Audience Perception of Credibility of Indigenous Cable Television News Network in Nigeria

Abstract

This study examines the perception of the audience on the credibility of Indigenous cable television news in Nigeria. Previous studies established that media audience in Nigeria has strong preference to international cable television news network.  This preference stems from the perception that, these foreign outfits offer more truthful and objective reportage of events which the local media are deemed incapable of providing for the audience. With the emergence of Indigenous cable television network in Nigeria and rising criticism of news slanting leveled against international news outfit, this study investigated whether or not these Indigenous cable news network have gained the trust of Nigeria media audience.  The study sought to establish the level of audience exposure and gratification sought from these outfit.  The study utilized survey method to generate quantitative data.  A sample of 360 respondents were drawn from civil servants in Anambra State.  The findings revealed that Indigenous cable television network news in Nigeria, to a large extent have gained the trust of media audience since these audience perceived them to be credible sources of news.