Knowledge and Adoption of Local Content Development in Nigeria's Pay Subscription TV Industry

Background: The proliferation of global television has led to a significant disruption of local content viewing patterns, especially on Pay subscription television, posing several challenges to the objectives of the local media industry. This led to the Nigerian Broadcasting Code being reviewed in 2020 to emphasize local content. In spite of the code, the role of TV producers is indisputable in the development and adoption of local content. Their knowledge and attitudes towards local content determines its adoption. Objective: This study investigates the knowledge and adoption of local content development among local content producer on pay subscription TV in Nigeria. Method: The study employed survey research design and utilized purposive sampling to select a sample size of one hundred content producers in the Pay subscription Tv industry. Result: Findings indicate that local content production and distribution is a regular activity, with market demand and cultural relevance being the primary drivers of its adoption. Conclusion: The study concludes that there is a very good level of knowledge and adoption of local content development among Pay subscription TV producers and providers in Nigeria. However, this progress is hindered by several challenges, including limited funding opportunities, inadequate technical expertise, insufficient infrastructure, and a knowledge gap regarding the industry's compliance with the stipulated 20% local content provision. Unique Contribution: In the absence of any empirical evidence from the National Broadcasting Commission (NBC), to prove the level of knowledge and adoption of local content on the pay subscription platforms, this research offers insight into the level of compliance with the mandated 20% prime-time target for local content on pay subscription TV. Key Recommendation: The study recommends among other things that the Federal Government of Nigeria should actively fund the Local Content Development Fund, which is managed by the National Broadcasting Commission (NBC), to support the growth of the local content industry.