VIEWERSHIP OF NTA BAUCHI IN THE DIGITAL AGE WITHIN BAUCHI METROPOLIS
Abstract
This study investigates the viewership of Nigerian Television Authority (NTA) Bauchi in the digital age within Bauchi Metropolis. The rapid growth of digital media platforms has significantly altered audience media consumption habits, posing challenges to traditional television broadcasting. The research adopts a survey research design, using questionnaires to collect data from residents of Bauchi Metropolis. Findings reveal that while NTA Bauchi remains relevant for news and local content, younger audiences increasingly prefer digital platforms due to convenience and interactivity. The study concludes that NTA Bauchi must strengthen its digital presence to remain competitive and relevant in the evolving media landscape.
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