EDUCATIONAL BROADCASTING: PREPAREDNESS, CHALLENGES, AND PROSPECTS OF EBBC TELEVISION

Abstract

This study examined the preparedness, challenges, benefits, and prospects ofeducational broadcasting in Nigeria within the context of 21st-century technological andsocio-economic realities, using the Ebonyi Broadcasting Corporation (EBBC) as a case study.Anchored on the Diffusion of Innovation (DOI) theory, the study adopted a mixed-methodsapproach involving a survey of 385 respondents and interviews with key personnel across EBBCdepartments. The central argument advanced in this study is that although EBBC recognizes theimportance of educational broadcasting, its current level of preparedness reflected in itsinfrastructure, manpower, funding, and digital adaptation, is insufficient to deliver effective,accessible, and competitive educational programming. Findings revealed persistent structural andoperational challenges, including inadequate manpower, insufficient funding, limited publicawareness, and technological constraints that undermine the effectiveness and reach of educationalbroadcasting. While respondents acknowledged the relevance and potential value of EBBC’seducational programs, issues of accessibility, audience penetration, and content effectivenessremain significant. The study contributes to scholarship by providing one of the mostcomprehensive empirical assessments of a state-owned broadcaster’s readiness for educationalbroadcasting in Nigeria, applying DOI theory to explain adoption barriers, and proposing actionablepathways for digital transformation, policy alignment, and capacity development. It recommendsincreased investment in digital infrastructure, enhanced collaboration with educational institutions,improved content development strategies, and targeted digital literacy initiatives. Strengtheningthese areas will enhance the reach, quality, and impact of educational broadcasting in Nigeria,thereby contributing to national educational development.