TV Viewing Habits: Thesis Reveals Diverse Preferences…

Recent research on the media consumption patterns of university students in the country has revealed that their television viewing habits are influenced by a mix of global and local factors. The study, a PhD defence research project submitted by Tehwui Lambiv Gideon on the topic "Sourcing News and Entertainment within Complex Global Media Flows and Contra-Flows: Television Consumption among University Students in Anglophone Urban Cameroon", revealed that access, choice, and cultural relevance are key determinants of their media preferences. The defence was supervised by Professor Laurent-Charles Boyomo Assala. Professor Henry Muluh of the University of Bamenda chaired the defence jury, joined by Professor Francois Marc Modzom of the University of Yaounde II and Professor Donatus Fai Tangem of the University of Yaounde I. In the presence of various media personalities, Tehwui Lambiv Gideon presented his research findings, which were based on a survey of approximately 500 students from the Universities of Buea and Bamenda. The project aimed to understand students' media consumption patterns, specifically their preferences for news and entertainment content from local and international TV stations. The study revealed that students exhibit diverse preferences, accessing both international channels and local stations. According to the research, students watch television for cognitive, affective, social integrative, and personal integrative reasons, underscoring the medium's multifaceted role in their lives. They tune in to stay informed, relax, identify with peers, and seek guidance. Interestingly, the researcher noted that social media is emerging as a close competitor to television, with many students accessing TV content through these platforms. The study also highlighted the challenges faced by local media stations in competing with international channels for viewership. According to the researcher, local station...