Influence of Broadcast Digitization on Subscription of Dstv and Gotv Among Cable Users in Anyigba

Digitization of broadcasting, is an innovation that has changed the way television is broadcasting as well as the satisfaction derived by viewers. Based on this, this study sought to assess what users know about digitized broadcasting, how its adoption by DStv and GOTV stations has affected viewers' subscription behaviour and the challenges that limit its adoption across Nigeria. The study was based on the assumptions of the Technology Determinism theory and the Technological Acceptance Model (TAM). The survey method was adopted for this study, using a sample size of 384 drawn from a population of 135,809 residents of Anyigba, with the aid of the Australian Calculator as sample size determination. Data were collected using a structured Likert scale questionnaire and analyzed using simple percentages, mean averages and standard deviations. The findings of the study show that Anyigba residents have a low awareness of broadcast digitization as they do not understand what it is, though their responses show that they have experienced its benefits. Findings also show that poor - knowledge of digitization among cable TV users, poor attention to it by the government, lack of moder facilities required for digital broadcasting, lack of media workers with required technical know-how are the limitations to adoption of digitization in Nigeria. Based on these, it was recommended that government and relevant communication bodies should organize campaigns education television users on digitization. Also, training on trends in broadcasting should be organized for media workers; and government should reduce tax on the importation of digital equipment-as well as sanction stations who fail to adopt digitization. The study concluded that progress in digitization across the country depends on these challenges being resolved.