Broadcasters often bother whether their audiences are satisfied. Researching audience contentment is becoming more important than studying the message media disseminate based on the assumption that if audiences are not there watching with gratification, it is meaningless to televise. Measuring satisfaction, however, is not an easy errand since audiences are heterogeneous and complex by nature. Gratification theorists confirmed that an audience who sits in front of an open TV set may not be watching because people open TV for different purposes. That means some are watching but not listening; opening the television but reading a novel. If they are not watching why do they switch on it? This issue is thoroughly discussed in this book. The book focuses on audiences of Ethiopian TV which is the sole national television for 85 million people. In discussing audiences' satisfaction level of ETV, the book shades light on Uses and Gratification theory, purpose of watching TV and measurement of audience satisfaction. In general, the book is invaluable for media and communication scholars and in particular for young researchers, journalists and media owners.
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