ISSN 2360-7998
Abstract: The purpose of this study is to assess the impact of digital broadcasting on audience interactivity and engagement in the television industry in Lagos State. The study adopted a descriptive survey research design. The sample size oThe study included 480 staff members from NTA (Lagos State = 240), and collected data using a questionnaire instrument. The questionnaire were derived from the purpose of the study, research questions, and some contents of the literature review. The questionnaire was titled ‘’Assessment of the Impact of Digital Broadcasting on Interactivity and Engagement Questionnaire (AIDBIEQ). Experts at Ambrose Alli University in Ekpoma established the validity of the instruments. The reliability was also ascertained using Cronbach's alpha for internal consistency of the instrument, and that yielded a reliability index of 0.76. The data were analysed using the mean and standard deviation. Findings revealed that digital broadcasting has had an impact on the level of interactivity of the television industry and audience in Lagos State. Digital broadcasting has significantly increased the level of audience engagement in Lagos State. This implies that with digital broadcasting, the television industry will increase its interactivity and audience engagement. The study also recorded some challenges facing the digitisation of broadcasting, among which are inadequate infrastructure, a poor network, and poor infrastructure. Based on these, the following recommendations were made: the government should also work towards strengthening the capacity of the media to provide accurate and reliable information, among others.
Keywords: Broadcast Media, Digitization, Nigerian Broadcasting Code, Media Interactivity