ACHIEVING MEDIA VIABILITY THROUGH DIGITAL TRANSFORMATION IN NIGERIA'S DEPRESSED ECONOMY: A STUDY OF SELECT GOVERNMENT OWNED TELEVISION STATIONS IN SOUTHEAST NIGERIA

This study was on the effect digital transformation has on the viability of Television stations in Nigeria. The objectives were to: ascertain effects of digital media platforms on TV stations; determine the implications of digital transformation on viability of television stations; identify the impediments to TV stations digital transformation in southeast Nigeria and ways it could be self-sustaining, as they face stiff competition with the digital media platforms and irregular subvention from government. The study was anchored on the Disruptive Innovation theory and adopted survey design. A sample size of 315 was drawn using the Taro Yamane method. Findings showed that digital media platforms have adverse effect on viability of television stations; digital transformation boosts viability of television stations; lack of funding is a major impediment to television stations digital transformation in southeast Nigeria; and complementing traditional advertising with digital media advertising helps make television stations self-sustaining. Recommendations were that television stations should show visibility in the internet; Government should encourage TV stations to embrace digitalisation and digital transformation; Government should adequately fund the procurement of modern technological equipment needed for digitalization of their operations; and TV stations should engage be a multi-channel advertising as well as enhancing their broadcast value chain, especially rich contents that can attract and sustain viewership