DIGITALIZATION IN NIGERIA’S BROADCASTING INDUSTRY

IMPACT ON CONTENT, EMPLOYMENT AND ACCESS

Abstract

This study examined the impact of digitalization on Nigeria’s broadcasting industry, focusing on content quality, employment opportunities, and public access. With the global shift from analogue to digital broadcasting, Nigeria has made significant strides in adopting digital technology. However, the transition presents challenges such as affordability, accessibility, and regulatory constraints. This study is anchored on the Diffusion of Innovation (DOI) theory, which explains how technological advancements spread through societies and industries. A quantitative research design was employed, and data were collected through structured online questionnaires completed by 321 participants. Respondents included broadcasting professionals, industry regulators, digital content creators, and media consumers. The study applied descriptive statistics to analyze public awareness, barriers to digital adoption, content quality, and employment effects in the broadcasting industry. Findings revealed that digital broadcasting has expanded media accessibility and improved content quality. However, while new employment opportunities have emerged in digital media, traditional broadcasting jobs have declined. Public awareness of digital services is moderate, but many consumers face challenges such as high costs, technical complexity, and poor digital literacy. Regulatory issues further hinder full-scale digital adoption. By implication, to optimize the benefits of digitalization, Nigeria should invest in infrastructure, implement policy reforms, and conduct educational campaigns to enhance public understanding of digital broadcasting. Addressing affordability and accessibility barriers is essential to achieving a fully digitalized broadcasting industry.