ABSTRACT This study sought to determine answers to the problem, what influence audience choice of prime time news. The study was aimed at exploring the factors that inform GIJ viewer’s choice of prime time news among GTV, TV3 and Metro TV. Also, to identify whether there are specific factors that influence GIJ viewer’s choice of prime time news on GTV, TV3 and Metro TV, to examine whether content of GTV, TV3 and Metro TV prime time news influence choice by viewers, to determine whether credibility of a media house (GTV, TV3 and Metro TV) influence viewer’s choice of prime time news and to determine the preferred television stations prime time news by GIJ viewers. The study proved that, there are specific factors that influence their choice of prime time news including; their mode of presentation, quality of set, style of news, interview sections during news, objectivity, ownership, heritage, news segmentation, pronunciation of words, young looking news casters and timing of news. Also content of news matters a lot to viewers. To most of the participants, TV3 stories address a lot of socially relevant stories, presents investigative reports, questions authority on the status quo and most of their news stories are detailed. Credibility is also important to the viewers. The study identified that, TV3’s prime time news was the mostly preferred over GTV and Metro TV. This study adopted a phenomenological research design and a qualitative approach using a focus group discussion to ascertain information on the topic. A sample size of 10 level 400 students was randomly selected out of the total 149 level 400 students of the Ghana Institute of Journalism. BACKGROUND Audience in this context is defined as consumers of media text and this audience includes listeners, readers and viewers. This study concentrates on the viewer audiences who have differentials in behavior, attitudes and preferences. Viewers of Television have their preferences as to what Television station they will like to watch at a particular point in time or during a particular programme since they have control over their television and choices. Munyoki and Kirigo (2011), stated that viewers have an abundance of channel choice because of the number of new television stations and proliferation of alternative entertainment sources. The viewer decision making process is influenced by both internal and external factors that can be measured by the viewer’s choice of channels, programs and the number of repeat visits or the level of awareness. By measuring the factors that influence viewer’s preferences, television stations can develop marketing strategies that are responsive to customer’s needs and wants thus gaining a competitive advantage. The term “preferences” can be used in a variety of ways. One could interpret the term “preference” to mean evaluative judgment in the sense of liking or disliking an object. When a person likes one of the alternatives more than the other, he has developed preference for the one liked and is more likely to choose it. Preference is also used primarily to mean an option that has the greatest value among a number of options (Blackwell, 2006). This refers to a choice between alternatives and the possibility of rank ordering of these alternatives, based on the degree of happiness, satisfaction, gratification, enjoyment, or utility they provide. (Munyoki & Kirigo, 2011) Munyoki and Kirigo (ibid.) indicate that, the liberalization of airwaves has led to the emerging of many television stations that are competing for viewership. Consequently, the viewers are exposed to different stations ranging from free-to-air stations to Pay TV stations. The growth of Television industry in Ghana has led to emergence of several private television stations. GTV is the first and only state owned TV station that exists in Ghana. It was the only source of news with visuals to the people and for that matter was the only choice by Ghanaians viewers. Now viewers have come to terms with the introduction of several private television stations like TV3 and Metro TV, all in Ghana. These new stations have given viewers wider alternatives to choose from especially when it comes to prime time news as all these stations telecast almost at the same time. This also poses a difficult task for viewers and therefore will have to put certain factors into consideration in their choice of prime time news on the various television stations. Prime time news is the time where viewers turn to their various television stations for information on current issues in the country. According to Munyoki, J. M. and Kirigo, W. (ibid.), TV anchors are encouraged to chat about the news instead of merely reading the news so that audiences are entertained as they gain information. Also encouraged is the creation of “news packages” that combine on-the-spot reports, studio footages, documentaries and interviews. The existence of alternatives demands preference and choice of television stations based on the viewer’s unique and diverse needs. STATEMENT OF RESEARCH PROBLEM Hanes (2000), stated that at the most basic level, audiences are vital in communication. It is for the audience that the media are constructing and conveying information, and, if it were not for the audiences, the media would not exist. The exact relationship between the media and their audiences has been the subject of debate since the media were first seriously studied and emphasizes the importance of the audience and of their relationship with the media. As stated by Munyoki and Kirigo (ibid.) although there are researches that surveyed viewers’ perceived quality of Television stations. For instance, Mwabu (2009) surveyed viewers’ perceived quality of Television stations. However, apart from perceived quality there are other factors that influence audience choice of one television station to another especially with the introduction of new information technologies. Napoli (2008), argue that, media audiences are changing. The dynamics of how audiences consume (and now, even produce) media are changing, as are the ways that media industries make sense of, and define, their audiences. New technologies are at the heart of all of these changes. New media technologies that give audiences increased control and increased choice over when, where, and how they consume media are transforming the relationship between audiences and the media. There has been increasing competition in the area of television prime time news in Ghana as television stations including GTV, TV3 and Metro TV keep struggling for the attention of the viewers. This study therefore sought to determine answers to the problem of what influences GIJ audience choice of prime time news? AIM/ OBJECTIVES OF THE RESEARCH Generally, the study explores the factors that inform GIJ viewer’s choice of prime time news among GTV, TV3 and Metro TV. Also the following specific objectives are achieved; • To identify whether there are specific factors that influence GIJ viewer’s choice of prime time news on GTV, TV3 and Metro TV. • To examine whether content of GTV, TV3 and Metro TV prime time news influence choice by viewers. • To determine whether credibility of a media house (GTV, TV3 and Metro TV) influence viewer’s choice of prime time news. • To determine the preferred television stations prime time news by GIJ viewers. RESEARCH QUESTIONS • Are there specific factors that influence GIJ viewer’s choice of prime time news among GTV, TV3 and Metro TV? • Does content of GTV, TV3 and Metro TV prime time news influence choice by viewers? • Does credibility of a media house (GTV, TV3 and Metro TV) influence viewer’s choice of prime time news? • What is the preferred television stations prime time news by GIJ viewers? SIGNIFICANCE OF STUDY This study helps GTV, TV3 and Metro TV recognize their weaknesses in prime time news based on factors that influence audience choice. It also helps them improve on their prime time news presentation and content. Furthermore, viewer’s preference assists to shape the journalism profession. The research is also a supportive tool for GTV, TV3 and Metro TV in segmenting their audience in general by knowing their choices and the factors that influenced those choices. Finally, the study proves that viewers have a strong influence on a television stations programing in general and vice versa. THEORITICAL FRAMEWORK This study is based on the uses and gratification theory by Blumler and Katz, (1974) and also the theory of consumer behavior. Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorists say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need. Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape. In the context of this study, this theory throw more light on why viewers will choose either GTV, TV3 or Metro TV’s prime time news over the other. Viewers will choose any of these television stations’ prime time news to satisfy their needs as to what their needs in terms of news are and these compels the factors that influence their choices. The viewer has alternate choice to choose from that will gratify the need that GTV, TV3 or Metro TV might not be able to satisfy. For instance, a viewer might choose TV3’s prime time news based on his or her factors, which might be TV3’s style of prime time news presentation and that style may be entertaining for him or her to watch. These factors have a direct or indirect influence on the viewer’s attitudes or behavior towards the choice of prime time news. The theory of consumer behavior has shown that individuals’ preferences and choice are influenced by the cultural factors, social factors, personal factors and psychological factors. This theory helps to understand the factors that influence audience choice of prime time news among the three television stations. Uses and gratification theory assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Viewer audiences of GTV, TV3 and Metro TV are responsible for choosing a particular television station to meet their desires and needs to achieve gratification. This theory then implies that GTV, TV3 and Metro TV compete against each other on information sources for viewers' gratification. REVIEW OF RELATED LITERATURE The study relied on various researches on audience choice of prime time news across the country. One of these reports is Munyoki and Kirigo (2011) research on “factors that influence consumer preference of television stations by public primary school teachers in langata division, Nairobi. The study sought to establish the preferred television station by the public primary school teachers in Langata division, Nairobi. To this objective the study found out that Citizen TV was preferred by majority of the teachers. The study also aimed at determining factors that influence consumer preference of TV stations. In line with this the study determined that news coverage, types of programs aired, TV station presenters, and clear reception of the TV station signals influence preference of TV station. Also, the viewer’s need to get entertained, TV station overall image, TV station programs schedule, and TV stations marketing programs are other factors that influence the same. The study also found out that role and status of the respondent in the society, TV station History/Heritage and family/friends/colleagues influences the choice of TV stations as well. (Munyoki & Kirigo, ibid.) Based on such findings, Munyoki and Kirigo (ibid.), recommends that more vetting should be done for programs before airing them to determine the audience and to ensure their relevance in meeting the viewers’ needs. The study also recommends that the Government reinforces and encourage media houses in News coverage as this has been identified as one of the most important need of the viewers. Munyoki and Kirigo (ibid.) also recommend Television stations to improve in their news coverage as this contributes to stations gaining competitive advantage. They are further recommended to have TV presenters who communicate the TV station’s image since choice and preference of Television stations is highly driven by TV stations presenters. Although, Munyoki and Kirigo (ibid.) investigated and raised some of the factors that influence audience preference of TV station, the research was carried out only on public primary school teachers in langata division, Nairobi in Kenya and therefore covers just some aspect of viewers. Moreover it was in Kenya and for that matter needs to be investigated in other part of the world to identify other factors and also see similarities in factors among other category of people. Also, the study was a cross sectional survey undertaken among the public primary school teachers in Langata Division. A sample size of 56 public primary school teachers was surveyed using questionnaires to collect data. Data was analyzed using descriptive statistics such as the frequencies, mean and the standard deviations. This shows that, the study was purely quantitative and therefore needs other approaches and a more in-depth methodology to bring out several other factors that influences audience preference or choices. Another study that is closely related to this study is the work of Alhassan and Kwakwa (2013) on “Preference for Television Stations among Inhabitants of Akropong Akuapem, Ghana”. These researchers found out that, the participants watched the TV for education, relaxation, entertainment and to aid studies/work. The significant factors determining TV choice included the overall image of the station, clear reception, station heritage, news coverage and kinds of programme. The awareness of the programme, language of the programme, guest/panel members, content of programme and time were observed to have strong influence in the choice of TV programme. Alhassan and Kwakwa (ibid.) indicated that, Television broadcasting in Ghana has seen some tremendous growth recently. Unlike the early 1990s where citizens had access only to the state own Ghana Television (GTV), Ghanaians are now exposed to about eight more free-to-air private stations including TV3, Metro TV, TV Africa and Crystal TV, together with pay TV stations like Multi TV, DSTV and Smart TV. According to Alhassan et al, the implication of such growth in the number of TV stations is the tight competition among the stations for viewership of their programmes. Alhassan et al (ibid.) also brought out some significant factors and issues. However, their research only concentrated on Akuapem, a semi-rural town, is the district capital of the Akuapem North district in Ghana and therefore other researcher will have to expand its geographical coverage. Also findings were only concentrated on the factors determining TV choice with the use of a quantitative approach. Therefore other research must explore other fields or approaches to gain more information on consumer choices. Other related literatures include the study of Nangong (2011), on "Chinese Audiences' Preference for, Dependence on, and Gratifications Derived from CCTV 1, Dragon TV and Hunan TV News Programs". This exploratory study sets out to determine the TV news program preference, the gratifications people derive from TV news, the extent to which people are dependent on TV news for information, and the origins of that dependency. The influences of the demographic variables gender, age, income, and education on these three dependent variables were also ascertained. Nangong (ibid.), showed that audiences prefer to watch the TV news channel closest to them and that they perceive TV news programs as credible. They mainly watch TV as part of their daily routine and to help them keep up with the world. The findings indicate they depend on TV news for information about current affairs, and that their dependence on TV news mainly has social-environmental origins. Nangong (ibid.) also suggests that gender had a bearing on channel preferences and that TV news dependency and its origins vary with age. Differences exist in media preference, gratifications sought, TV news dependency and dependency origins according to income and education levels. Also, despite the growing popularity of the Internet, television remains a dominant medium for news and can be surmised that the online assault has challenged TV news to upgrade its performance. Thus, when people get home from work or school, TV news is seen as a regular companion. Viewers watch TV news mostly out of habit or as part of their daily routine and to keep up with the world. This study used an online survey of adult TV viewers in three major cities where three major news channels are located to collect data on Chinese audiences’ preferred TV news channels. The results of this exploratory study have limited generalizability because of the use of a convenience sample of adults in the Chinese major cities of Beijing, Shanghai and Changsha who responded to an online survey. Because the study made use of an online survey, the responses were confined to people who have access to computers and the Internet. Although the researcher indicated that, the respondents were supplied with two versions of the survey questionnaire, Chinese Mandarin and English, the majority of respondents used the Chinese version. Due to language barriers, some cultural meanings might have been lost in translation. As a result, this study is meant to shed some light on the audience choice of television prime time news in Ghana. METHODOLOGY RESERCH DESIGN This study adopted a phenomenological research design and a qualitative approach. The central purpose of the study is to explore the factors that inform GIJ viewer’s choice of prime time news among GTV, TV3 and Metro TV using a focus group discussion to ascertain information on the topic. The research using a qualitative approach (focus group) had the added advantage of being descriptive, subjective and heuristic. The participants gave in-depth information and brought out diverse opinions in the discussion. Also, it made comparison of the three television stations much more analytical. POPULATION/ SAMPLE The population for this study comprised all level 400 morning and evening students in the Ghana Institute of Journalism who are between the ages of 23 and above. This is because they are more abreast with media related issues and among them are practitioners. There are also people who have much interest in news and their audience market due to their professional background. A sample size of 10 level 400 students were brought into a focus group discussion, out of the total 149 level 400 students in GIJ due to the data collection method. This sample is based on a random or probability sample which means that every student in level 400 morning and evening class had an equal or known chance of being selected. 5 students from the level 400 morning class and 5 students from the evening class were randomly selected representing 100% of the entire population, where 3 among them were news presenters. This sample selection method made it possible to bring well-informed people together for a focus group discussion. PLAN FOR ADMINISTRATION After randomly selecting the 10 level 400 students, they were all brought together one Tuesday and Wednesday afternoon for a focus group discussion on the research problem or topic and joined by the researcher who facilitated the discussion. A discussion guide was drawn up which translates the research objectives into subjects to be covered during focus groups. Each participant was given a chance to express his or her opinion on the topic being discussed where the researcher chips in a question or seek for clarification at a particular point in time. All research objectives were discussed fully. A recorder was used to record the discussion so no salient point is missed. Data was analyzed in two days using a more exploratory or interpretative approach and results discussed. Conclusions are also drawn with recommendations. RESULT/FINDINGS The study was aimed at exploring the factors that inform GIJ viewer’s choice of prime time news among GTV, TV3 and Metro TV. Also, to identify whether there are specific factors that influence GIJ viewer’s choice of prime time news on GTV, TV3 and Metro TV, to examine whether content of GTV, TV3 and Metro TV prime time news influence choice by viewers, to determine whether credibility of a media house (GTV, TV3 and Metro TV) influence viewer’s choice of prime time news and to determine the preferred television stations prime time news by GIJ viewers. Based on this aim and objectives, the study made use of a qualitative approach in order to give the topic a broader and more comprehensive view. Human behavior or attitude and everything else that can be said about people cannot be fully encapsulated in or understood from numbers and percentages and therefore requires a more explanatory approach. So a group of ten persons were engaged in a focus group discussion comprising of two males and eight females. Factors that influence GIJ viewer’s choice of prime time news on GTV, TV3 and Metro TV According to all the participants, there are specific factors that influence their choice of prime time news. Seven of the participants who prefers TV3’s prime time news brought out factors including; their mode of presentation and quality of set. Also TV3 compared to GTV and Metro TV does not create boredom and the fact that two personnel present (double header) one male and one female mostly differ from others. Some other factors were that, TV3’s stories are more in-depth as compared to GTV and Metro TV; they go into details and give timely information. One participant emphasis that, “I have always loved TV3 no matter what, despite their mode of presentation, I love their style of news and I will always go in for TV3’s prime time news over GTV and Metro TV as they are too rigid”. Moreover, they have interview sections during news time. Other factors were centered on news segmentation (International, sports, entertainment, main news, etc.) and pronunciation of words. They have phone in segments as well. Participants who prefer GTV were of the views that, they give information as it is and they are objective as compared to TV3 and Metro which sometimes exaggerate in their quest to search for more information. The image of GTV being a state owned and their heritage were factors that also emerged. For Metro TV, the factors that influence their viewers are basically their young looking news casters and timing of news as compared to GTV which still features their old news casters. Whether content of GTV, TV3 and Metro TV prime time news influence choice by viewers To most of the participants, TV3 does a lot of socially relevant stories, brings investigate reports, their news story questions authority on the status quo and most of their stories are detailed. They do a lot of research and follow ups and they are current. They added that, that is the kind of news stories that attracts their attention. Some of them indicated that, although GTV’s stories are less detailed they are clearer, straight to the point and mostly political as compared to TV3 and Metro TV which dwells more on social issues. Metro TV on the other hand, their news content is mostly environmental and human interest stories. All these influence viewer’s choice of prime time news. Whether credibility of a media house (GTV, TV3 and Metro TV) influence viewer’s choice of prime time news Most participants prefer TV3 prime time news because they are not government owned media house but private in that they are objective and credible. In asking them whether they find TV3 credible enough and influence their choice of prime time news, eight said yes and their reasons were that they have professional reporters, they cross-check their facts, ask authorities questions, interview people on the related question, for example, if the story is on energy, they interview the energy minister to give his view on the story. Another stated that, since he is in the media, he knows what credibility is in his perspective. They have the traits of credibility. They are private, they do not work in favour of any government and they are very innovative and creative. One participant emphasis that, “I will only watch the news that will give me two sides to a story rather than just one sided story in the sense that GTV will only speak for government since they are state owned and with issues concerning government, they will only tell the government’s part and leave their viewers wondering and looking for the other part of the story whereas TV3 and Metro will investigate”. They are balance. The remaining two deemed GTV credible as they are state owned and will not report anything that will tarnish their image, they cross check their facts and for that reason will prefer their prime time news over TV3 and Metro TV that are private. GTV also has regional offices all over the country and therefore reports direct stories from the various regions which make it more preferable by viewers. According to one of the participants, she is compelled to watch GTV news because their stories are hardly denied and are very credible and their visuals support the story. The preferred television stations prime time news by GIJ viewers Out of the ten who represent 100% of the population, six chose TV3 prime time news over GTV and Metro TV, where two chose GTV and only one stood for Metro TV. The reasons of the seven who chose TV3 were based on factors mentioned earlier. The rest were based on the fact that GTV is government owned and Metro TV a private station. An individual said he watches both GTV and TV3 and her reason were that she just likes their presentation and their timing. She watches them at the same time, after which, she moves on to metro TV to watch theirs because of their different timing structure. DISCUSSIONS/CONCLUSION Data collected have proven that, GIJ audience choice of prime time news are being influenced by some specific factors and therefore TV3, GTV and Metro TV will have to look at these factors and put them into consideration to increase their competitive market and meet their audience needs. As Munyoki and Kirigo (2011), recommends that more vetting should be done for programs before airing them to determine the audience and to ensure their relevance in meeting the viewers’ needs. Also data proves that content of prime time news is very relevant to audience decision making. Media houses must remain neutral to issues despite its position, whether government owned or private; they must exhibit professionalism to define their credibility. RECORMENDATIONS The study was conducted on a student population; the study recommends that a similar study should be carried out on other social groups to establish whether the same factors would influence preference of television prime time news. Moreover, TV news is a subject that merits further examination. REFERENCE Blumler J.G. & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage. DeFleur, M. & Lowery, S. (1995). Milestone in Mass Communication Research White Plains. NY: Longman Publishers. Alhassan, H. & Kwakwa, P. (2013) Preference for Television Stations among Inhabitants of Akropong Akuapem, Ghana. Online Journal of Communication and Media Technologies Volume: 3 – Issue: 1 Munyoki, M. & Kirigo, W. (2011), factors that influence consumer preference of television stations by public primary school teachers in langata division, Nairobi. Paper submitted for presentation at the 7th ORSEA Conference held in Nairobi Napoli, P. M., (2008) toward a model of audience evolution: new technologies and the transformation of media audiences, the Donald McGannon Communication Research Center Nangong, D., (2011). "Chinese Audiences' Preference for, Dependence on, and Gratifications Derived from CCTV 1, Dragon TV and Hunan TV News Programs" Graduate Theses and Dissertations. Paper 10072. Hanes, P. J., (2000). The Advantages and Limitations of a Focus on Audience in Media Studies. C:\Users\Dulcie\Desktop\AUDIENCE RESEARCH\Audience in Media Studies.htm APENDIX Discussion guide • Do we all watch prime time news on TV most often? • Which of the television stations do you prefer their prime time news (Metro TV, TV3 and GTV)? • Why do you like their prime time news? • Does the content of the news influence your choice of news? • What are your reasons? • Do you find your choice of television station for prime time news credible enough? If yes why, if no why? • What factors influences your choice of prime time news among TV3, GTV and Metro TV?