ASSESSING THE CONTRIBUTION OF NTA PROGRAM ON “CHILD

MORTALITY” IN THE CONTROL OF HIGH RATE OF INFANT DEATH

IN NIGER STATE

BY

MADUKA, CHINANUEKPERE TINA

2019/128209CM

HND II

THE DEPARTMENT OF MASS COMMUNICATION

SCHOOL OF INFORMATION COMMUNICATION AND TECHNOLOGY

THE FEDERAL POLYTECHNIC, PMB 55, BIDA

NIGER STATE

IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF THE

AWARD OF HIGHER NATIONAL DIPLOMA (HND) IN MASS

COMMUNICATION

OCTOBER, 2022

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 APPROVAL PAGE

This project work has been supervised and approved and thereby certified to have met part of the

requirements for the award of Higher National Diploma (HND) in Mass Communication

Department of the Federal Polytechnic Bida, Niger State.

Mrs. Joy Anyawu Date

Project Supervisor

Mallam Abbas Mohammed Aliyu Date

Project coordinator

Dr. (Mrs.) Alice Jonah Date

Head of Department

External Moderator Date

ii
 DEDICATION

It is with genuine gratefulness and warmest regards that I dedicate this work to God Almighty,

who has been the brain behind this project work.

iii
 ACKNOWLEDGEMENT

What my God cannot do does not exist. It is said that the journey of a thousand miles begins with

a mile. God has been the pilot of this journey so far.

I would like to express my gratitude to my project supervisor Mrs. Joy Anyawu, who guided me

throughout this project. I want to say a big thank you to everyone who supported me in their own

way. To my guardians Mr. and Mrs. Onoja your home was my starting point how can I forget

Mr. frank Ohunyon, you are indeed a father figure to me And to my ever loving mother who kept

praying and encouraging her daughter, the thought you gave me the zeal to strive and not to give

up, all I want is to make you proud. And to my brothers and sisters who showed me love through

their persistent calls and checking up, I love you all.

How can I ever forget my angel in human form in the person of Mr. Kenneth Anokam, thank u

so much and God bless you for me. My gratitude also goes to the entire institution federal

Polytechnic Bida Niger state for moulding me into the person I have become today.

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 ABSTRACT

Infant mortality has continued to be a major issue affecting Nigeria and indeed, the whole world.
The media can be said to have played their roles in preventing infant mortality as they most
times air programs, talk shows, documentaries and panel discussion on this subject but yet,
infant mortality has remained prevalent. The study investigated the contribution of NTA program
on “child mortality” in the control of high rate of infant death in Niger state. The role of NTA
Bida in preventing infant mortality and factors that impede the success of Television health
programs in preventing infant mortality in Bida, Niger state. The agenda setting theory and
development media theory were used for this study. In order to assess the contribution of NTA
health programmes in preventing child death, the survey research design was used.
Questionnaire and interview were used as research instruments to obtain data, the
questionnaires was distributed among 14 wards within Bida local governments. Analysis of the
data collected showed that the respondents are aware of the causes of infant mortality. The data
analyzed also shows that the television perform some specific roles geared towards preventing
infant mortality but the message is not delivered because of hindrances like language, lack of
access to health facilities. The study recommends that programs on Infant mortality should be
given more prominence by television stations and community televisions should be set up to
address the community in the language and way they can understand. NTA Bida are also
encourage to evaluate and assess themselves frequently to know if the approach used to pass
health message is yielding results or not.

Keywords: Infant mortality, child mortality, preventing and Mortality.

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 TABLE OF CONTENT

Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vi

CHAPTER ONE

1.1 Introduction 1

1.2 Statement of Problem 3

1.3 Objectives of the Study 5

1.4 Research Questions 5

1.5 Significance of Study 6

1.6 Scope of the Study 7

1.7 Limitation of the Study 7

1.8 Definition of Terms 7

CHAPTER TWO

2.1 Literature Review 9

2.2 Theoretical Framework 20

2.3 Summary of Literature Review 22

CHAPTER THREE
3.1 Methodology and Research Design 24

3.2 Population of the Study 24

3.3 Sampling Technique 26

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3.4 Sampling Size 26

3.5 Instrument of Data Collection 27

3.6 Method of Data Collection 28

CHAPTER FOUR

4.1 Data Presentation Analysis 29

4.2 Findings and Discussion 37

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 40

5.1 Summary 40

5.2 Conclusion 40

5.3 Recommendations 41

REFERENCES
Appendix

vii
 CHAPTER ONE

1.0 INTRODUCTION

1.1 Background of the Study

Over the years, Nigeria has been grappling with infant and maternal mortality health challenges

especially in the rural areas. This ugly menace appeared to be unabated as the country loses daily

about 2,300 under-five-year-olds and 145 women of childbearing age. This makes the country

the second-largest contributor to the under-five and maternal mortality rates in the world. A

woman’s chance of dying from pregnancy and childbirth in Nigeria is 1 in 13. The deaths of

newborn babies in the country occur within the first week of life, mainly due to complications

during pregnancy and delivery, reflecting the close link between newborn survival and the

quality of maternal care. Although, many of these deaths are preventable, the coverage and

quality of healthcare service in Nigeria pose a severe threat to the survival of women and

children (Ekwe and Oluwtoyin, 2017). Hence, improving health care is one of the 17 Sustainable

Development Goals (SDGs) adopted in September 2015 by the United Nations General

Assembly which, is geared towards ensuring healthy living and promote good wellbeing for all

of all ages.

Every single day, Nigeria loses about 2,300 under-five year olds and 145 women of childbearing

age. This makes the country the second largest contributor to the under–five and maternal

mortality rate in the world. Underneath the statistics lies the pain of human tragedy, for

thousands of families who have lost their children. Even more devastating is the knowledge that,

according to recent research, essential interventions reaching women and babies on time would

have averted most of these deaths and sorrow (UNICEF, 2017).

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The rates of infant mortality have been significantly reduced in the developed world mainly due

to improvements in basic health care and technological advances in the medical field. However,

infant mortality remains a cause for major concern in developing countries especially in sub-

Saharan Africa. Sub-Sahara remains the most difficult place in the world for a child to survive

until age five (Gurmu and Mturi, 2014; Adam 2006). UNICEF (2008) cited in Adam (2006)

noted that In 2006, the under-five mortality rate for sub-Saharan Africa was 160 per 1,000 live

births, meaning that roughly 1 in every 6 children failed to reach his/her fifth birthday. This

represented a 14% reduction since 1990 but remains by far the highest rate of under-five

mortality in the world. West Africa has been hit the hardest with under-five mortality in Africa

and the world at large. West Africa accounted for more than 40% of Africa’s child deaths in

2006 constituting 2.1 million children (WHO, 2006 cited in Adams, 2016, pg. 105). The Central

Intelligence Agency world infant mortality rankings for 2007 showed clearly that infant

mortality rates in sub-Saharan African countries are tens to hundreds of times that of

industrialized countries.

WHO reported that rural infants, infants of uneducated mothers, and infants in poorer households

continue to have higher mortality (WHO, 2006). There are also gender discrepancies in infant

mortality where mortality rates may be higher for males than females in one country or

community and vice versa in another. The risk factors for such discrepancies may be biological,

social, behavioral, or a combination of all three.

The media has been used over time to promote public health thereby reaching a large audience.

Matamoros (2011) explained that Mass media campaigns are generally aimed primarily to

change knowledge, awareness and attitudes, contributing to the goal of changing behavior. There

have been cases where the mass media was used to sensitize the populace on some health

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behaviors, an example is the Ebola breakout in (2014), the deadly meningitis (2017), HIV/AIDs,

Polio, Measles, Malaria etc.

NTA Bida programmes are an effective tool to use to promote public health within Bida and its

environment. The station remains the most powerful, and yet the cheapest, mass medium for

reaching large numbers of people in isolated areas. It is cheap to purchase and therefore is the

one mass medium with which rural and slum communities are familiar; it is versatile and anyone

- literate or illiterate can learn from it (Moemeka, 1994 cited in Andesiah, 2015).

Television has put in some efforts in promoting health. This is evident in programs aired in

television stations as regards health behavior. However, infant mortality as a health issue

continues to surge, families continue to lose infants before they get to really know them. This

study evaluated the ongoing activities of radio has regards this issue and suggested ways to

remedy the situation.

Although, it is believed that either television or radio heath programs aimed at improving the

condition of the people must have all it takes to increase knowledge, change attitude and enhance

practice of good healthy living among young mothers in Bida Local Government Area of Niger

State. This is because, the entire exercise will amount to futility, if there is no significant change

in the attitude of those exposed to radio health programs. The question is: What is the influence

of “Health Watch” program in influencing maternal and child care practices among young

mothers in Bida, Niger State.

1.2 Statement of Problem

The birth of a child brings so much joy to the family. Most families begin to celebrate the child

right from his/her first day in the world. So one can only imagine the rude shock it will be if that

3
child should die. The death of a child brings disappointment and carries a huge burden of grief,

pain and heartbreak. The menace of infant death is one that is aggressively damaging to

numerous households, terminating innocent lives and resulting in alarming unwarranted and

preventable deaths. UNICEF stated that Infant mortality are caused by unpreventable and

preventable or treatable infectious disease factors like Sudden infant Death Syndrome (SDS)

malaria, pneumonia, diarrhea, measles and HIV/AIDS account for more than 70 per cent of the

estimated one million under-five deaths in Nigeria.

The mass media are intensively engaged in public health. Vast sums are spent annually for

materials and salaries that have gone into the production and distribution of booklets, pamphlets,

exhibits, newspaper articles, and radio and television programs. These media are employed at all

levels of public health in the hope that three effects might occur: the learning of correct health

information and knowledge, the changing of health attitudes and values and the establishment of

new health behavior (Matamoros, 2011). No doubt both Television and Radio has been playing it

role by promoting health through talk shows, jingles, drama, etc. despite this, there is still a surge

in Infant mortality rate. Issues associated with broadcast media in general require attention. This

includes whether broadcast health programs devote enough time to issues bothering on infant

mortality and health? Are these programs planned to adequately address core infant issues such

as immunization, danger signs to watch out for, family planning, etc.

This study examined and assessed the role of NTA Bida health programmes in preventing infant

mortality and why it has not lead to its decrease over the years.

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1.3 Objective of the Study

The general objective of this study is to assess the role of NTA Bida in preventing infant

mortality in Bida, Niger State.

The following are the specific objectives:

i. To ascertain the level of awareness of the inhabitants of Bida, Niger State on the causes

of infant mortality.

ii. To examine the frequency of NTA Bida health programs on infant health.

iii. To determine the extent of the role of NTA Bida health programs in preventing infant

mortality in Bida.

iv. To identify the factors that impedes the success of NTA Bida health programs in

preventing infant mortality in Bida.

1.4 Research Question

The following research questions were framed to guild the study

i. What are the influences of NTA Bida “Health Watch” program on young mothers’

engagement on maternal and child care practices.

ii. What are the factors affecting the influence of NTA Bida “Health Watch” program on

young mothers’ engagement on maternal and child care practices.

iii. To what extents are mothers expose to NTA Bida “Health Watch” program in Bida?

iv. What is the impact of the programme on mothers living in Bida?

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1.5 Significance of the Study

Childhood survival, nurturing and wellbeing symbolize a country’s socio-economic

development. Failure in nurturing and establishing sound childhood is a threat to children and

national development. Nigeria’s situation is critical and invites interrogation of the dimensions of

under-five mortality and children’s survival challenges. With Nigeria’s demographics: very high

population of 201 (UNPF, 2019), global poverty capital (Brookings Institution, 2018), one of the

eight global hungriest (UN, 2019) and very high maternal and infant mortality rates (UNICEF,

2017), attention to the research problem can identify the research area’s healthcare quality,

access and related life challenges towards determining and delivering effective healthcare of

globally acceptable standards, for a better-quality population. The study can identify means and

direction to create a healthy mother and children population, capable of driving an acceptable

human development index and national development, where economic growth will equal or

exceed population growth rate. The significance of this research is in its attempt to establish

relationships between the characteristics of mothers, including education, and their childcare

behaviors, specifically with respect to accessing healthcare services for child survival. These

have significant impacts on the future of individuals and on national development. The article

identifies women’s status and empowerment levels, relative to men, their decision-making

powers on matters that concern their lives, self-esteem, emotions, and the life chances of their

children, which depend highly on their mothers’ well-being. Nigeria’s gender disparity

commands urgent remediation.

The findings will enrich the literature on this phenomenon, and policy options towards

improving child survival and development in Bida and beyond. It identifies the dangers of

Nigerian women’s low status and empowerment, including child vulnerability, and seeks to

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guide social policies on closing the gender gap to accrue wider benefits to society. The findings

can supplement baseline data for related research, permit comparisons of health systems, and

may highlight populations in need of particular health services.

1.6 Scope of the Study

This study assesses the contributions of NTA Bida program in controlling the high rate of infant

death in Bida, Niger State. The researcher narrows its scope of study to only Bida due to her

proximity (location).

1.7 Limitation of the Study

Financial constraints tends to impede the researchers ability to get all the materials needed for

the purpose of the study in large quantity but the research students was able to carry out the

experiment with the materials available. Time Constraints, the researcher, being a student will be

involved in other departmental activities like attendance to lectures, submission of assignment

and presentation of seminar but the research was able to meet up with the time allocated for the

completion of the research work.

1.8 Definitions of Terms

Infant: An infant (from the Latin word infants, meaning 'unable to speak' or 'speechless') is a

formal or specialized synonym for the common term baby, meaning the very

young offspring of human beings. The term may also be used to refer to juveniles of other

organisms. A newborn is, in colloquial use, an infant who is only hours, days, or up to one month

old. In medical contexts, newborn or neonate (from Latin, neonatus, newborn) refers to an infant

in the first 28 days after birth; the term applies to premature, full term, and post mature infants.

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Mortality: Refers to the state of being mortal (destined to die). In medicine, a term also used for

death rate, or the number of deaths in a certain group of people in a certain period of time.

Child Mortality: Child mortality is the mortality of children under the age of five. The child

mortality rate, also under-five mortality rate, refers to the probability of dying between birth and

exactly five years of age expressed per 1,000 live births.

Infant Death: Infant mortality is the death of young children under the age of 1. This death toll

is measured by the infant mortality rate (IMR), which is the probability of deaths of children

under one year of age per 1000 live births. The under-five mortality rate, which is referred to as

the child mortality rate, is also an important statistic, considering the infant mortality rate focuses

only on children under one year of age.

Health: According to the World Health Organization, is "a state of complete

physical, mental and social well-being and not merely the absence of disease and infirmity". A

variety of definitions have been used for different purposes over time.

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2.0 CHAPTER TWO

2.1 LITERATURE REVIEW

Infant Mortality

One of the most terrifying experiences in a new parent's life is to put their sleeping infant to bed

and return a few hours later to find him not breathing. Sadly, this happens to many new parents

in Nigeria and across the world due to a combination of circumstances. The definition of infant

mortality rate is simply the number of infant deaths in a single year out of every 1,000 live births

that year. “The infant mortality rate is a common indicator of health and social development”

(Ma and Finch 2010). Infant mortality as seen in Adam (2016) is a major public health problem

especially in developing countries. It is an indicator of quality and accessibility to primary

healthcare as well as the overall health status of a country.

Infant mortality rate is one of the most significant indications of human development.

Ayenigbara and Olurunmaye (2012) asserts that included in the IMR are the neonatal mortality

rate (calculated from deaths occurring in the first four weeks of life), and post neonatal mortality

rate (from deaths in the remainder of the first year). Neonatal deaths are further subdivided into

early (first week) and late (second, third and fourth weeks). In prosperous countries, neonatal

deaths account for about two-third of infant mortalities (Insel and Roth, 2006 cited in

Ayenigbara and Olurunmaye, 2012). The IMR is usually regarded more as a way of evaluating

social affluence than a measure of the quality of antenatal and obstetric care. The infant mortality

rate is widely accepted as one of the most useful single measure of health status of the

community (Ayenigbara and Olurunmaye, 2012).

The infant mortality rate may be very high in communities where health and social services are

poorly developed. For example, the neonatal death rate is related to problems arising during
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pregnancy (congenital abnormalities, low birth weight); delivery (birth injuries, asphyxia), after

delivery (tetanus, other infections). Thus, neonatal mortality rate is related to maternal and

obstetric factors. The post neonatal mortality rate on the other hand, is related to a variety of

environmental factors and especially, to the level of child care (Ayenigbara and Olurunmaye,

2012). However, experts affirmed that poverty, inadequate health care, congenital problems,

infectious diseases and injuries are the causes of infant mortality. Another cause is sudden infant

death Syndrome (SIDS) which in the United States of America, accounted for about 2,800 infant

deaths per year (Insel and Roth, 2006 cited in Ayenigbara and Olurunmaye, 2012).

Child mortality is a core indicator for child health and well-being. In 2000, world leaders agreed

on the Millennium Development Goals (MDGs) and called for reducing the under-five mortality

rate by two thirds between 1990 and 2015 – known as the MDG 4 target. In recent years, the

Global Strategy for Women’s and Children’s Health launched by United Nations Secretary-

General Ban Ki moon and the Every Woman Every Child movement boosted global momentum

in improving newborn and child survival as well as maternal health. In June 2012, world leaders

renewed their commitment during the global launch of Committing to Child Survival: A Promise

Renewed, aiming for a continuedpost-2015 focus to end preventable child deaths. With the end

of the MDG era, the international community is in the process of approving a new framework –

the Sustainable Development Goals (SDGs). The projected SDG target for child mortality

represents a renewed pledge to the world’s children: By 2030, end preventable deaths of

newborns and children under five years of age, with all countries aiming to reduce neonatal

mortality to at least as low as 12 deaths per 1,000 live births and under-five mortality to at least

as low as 25 deaths per 1,000 live births. (UN Inter-agency Group for Child Mortality

Estimation, 2015).

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Gurmu and Mturi (2014) are of the opinion that the survival status of children is one of the

determinants of social economic development of a county. A number of developing countries are

however finding it difficult to tackle causes of infant morbidity and mortality due to poor public

health measures and a lack of access to good health facilities In a research on the Disease-

Specific Cause of Infant Death at 37 Military Hospital, Accra from January to December, 2007,

it was discovered that five major disease/conditions were responsible for the deaths of the infants

at the military hospital. Malaria and malaria related conditions accounted for most of the infant

deaths. Out of the 98 infant deaths, 29 were due to malaria making up 31% of all infant deaths at

the hospital in 2007. This finding is consistent with report from Ghana reproductive health

annual report of 2006 that malaria continues to be the major cause of under-five mortality and

morbidity in Ghana (UNICEF, 2008). Severe anemia was also a major source of concern for the

area and was the second major cause of infant deaths (23%), an indication that malnutrition of

mothers and babies is still a problem among women and children even in urban centers of the

country. Awolu further asserts that “Congenital heart disease and Respiratory disease were

responsible for 9% and 7% of infant deaths respectively.

Factors which affect foetal and neo-natal deaths as given by Avasarkar (2012) are primarily

endogenous, while those which affect post-neo-natal deaths are primarily exogenous. The factors

as explained by Avasarskar;

Endogenous/Biological Factors

The endogenous factors are related to the formation of the foetus in the womb and are, therefore,

mainly biological in nature. Among the biological factors affecting foetal and neo-natal infant

mortality rates, the important ones are the age of the mother, the birth order, and the period of

11
spacing between births, prematurely, weight at birth and the fact of multiple births. Of all the

factors listed above, the following have been studied in great depth: the age of the mother, the

parity of the mother and the order of pregnancy and or of birth. It has been generally observed

that foetal and neo-natal mortality rates are higher at the younger ages of the mother (that is,

below the age of 19), at first parity and for the first birth order. These mortality rates start

declining up to the age of 29 of the mother and at the second and third parity and then again

increase with higher age of the mother, higher parities, and high birth orders. Thus, if a graph of

foetal and neo-natal mortality rates is drawn with respect to these factors, it would more or less

resemble a U-shaped curve.

The maturity of an infant at birth has also been found to be an important factor affecting neo-

natal and infant mortality rates. It has been observed that the weight of the baby at birth is also an

important factor affecting neo-natal and post-neo-natal deaths. In the United States, it was

observed that a low birth weight was the cause of two-thirds of all the neo-natal deaths in 1950.

It was also found that the chances of survival increased considerably with even a moderate

increase in the birth weight the optimum birth weight ensuring survival being 3,501-4,000 gms.

It may be noted here that the still-birth rate and the neo-natal mortality rate are both very high in

the case of multiple births. It may be concluded from this discussion that the causes of foetal and

neo-natal deaths so far considered arise mainly out of genetic factors, and may be traced back to

the intrauterine life of the foetus and to the damage occurring during the process of birth.

Exogenous/Social-economic/Environmental Factors

Social, cultural, economic and environmental factors are also found to affect infant mortality,

especially during the post-neo-natal period. Post-neo-natal deaths are therefore mainly due to

12
various epidemics caused by communicable diseases, both of the digestive systems, such as

diarrhea and enteritis, and of the respiratory system, such as bronchitis and pneumonia, as well as

by faulty feeding patterns and poor hygiene. The underlying environmental factors include

crowding and congestion, in sanitary surroundings, lack of proper sunshine and fresh air, etc.

Illegitimacy is also an important factor contributing to a high infant mortality rate. The

difference between infant mortality rates of legitimate and illegitimate births is usually found to

be quite marked. The reason for this difference is quite obvious. A child conceived and born out

of wedlock is generally unwanted both by the mother as well as society. Consequently such a

child does not receive the care, in terms of nutrition and other facilities that it needs.

Causes of Infant Mortality

In a nutshell, the causes of infant mortality range from medical to socio-economic and cultural

causes. Among others, medical causes include Low birth Weight (LBW), Sudden Infant Death

Syndrome (SIDS), lack of Vitamin A intake, HIV/AIDS, malaria and diarrhea. Socioeconomic

and cultural causes include low education, harmful traditional values, religion, and social class

status, among others.

Low Birth Weight and Infant Mortality

The Agency for Healthcare Research and Quality (AHRQ) (2016) study report states that black

mothers had a higher percentage of infants of lower birthrights than other races between 2007

and 2015 in the United States. Also, of the 5.7 million births in the United States in 2016,

approximately 7.8% (324,750) were diagnosed with low birth weight. The incidence could result

from unemployment, poverty and large households which are demographic indices of Nigeria.

Nigeria’s unemployment figure of 23 percent for 2018 rose from 19.1 percent in 2016. A total of

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7.9 million Nigerian’s became unemployed in 21 months (January 2016-September 2017s (NBS,

2018). This will continue to impact on maternal and infant mortality.

Sudden Infant Death Syndrome and Infant Mortality

(SIDS) is unexplained death, usually during sleep, of a seemingly healthy baby. The direct cause

of SIDS remains unknown, although doctors speculate on risk factors like babies sleeping on

their stomach, exposure to cigarette smoke in the womb or after birth, sleeping in bed with

parents, premature birth, being a twin or triplet, being born to a teen mother and living in poverty

settings (Hoyert, 2012). SIDS occurs between 2 and 4 months and mostly in winter. SIDS was

the third leading cause of infant deaths in U.S. in 2015. Rising wave of forced migration and IDP

camps with reported low welfares services (Okwuwa, 2016), are SIDS risk factor.

Lack of Vitamin A and Infant Mortality

Lozano (2012) observes that approximately 250,000-500,000 children in developing countries

become blind each year owing to vitamin A deficiency, with the highest prevalence in South East

Asia and Africa.

Malaria and Infant Mortality

Malarial is responsible for 30 percent of child deaths in Nigeria (Federal Government, 2018).

Obalum and Fiberesima (2012) state: Nigeria’s health situation is very deplorable. Only 39

percent of new-born babies are being delivered by skilled health professionals. Only 23 percent

of children (12-23 months) receive full curse of immunization against childhood killer diseases.

This can be associated with poverty. An estimated 65% of Nigerians live in poverty, a major

factor in malaria prevention and treatment (US Embassy, 2011).

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Television as an Educational tool to Promote Health

Television is often used to broadcast health information because it has a large reach while at the

same time, maintaining a strong impact. Certain media interventions have been determined to be

particularly cost-effective, considering the benefits that are associated with expenditure.

Television-disseminated health messages have been found to be more cost-effective than

television, as Television can reach people in their homes, cars, or at work. Brief educational

Television segments can be inserted between programs during primetime hours, when the

maximal number of people are tuned in. An American study demonstrated that people who listen

to the Television have a surprisingly accurate ability to recall details of broadcasts from months

earlier; in this way, the study findings support the potential of Television to disseminate

educational messages that significantly affect listeners. (Unite for sight, 2015).

Unite for sight (2015) further stated that the use of Television to disseminate health education

messages is particularly advantageous because of the wide range of people it can reach. In

developing countries, many rural villages do not have access to electricity or television, but

battery operated Televisions are commonplace. Consequently, its ability to reach people in a

diverse range of settings has made Television a prime medium for educational initiatives, and

various health topics have been addressed through Television programming throughout the

developing world. In Kenya, for example, the national weekly Television program, “Giving Birth

and Caring for Your Children,” has been effective in educating audiences about modern

childcare practices by using a program framework that combines entertainment, humor and

instruction. (Hostetler, 1976 in Unite for Sight, 2015). Television in this sense can be used to

educate mothers on certain health care procedures, before, during and after child birth. This will

cause a reduction in preventable infant mortality.

15
Entertainment

For years now entertainment education (E-E) has been a tool for changing health behavior. E-E

uses drama, music, or other communication formats that engage the emotions to inform

audiences and change attitudes, behavior, and social norms. Worldwide, several hundred major

projects have used E-E to improve health. Entertainment-education has encouraged people to

live healthier lives. For example, E-E projects for family planning and reproductive health have

helped motivate people to use contraception, to prevent HIV infection by having fewer sex

partners, and to use antenatal care services.

Entertainment-education dramas can persuade because they show characters that change their

behavior to improve their lives. Stories have unique power and nuance to describe people’s

behavior and interactions, and their consequences. When audience members see that they could

be in the same situation as the characters, stories can move them to change, too. E-E is

particularly able to influence behavior rooted in traditions that are hard to change (Info Report,

2008).

Information

Dissemination of information is the major function of mass media. Since information is

knowledge and knowledge is power, media offer authentic and timely facts and opinions about

various event and situations to mass audience as informative items. Information provided by

Television can be opinionated, objective, subjective, primary and secondary. Informative

functions of mass media also lets the audience knows about the happening around them and

come to the truth. Moreover, advertisements are also mainly for information purpose (Online

media, 2012). Television can be used to inform the audience on certain health practices. This will

16
also bring to limelight, the plight of citizens especially those in rural areas to the government,

who in turn act by providing health care facilities and professionals.

Persuasion

Persuasion involves making influence on others mind. Television influences audience in varieties

of ways. Media content builds opinions and sets agendas in the public mind. It influences votes,

changes attitudes and moderates behavior. Using editorials, articles, commentaries and among

others, mass media persuades audience. However, all audiences are not well known about it.

Many of them become influenced or motivated unknowingly towards it. Advertisement is the

example which is designed to persuade (Online media, 2012). The media can use their power of

persuasion to influence citizens, positively and in this regards towards a health behavior that

could reduce preventable infant mortality.

Effectiveness of NTA Bida Programme in Maternal and Childcare Practices

Ekwe and Oluwtoyin (2017) found that majority of the respondents were aware of the causes of

infant mortality and NTA Bida Programme occasionally air programs on infant mortality. Also,

it showed that NTA Bida Programme performs some specific roles geared towards preventing

infant mortality, but the message is not delivered because of hindrances like language, culture

and boring health programs.

Hajara (2014) studies “media awareness and utilization of antenatal care services by pregnant

women in kano state Nigeria” and found that the dominant theme was the use of NTA Bida

Programme as the major source of information on ANC services as well as other sources like

health workers and social gatherings among others; the pregnant women demonstrated good

knowledge and awareness of ANC services but some of them do not attend ANC even though

17
they are aware while others are not even aware at all, of the importance of utilizing ANC

services. Also, it was found that pregnant women preferred media programs in which a health

expert discusses ANC and maternal health issues; their preferred timing for the ANC programs is

4.00 pm; and they shared substantial challenges that tend to inhibit their media usage, which

influences ANC utilization.

Again, Mluleki, Thendo, Lesego, Cassandra, and Sathiya (2015), investigated factors influencing

the use of maternal healthcare services and childhood immunization in Swaziland. They

concluded that certain factors influencing maternal healthcare and childhood immunization

include: woman’s age, parity, media exposure, wealth quintile, and residence. These factors

affected the use of maternal and child health services differently. Similarly, Akkomah, Adebayo,

Arogundade, Anyanti, Nwokolo, Inyang, Oladipupo, and Mereniku (2014) concluded that

pregnant women who listened to mass media campaigns were more likely to adopt strategies to

protect themselves from malaria.

With this, Abhulinhen-Iyoha (2012) examined the determinants of cord care practices among

mothers in Benin City, Edo State, Nigeria. The findings indicated that: Beneficial cord care

practice increased with increasing maternal educational status. The best predictors of beneficial

cord care practices are the maternal level of education and infant’s sex; the use of more harmful

cord are practices was more common among others who delivered outside the teaching hospital,

and most mothers were aware of hygienic/beneficial cord care practices. The choices of cord

care methods eventually practiced by mothers were influenced mainly through the disposition of

nurses.

18
Also, Egube (2013) studied neonatal jaundice and its management: knowledge, attitude and

practice among expectant mothers attending antenatal clinics at the University of Benin Teaching

Hospital Benin City, Nigeria. The study found that expectant mothers attending mothers’

antenatal clinics at UBTH had good knowledge of the treatment and complication of NNJ, but

inadequate knowledge of the causes and danger signs of the condition; their attitude and practice

towards the management of NNJ was good.

In the same vein, Ojiakor (2017) investigated the responsiveness of Anambra State civil servants

to exclusive breastfeeding campaign. The findings have revealed that there is a possible

intervention situation in the Anambra state civil service as mothers are aware of EBF but need

education and knowledge of the extent that they can identify the specific and general benefits of

the behavior. By so doing, they will be motivated to change. From this study, it has been

revealed that for civil servants in Anambra state, work and organizational policy do not prevent

them as they have six months for their baby, which is also the essential requirement for the

practice of exclusive breastfeeding.

In line with this, Sirawoo (2017), in a study on the effect of rollback malaria campaign on the use

of long lasting insecticide-treated net by pregnant women in Rivers State, found out that 53% of

pregnant women are aware of NTA Bida Programme campaigns on the use of Long Lasting

Insecticide-treated bed nets. It was also revealed that 61% of NTA Bida Programme campaigns

have helped reduce incidents of malaria during pregnancy.

Again, Olusegun, Wasiu, and Olajide (2014) evaluated polio vaccination awareness, broadcast

messages among Hausa communities in Ogun State. The findings showed that NTA Bida

Programme and television had been used to create awareness, for polio vaccination only during

19
the administration; both are practical tools to convey useful information about vaccination

among Hausa communities in Ogun State and; the level awareness about polio vaccination

among the respondents is low.

2.2 Theoretical Framework

This research is anchored on certain theories in mass communication that are very relevant to

this study. Relating them to this study would add more flesh and substance to the research. These

theories include: Development theory and Agenda Setting Theory.

Agenda Setting Theory

Zhu and Blood, (1970), McCombs and Shaw (1972) posit that “agenda setting is the process

whereby the news media lead the public in assigning relative importance to various public issues.

In this situation, the media agenda influences the public agenda not by saying this issue is

important” in an overt way but by giving more space and time to that issue and by giving it more

prominent space and time (Griffin, 2012). The application of agenda-setting has a potential to

offer high versatility in health promotion. The field of health education places a significant focus

on intrapersonal, interpersonal, organizational and community-change process theories. This is

well applicable in the fight against infant mortality by making information on infant mortality the

top agenda especially in the community Television station. In relation to this study, it is very

clear that this theory is very relevant. Undoubtedly, infant mortality has always been a major

public health issue in the developing countries and specifically Nigeria. Therefore, such an issue

could equally be set as top agenda from the media to the general populace. More space and time

can be allocated to issues related to infant mortality and its scourge, its causes, symptoms, effects

and prevention. Information, communication and education (ICE) on the scourge of infant

20
mortality can be taken as a top agenda by community Television stations thereby contributing

immensely in the prevention and reduction of infant mortality.

Developmental media theory

This theory propounded by Dennis McQuail (1987) canvasses media support for an existing

government and its efforts to bring about socio-economic development. “This theory believes in

regulating press freedom according to socio-economic needs of the society” it rests on the belief

that the media should be at the vanguard of development. The bottom line should be that the

media should be an instrument of development (Wogu, 2008, pg75). The development media

theory is relevant to the study because it places emphasis on using the media (Television) for

developmental purposes. The Television can be used to prevent/reduce infant mortality.

Relevance of the theories to the Study

Andesiah (2013) study investigated vernacular Television and health promotion: exploring the

programmes, the use and impact of NTA Television programmes in the control of Infant

Mortality in Bida, Niger state. The primary data was obtained using questionnaires, interview

guides and focus group guides which were administered to a sample size. The data was analyzed

by the use of descriptive statistics. The findings of the study were: there were several NTA

Television stations broadcast in Bida that have health programmes addressing Infant Mortality

control; these health programmes specifically give information on the causes, effects, symptoms

and preventive measures against Infant Mortality and that there is a close relationship between

Infant Mortality attacks, its prevention and the messages presented on NTA Television stations

broadcast in Bida. Based on the results of the findings, the study concluded that there are health

21
programmes broadcast on NTA Television and that they are very effective, complementary and

capable of making a great impact on the populace in the fight against Infant Mortality.

Therefore, the study strongly recommended that the stakeholders in the Ministry of Health and

media owners should work closely together and using Television, more so Bida Television;

incorporate the communities in the fight against Infant Mortality in Bida and beyond.

2.3 Summary of Literature Review

Anatsui (2014) paper on “Communicating Health Information at Grassroots in Nigeria” focuses

on the roles communication can play in promoting health information, especially on the

medicinal plant and other materials relating to health in Africa and Nigeria in particular. It also

recognizes the importance and popularity of television and Internet, but the Television as the

most effective medium for grassroots mobilization in developing countries. It can be used to

stimulate community dialogue and national debate, and the provision of public information and

specialized training about health risks and disease prevention. The survey research method of

quantitative and qualitative data analysis was employed. The study employed purposive random

sampling technique and structured interview guide as an instrument. The paper concluded that

emphasis should be devoted to preventive rather than curative measures, and recommends that

use of appropriate language and communication style to fit in with the cultural context of the

recipients

This study was anchored on Health Belief Model. This model was developed in the 1950s by

Geoffrey Hochbaum, with further work done on it by Becker, Haefner and Maiman in 1977. It is

a model that addresses personal knowledge and beliefs and used in health promotion to design

intervention and prevention programs with the focus on assessing health behavior of individuals

22
through the examination of perceptions and attitude which someone may have towards disease

and negative outcome of certain actions (Nsude, 2015). It is believed that its intent is to promote

the behavior change process. This could be in the form of a conversation with a friend or a

television and radio program or counseling. The model explained why sometimes people do not

respond positively to health campaigns, despite the benefits derivable from the promoted

interventions.

23
3.0 CHAPTER THREE

3.1 Methodology

For any research work to be reliable and authentic a methodology is performing to give the study

a focus. Research methodology can be defined as the techniques by which data to be used in the

study are generated before their logical or statistical manipulation or analysis. This is to provide

means for other researcher on the measures or the method or techniques been used in carrying

out the study.

The researcher employed a purposive sampling method. The technique is used to collect

information by asking question and the information collected is generally numerical and suitable

for statistical analysis.

3.2 Population of the study

According to Euborakhai (2003) population refers to the classes of people in the research work.

This is because the goal of scientific research is to describe the class of subject of variables.

population of the study is the group of elements, people, items, data or other variable the same

characteristic and interest that the researcher studies the population of the study address who or

what will be and where of the study. They are the element from which data for analysis will be

collected. The population of Bida residents was put out 188, 181 as at the 2006 census with a

projected 3% growth rate, this means in 2022, the population of Bida residents is 301,976)

24
 YEAR POPULATION PERCENTAGE OF INCREASE
2006 188, 181 3%
2007 193, 826 3%
2008 199, 641 3%
2009 205 ,630 3%
2010 211,799 3%
2011 218, 153 3%
2012 224, 698 3%
2013 231, 439 3%
2014 283, 382 3%
2015 245, 534 3%
2016 252, 900 3%
2017 260, 487 3%
2018 268, 302 3%
2019 278, 351 3%
2020 284, 642 3%
2021 293, 181 3%
2022 301, 976 3%
Therefore, a population estimate OF 301, 976 is made for the purpose of this study

25
3.3 Sampling Technique

For this research purpose sampling Technique was used. According to Black (2010) purposive

sampling (also known as judgment, selective or subjective sampling)

Is a sampling techniques in which researcher relies on his or her own judgment when chosen

members of population to participate in the study. Purposive sampling is a non-probability

sampling method and it occurs when elements selected to the sample area by the judge of the

researcher. Researchers often believed that they can obtain a representative sample by using a

sound judgment which will result in saving time and money for this study “assessing the

contributions of Nigeria Television Authority program child mortality in the control of high rate

of infant death in Bida, Niger state”.

3.4 Sample size

Euborokhai (2003, p33) stated that sample is the part or patron of the population that is studied’’.

Similarly obaeze (2003, p40) remarked that sample the population of a population selected

respectively from which data would be sourced for, analysis in the study with view of making

inferences about the population .’’

Bida is structured into fourteen (14) political words which are:

1. Bank

2. Ceniyan

3. Dokodza

4. kyari

26
5. Landzun

6. Masaba II

7. masaba I

8. Masaga I

9. Masaga II

10. Mayaki Ndajiya

11. Nassarafu

12. Umaru Majigi II

13. Umaru/Majigi I

14. Wadata

Since the population of Bida is segmented in 14 political words, the purposive sampling method

wise to selected 22 respondents from each ward.

3.5 Instrument of Data collection

The primary research instrument for data collected or method is the questionnaire. Euborakha

(2003) simply stated that questionnaire is a document a list of questions arranged in a

predetermined and used to elicit or obtain information from respondents.

The questionnaire contains the closed ended questions and will have two sections. The first

section provides demographics data of the respondents for the study while the second section

provides responses to the study’s research question for easy coding and uniformity. The

27
questionnaire was simple and straight to the point in order to assist the respondents provides that

are relevant to the study.

3.6 Method of Data Analysis

The data gathered through the instrument of data collection, which is the questionnaire will be

presented in a tabular form and analyzed in percentage to determine the degree of

responsiveness. The data after been presented in figure and percentage will further be interpreted

in textual form. This is in the findings and discussion.

28
 CHAPTER FOUR

4.1 Data Presentation and Analysis

The purpose of this study was to assess the role of NTA Bida’ program in preventing infant

mortality in Bida Local Government, with an estimation population of 300.

A careful administration of research questionnaire was done by the researcher to elicit responses

from the sample population on the study from the 14 wards of Bida LGA of Niger State.

However, a total of two hundred (250) questionnaires was distributed to 14 wards of Bida LGA

of Niger State and 200 (100%) was completed and retrieved.

Data Presentation and Analysis

Table 4.1a Sex

Variable Frequency Percentage 100%

Male 98 49

Female 102 51

Total 200 100

Source: Field Survey, 2022

The above the shows that 98 respondents representing 49% are male while 102 respondents

representing 51% are female.

29
Table 4.1b: Marital Status of Respondents

Variable frequency Percentage %

Married 170 85

Single 30 15

Divorced 0 0

Total 200 100

Source: Field Survey, 2022

Table 4.1b shows that 170 respondents representing 85% are married, 30 respondents

representing 15% are single, while none of the respondents are divorced.

Table 4.1c: Age of Respondents

Variable Frequency Percentage %

18-23 50 25

24-29 75 30

30-35 25 15

36 -41 30 20

42 above 20 10

Total 200 100

Source: Field Survey, 2022

Table 4.1c above shows that 50 respondents representing 25% are 18-23 age bracket, 75

respondents representing 30% are 24-29 ages, 25 respondents representing 15% 30-35 age

bracket, 30 respondents representing 20% 36-41 age, while 20 respondents representing 10% are

age 40 above.

30
 Table 4.1d: Occupation

Variable Frequency Percentage %

Student 44 21

Civil servant 50 28

Business 23 12

Others 73 39

Total 200 100

Source: Field Survey, 2022

Table 4.1d shows that 41 respondents representing 21% are students, 56 respondents

representing 28% are civil servants, 25 respondents representing 12% are business owners while

78 respondents representing 39% are others.

Table 4.1e: Educational Qualification

Variable Male Female Frequency Percentage %

HND 71 99 170 88

Degree 27 3 30 12

Masters and above - - -

Total 98 102 200

Source: Field Survey, 2022

The above table (table 4.1e) shows that 88% of the respondents are HND holders, degree holders

are 12% while none of the respondents are master or PhD holders.

31
Table 4.1f: Religion

Variable Frequency Percentage %

Christian 126 68

Muslim 74 37

traditionalist - -

Total 200

Source: Field Survey, 2022

From the population shows in above table 4.1f, 126 respondent representing 68% are Christians,

74 respondent representing 74% are Muslims and none of the respondents are traditionalist.

Table 4.1g: Do you watch programs on NTA?

Variable Frequency Percentage %

Yes 83 41

No 117 59

Total 200 100

Source: Field Survey, 2022

41% of the respondents watch programs on NTA while 59% of the respondents do not watch

programs on NTA.

32
Table 4.1h: How often do you watch NTA programs?

Variable Frequency Percentage %

Daily 37 15

Weekly 85 55

Seldomly 78 30

Total 200 100

Source: Field Survey, 2022

In table 4.1h above, 15% of the respondents watch NTA programs daily, 55% watch NTA

programs weekly and 30% watch NTA programs seldomly.

Table 4.1i: Have you heard of child mortality?

Variable Frequency Percentage %

Yes 200 100

No - -

Total 200 100

Source: Field Survey, 2022

From the above table 4.1i, it show that all the respondents are fully heard of child mortality

33
Table 4.1j: If question 10 is yes, what channel or medium did you get to know about child
mortality?

Variable Frequency Percentage %

NTA Bida channel 2 1

AIT channel 6 3

Social networks 192 96

Total 200 100

Source: Field Survey, 2022

The table 4.1j above shows that 1% of respondents get to know about child mortality on NTA

Bida channel, 3% of the respondents get to know about child mortality on AIT channel while

96% of the respondents get to know about child mortality on Social networks.

Table 4.1k: Has NTA program on child mortality help in informing or educating you about child

mortality

Variable Frequency Percentage %

Yes 30 15

No 80 40

Not at all 90 45

Total 200 100

Source: Field Survey, 2022

From table 4.1k 15% of respondents said yes that NTA program on child mortality help in

informing or educating, 40% of respondents said no that NTA program on child mortality is not

informing or educating while 45% of respondents said not all that NTA program on child

mortality not help in informing or educating.

34
Table 4.1l: What is the percentage of awareness of the inhabitants of Bida on the causes of infant
mortality?

Variable Frequency Percentage %

20% 90 45

30% 70 30

50% 40 25

100% - -

Total 200 100

Source: Field Survey, 2022.

From above table 4.1l, 45% of respondents representing 20% know the causes of infant

mortality, 30% of respondents representing 30% aware the causes of infant mortality, while 50%

representing 25% know the causes of infant mortality.

Table 4.1m: What is the extent of the role of NTA Bida health programs in preventing infant
mortality in Bida?

Variable Frequency Percentage %

20% 90 45

30% 70 30

50% 40 25

100% - -

Total 200 100

Source: Field Survey, 2022.

45% of respondents agree that the role of NTA Bida health programs in preventing infant

mortality in Bida is 20%, 30% of respondents agree that the role of NTA Bida health programs in

35
preventing infant mortality in Bida is 30%, 40 of respondents representing 50% agree that the

role of NTA Bida health programs in preventing infant mortality in Bida is 25%, while none of

the respondents agree the that role of NTA Bida health programs in preventing infant mortality

in Bida is 100%.

Table 4.1n: What are the factors that impede the success of NTA Bida health programs in
preventing infant mortality in Bida Niger State?

Variable Frequency Percentage %

Cultural Believe - -

Lack of access to health care 120 80

facilities

Lack of access to the medium 80 20

(television)

Total 200 100

Source: Field Survey, 2022.

In the table above, 80% of the respondents said that Lack of access to health care facilities is one

of the factors that impede the success of NTA Bida health programs in preventing infant

mortality, 20% of the respondents said Lack of access to the medium (television) is one of the

factors that impede the success of NTA Bida health programs in preventing infant mortality

while none of the respondents concord that Cultural Believe is contributing to the success of

NTA Bida health programs in preventing infant mortality in Bida Niger State.

36
Table 4.1o: What are the possible causes of infant mortality?

Variable Frequency Percentage %

Malaria 122 61

Diarrhea 61 30

Measles and HIV/AIDs 7 3.5

all of the above 10 5.5

Total 200 100

Source: Field Survey, 2022.

Table shows that 61% of respondents agreed that possible causes of infant mortality is Malaria,

30% of them agreed that possible causes of infant mortality is diarrhea, 3.5% agreed that measles

and HIV/AIDs can be a possible causes of infant mortality, while 5.5% respondents agreed that

malaria, diarrhea, Measles and HIV/AIDs can cause of infant mortality.

4.2 Discussion of Findings

One of the research questions was on level of percentage of awareness of the inhabitants of Bida

on the causes of infant mortality through NTA Bida “Health Watch” program (shows in Table

4.1l). Findings indicated that majority representing 45% of the respondents held no definite view

on their level of awareness on maternal and child care practices through NTA Bida “Health

Watch” program. This is because those of them that own television set do not listen to NTA Bida

at 45% and as such were not aware of NTA Bida “Health Watch” program at 30%. Although

75.1% had access to television and easy affordability among rural women. The implication is

that most women listen to NTA Bida for entertainment while doing their house chores. This be

37
could that most women are not interested in watching to news especially network news from

NTA Bida which is responsible for low exposure to this station. Knowing well that NTA Bida

programs are always informing and educating. This reveals that women pay little or no attention

to NTA Bida program. But rather prefer watching to other radio stations that are airing different

programs of interest to them at the same time.

Finding indicated that majority of the respondents are not knowledgeable about maternal and

child care practices like immunization program, roll back malaria program, ORT program,

antenatal care program, exclusive breasting feeding, among others hence, they were not able to

remember and recall most of the maternal and child care practices. According to the finding,

which asserts that information about maternal and child care practices help mothers to identify

the nature and shape of any health issues.

The research question examined the role of NTA Bida “Health Watch” program in infant

mortality in Bida, this can be found on table 4.1m. Findings revealed that this program does not

influence mothers’ engagement in maternal and child care practices. It is a clear indication that

NTA Bida “Health Watch” program does not influence respondents’ engagement in maternal and

child care practices because of most them do not watch this program and as such held no definite

opinion on the influence of this program on them. This has resulted to continuous mother and

child death. The implication is that this program has little or influence on mothers in Bida’

adoption of the practice of maternal and child care.

Furthermore, research question four investigated factors affecting the influence of NTA Bida

“Health Watch” program on mothers’ engagement in maternal and child care practices. In

responding to this Table 4.1n revealed that 80% representing majority of the respondents agreed

38
that Lack of access to health care facilities and Lack of access to the medium (television) were

key factors affecting the influence of NTA Bida health watch program on mother’s utilization of

maternal and child care practices. The implication is that poor quality program delivery has

remained a major problem of NTA Bida right from its inception which affected respondents’

viewership of “Health Watch” program. It is clear that “Health Watch” program is cut across all

health related issues and as such lead to inadequate reportage of maternal and child care practice.

Majority of the respondents do not watched NTA Bida Health show as illustrate in table 4.1j.

The table 4.1j shows that 1% of respondents get to know about child mortality on NTA Bida

channel, 3% of the respondents get to know about child mortality on AIT channel while 96% of

the respondents get to know about child mortality on Social networks. However all the

respondents knew what child mortality entails as explained in table 4.1i.

39
 CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

In Chapter one NTA Bida programmes are an effective tool to use to promote public health

within Bida and its environment. The station remains the most powerful, and yet the cheapest,

mass medium for reaching large numbers of people in isolated areas. The study examined and

assessed the role of NTA Bida health programmes in preventing infant mortality and why it has

not lead to its decrease over the years.

In Chapter two child mortality is a core indicator for child health and well-being. In 2000, world

leaders agreed on the Millennium Development Goals (MDGs) and called for reducing the

under-five mortality rate by two thirds between 1990 and 2015 – known as the MDG 4 target. In

recent years, the Global Strategy for Women’s and Children’s Health. Chapter two also review

the causes of child mortality, the chapter two literature revolve around the study with the use of

Development theory and Agenda Setting Theory as the Theoretical Framework.

Chapter three addressed the Research methodology techniques used by the researcher to obtain

data. This is to provide means for other researcher on the measures or the method or techniques

been used in carrying out the study.

The researcher employed a purposive sampling method. The technique is used to collect

information by asking question and the information collected is generally numerical and suitable

for statistical analysis.

40
5.2 Summary of Key Findings

One of the research questions was on level of percentage of awareness of the inhabitants of Bida

on the causes of infant mortality through NTA Bida “Health Watch” program (shows in Table

4.1l). Findings indicated that majority representing 45% of the respondents held no definite view

on their level of awareness on maternal and child care practices through NTA Bida “Health

Watch” program. This is because those of them that own television set do not listen to NTA Bida

at 45% and as such were not aware of NTA Bida “Health Watch” program at 30%.

Majority of the respondents do not watched NTA Bida Health show as illustrate in table 4.1j.

The table 4.1j shows that 1% of respondents get to know about child mortality on NTA Bida

channel, 3% of the respondents get to know about child mortality on AIT channel while 96% of

the respondents get to know about child mortality on Social networks. However all the

respondents knew what child mortality entails as explained in table 4.1i.

5.3 Conclusion

NTA Bida “Health Watch” program do not significantly influence mothers’ engagement on

maternal and child care practices. This is because most women in rural villages are not exposed

to this program which indicates the unpopularity of the program among them. mothers in Bida,

Niger State are not knowledgeable of maternal and child care practices and as a result were not

able to recall some of the maternal and child care programs that were discussed in the NTA Bida

“Health Watch”. However, it was revealed that poor network signal, high level of non-educated

women, are factors hampering the effectiveness of NTA Bida “Health Watch” program in

influencing mothers attitude towards embracing maternal and child care practices.

41
5.4 Recommendations

Based on the findings above, the following recommendations are made:

To create awareness on sustainable maternal and child care practices Television program on

health related matters should take drama and edu-entertainment format in order to lure the

attention of women to such programs, considering the fact, most women use television for

entertainment purposes.

To broaden the knowledge of people, especially, the rural dwellers, specific NTA Bida health

program on maternal and child care practices should be established and made compulsory for all

Television stations in Niger state in order to have a wider reach in educating and enlightening

women on the need to utilize sustainable maternal and child care practices.

To influence the participation or engagement of women on maternal and child care practices,

stakeholders in health sector should incorporate community engagement/town-hall meetings,

African traditional communication systems, opinion leaders, interpersonal communication with

health personal in shaping and molding the attitude and behavior of Bida dweller positively

towards embracing health care practices.

42
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APPENDIX

QUESTIONNAIRE

Department of Mass Communication

Federal Polytechnic
P.M.B 55, BIda
Niger State
Dear Respondent,

I am a final year student of the above mentioned institution, and currently carrying out a
research on " Assessing the contributions of NTA program 'child mortality' in the control of high
rate of infant death in Bida Niger State"
This study is in partial fulfillment of the requirements for the award of a Higher National
Diploma in Mass communication. This is purely an academic exercise and the confidentiality of
information you give is assured.

Thanks for your co-operation.

Yours faithfully

Maduka Chinanuekpere Tina.

Instructions: Please tick ( ) appropriately in the space provided

Section A: Respondents Bio data

1. Sex: a. Male ( ) b. Female ( )

2. Marital Status: a. Married ( ) b. Single ( ) c. Divorced ( )
3. Age: 18-23 ( ) b. 24-29 ( ) c. 301-35 ( ) d. 36 -41 ( ) e. 42 above ( )
4. Occupation: a Student ( ) b. Civil servant ( ) c. Business ( ) d. Others ( )
5. Educational Qualification: a. HND ( ) b. Degree ( ) c. Masters and above ( )
6. Religion: a. Christian ( ) b. Muslim ( ) c. traditionalist ( )

Section B: Respondents’ Psycho-graphic Data

7. Do you watch programs on NTA? (a) Yes (b) No

46
8. How often do you watch NTA programs (a) daily (b) weekly (c) Seldomly

9. Have you heard of child mortality? (a) Yes (b) No

10. If question 10 is yes, what channel or medium did you get to know about child mortality?

(a)NTA channel (b) AIT channel (c) social networks.

11. Has NTA program on child mortality help in informing or educating you about child
mortality

(a) Yes (b) No (c) not at all

12. Has NTA program on child mortality help to cub or reduce the high rate of infant death in
Bida? (a) Yes (b) No (c) partially.

13. What is the percentage of awareness of the inhabitants of Bida on the causes of infant
mortality a.20% ( ) b.30% ( ) c.50% ( ) d.100%, ( )

14. How often is television health programs on infant health aired?

(a) Weekly ( ) (b) monthly ( ) (c) yearly. ( )

15. What is the extent of the role of NTA Bida health programs in preventing infant mortality in
Bida?

a.20% ( ) b.30% ( ) c.50% ( ) d. 100% ( )

16. What are the factors that impede the success of NTA Bida health programs in preventing
infant mortality in Bida Niger State?

a. Cultural Believe ( ) b. Lack of access to health care facilities ( ) c. Lack of access to

the medium (television) ( ).

17. What are the possible causes of infant mortality?

a. Malaria ( ) b. Diarrhea ( ) c. Measles and HIV/AIDs ( ) d. all of the above ( ).

47