IMPACT OF DIGITAL BROADCASTING ON TRADITIONAL MEDIA OUTLETS: A STUDY OF AFRICAN INDEPENDENT TELEVISION

The emergence of digital broadcasting has completely transformed the media industry worldwide, reshaping the operations of traditional media institutions in different countries. Previous studies have focused on digitisaton from a general perspective; little have been done on specific traditional media. This study investigated the impact of digital broadcasting on African Independent Television (AIT), with a view to investigating how the station has responded to technological changes in content production, distribution, and audience engagement. Mixed design was used. Data were collected through questionnaires, focus group discussions, and interviews with staff in six departments at AIT’s Lagos office. Media Convergence Theory by Jenkins and flew and Technological Determinism by Mcluhan served as the framework. Data were subjected to qualitative analysis. Digital broadcasting significantly altered audience consumption habits, with traditional television losing grounds to more interactive, mobile-based platforms. AIT has adapted by rethinking its content strategies, emphasizing shorter, shareable formats suitable for digital distribution. Sustaining advertising revenue has remained a challenge, as advertisers increasingly favour digital platforms with measurable metrics and targeted campaigns. The findings underscored AIT’s attempts to maintain relevance by strengthening digital presence, engaging directly with online audiences, and forming new partnerships. Despite difficulties, digital broadcasting presents opportunities for innovation and long-term growth. Keywords: Digital broadcasting, Traditional media, Media convergence, Technological determinism, African Independent Television (AIT)