1.1 Introduction
MTN Advertisement on “Who Wants to Be a Millionaire” is seen as a potent vehicle for achieving acceptance of desirable and useful concepts or ideas where the profit motive is minimal or missing altogether. Television programmes have a significant impact on the social behavior of viewers, especially among youths who are highly susceptible to media influences. One such influential show is “Who Wants to Be a Millionaire,” a globally recognized game show that has garnered immense popularity since its inception. This research explores the influence of “Who Wants to Be a Millionaire” on the social behavior of youths, highlighting both positive and negative aspects. “Who Wants to Be a Millionaire” showcases ordinary people striving for financial success by answering a series of challenging questions (Bada, 2017).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
The Nigerian version of “Who Wants to Be a Millionaire” quickly gained popularity and became a household name in the country. The show’s charismatic host, Frank Edoho, played a pivotal role in engaging the audience and creating a captivating atmosphere. Over the years, “Who Wants to Be a Millionaire” achieved significant milestones, including the celebration of its 10th anniversary in 2014, marking a decade of entertaining and educating Nigerian viewers (The Guardian Nigeria, 2014).
However, “Who Wants to Be a Millionaire” made its debut in Nigeria in 2004, adapted from the original British version created by David Briggs, Steven Knight, and Mike Whitehill. The Nigerian adaptation was produced by Ultima Limited, a media production company founded by veteran broadcaster and entrepreneur, Olisa Adibua. The show follows a format where contestants answer a series of multiple-choice questions to win cash prizes, with the ultimate goal of becoming a millionaire (Nigerian Bulletin, 2020).
Apart from its entertainment value, “Who Wants to Be a Millionaire” in Nigeria has also made a positive social impact through its philanthropic initiatives. The show introduced the “Lifelines” feature, where contestants could seek assistance from the audience, phone a friend, or use the 50:50 options to narrow down the choices. Additionally, the show initiated the “Who Wants to Be a Millionaire Hot Seat Charity Specials” which featured celebrities playing for charitable causes, raising funds and awareness for various social issues.
After a successful run, the Nigerian version of “Who Wants to Be a Millionaire” went on a hiatus in 2017 due to sponsorship challenges. However, the show made a comeback in 2020 with a new production company, MTN Nigeria, taking over as the title sponsor. The revival of the show reinforced its enduring popularity and showcased the audience’s continued enthusiasm for the format. There is not a doubt that the programme has significantly impacted the aspirations and motivations of young viewers. A study conducted by Heuvelman and his colleagues (2018) found that exposure to game shows like “Who Wants to Be a Millionaire” increased the desire for achievement and financial success among adolescents.
The format of the show, which involves contestants answering a wide range of general knowledge questions, contributes to the acquisition of knowledge and intellectual stimulation among young viewers. Watching the programme encourages youths to expand their knowledge base and engage in independent learning. A study by Rojas-Méndez and Ramírez-Alvarez (2020) demonstrated that viewing educational games shows positively influenced cognitive development and increased general knowledge among adolescents.
“Who Wants to Be a Millionaire” often presents contestants with challenging decision-making scenarios, such as whether to risk their accumulated winnings for a chance to win more. Observing these decision-making processes can foster critical thinking and strategic skills among young viewers. A study by Karakus, Celik, and Kilicer (2019) revealed that exposure to the show enhanced decision-making abilities, including risk assessment and problem-solving, among adolescents.
The show has a profound influence on the social behavior of youths, with both positive and negative implications. The show’s focus on achievement and knowledge acquisition can inspire aspirations and intellectual growth among young viewers. However, the emphasis on wealth and instant gratification may contribute to materialistic attitudes, unrealistic expectations, and impulsive decision-making. It is crucial for parents, educators, and media regulators to be aware of these influences and engage in responsible media consumption discussions to mitigate potential negative effects.
MTN Entrance into Nigerian Telecommunication Sector
The MTN Group Limited (MTN Group) is a leading provider of communication services offering cellular network access and business solutions, and is listed in South-Africa on the Johannesburge Securities exchange (JSE) under the Industrial Telecommunication Sector launched in 1994, MTN Group is a Multinational Telecommunication provider with its core operations in 21 countries in Africa and the Middle East.
MTN Nigeria began operations in Nigeria on May 16th, 2001. MTN Nigeria was the first GSM Network to make a call following the globally landed Nigerian GSM auction conducted by the Nigerian Communication Commission (NCC).
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Impact of MTN Who Wants to Be a Millionaire as Tool of Socialization among Students in Tertiary Institution.
1.3 Statement of Problems
Investigation revealed that Who Wants To Be a Millionaire (WWTBAM) is a popular television game show that has been broadcast in over 100 countries. The show challenges contestants to answer a series of multiple-choice questions in order to win a large cash prize. WWTBAM has been praised for its educational value, as it encourages viewers to learn new things and test their knowledge. However, some critics have argued that the show can have a negative impact on the social behavior of youths.
Although, lots of studies have studied the influence of Who Wants To Be a Millionaire on youth. However, this research is on the thrust to look at it youth social effect on behavior, thus this research examines the Impact of MTN Who Wants to Be a Millionaire Programme on the Socialization of Students in Tertiary Institution.
1.4 Aim and Objectives of Study
The aim of the study is to examine the Impact of MTN Who Wants to Be a Millionaire as Tool of Socialization among Students in Tertiary Institution. In achieving this aim, the following specific objectives were laid out as follows:
- To determine the extent to which the Students in Tertiary Institution watch the MTN Who Wants To Be a Millionaire television programme;
- To identify the factors that influence the Students' decision to watch the programme; and
- To investigate the influence of MTN Who Wants To Be a Millionaire Television Programme on Social Behaviour of Students in Tertiary Institution.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Does MTN Who Wants To Be a Millionaire Television Programme influence Students Social Behaviour in Tertiary Institution?
- What are the factors that influence students' decision to watch the programme?
- To what extent do Students in Tertiary Institution watch the MTN Who Wants To Be a Millionaire television programme?
…
