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EXAMINATION OF THE RELATIONSHIP BETWEEN COVID-19 LOCKDOWN AND CABLE SUBSCRIPTION

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The entire world is grinding to a halt as more and more communities are forced into lockdown or shutdown to prevent the spread of the Coronavirus. In this bleak and difficult situation, the Internet has emerged as the nervous system of the world, keeping education, business, healthcare and people connected as never before. It is not that people have suddenly discovered the online world, far from it; however, in the space of a few weeks, the world has converted to eLearning, telemedicine, virtual meetings, virtual conferences, and so on. Even religious and arts institutions are streaming to their constituents and the public at large, not to mention the increase in streaming and gaming now that most people are confined to their homes.

Subscription bundles are making a comeback, especially as consumers spend more time at home under lockdown measures as the number of COVID-19 cases continues to rise. This next generation of bundling, however, gives consumers more choice and control. The streaming industry has witnessed the launch of Apple TV+, Disney Plus, HBO Max and Peacock in just this past year, but subscription bundles are not just shaking up the streaming business. They are also being leveraged by players such as Apple and Amazon to offer more robust subscription plans to various services.

STATEMENT OF PROBLEM

Due to the increase in the covid cases and lockdown been fully enforced, there was a growth in business for cable operators as people would stay glued to their television during this lockdown.this led to an increase in revenue for cable operators since there was high demand in the subscription rate.In Nigeria, it was heard that Multichoice(dstv) donated the sum of 1.2 billion naira to support the efforts of the federal government in the fight of covid 19. this led to Nigerians requesting for free cable subscription from dstv after it’s donation, saying the donation is of no use as the people would not feel the impact and there was going to be a possible hike in the prices, so many suggested that the donation should be used to offer free subscriptions

OBJECTIVE OF THE STUDY

The following are the primary objective of this study:

1. To investigate the relationship between covid 19 lockdown and new cable users.
2. To investigate if the lockdown brought about an increase in cable subscription.

RESEARCH HYPOTHESES

The following Null hypotheses were tested in this study.

H0: There is no significant relationship between Covid-19 lockdown and increase in new cable users.

H02: There is no significant relationship between Covid-19 lockdown and increase in cable subscription.

SIGNIFICANCE OF THE STUDY

The study will be of significant to service providers and the general public. This study will also serve as a reference material to researchers and students .

SCOPE OF THE STUDY

The idea of this research is to examine the relationship between covid19 lockdown and cable subscription and the resident of Lagos state will be use as sample respondent

LIMITATION OF STUDY

Availability of materials was a major challenge encountered during the course of this study, finance and time constraint was also a challenge.

DEFINITION OF TERMS

COVID 19: Coronavirus disease 2019 (COVID-19) is defined as illness caused by a novel coronavirus called severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2; formerly called 2019-nCoV),

LOCKDOWN: A lockdown is a restriction policy for people or community to stay where they are, usually due to specific risks to themselves or to others if they can move and interact freely. The term “stay-at-home” or “shelter-in-place” is often used for lockdowns that affect an area, rather than specific locations.

CABLE SUBSCRIPTION: Cable television, also known as Cable TV, is a means of bringing television programs to people to watch without them needing the use of a regular television antenna, and most times subscription is needed.