EDUCATIONAL BROADCASTING: PREPAREDNESS, CHALLENGES, AND PROSPECTS OF EBBC TELEVISION

Abstract

This study examined the preparedness, challenges, benefits, and prospects of
educational broadcasting in Nigeria within the context of 21st-century technological and
socio-economic realities, using the Ebonyi Broadcasting Corporation (EBBC) as a case study.
Anchored on the Diffusion of Innovation (DOI) theory, the study adopted a mixed-methods
approach involving a survey of 385 respondents and interviews with key personnel across EBBC
departments. The central argument advanced in this study is that although EBBC recognizes the
importance of educational broadcasting, its current level of preparedness reflected in its
infrastructure, manpower, funding, and digital adaptation, is insufficient to deliver effective,
accessible, and competitive educational programming. Findings revealed persistent structural and
operational challenges, including inadequate manpower, insufficient funding, limited public
awareness, and technological constraints that undermine the effectiveness and reach of educational
broadcasting. While respondents acknowledged the relevance and potential value of EBBC’s
educational programs, issues of accessibility, audience penetration, and content effectiveness
remain significant. The study contributes to scholarship by providing one of the most
comprehensive empirical assessments of a state-owned broadcaster’s readiness for educational
broadcasting in Nigeria, applying DOI theory to explain adoption barriers, and proposing actionable
pathways for digital transformation, policy alignment, and capacity development. It recommends
increased investment in digital infrastructure, enhanced collaboration with educational institutions,
improved content development strategies, and targeted digital literacy initiatives. Strengthening
these areas will enhance the reach, quality, and impact of educational broadcasting in Nigeria,
thereby contributing to national educational development.