AN ASSESSMENT ON THE ROLE OF TELEVISION BROADCAST TOWARDS YOUTH PARTICIPATION IN THE 2023 NIGERIA GENERAL ELECTION: A STUDY OF MASS COMMUNICATION STUDENTS IN UNIVERSITY OF CROSS RIVER STATE, CALABAR

This study assesses the role of television broadcasts in youth participation during the 2023 Nigerian general election. The main objectives of this study is to analyze specific programmes that exhibited bias in their coverage. A survey research design was employed, collecting primary data from 288 respondents selected through simple random sampling. The results revealed that while Nigerian youths were highly aware of television programmes related to the 2023 election, their viewing patterns were more occasional. They primarily preferred news and current affairs programmes over entertainment or opinion-based content. Television programmes were successful in informing and educating Nigerian youth about various aspects of the election, including voter registration and participation, providing comprehensive content that met their informational needs. However, the youth recognized a moderate bias in television coverage, attributing this to factors such as political influence, financial pressures, and personal biases of media professionals. They believed that promoting media diversity and independence could help address biased reporting. Specific programmes, particularly "Good Morning Nigeria" on NTA, were noted for exhibiting bias by favoring certain candidates or parties, providing unbalanced airtime, and presenting misleading information, which significantly affected the youths' understanding of the electoral process. To enhance youth engagement with election-related programming, it is recommended that media organizations explore innovative formats and platforms that align with the viewing preferences and consumption habits of younger demographics, such as leveraging social media and digital channels. Television stations should prioritize comprehensive, impartial, and informative coverage to ensure that Nigerian youths have access to reliable information for making informed decisions. Regulatory bodies and media industry stakeholders should strengthen mechanisms that promote media independence, transparency, and accountability, enabling television stations to report on elections without undue influences. Furthermore, television stations, particularly NTA's "Good Morning Nigeria," should implement robust editorial guidelines and internal review processes to mitigate bias, ensure balanced representation of political actors, and verify the accuracy of information presented to Nigerian youth.