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?

The National Media and Broadcasting Policy (NMBP) is a policy guide that is supposed to regulate the activities of the media. The core values of the policy include freedom and independence of the media, access to the media and pluralism of the media. The media in this regard include the print, broadcasting and film. It also covers the mass communication services which include Wire services, advertising and Public Relations. The fundamental goal of the policy is to serve the interest of all Ghanaians, especially the disadvantaged. Freedom and independence of the media is one of the core values of the policy. This means that all media houses should be free of government control and intervention. They should have full control over their contents and programs, and be free to express its own opinion on any issue bordering on governance and national development. The media institution has been trying to be free and independent of any governmental control. The coming into force of the 1992 constitution which made provision for the establishment of the National Media Commission and the repeal of the criminal libel law and other laws which criminalized certain aspects of free speech contributed to the current freedom and independence of the media. The Commission as a regulator has formulated the National Media and Broadcasting Policy to serve as a guideline to the various media houses and also to regulate the activities of these media houses. The policy talks about the ability of the media to be free and independent and one can confidently say the media is free because it is now critical of government and able to keep government on its toes without fear of being victimized. For instance the broadcast and print media freely discuss issues on social rot in government. It sets the agenda for mass discussion and the agenda they set must be one that excites the interest of the public and the agenda setting theory by McCombs and Shaw substantiate this further. However, freedom goes with responsibility and the media in recent times have turn to abuse its freedom by losing sight of its social responsibility. For instance some media outlets do not go the extra mile to ascertain the veracity or credibility of an advertisement it runs because it has been paid for. Again, in the name of this same freedom, the media shirk its responsibility by showing movies and films that expose the audience to scenes of sex, nudity, violence, superstition. This is also evident in the kind of music played on the airwaves with regards to its lyrics without recourse to our culture as captured in the vision of the NMBP on page 3. The abuse of this freedom is also manifested on the use of hate speech in radio discussions. The Media Foundation for West Africa monitoring of Hate Speech on radio is a clear indication of the abuse of freedom of the media and that of expression. Here, the social responsibility theory by Siebert, Peterson and Schramm of the press goes a long way to buttress this point. Pluralism is another core value that has been captured in the policy. Gone were the days when Ghana had just one broadcast medium which is the Ghana Broadcasting Corporation and the print media which included the Daily Graphic (Graphic Communications Group) and Ghanaian Times (New Times Corporation). But the liberalization of the airwaves has seen the establishment of many print and broadcast media. Examples are T.V.3, Metro TV, TV Africa, UTV, Crusading Guide, Chronicle, Insight, etc. This has broken the monopoly of the media by the government. One theory that further explains this assertion is the Uses and Gratification theory. This theory posits that society has a need and in this case the media identifies that need and satisfies it. For instance, the various TV stations are competing to show one Telenovela or soap opera because the society craves for it. However, unlike the broadcast and print media, activities regarding the internet and other social media like facebook, whatsapp, twitter, bloggers and many others were not captured in the policy. Meanwhile, the internet is that aspect of the media which the society especially the youth largely depend on for information and ideas in recent times. Prominent individuals like President Obama and Goodluck Jonathan created facebook accounts during their election campaigns. The Egypt uprising for instance was made known on twitter. Besides, the internet is fast in dissemination of information. So why should the NMBP leave out internet when it sought to interweave technologically mediated communication with our traditional means of communication on page 3. As stated in the same vision, “traditional and modern communication should interact foe our people to build and maintain their own, distinctive many-roomed dwelling the global village. The policy also talks about a universal access of the media. This means that the media is supposed to be accessible to the audience and all individuals. But the problems is how many people in the villages or even in cities are able to afford the newspapers, those who also use radio cannot afford dry cell batteries, so eventually they are also denied access to vital information let alone contribute to the national discourse. Those who have the opportunity might not be able to contribute to the discourse because their views might not form part of the agenda of the day. One theory that supports this assertion is the spiral of silence by Nouelle Newman. The Agenda-Setting Theory also can be related to issues raised in advertising in the National Media Policy. The theory says the media (mainly the news media) aren’t always successful at telling us what to think, but they are quite successful at telling us what to think about. This theory is good at explaining why audience with similar media exposure place importance on the same issues. Although different audiences may feel differently about the issue at hand, most people feel the same issues are important. The Agenda-Setting Theory comes from a scientific perspective, because it predicts that if people are exposed to the same media, they will place importance on the same issues. Relating the Agenda Setting theory to advertisements in the media implies that a great impact is made on the various audiences who are exposed to those adverts. The policy warns that the portrayal of certain lifestyles or products in the media should be critically examined. This is to ensure that the presentation and content of advertising will be done in a way that will not diminish the valuation of our national culture as the elaboration likelihood model indicates. The policy generally is meant to preserve the Ghanaian attitude to violence, sex and superstition. The elaboration likelihood model (ELM) of persuasion is a dual process theory of how attitudes are formed and changed, which was developed by Richard E. Petty and John Cacioppo during the early 1980s. The model examines how an argument's position on the "elaboration continuum", from processing and evaluating (high elaboration) to peripheral issues such as source expertise or attractiveness (low elaboration), shapes its persuasiveness. According to the theory, attitude, motivation and ability increase the likelihood that a message will be ingrained into listeners' minds, although they may not process information objectively. Attitudes may be influenced by peripheral cues providing guidance or implications, which cause the audience to draw a conclusion and believe it is their own idea. The targeting of some advertisements, movies and media contents to children who may not have developed sufficient filters to evaluate their content and the tendency of adverts to promote stereotypes especially women and their role. This clause generally reflects our attitude as a nation to violent scenes and sexually explicit content. Sex is generally considered a private affair by most Ghanaians therefore the flagrant show of it in media contents is abhorred. The policy however does not prescribe specific scenarios that are not permitted. Another positive clause in the policy is that adverts should be used to propagate socially desirable ideas and behavior. This allows advertisers to market their products and at the same time contribute to the socio cultural development of the public. The question here is that, is this clause in the National Media Policy given the devotion it needs? Because TV is a powerful medium, it is important that this clause is enforced. It will serve the public good if adverts found in violation of this clause are banned. However, it is also important to note that the regulatory agency does not have the legal power to punish offending advertisers. It could be inferred from the policy that advertisers and movie producers must desist from depicting scenes of violence, sex and superstition. At best, moderation should be exercised as Ghanaians are generally discreet. Over the years, communication has been used by several nations as a tool for development. It is generally used to support development initiatives by way of disseminating effective messages which will encourage the indigenes to support or participates in development-oriented projects. The national media policy notes the absence of a comprehensive communications strategy to compliment Ghana’s development agenda. This denies the nation all the benefits of using PR to educate the public on socially relevant topics. The policy also identifies a general lack of understanding of the role of PR for national development. This understanding forms the bedrock of socio−economic transformation of most western nations. The policy notes the marginal increase in the number of media houses in operation with the print and broadcast media being the dominant players. The policy however does not provide clear cut guideline for the regulation of the industry. It only takes note of the absence of a strong regulatory framework which could lead to “arbitrary decisions and practices”. Also, the media policy raises a number of issues arising from the development of the media. They are Media as a Public Trust, Freedom and Independence of Media, Media Pluralism, Universal Access, Especially of Disadvantaged, Cultural Impoverishment, Marginalization of Local Languages, Education and Development and, Technological Competence. The rest are Human Resource, Institutional Capacity, and Public Accountability. The policy divides media into three categories, namely Public media, commercial media and community media. A key component of the policy is that all media and media services shall be regarded as a public trust. Therefore the public interest shall be of prime importance. With regards to television, it is incumbent on owners and managers of the various stations to ensure that their content promotes the greater good of the public interest. It is worth noting however that the burgeoning Ghanaian movie industry of late is promoting sex and superstition at an alarming rate without considering the need of the parental guidance rule (PG). The regulators of Ghana's media landscape must put in place measures to reverse this worrying trend because it can have a lasting effect on the Ghanaian audiences as the keep watching such media contents as explained by Gerbner and Gross in their theory. Cultivation theory is a social theory which examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend "living" in the television world, the more likely they are to believe social reality portrayed on television. Cultivation leaves people with a misperception of what is true in our world. The policy is based on the right of an individual and advocates absence of restraint. Though the National Media policy has given the media the free range to operate as private and public entities, they are restrained from certain reportage. If the media is given a free range to operate, then there should be no restriction or prohibitive regulations. The media is not given enough freedom to operate as the NMC policy stipulates. Also, if the media is a state owned, they tend to report on stories about the current government portraying just their good sides and less reportage on their bad ones. This can be associated with the libertarian theory of the press. In 1956 three professors of communication-Fred S. Siebert, Theodore Peterson and Wilbur Schramm-brought out their Four Theories of the Press which went a long way in establishing a typology in the minds of journalism educators and students. Libertarian is one who advocates maximizing individual rights and minimizing the role of the state; one who believes in free will. A libertarian press functions to present the truth, however splintered it may be in a pluralism of voices. It is impossible to do this if it is controlled by some authority outside itself. An aspect of the policy talks about media avoiding partisan interests whether secular or religious. But that is not so in most of our media houses today. Some political parties own some of the media houses to the extent of channeling what they want the public to believe. The policy states clearly that, political parties and religious organizations shall be precluded from owning and operating any broadcasting station. However, that is not the case in recent times. Well, maybe the National Media Policy should not have precluded them as they are also key players in national development but rather put in place strict rules to guide them as those institutions communicates very sensitive issues. This mostly results in biased reportage, propaganda and the credibility of journalist and media houses starts to be questioned. At the same time, all media professional association should adopt or revise their charters to reflect the relevant constitutional provisions. In order words, there should be ethical and implementable rules to govern them. Most media houses operate without any ethical rules. What the policy talks about is slightly the opposite of what the media is practicing. The broadcast media overall policy deals more with media ownership and media responsibility in national development. The media is undoubtedly a powerful tool in every country; it can make and unmake a nation or an individual. The policy generally challenges the use of media to improve values of a society. It can be said that this is a challenge for the country in that regard. Due to the growth and role of technology in a developing country, the evolution of an information society, globalization etc; the media finds itself in a competitive environment. To what extent does information disseminated through our air waves add value to individual lives, the society and the economy at large? Ghana Broadcasting Cooperation can still be recognized with the importance of promoting and projecting the nation’s identity but it is also important to note that it no longer stands as the only media house in the country. Democracy and liberalization has led to the emergence of other media houses. Competition for audience attention is now keen to the media and this explains changes in media programming, ownership and role in the society. The adoption of concepts like agenda setting and framing which enable the media tell it’s audiences what to think about, and how to think about it has intensified due to this competition, but most often it is what the media deems relevant and want the public to think that is put out there. There is the first process (agenda setting) which transfers the salience of items on their news agenda to our agenda. The second process (framing) transfers the salience of selected attributes to prominence among the pictures in our heads. In the National Media Policy, broadcasting of international messages on our local airwaves was not allowed during prime time news. With the issue of globalization there is no way the media can refrain from broadcasting foreign materials. The Social Cognitive Theory states that, people learn by observing others, with the environment, behavior, and cognition all as the chief factors in influencing development in a reciprocal triadic relationship. The Social Cognitive Theory is a learning theory based on the ideas that people learn by observing others. This essential has its own advantages and disadvantages on the Ghanaian culture. The information deficit model (or simply deficit model) attributes public skepticism or hostility to a lack of understanding, resulting from a lack of information. It is associated with a division between experts who have the information and non-experts who do not. The model implies that communication should focus on improving the transfer of information from experts to non-experts. The media also serves the purposes of bridging the knowledge gab in our society. Knowledge gap can result in an increased gap between people of lower and higher socioeconomic status. Mass media therefore attempts to improve people’s life with information via various media channels, and although this might not always work the way it is planned; mass media has an increasing effect of promoting a sense belongingness of the different gap between members of social classes. Just a little percentage of radio and TV media programme (content) projects the values of the Ghanaian culture. Most of what we see today in the everyday life of a Ghanaian depicts more of the foreign culture. Journalism is now more politically inclined. Its focus and roots has somehow shifted back to politics; who said what and how it was said and how it can help in the development of the nation. But a countries development cannot only be based on that. Very little programmes are produced to address issues on the respect and protection of women, children and the physically challenged. Our filming industry is improving at the level of movie production per annum, but the question is are they still seen as healthy developments which encourages and channel into socially useful and culturally validating initiatives in the country? How many of them really promote desirable aspects of the Ghanaian culture. Can what we see in our movies today be reality or stereotypes and how do viewers consume and respond to its content. It can be said that there is an over exploitation of other cultures in our movie production of Ghanaian/local movies. The functions of the censorship board can also be questioned because it pretty much looks like our media today puts out just about anything they think can gain them a level of viewership or listenership to make profit. It is recommended that the policy be revised and also media houses required conducting thorough research on audience views on how the media operations can be used to benefit them and the nation as a whole. Relating to the Inoculation theory which states that, to prevent persuasion it is necessary to strengthen preexisting attitudes, beliefs, or opinions. First, the receiver must be warned of an impending attack. This establishes threat (or recognition of vulnerability) and initiates defenses to future attacks. It is critical that the attack is strong enough to keep the receiver defensive, but weak enough to not actually change those preexisting ideas. This will hopefully make the receiver actively defensive and allow them to create arguments in favor of their preexisting thoughts. The more active the receiver becomes in his or her defense the more it will strengthen their own attitudes, beliefs, or opinions (McGuire, 1964). The concept of constructivism explains that individuals who are more cognitively complex in their perceptions of others have the mental capacity to construct sophisticated message plans that pursue multiple goals. They then have the ability to deliver person-centered messages that achieve the outcomes they desire. This can be employed and appropriately utilized with the help of research to collate data on audience preferences, develop the country by addressing the right kind of issues and in turn making the required profit. In view of all these, one can conclude that, the National Media Policy is outdated and needs a review to suit modern information systems. Community film viewing facilities is a thing of the past. The issue of mobile cinemas never existed in our part. The policy seems to have lost its track as now the developmental character and role of community media has shifted its focus instead of helping shape the various communities due to its powerful nature of impacting on audience. The policy has lost its value because now even community Medias are more centered on political issues and are used by politicians or opinion leaders to impact ideas on the people as supposed by the Spiral of silence. The mass media can create pluralistic ignorance by focusing on the spread of one opinion and muting the minority opinion, causing people to believe what they believe is what everyone else believes. What does the policy define as “highest ethical standards?” The National Media Policy recognizes the media as the Agenda setters but it limited them on their output, role and scope. There are lapses in the policy that needs to be filled by redefining the roles of the media especially the wire services. The policy however was more concerned with the rural areas and gave premium to our local languages. The National Media Commission seems to have made a policy that has no legal grounding to enforce it- the policy is too mild and therefore needs a recommendation of serious review.

He is not above the law- Chris Prior to independence, we all heard of the show- ‘Chris Brown’ rocks GH, but the aftermath brought a lot f controversy and it is still being argued till date. The alleged smoking of weed by the renowned musician on stage symbolises a lot. First, in the middle of last year, July, Ghana’s highest decision making body, parliament outlawed smoking in public places not to think of nothing less but an illegal substance. Meaning, our country frowns on such acts, so it is obscene for Chris to put up such behaviour. If one carries drugs specifically- weed, it is obviously illegal and immediate justice must be taken. So the question is; did he smuggle it in with him? If yes, how come he was not caught or authorities did not search him on arrival because he is a public figure? Or was it supplied by the organisers of the show? Before artists perform, it should be the duty of the organisers to scrutinise them before they present their show. Every country has their rules and laws as well as their culture, some words and actions may be offensive to other country. I believe if he had been engaged in what he would be doing, such act would have been avoided. If an African artist or any artist irrespective of their country performs on a national platform in America and promotes the smoking of weed (which is unlawful in their country), he or she would face justice before he or she returns to his or her country. So why can’t we do the same but allow the culprit goes unpunished. Also, he poses a question to the audience before he went ahead with his conduct. “How many of y’all smoked wee?” He then added that, “If anybody tripping on ya’ll smoking wee, f**k them.” The use vulgar language is seen here. I am also surprised at some organisations defending his conduct. He poses a question that how many smokes wee? Is it not evident enough to know that what he smoked was wee? He even went ahead saying we should not judge him. He knew what he was doing and what he smoked. So why are some organisations insulting our intelligence by justifying his actions. I am sure his response would be different when he is asked. Aside destroying his reputation, someone might be lured by it especially people who see him as their ‘mentor’. What if a child came with his or her family to see the famous Chris Brown and saw his act, what lesson would he or she make out of it? On top of it, he is been paid with a huge sum of money which could have been used to promote our own artists. Either he apologises for his actions or justice must be done. If not, any artist or individual can perform and pull out a neatly rolled stick and claim it is cigarette- for such conduct, would the person be arrested for promoting smoking in the country? Josephine Araba Aidoo Ghana Institute of Journalism Accra

Sun, Aug 12, 2012 at 7:28 PM Aug 12, 2012 Message starred FROM Josefyne Aidoo TO 1 recipient article Show Details From Josefyne Aidoo To deinformergh@yahoo.com KUDOS TO ALL GHANAIANS I’m highly excited about the roles most Ghanaians played in ensuring a be-fitting burial for our late president. Starting from the funeral committees, I say a big congrats to them for a good work-done. They have indeed done their maximum best. From the chairman, to protocol and to the last person in the committee God richly bless them. They have really ensured that our late president’s final celebration has been the best. Also, to the security persons, God bless them. The ceremony would have not been successful if they were not well organized in ensuring safety. The roles they played were very relevant, guarding of the corpse, lifting of the casket, parade, etc. and able to maintain peace. To the reverend ministers, how could the whole service be done without the presence of God? And knowing how religious our president was. Their order of service, prayer, homily, etc was also appreciated. With the angelic voices by the mass choir was also superb. Their choice of songs was great. I was very much amazed when over fifteen dignitaries from different countries were present to honour our late president. Their attendance was deeply cherished. Watching the live burial from TV, I also noticed the distribution of the brochure, thumps up to the publishers for bringing out quality booklet of our late prez. To those who donated in kind or cash especially rlg have really showed their support and care for the families and Ghana. How can I forget our media? Till the time that the demise of the prez was publicized, there has not been a single day that any media station reports on issues concerning our late prez. Right from the day of pronouncement, there has been enough coverage on issues, documentary, press release and others concerning the late president. At the comfort of our homes, one can watch the ceremony live coverage as if he or she was there. I was really impressed at their turnout. Cleanliness they say is next to Godliness. The city could not have been tidy after the ceremony if zoom lion had not turned out. Good work done. Lastly to all Ghanaians, God bless us all for maintaining peace and stability and united as prof would love us to be. To wrap up, the vacuum that has been left behind, I pray that God be our comforter especially to the wife, son, families, government and NDC. God bless us all; rest in peace His Excellency Professor John Evans Fiifi Atta Mills. JOSEPHINE ARABA AIDOO ACCRA

KUDOS TO EVERY GHANAIAN Ghanaians have shown a lot of maturity in this year’s general elections. Most people thought there would be chaos because most candidates were desperate to come into power. Everything has come to a closure. As usual we have had another peaceful and successful general election. I want to use this opportunity to congratulate all parliamentarians who have been elected into parliament. To the other presidential candidates, good work done, indeed they have shown leadership by setting examples in so many ways. Congrats to the president elect. Though we all have our differences, we should all accept him as our president and pray for God’s strength, support and favour on him and Ghana. Mr. President Elect, I strongly believe you will deliver your promise and won’t let Ghanaians down. Long live Ghana, God bless our homeland Ghana. JOSEPHINE ARABA AIDOO GIJ ACCRA

KUDOS TO EVERY GHANAIAN Ghanaians have shown a lot of maturity in this year’s general elections. Most people thought there would be chaos because most candidates were desperate to come into power. Everything has come to a closure. As usual we have had another peaceful and successful general election. I want to use this opportunity to congratulate all parliamentarians who have been elected into parliament. To the other presidential candidates, good work done, indeed they have shown leadership by setting examples in so many ways. Congrats to the president elect. Though we all have our differences, we should all accept him as our president and pray for God’s strength, support and favour on him and Ghana. Mr. President Elect, I strongly believe you will deliver your promise and won’t let Ghanaians down. Long live Ghana, God bless our homeland Ghana. JOSEPHINE ARABA AIDOO GIJ ACCRA

WHAT IS THE PROBLEM, ECG? My meat is spoilt in the refrigerator! Most of my electrical appliances are spoilt! Thanks to Electricity Company of Ghana (ECG). Most people lament on these. All their cry boils down to the fact that there is constant power failure or ‘on and off’ low schedule from ECG. At first, you would know when your area might go off and when the lights would be back, but now, you can hardly predict. Power goes off virtually everyday and one can hardly predict when it would be back. Recently, Dansoman, where I live, our lights went off from 6pm and the lights came around 10am the following day. Most phones were left uncharged, dressers not ironed and most gadgets were faulty due to the numerous power failure. What at all is the problem that cannot be rectified? For how long are we going to experience this? Is there a problem at the dam? There are basically a lot of questions that has been left unanswered. At least there should be a programme or forum to enlighten us on the exact problem and the measures being taken and if possible inform us the time and date electricity would be on and off to avoid any surprises and causes of damages. Most businesses like hairdressing, café operating and companies that lack generator are collapsing and most cannot operate. They rather rely on ECG for power. In a case where power would be off almost the whole day, that means such business cannot operate. It is my greatest wish that drastic measures would be taken. Josephine Araba Aidoo GIJ