THE EFFECT OF EMERGENCE OF TRANSIT TELEVISION ON THE PERFORMANCE OF SMES

1.0 Introduction

1.1 Background Of Study

The concept and emergence of transit television for the purpose of this study will be linked to the overall concept of transit advertising in Lagos State. Transit, Advertising refers to the placement of advertorial materials within public transport vehicles and also on their exteriors. The Ads on the exterior of the commercial vehicles which are also called out-transit Ads come in form of king and Queen Signs which are located on the sides of transit vehicles. Another form of our-transit Ad is the tail signs which are located on the rear of transit vehicles. The in-transit Ads are the interior cards which line the tops of the bus windows and other strategic places in the interior of the bus. While the other form of in-transit Ads which is the key item for this study is the installment of LCD screens within the buses to air programmes such as voxpops, sports highlight. Music, ad campaigns etc.

All over the world people and companies have been utilizing the use of transit Tv as a great alternative to the traditional medium (TV, Radio and print). Countries like South African conceptualized the BRT-TV and companies like ITAP and transit television network in Ghana have found ways to maximize the use of transit television. This medium gained momentum within the Lagos metropolitan with the introduction of the Lagos Bus rapid transit system (LAGBUS) in 2007 by then Governor Babatunde Raji Fashola. He initiated it as a megacity project which was aimed at solving the transportation challenges faced by the state’s commuters with over 500 buses and 40 routes in operations.

As a result of the LAGBUS initiative, companies saw it as a revolutionary platform that will allow for efficient interaction with the captive and economically active target market with the public transport commuters audience. So companies like Elev8-mediaEfull media, thery-technology and value media got concession to install and operate the TV screens in the buses and this has given birth to transmit television in Lagos state commercial buses. In 2011 the transit television network was also spread to other newly introduced commercial buses (BRT service) which was being operated by the Nigeria union of road transport service authority (LAMATA). Citing from the (LAMATA) states that the average daily ridership is 180,000 passengers and an average load factor of 800 passengers per bus daily.

It is the light of this that the purpose of this study is being founded. it is perceived that with such an influx of a concerted audience of the BRT buses that this will be a viable means for SMEs to project their products and service through the transit TV at a relatively low cost when compared to traditional media. This study hopes to analyse how the key elements of cost, reach, demography and recall can be aligned with the emergence of transit TV in Lagos.

1.2 Statement Of Research Problem

What really instigated the study on the emergence of transit television in Lagos was due to the challenges faced by small and medium scale enterprises in terms of creating general awareness of their product. In Lagos for instance; there are a lot of well established companies who advertises on radio, television, newspaper and other blog website which in turn create huge competition for advertising space for SMEs in Lagos. Secondly, in Nigeria today the growth of SMEs as a result of unemployment in on the high side and each of these small businesses strive to create awareness for their products thereby making it difficult for weaker businesses to gain visibility. Another major problem faced by SMEs in Lagos is the cost of advertisement on radio, television and other media. The emergence of transit television tend to offer some kind of relief to the SMEs in Lagos, even the emergence of transit television, SMEs still face competition among each other. Lagos is a very big city and the number of the buses provided by the primero transport service limited is not enough to advertise throughout Lagos.

1.3 Aims And Objectives Of Study

The main aim of the research work is to examine the emergence of transit television in Lagos state. Other specific objectives of the study include:

1. To examine the concept of transit television
2. To generate research studies that will substantiate the effectiveness of transit television Ad.
3. To get SMEs aware of the benefits which the emergence of transit Tv offers in the face of the relatively expensive cost of advert placement on TV, radio and print.
4. To help break through the clutter of clamouring for media time with popular brands on traditional media and subsequently connecting with potential customers.
5. To investigate on the viability of carrying out an Ad campaign seamlessly without necessarily involving an Ad agency.
6. To measure the impact of transit TV on commuters in Lagos State.
7. To examine the possibility of transit TV serving as a springboard for economic growth.
8. To examine the possibility of Ads reaching a specific and intended audience efficiently.
9. To proffer solution to the above stated problem

1.4 Research Questions

The study came up with research questions in order to ascertain the above stated objectives of the study. The research questions for the study are stated below as follows:

1. Are SMEs aware of the benefits which the emergence of transit Tv offers in the face of the relatively expensive cost of advert placement on TV, radio and print?
2. How does transit television break through the clutter of clamouring for media time with popular brands on traditional media and subsequently connecting with potential customers?
3. How effective is the viability of carrying out an Ad campaign seamlessly without necessarily involving an Ad agency?
4. Is there is any significant impact of transit TV on commuters in Lagos State?
5. Is there any possibility of transit TV serving as a springboard for economic growth?
6. How effective is the Ads reaching a specific and intended audience?

1.5 Statement Of Research Hypothesis

Hypothesis 1

• H0; the emergence of transit television has no significant effect on commuters in Lagos State
• H1; the emergence of transit television has significant effect on commuters in Lagos State

Hypothesis 2

• H0; the emergence of Transit Television does not plays a significant role in the growth and development of SMEs and the Nigerian economy
• H1; the emergence of Transit Television plays a significant role in the growth and development of SMEs and the Nigerian economy

Hypothesis 3

• H0; the Ads placement on transit TV reaching a specific and intended audience is not effective
• H1; the Ads placement on transit TV reaching a specific and intended audience is effective

1.6 Significance Of Study

The study on the emergence of transit television in Lagos State will be of immense benefit the transit TV, the federal government of Nigeria, the country as a whole and its citizens. The study will also be an immense benefit to SMEs in Lagos State as it will discuss the roles of transit TV in the promotion of SMEs in Lagos State, it will also discuss the importance of ads placement and the survival of SMEs in Lagos State. Finally the research work will be of great assistance to other researchers that wishes to carry out similar research on the above topic.

1.7 Scope Of Study

For the intent of this study, primero transport service limited and LAGBUS will used with a view of analyzing how the key elements of cost, reach demography and recall for SMEs can be aligned with the with the concept of transit television. Since the BRT/LAGBUS initiative isn’t meant to take over the entire stretch of Lagos roads, seventy (70) specific routes known to be chaotic and traffic prone were cut out to meet the purpose.

But for the purpose of this study, the following routes were chosen.

• Ojota
• Obalende
• Yaba
• TBS

1.8 Limitation Of Study

Financial constraint

Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint

The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.9 Definition Of Terms

Transit:

Conveyance of people or goods from one place to another, especially on a local public transportation

Advertisement:

The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast or electronic media

SMEs:

The category of micro, small and medium-sized enterprises (SMEs) is made up of enterprises which employ fewer than 250 persons and which have an annual turnover not exceeding 50 million naira, and/or an annual balance sheet total not exceeding 43 million naira.