THE ADVENT OF DIGITAL BROADCASTING,THE PROSPECTS AND CHALLENGES FOR THE NORTHERN NIGERIAN MASS MEDIA: A STUDY OF SELECTED MEDIA ORGANISATIONS IN KADUNA STATE

THE ADVENT OF DIGITAL BROADCASTING,THE PROSPECTS AND CHALLENGES FOR THE NORTHERN NIGERIAN MASS MEDIA: A STUDY OF SELECTED MEDIA ORGANISATIONS IN KADUNA STATE

ABSTRACT
This study titled: The advent of Digital broadcasting, The Prospects and Challenges for the Northern Nigeria Mass Media: A study of selected Media Organisations in Kaduna State set out to look into the issues surrounding the migration to digital broadcast most especially the prospects and challenges for the Broadcast media in Northern Nigeria. A vivid background to the study entailed the journey of the broadcast media through time to this present era and the nature of transformation so experienced so far and how these transformations has affected the media organizations and their audiences. This helped in buttressing the views of the proponents of both the Mediamophosis theory and the Diffusion of Innovation theory, which served as the theoretical frame guiding the study. A qualitative survey method was adopted to further investigate the issues. a population of media entrepreneurs, top functionaries and engineering staff was highlighted and a sample of twelve persons was drawn from those in Kaduna, using purposive sampling method. Interviews were conducted and the responses were thematically analyzed to arrive at a conclusion that those saddled with the responsibility of carrying the news of the Transition to the Masses are yet to achieve this mission and the major challenge of the transition is the financial implication on the stations and the masses. It was recommended that Government and her agencies should open up a support grant for media organisations to help those that can ’ t shoulder the financial burdens of the migration and the cost of Set top boxes should be regulated to help the masses.