Culture comprises the whole complex of distinctive spiritual, intellectual and emotional features that characterize society, our thought about life, and our ideas. Culture shape the way we see world; it has capacity to bring about the change of attitudes needed to ensure peace and sustainable development which is known as the only possible way forward for life on planet earth. Considering the prominence of Satellite television as a virtual medium, this study sought to know the influence of media imperialism and the claim that it has affected and undermined local Nigerian norms and values. More so, this study examined the cultural value orientation and satellite television preference in the south-western states of Nigeria, the region that is fully immersed with her culture. It specifically examined how satellite television has affected the knowledge, belief, art, morals, law, customs and any other capabilities and habits acquired by Nigerians as a member of the society. The research methodology utilizes descriptive statistics with a self-designed questionnaire used to elicit information from a sample of 180 respondents. The formulated hypotheses were tested at 0.05 level of significance using multiple regressions. The findings of the study revealed that the relationship between satellite television preferences and cultural value orientation is high, positive and statistically significant. It was therefore recommended among others that television operators and producers should revamp the culture through interesting educative programme.
Keywords: Consumer preference, Nigeria, cultural value orientations, satellite television
