Impact of satellite television programs on Ethiopian culture: An exploratory study of viewing habits and attitudes

Abstract

The purpose of this study was to determine satellite television viewing habits of high and preparatory school students. The study also aimed at finding out whether viewing habits of students would indicate relationship with students’ attitudes, socioeconomic and gender background. The study is conducted on select private and government schools found in Nifas Silk Lafto sub-city of Addis Ababa. This exploratory study combined quantitative and qualitative research methods. Instruments of data collection composed of questionnaire and interview. The findings indicated that all the high school teenagers named television as the prime media followed by mobile device. The results revealed that fulfillment of affective needs were one of the most widely declared motivations for teenage satellite TV program consumers. The overwhelming majority of the students opted for movies as the prime show of the media. Most of the teenage students were found to be heavy TV viewers. This study also found that there is association between TV viewing habits, socioeconomic background, gender and attitude of teenage students towards various elements of culture imbibed from Kana TV movies and its impact. Findings of the present study have implication on media literacy training, an essential skill in the digital age.