| Abstract: |
The credibility of broadcast news content has increasingly come under scrutiny in Nigeria, particularly as both public and private media organizations face economic pressures that influence editorial choices. This study compares how commercialization affects viewer trust in Nigeria's public broadcaster, the Nigerian Television Authority (NTA), and private broadcaster, Africa Independent Television (AIT). Using a mixed-methods approach, the study administered questionnaire to 300 respondents and conducted 10 in-depth interviews across Lagos and Abuja to gauge perceptions of trustworthiness, objectivity, and influence of paid content. Findings suggested that while viewers of both NTA and AIT recognize the intrusion of commercial interests into news production, trust in content credibility is relatively higher for NTA, largely due to its national mandate and perceived editorial restraint. AIT, on the other hand, was seen as more susceptible to advertiser influence, impacting perceptions of impartiality. However, viewers also identified political bias and insufficient investigative reporting as issues affecting both stations. This research contributes to broader discussions on media independence and the ethics of commercial influence in developing democracies. It recommended policy reforms that separate advertising from editorial departments and promote public accountability mechanisms in media houses. The study further advocated or capacity building in ethical journalism to safeguard audience trust in an increasingly competitive media landscape. |
