| Abstract: |
This study assessed the challenges posed by new media technologies to
broadcasting in Nigeria, with particular reference to Alheri Radio, Zaria and Queen
FM, Zaria. The study was guided by three objectives: to examine the influence of
new media technologies on broadcasting activities, to identify the challenges new
media technologies posed to traditional radio stations and to find-out the strategies
adopted by the selected radio stations to cope with these challenges. The study was
anchored on Technological Determinism Theory. A Census Research Design was
adopted involving the entire population of 41 staff members from Alheri Radio,
Zaria and Queen FM, Zaria. The findings revealed that new media technologies have
significantly improved broadcasting activities through enhanced audience
engagement, faster dissemination of information, improved content delivery, and
greater operational efficiency. The study also discovered that the major challenges
confronting traditional radio stations include migration of audiences to online
platforms, high cost of adopting digital technologies, inadequate technical skills,
and poor internet connectivity. Furthermore, the findings showed that the stations
have adopted various strategies to remain competitive, including social media
engagement, online streaming services, ICT training for staff, content innovation,
and the integration of digital production tools into their broadcasting operations.
The study concluded that although new media technologies have transformed broadcasting and improved service delivery, they have also intensified competition
and reduced the relevance of conventional radio broadcasting. The study
recommended that broadcasting organizations should invest more in digital
infrastructure, provide continuous ICT training for staff, strengthen their online
presence through social media and streaming platforms, and develop innovative
content capable of attracting and retaining audiences in the digital era. |
