Sunday Ekerikevwe FRHD

The study examined the influence of Big Brother on the Nigerian youth. The objective. The objective of the study is to determined the extent of influence on undergraduate students of University of Benin, Edo State. Nigeria. The study adopted both qualitative and quantitative research designs, using a triangulation of data collected with survey questionnaire. A total of 350 copies of questionnaire were distribute. A structured 20 items questionnaire of the modified five-point likert scale of very high, high, average, low and very low was used to generate data. Findings revealed that Big Brother Africa has wide viewership among . University of Benin undergraduate students and it influences their perception and attitude towards decency and morality. Some of them learn to cohabit with the opposite sex in their off campus hostel, and this contributes to the many cases of rape, teenage pregnancy, sexually transmitted diseases, abortion and abortion related and deaths among this vulnerable group. The work recommends mass education on media ratings and encouraging producers of BBN to adhere to the principles, and calls for restructuring of the programme to reflect more indigenous way of life.

This study examines the influence of broadcast media in the promotion of medium scale business using Oredo, Akoko Edo, Owan west and Igueben local government areas as case studies. Anchored on the agenda setting theory, The survey method was adopted for the study with a total of 553,300 respondent's taken from four different selected local governments In the state. Findings from the study reveals that majority of broadcast media audiences patronize medium sized enterprise as a result of the frequent advert placements. The study also revealed that through this medium; residents of the locals keep open communication with business owners, made more aware of the availability of services and goods up for sale. The study concludes that the challenge faced by business owners is that this medium is an effective but yet expensive methods for up and coming businesses to make use of, In dealing with this the study recommends that the government should by regulating broadcast media advert placements fees and provides loans for these entrepreneurs.