EFFECTIVENESS OF PRIVATE TELEVISION STATIONS IN CULTURAL PROMOTION A STUDY OF AFRICAN INDEPENDENT TELEVISION (A.I.T)

Television as a means of communication helps in curbing and reducing societal vices. It is also a tool for cultural transformation. The research work investigates the state of cultural decadence and erosion of indigenous culture among indigenes and residents of Ado Oyo, using cultural norms theory and social responsibility theory. The study discovers that television serves as a tool for cultural propagation, preservation and promotion. It investigated the efficiency of Pere Ode a talk show on African Independent Television, (AIT) Ado Oyo in teaching and promoting culture. It also discovered certain difficulties such as illiteracy, beliefs and gender equality facing television stations in the process of promoting culture. Data were sourced for through the administration of questionnaire, interview and use of bibliotical materials. The study concludes that television should continually create culture based programme that can help promote and preserve societal values and transform society in general.