ABSTRACT

This study investigates the determinants influencing the viewership of local and foreign TV channels among TV audiences in the Buea Municipality, South West Region, Cameroon. Understanding these factors is essential for media stakeholders, advertisers, and policymakers to tailor their strategies to meet audience preferences.

Viewership patterns are influenced by a range of determinants, including content quality, accessibility, and cultural relevance. This research explores how these factors affect the choice between local and foreign TV channels. The study employs a quantitative approach, using a structured survey distributed to a representative sample of TV viewers in Buea. The questionnaire collected data on viewing habits, preferences, and the perceived influence of various determinants.

Key determinants examined include content variety, programming quality, cultural relevance, broadcasting technology, and advertising. The study also considers socio-demographic factors such as age, gender, and education level, which may impact viewing preferences.

Findings reveal that content quality and program variety are major factors influencing viewership. Viewers prefer channels that offer diverse and high-quality programming, which enhances their viewing experience. Cultural relevance also plays a significant role, with audiences showing a preference for content that reflects their cultural and social context. Broadcasting technology and signal accessibility further impact viewership, with better technology and more reliable signals leading to increased viewership of both local and foreign channels.

Socio-demographic factors also affect viewing preferences. For example, younger viewers are more inclined towards foreign channels, while older viewers prefer local content. Educational background influences the appreciation of diverse and quality programming.

The study highlights the need for local TV channels to improve their content quality and diversify their programming to compete with foreign channels. Enhancing broadcasting technology and ensuring reliable signal accessibility are also crucial for increasing viewership.

Recommendations include investing in content development, improving technology infrastructure, and focusing on culturally relevant programming. Media organizations should also consider socio-demographic factors in their programming strategies to better cater to the diverse preferences of the Buea audience.

In conclusion, the viewership of local and foreign TV channels in Buea is influenced by content quality, cultural relevance, and broadcasting technology, along with socio-demographic factors. Addressing these determinants can enhance viewership and improve audience satisfaction.

Keywords: TV viewership, local channels, foreign channels, content quality, cultural relevance, broadcasting technology, socio-demographic factors, Buea Municipality.