Effectiveness of Broadcasting in Promoting Small and Medium Enterprises (SMEs): A Case Study of Pankshin Local Government Area, Plateau State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Small and Medium Enterprises (SMEs) play a vital role in the economic development of Nigeria, particularly in rural areas where they contribute to job creation, poverty alleviation, and local economic growth. Pankshin Local Government Area (LGA) in Plateau State is home to numerous SMEs that face challenges in accessing markets, capital, and business knowledge. Broadcasting, particularly through radio and television, has the potential to promote SMEs by providing information on business practices, financial resources, and market opportunities. Media campaigns that highlight successful SMEs, offer entrepreneurial training, and connect businesses with consumers can significantly contribute to the growth of SMEs in rural areas (Ogunbiyi & Nwachukwu, 2023; Musa & Ibrahim, 2024). This study explores the effectiveness of broadcasting in promoting SMEs in Pankshin LGA, focusing on how media campaigns can enhance business growth and development.
1.2 Statement of the Problem
Despite the importance of SMEs in Pankshin LGA's economy, many local businesses struggle due to limited access to information, training, and markets. While broadcasting has the potential to address these issues, there is limited research on how radio and television programs specifically target SMEs in rural communities. This study aims to assess the effectiveness of broadcasting in promoting SMEs in Pankshin LGA and how media can support local businesses in overcoming their challenges.
1.3 Objectives of the Study
1. To assess the effectiveness of broadcasting in promoting SMEs in Pankshin LGA.
2. To evaluate the role of radio and television programs in providing business knowledge and resources to SMEs in Pankshin LGA.
3. To explore the impact of broadcasting on market access and business growth for SMEs in Pankshin LGA.
1.4 Research Questions
1. How effective is broadcasting in promoting SMEs in Pankshin LGA?
2. To what extent do radio and television programs provide business knowledge and resources to SMEs in Pankshin LGA?
3. How does broadcasting impact market access and business growth for SMEs in Pankshin LGA?
1.5 Research Hypotheses
1. Broadcasting significantly promotes SMEs in Pankshin LGA.
2. Radio and television programs provide valuable business knowledge and resources to SMEs in Pankshin LGA.
3. Broadcasting positively impacts market access and business growth for SMEs in Pankshin LGA.
1.6 Significance of the Study
This study will provide insights into how broadcasting can support the growth of SMEs in rural communities, particularly in Pankshin LGA. The findings will be valuable for media practitioners, policymakers, and business development organizations seeking to leverage broadcasting as a tool for promoting entrepreneurship and economic development in Nigeria.
1.7 Scope and Limitations of the Study
The study is limited to Pankshin Local Government Area in Plateau State and focuses on the role of broadcasting in promoting SMEs. It does not include other forms of media or regions outside of Pankshin LGA.
1.8 Operational Definition of Terms
1. Small and Medium Enterprises (SMEs): Businesses that are independently owned and operated, typically characterized by a small number of employees and limited financial resources.
2. Broadcasting: The distribution of audio or video content to a dispersed audience via radio, television, or other media platforms.
3. Market Access: The ability of businesses to reach and sell to customers in local, regional, or international markets.
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