AUDIENCE PERCEPTION OF TELEVISION PROGRAMMES INFLUENCE ON CHILD DEVELOPMENT AND UPBRINGING IN LOKOJA LGA, KOGI STATE

Abstract This study examined audience perception of the role of television programmes on child development and upbringing in Lokoja Local Government Area, Kogi State, with emphasis on how television content influences children’s social, emotional, cognitive, and moral growth. The study was anchored on cultivation theory is highly relevant to understanding the role of television programmes in child development and upbringing. This theory posits that repeated exposure to the media content can shape an individua's perception of reality, it also explain how Television programmes influence children's worldviews, attitudes and behaviors. A survey research design was adopted, using structured questionnaires administered to 396 parents and guardians in the study area. The data collected were analyzed using descriptive statistics with frequency distribution and percentage representation, which provided clear insights into patterns of responses. Findings revealed that parents perceived television programmes as having both positive and negative effects: while educational, science-based, and moral story programmes enhanced literacy, problem-solving, and value transmission, concerns were raised about violent content, distraction from academics, and unsupervised access. The study concludes that television plays a dual role in child development, depending on content quality and parental mediation. It recommends promoting balanced and educational programming, integrating culturally relevant storytelling, strengthening parental supervision, and providing alternative developmental activities to ensure positive outcomes.