International Journal of Sub-Saharan African Research (IJSSAR)

Background: Lokoja, the capital of Kogi State, Nigeria, is highly prone to flooding due to its proximity to the River Niger and River Benue. In response to the recurring flood incidents in the area, the Nigeria Television Authority (NTA) Lokoja introduced the environmental programme, Coast to Coast, to educate and sensitise residents on flood preparedness, prevention, and safety measures.
Objective: This study investigated the influence of the Coast to Coast programme on viewers' attitudes towards flooding in Lokoja, Kogi State.
Method: The study adopted a descriptive survey research design. A sample of 347 respondents was drawn from a population of 195,261 adult residents of Lokoja. Data were collected using a structured questionnaire that was purposively administered to the respondents. Results: The findings revealed a high level of exposure to the Coast to Coast programme among the respondents. Exposure to the programme significantly enhanced awareness of flood prevention and preparedness measures, encouraged positive attitudes towards flood risk reduction, and promoted proactive community responses to flood-related challenges.
Conclusion: The Coast to Coast programme has positively influenced viewers' attitudes towards flooding by improving environmental awareness and encouraging preventive actions. Sustained and strategically designed environmental broadcasting is therefore essential for strengthening public environmental consciousness and enhancing effective flood risk management.
Unique Contribution: Although flooding in Lokoja has attracted considerable scholarly attention, limited empirical evidence exists on the influence of the Coast to Coast programme on residents' attitudes towards flooding. This study fills that gap by providing evidence on the programme's effectiveness in enhancing public awareness, fostering positive environmental attitudes, and encouraging community-based and individual actions aimed at reducing flood risks.
Key Recommendation: Nigeria Television Authority (NTA) Lokoja should sustain and strengthen the Coast to Coast programme by incorporating more in-depth discussions, expert interviews, practical demonstrations of flood preparedness measures, and success stories from flood-prone communities to further enhance public engagement and environmental resilience.