Abstract

ABSTRACT

Background: Digital transformation has transformed the nature of broadcasting all over the world by re-established the routines of production, content delivery mechanisms and modes of audience engagement patterns. The adoption of digital technologies in the broadcasts is still a lopsided affair in the Nigerian media space, with organisational culture and the lack of capacity being the frequent limiting factor. This paper analyses the role of creativity in mediating the connection between adoption of digital technology and programme innovation with the Nigerian Television Authority Lagos as a case study. It questions how much creative practices can benefit digital production processes and what organisational conditions can support successful implementation of digital application in broadcasting.

Method: The study used a descriptive research design. The information has been gathered using the structured questionnaires which involved 120 professional staff directly engaged in programme production and digital operations. The responses were summarised using descriptive statistics such as frequency distribution, percentages, means scores and standard deviations. To test the hypothesised relationships at level of significance, Pearson Product Moment Correlation analysis was done at 0.05 level of significance.

Results: The results show that the element of creativity is largely entrenched in the utilization of digital technologies in production of broadcast, as all the indicators measured are above the cut off mean. There was a positive significant relationship between programme innovation and creative digital utilisation. Besides, organisational conditions, including managerial support, access to digital infrastructure, staff training, and working culture are essential and greatly contribute to the efficiency of creative digital practice. The paper finds that digital transformation of broadcasting produces the best results where technology uptake is supported by strategic and purposeful creative measures and favourable organisational structures. It suggests long-term investment in the digital capacity building and institutional support system to make it more innovative and stay competitive in the changing media landscape.

Keywords: Creativity, Digital Technology, Broadcasting Practice, Programme Innovation, Public Service Broadcasting