ASSESSING THE EFFECTIVENESS OF EDUCATIONAL BROADCASTING IN 21ST CENTURY NIGERIA: EVIDENCE FROM EBBC TELEVISION

Abstract

This study assessed educational broadcasting in Nigeria amidst the challenges of the
21st century, with a focus on EBBC TV educational programmes. The objectives were to ascertain
EBBC’s preparedness level for educational broadcasting; assess the level of awareness, efficacy
and reach of EBBC educational broadcasting; ascertain the implications of educational
broadcasting on the development of Ebonyi State; and investigate the quality of curriculum used in
EBBC programmes. This study adopted a survey design and was anchored on the Diffusion of
Innovation theory. A sample size of 400 was drawn using Taro Yamane's method, and data were
collected from 385 respondents to explore their perceptions and experiences with EBBC TV
educational content. Findings revealed that the level of preparedness of the EBBC for educational
broadcasting is rather low. Despite the acceptable relevance, the awareness and reach of EBBC’s
educational broadcasts are still low; there are positive implications for Ebonyi State if utilised; and,
invariably, EBBC has not been making use of the State’s educational curriculum in designing its
educational programmes. It was recommended that the station’s preparedness level for the
educational broadcasting should be heightened through funding, and provision of digital broadcast
equipment; enhanced accessibility through digital literacy programmes, improving content through
collaboration with educational institutions, and leveraging emerging technologies for better
dissemination; stakeholders in education and broadcasting should work in synergy to enhance the
effectiveness of educational broadcasting in Ebonyi; and there is need to collaborate with subject
experts to ensure quality and engaging educational contents that meet curriculum standards.