International Journal of Sub-Saharan African Research (IJSSAR)

Background: The birth of Artificial Intelligence (AI) in contemporary broadcasting has gained serious attention among broadcasters and communication researchers. One of the chief purposes of speed and wide studies on AI could be viewed as a way of developing full and comprehensive knowledge on the nature, components, workings, benefits and risks involved in its usage. However, broadcast media are among the viable avenues for the AI to excel but the issue of local content broadcasting seemed to pose some challenges. It was imperative for this study to unveil the functional circumstances and relationships between AI and local content in today’s business of broadcasting.
Objective: This study investigated the knowledge and uses of Artificial Intelligence on local content broadcasting in South East Nigeria.
Method: The study employed survey research design and utilized purposive sampling to select a sample size of three hundred and eighty four (384) broadcasters in the various government and private broadcast media stations in South East Nigeria.
Result: Findings revealed that majority of the broadcasters had good knowledge of AI, knew AI related uses or purposes in broadcasting but had low application ability to it due to lack of technical know-how, cost of AT appliances and unknown consequences.
Conclusion: The study concluded that AI has come to stay in broadcasting but requires technology know-how and confidence of the broadcasters. There is need for well articulated and system-oriented regulatory measures to be set up to guide and secure AI machine, broadcast media management image and standard broadcasters’ performance.
Unique Contribution: Artificial Intelligence usage or application on local content broadcasting in Nigeria especially in the South Eastern region of Nigeria is very low due to the nature and packaging of local content news and programmes, practical experience and skeptical cum risky factors associated with AI. With this report, future research, library and policy documents are made possible for further studies
Key Recommendation: The study recommends among other things that the broadcast media workers or operators should embrace AI through education and sensitization, master it and apply it to enhance their service delivery in this jet age of digitalization in the broadcast media. The government and communication professionals should collectively development Artificial Intelligence User Guide on Local Content Broadcasting for effective, objective, truthful, ethical and legal service delivery in broadcasting in South Eastern part of Nigeria