MAINSTREAM TELEVISION STATIONS ADOPTION OF SOCIAL MEDIA AND AUDIENCE ENGAGEMENT IN NIGERIA

This study investigated mainstream television adoption of social media platforms and audience engagement to determine the level of audience engagement, motivation for engagement, and challenges associated with audience engagement with TV stations on their digital platforms. The study focuses on Channels TV and the Nigeria Television Authority (NTA). A survey research method was adopted, and the population of the study was viewers of Channels TV and NTA in the Federal Capital Territory (FCT) metropolis. Using purposive sampling, data were collected from a valid sample of 331 respondents through a questionnaire and analyzed using descriptive and inferential statistical tools. The study found a moderate level of audience engagement on the digital platforms of the TV outlets. The study further revealed that the audience is motivated to engage with the stations via social media platforms based on their desire to stay updated and the convenience and interactivity offered by digital platforms. However, the study revealed that issues of slow loading times, low video streaming quality, high data consumption, and outdated content were the major challenges impeding audience engagement with Television outlets via the social media platform. The study recommends that TV stations should prioritize the production of high-quality content on their digital platforms and ensure regular updates of information and interactivity on their platforms.