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Achieving Media Viability Through Digital Transformation in Nigeria's Depressed Economy: a Study of Select Government Owned Television Stations in Southeast Nigeria

Year: 2025
Type: article
Abstract: This study was on the effect digital transformation has on the viability of Television stations in Nigeria. The objectives were to: ascertain effects of digital media platforms on TV stations; determine the implications of digital transformation on viability of television stations; identify the impediments to TV stations digital transformation in southeast Nigeria and ways it could be self-sustaining, as they face stiff competition with the digital media platforms and irregular subvention from government. The study was anchored on the Disruptive Innovation theory and adopted survey design. A sample size of 315 was drawn using the Taro Yamane method. Findings showed that digital media platforms have adverse effect on viability of television stations; digital transformation boosts viability of television stations; lack of funding is a major impediment to television stations digital transformation in southeast Nigeria; and complementing traditional advertising with digital media advertising helps make television stations self-sustaining. Recommendations were that television stations should show visibility in the internet; Government should encourage TV stations to embrace digitalisation and digital transformation; Government should adequately fund the procurement of modern technological equipment needed for digitalization of their operations; and TV stations should engage be a multi-channel advertising as well as enhancing their broadcast value chain, especially rich contents that can attract and sustain viewership
DOI: 10.5281/zenodo.15242032
Author: NWOGA, Chibuzor Cosmas, IBE, Kingsley C., NWANKITI, Chukwuemeka Ononuju, CHIME-NGANYA, Chioma Rose, OBIN, Ogban Obin & NGWU, Ogonnaya Lynda
Language: English
Open Access status: green
OpenAlex ID: W6893161637
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