Digital Transformation from Conventional Media to Digital Media in Jordanian TV

The transition from conventional to digital media in Jordan presents significant challenges, particularly for Jordanian television channels. This study examines the factors contributing to the reluctance of Jordanian television to adopt digital media technology. The research employs the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework, utilizing a methodical approach that involves qualitative interviews with industry professionals and quantitative surveys targeting media practitioners. The study identifies key obstacles, including inadequate government support, financial constraints, and resistance to digital transformation within media institutions. Findings indicate that while digital transformation enhances operational efficiency and audience engagement, Jordanian television faces challenges in infrastructure development, workforce upskilling, and regulatory constraints. The study underscores the necessity for strategic policy interventions to facilitate the digital transition. These findings contribute to understanding the media landscape in Jordan and offer recommendations for fostering a more adaptive and sustainable media industry.