INTRODUCTION
The
marketing strategy influences the services and performance of an organization,
Such its affects the services rendered by media houses operating in Nigeria. The
success of any organization depends on whether such an organization recognizes
the most important aspect of the business and that is customer or consumer
satisfaction. That is why professional
marketers always say that the consumer is at the center of all marketing
efforts. Consumer satisfaction therefore makes it necessary for an organization
to be marketing oriented. The
organization must not only practice marketing but should also know the efficiency
in its practice of marketing. That is to say, that it must use the right
strategies and marketing mix to offer total product benefits and satisfaction
to consumer. This is very necessary if the organization must survive, grow and
remain competitive.
The
practice of efficient marketing is considered to be very crucial in all
establishments, not just a selected few. Television houses presents, timely
report, quality
reportage, market segmentation, 24 hours service and quality entertaining
programmes in order to attract viewers and
advertisers to patronize our services today in Nigeria where viewers and
advertisers have become very sophisticated and selective in the channel they
patronize. The promulgated media
ownership decree 1999, which allowed private individuals to own and operate
broad cast media (Radio and Television) has introduced another dimension in
media competition. It now becomes
imperative that television service providers should undertake efficient
marketing of its services or else it will loose its viewers and customers.
According
to Williams and Page (2011), "content is king for this generation, moving
content from platform to platform with no restrictions is a must".
Furthermore, Magazine, (2011) concluded, "video is the common denominator.
It is the most engaging and flexible format for brands to tell their story and
connect with their audiences across any channel". Therefore, by
integrating social media with video opportunities such as satellite media
tours, marketers within the television industry can create innovative and
interactive content that engages viewers and encourages them to watch their
shows. The researcher evaluated the strategies for effective marketing of
television services in Nigeria With reference to N.T.A, AIT Silver Bird, Channels
Television and TVC Television.
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