An Assessment of TV Consumers’ Awareness of Digital Migration Process in Enugu Metropolis

Abstract

This research assessed the level of awareness of digital migration process among TV consumers in Enugu metropolis. The study drew on the theoretical insights of Diffusion of Innovation theory to explain the diffusion path of digital migration process. The study adopted survey method employing questionnaire to collect data from respondents. Using multi-stage sampling technique, the research was guided by three research objectives and research questions respectively. The study found low level of awareness of digital migration process among residents of Enugu metropolis. Discontented with the current TV viewing experience, the respondents showed favourable disposition to digital migration and expressed willingness to explore new TV viewing experience it presents. The research established the viability potentials for the adoption of digital broadcasting among residents of Enugu metropolis as respondents acknowledged that favourable testimonial on impressive functioning of digital broadcasting from a reliable source would further encourage them to embrace the technology. Given the centrality of awareness to the diffusion process, this paper recommended well-designed sensitisation campaigns to educate Nigerians on digital migration process for a successful digital roll-out.

Keywords: digitisation. analogue. broadcasting. TV. switch-over. Nigeria.