MEDIATIZATION AND PLATFORM CONVERGENCE IN A SUBNATIONAL CONTEXT: THE EVOLUTION OF CINEMATIC AND BROADCAST CONTENT IN RIVERS STATE, NIGERIA

This study examined mediatization and platform convergence in a subnational context: the evolution of cinematic and broadcast content in Rivers State, Nigeria. The mediatization and convergence culture theories were anchored as a theoretical framework. This study adopted a pragmatism based research philosophy. Guided by this philosophy, the study employed a mixed-methods research design. The study population comprised media practitioners, content producers, and audiences involved in cinematic and broadcast media across Rivers State, Nigeria, totaling approximately 3,500 individuals, based on data from the Rivers State Ministry of Culture and Information (2026). A sample size of 350 respondents was determined using a 10 percent proportional approach recommended for subnational media studies, ensuring representativeness across professional and audience categories. Participants were selected through a purposive and stratified sampling technique, first categorizing respondents by role (producers, broadcasters, audience) and then selecting participants proportionally within each category to reflect the population structure. Data were collected using a structured questionnaire for quantitative responses and semi-structured interviews for qualitative insights. Quantitative data were analyzed using descriptive and inferential statistics, including mean and standard deviation, and correlation analysis, whereas qualitative data were subjected to thematic analysis. The findings showed that mediatization significantly influenced the production and distribution of cinematic content in Rivers State, as digital technologies and media-driven practices improved production efficiency, storytelling techniques, and expanded distribution channels through online platforms. The study concluded that mediatization has fundamentally transformed the production and distribution of cinematic content in Rivers State by integrating digital technologies and media logic into filmmaking processes, thereby enhancing efficiency, creativity, and audience reach. The study recommended that the Rivers State Ministry of Culture and Tourism and the Nigerian Film Corporation support filmmakers through funding, training, and digital infrastructure to strengthen mediatized cinematic production and distribution in Rivers State