Impact of Technology on Journalism and Audience Engagement: a Study of Nigerian Television Authority Ado-Ekiti.

Student: GOD'SGRACE AYOMIDE KAYODE (Project, 2025)
Department of Mass Communication
Bamidele Olumilua University of Edu. Science and Tech. Ikere Ekiti, Ekiti State

Abstract

This study examines the impact of technology on journalism and audience engagement, with specific focus on NTA Ado-Ekiti. The rapid evolution of digital tools and platforms has significantly transformed the practice of journalism, influencing how news is produced, distributed and consumed. Employing a mixed method approach the study analyse data collected through survey and interviews to assess how NTA Ado-Ekiti has adapted to these technological changes. Findings reveal that digital technologies have enhanced audience reach and interaction while simultaneously posing challenges such as competition from online news platforms and the need for continuous skill upgrades among journalists. The study highlights the dual role of technology as a disruptor and enabler in the field of journalism. It concludes by recommending strategic adoption of emerging technologies and audiences centric approaches to ensure sustainable growth and relevance in the digital age. This research contributes to understanding how traditional media organisations can leverage technology to improve audience engagement and maintain their competitive edge.

Keywords
Technology Journalism Audience Engagement NTA Ado-Ekiti Digital Transformation News Production Media Innovation Audience Interaction Traditional Media Nigeria Television Authority
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