Abstract

The viewing patterns of Global Television in Nigeria seem to have undermined the objectives of local media content in the Nigerian media industry. This paper was designed to examine the factors that indicate that global television affect the development of Nigeria’s local content and why most Nigerians prefer to watch global television programmes at the expense of local television programmes even in the wake of assumed improved local contents in the Nigerian media. The study adopted observational and quantitative methods of acquiring data on reasons why most residents in Nigeria prefer to view foreign programmes and how television viewing of global contents from the foreign stations has affected the development of local media content. The questionnaire was the instrument adopted for eliciting data from primary sources who are television viewers in Nigeria. This study proposed and distributed 300 but recovered 267 copies of the ‘Global Television versus Local Television Viewing’ questionnaire to randomly selected members of the population in Calabar, Cross River State. A review of secondary sources including books and articles on television viewing in Nigeria was carried out. The quantitative data was analysed using simple tables and percentages. Findings revealed that a significant number of Nigerians prefer to watch global television programmes because of their intrinsic interest and creative nature including the educational, informational and entertainment value advantage of the programmes over their local counterparts. The study recommends that the states and federal governments in Nigeria should inject more funds into revitalization of local television stations and should employ more experienced and retrain old television staff in their respective television stations in order to improve on the quality and patronage of local content in the Nigerian media.