A comparative study of urban and rural reality tv viewership patterns of who wants to be a millionaire in Nigeria

Abstract

Socio-economic tastes of urban and rural reality television (Reality TV) viewers appear diverse and may account for divergent lifestyles, especially concerning media exposure. This article investigated comparatively the viewership levels of Reality TV shows by urban and rural dwellers in Rivers State, Nigeria, using Who Wants to be a Millionaire as a fulcrum of analysis and discussion. Relevant data were gathered from 387 respondents, using a questionnaire that was designed, validated, and randomly administered in Port Harcourt Local Government Area (PHALGA), Obio-Akpor Local Government Area (OBALGA), and Emuoha Local Government Area (EMULGA), which were purposively selected as PHALGA and OBALGA constituted the cosmopolitan areas while EMULGA was regarded as a rural setting in Rivers State of Nigeria. Using Motivational Theory and the Entertainment-Education (EE) concept, the article employed quantitative and qualitative methods to examine the perception of reality television (Reality TV) by urban and rural dwellers and the influence the programme has on them. Data generated were analyzed and revealed that there was a significant difference in urban and rural viewership patterns of reality television. The conclusion reached is that the programme was perceived positively as indicated by its broad-based audience and its very educational content.