaa. Filanno keessaan mallatto “X” kanan agarsiisaa.
Iskeelii Koodii Bakka bu’e.
Cimseen walii gala ........................................................5
Waliin gala ....................................................................4
Murteessuu hin danda’u............. ...................................3
Walii hin galu.................................................................2

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Cimsee walii hin galu................................................ …1
Galatooma!

Lakk Sababiwwan maaliif oduu OBN dhageefatu? 1 2 3 4 5

1 Oduu harawaan irra argadha
2 Waan na bashanansiisuuf
3 Waan addunyrratti ta’amee waan na hubachiisuuf
4 Oduu qabatamaa ta’e waan naaf dhiyyeesuuf
5 Rakkolee hawaasummaa magala Shambuu waan
sakatta’ee dhiyyeessuf
6 Rakkolee bulciinsa gaarii magaalaa Shaambuu waan
hordofee dhiyyeessuf.
7 Kiraasassabdummaa fi malaanmaltummaa magaala
shaambuu keessatti raawwatu if ni taasisa
8 Rakkolee bu’uralee misomaa ni addeessa
9 Rakkolee dhimma bulchiinsa lafa magaala Shambuu
gabaasuuf ni yaala
10 Waa’ee rakkoo qabeenya naannoon wal-qabatu ni
gabaasa
11 Rakkinoota sektera barotaa magalaa Shambuu
gabaasa.
12 Rakkoo dhimmi fayyaa waliin wal-qabatu sakatt’ee
nigabaasa.
13 Dhimma hubannoo cimsuu fi balaa tirafikaa magalaa
Shambuu irratti oduu qophesse dabarsa.
14 Baalaa ummama kannen akka rooba cimaa, lolaa, kkf
umaman hatataman gabaasa.
15 Dhiimmota garagaraa irratti qaama dhimmi ilaalatu
waalin hawaasa marisisuun bu’aa fiduu madaalee
ummataaf dhiyyesa

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 16 Waa’ee jijjiramaa fi rakkolee maayikroo interprayisii
magalaa Shambuu sakkatta’ee ni gabaasa.
17 Oduu wayitawaa fi madalawaa ta’ee qaamolee adda
addaa irra gabaasun furmaata itti barbaada.
18 Gutuman gututti uwwisa oduu televizyinii OBN
dhimma magalaa Shambuu tamsasuun gammadeera

19. Deebbii keessan xumuraa, lakkofsa 18 tiif ibsa kennaa

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
________________________
20. Gara fuula duraatti akkataa OBN oduu televizyinii ittin cimsuu danda’uu maal gorsita?
Yaadakee cuunfii barreesi.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________
21 wayita sagantaa oduuTelevisina OBN daawwattu maaltu dhiibbaa sirraan gaha?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
________________________

APPENDIX 3
Individuals in Depth interview guide
I. Personal Information
a. Name/Code____________________ (optimal)
b. Age____________________________

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 c. Educational Status_______________
d. Gender_________________________
e. Place of residence________________
II. TV Watching Habit (OBN News Programs), media access
1. Do you have a television set?
2. For how many years have you been watching OBN News programs?
3. How often do you watch?
4. When did you start watching OBN TV news?
5. Why you watch?
6. Have you seen any improvements from its establishment? How about after reformation?
7. Which types of news do you watch? (Economy, sport, politics, social, business, agriculture,
or others)
8. Why you watch this more than others?
9. What do you expect from?
10. Do you think OBN TV satisfies you regarding your choice?
11. So what do you suggest about OBN news program?
12. How do you find the transmission time of the news?
13. What do you suggest to make news preferable?
14. Following the reformation, (two years as a recent) what do you think of improvements/
satisfactions of OBN news programs?
15. What are the strengths and weaknesses of OBN news programs? What do you
suggestrecommend and to keep up the strong qualities of the programs?
16. Is there anything more you would like to add?
Thank you
APPENDIX 4
Afan Oromo Version of Individuals indepth interviews
 Qajeelcha Sakatta’a Qorannoo Gadi Fageenyaa Gaaffif deebi dhuunfa
Odeeffanno dhunfaa
a) Maqaa____________________________
b) Umurii__________
c) Sadarkaa barnotaa____________

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d) Saala_________
e) Bakka jireenyaa_____________________
1. Televiziona ni qabduu?
2. Oduu Televiziona OBN ni daawwattuu?
3. Hammam ilaaltu?
4. Oduu televiziona OBN dawwachu yoom egaaltan?
5. Maalif daawwatu? ykn ilaaltu?
6. Hundeffama isaa irra kaase jijjiramni jiraa? Haaromsaa waggaa lamaa asitiwoo maal
fakkata?
7. Gosa oduu isa kam caalatti daawwattu? (dinagde, ispoortii, siyaasa, haawaasa, Biizinesii,
qonna moo kanbiraati
8. Isaa kana maalif caalatti ilaaltu?
9. Akkamitti ykn hagam irraa eegdan?
10. Oduun Televiziona OBN irra argattani isin gammachiisee ykn isiin quubsee?
11 Yoo isiin hin gammachifnee, oduu OBN irratti yaada maal qaabdu?
12. Yeroo tamsa’ina oduu akkamitti ilaaltu?
13. OBN Oduu isaa filatamaa taasisuuf maal godhochuu qaba jettu?
14. Oduu OBN yeroo haromsaa duraa fi haala wagga lamaa haaromsaa asii osoo adda foonee
ilaalee, jijjiramaa fi fooyya’insa akkamii keessa jira jettu?
15. Cimminii fi hanqinni tamsaasa oduu OBN maal, maal faadha? OBN ciminalee fi
qullqullina isaa akka eeggatuuf maal gochuu qaba jettu?
16. Yaada dabalataa qabduu?
Galatoomaa