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

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The entire globe is coming to a halt as more and more communities are forced to go into lockdown or shut down to prevent the Coronavirus from spreading. In this gloomy and challenging scenario, the Internet has emerged as the world’s nerve system, keeping education, business, healthcare, and people connected in ways that have never been seen before. People haven’t suddenly found the online world; on the contrary, in only a few weeks, the world has transformed into eLearning, telemedicine, virtual meetings, virtual conferences, and so on. Even religious and arts institutions are streaming to their members and the general public, not to mention the rise in streaming and gaming given that the majority of people are confined to their homes. Subscription packages are making a comeback, especially since the number of COVID-19 cases continues to climb and consumers spend more time at home under lockdown measures. Bundling in the next generation, on the other hand, gives customers additional options and control. In the past year, the streaming sector has seen the arrival of Apple TV+, Disney Plus, HBO Max, and Peacock, but subscription packages are disrupting more than just the streaming industry. They’re also being used by companies like Apple and Amazon to provide more extensive subscription options for a variety of services.

STATEMENT OF PROBLEM

Due to the surge in covid instances and the full implementation of lockdown, cable operators saw an increase in business as individuals remained hooked to their televisions during the lockdown. As a result of the increasing demand for subscriptions, cable providers saw an increase in revenue. In Nigeria, it was reported that Multichoice(dstv) donated 1.2 billion naira to boost the federal government’s efforts in the fight against covid 19. This resulted in Nigerians seeking a free cable membership from DSTV following the contribution, claiming that the donation would be of no help because the people would not notice the difference and there would be a likely price spike, therefore many urged that the donation should be canceled.

OBJECTIVES OF THE STUDY

The following are the study’s key objectives:

The goal of this study was to see if there was a link between Covid 19 lockdown and new cable users.

To see if the lockout resulted in an uptick in cable subscriptions.

RESEARCH QUESTIONS

In this study, the following null hypotheses were investigated.

H0: There is no link with Covid-19 lockout and an increase in new cable subscribers.

H02: There is no evidence of a link with Covid-19 lockout and increased cable subscriptions.

SIGNIFICANCE OF THE STUDY

The results of the study will be useful to both service providers and the general public. This research will also be used as a resource for scholars and students.

SCOPE OF THE STUDY

The purpose of this study is to look into the relationship with covid19 lockdown and cable subscription, with Lagos residents serving as sample respondents.

LIMITATION OF THE STUDY

A key problem encountered over the course of this investigation was the lack of materials, as well as financial and time constraints.

DEFINITION OF TERMS

Coronavirus disease 2019 (COVID-19) is a new coronavirus known as severe acute respiratory syndrome coronavirus 2 that causes illness (SARS-CoV-2; formerly called 2019-nCoV),

LOCKDOWN: A lockdown is a policy that requires people or a community to remain in a specified location owing to specific threats to themselves or others if they are allowed to travel and engage freely. Lockdowns that effect an area rather than specific sites are commonly referred to as “stay-at-home” or “shelter-in-place.”

CABLE SUBSCRIPTION: Cable television, commonly known as Cable TV, is a method of delivering television programs to people without requiring them to use a traditional television antenna, and it usually requires a subscription.

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