| Abstract: |
his study examined the influence of digital broadcasting on traditional radio and television in Nigeria, using Enugu State Broadcasting Service (ESBS) and Nigerian Television Authority (NTA), Enugu as a case study. The study was motivated by the rapid transition from analogue to digital broadcasting and the urgent need to understand how this technological transformation affects broadcast operations, content production, audience behaviour, and institutional sustainability within Nigeria's evolving media environment. The study adopted a quantitative research method and a cross-sectional survey design. The population comprised broadcast professionals in ESBS and NTA, Enugu, with 320 staff members according to ESBS and NTA Enugu database, comprising journalists, programme producers, editors, presenters, and technical staff. Using Taro Yamane formula, a sample size of 178 respondents were selected through purposive sampling technique. Data were collected using a structured questionnaire and analysed using descriptive statistics involving frequencies and percentages. Findings revealed that digital broadcasting has significantly improved operational efficiency within the stations. A good number of respondents agreed that digital tools have enhanced production workflow efficiency, while a large population of respondents confirmed improved signal transmission quality and greater percentage of respondents acknowledged better content storage and archiving systems. In terms of content production, a greater number of respondents reported improved programme quality, the largest number of respondents indicated increased content interactivity, and a substantial number of respondents confirmed faster news delivery. Regarding audience behaviour, a greater percentage of the respondents agreed that digital broadcasting has expanded audience reach, while a higher number of respondents reported that audiences now access radio and television content through multiple digital platforms. However, most of the respondents observed declining audience loyalty to traditional broadcast platforms, reflecting the competitive pressures created by digital media alternatives. At the institutional level, large numbers of respondents agreed that digital broadcasting is essential for long-term survival, while many others acknowledged disruption of traditional revenue models and greater numbers identified increased demand for new digital competencies among broadcast professionals. The study concludes that digital broadcasting has fundamentally reshaped traditional broadcasting in Nigeria by improving operational efficiency, transforming content production, expanding audience reach, and creating new institutional challenges. The study recommended strategic digital integration, continuous professional training, revenue diversification, and supportive regulatory policies to ensure the sustainability of traditional broadcasting institutions in the digital era. |
