CHAPTER ONE
INTRODUCTION
1.1 Background of study.
The Nigerian electorate in recent years has been intensely individualistic groups. Hence political
parties usually confront pro-found cultural differences given the cultural structure of the Nigerian
electorate.
Independent Television Benin is an electronic media with visual and audio sounds. It is an
effective spontaneous messages carrier of our time. On 27th of March 1997 when Independent
Television started transmission of programmers‟ on channel 22 with its slogan certainly the Best,
the station radically changed the horizon of broadcasting in it coverage area. Independent
television came with a new millennium. The zeal of the founding father Sir Chief (Dr) Gabriel
Osawaru Igbinedion the Esama of Benin kingdom, who after a careful study of the broadcast
media yearned for an enhancement of the choice available to viewers to a level comparable to
what is obtained in developed countries. Chief Igbinedion‟s dream culminated in the approval
and subsequent presentation of a license by the formal Head of state General Ibrahim Babagida
on 36th June 1993, at the Ladi Kwali hall of Sheraton Hotel and Tower Abuja. It goes down in
history that Independent Television was the first private owned broadcasting station in Nigeria to
receive a private license No.001 on that memorable day.
Having obtained the Franchise, Sir Chief (Dr).Gabriel Osawaru Igbinedion, the Esama of Benin
Kingdom went straight to work by rendering standard skeletal services under the umbrella of
Independent Television Network plans were known for the birth of fully fledged Independent.
This material content is developed to serve as a GUIDE for students to conduct academic research
INFLUENCE OF ADVERTISING MESSAGES ON CONSUMER PATRONAGE OF ARIEL DETERGENT
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