Vol. 14(1), pp. 1-11. , September 2026.

ISSN: 2384-6151

https://doi.org/10.14662/ijebm2026050

 

 

Full Length Research

 

Economic Downturn and the Challenges of Broadcasting: An assessment of Nigeria’s Broadcast Industry

 

Kelly Odaro-Ekhaguebor, Otono Momodu and Afam Patrick Anikwe

 

Department of Mass Communication, Auchi Polytechnic, Auchi, Nigeria.  

Corresponding author email: kelevision2015@gmail.com  

 

 

Accepted 20 August 2026

Abstract

 

The broadcasting industry in Nigeria occupies a strategic position in information dissemination, cultural transmission, and national development. However, the current era of economic downturn has exposed the sector to unprecedented challenges that threaten its sustainability and relevance. This study examines the multifaceted difficulties facing broadcasting in Nigeria, with emphasis on rising operational costs, declining advertising revenue, infrastructural inadequacies, and the struggle to maintain quality content. Using secondary data, the paper assesses how economic hardship has constrained both public and private broadcasters in fulfilling their mandate, thus, taking a toll on staffers, content and revenue generation. The analysis further highlights the impact of foreign exchange volatility, energy crises, and technological demands on broadcast operations. The study concluded that while the downturn poses serious risks to the sector, opportunities exist in in novative content strategies, digital migration, and regulatory reforms that could reposition Nigerian broadcasting for resilience and growth.

 

Keywords: Broadcasting Industry, Economic downturn, Nigeria, Advertising revenue, and Consequences.

 

Cite This Article As: Odaro-Ekhaguebo, K., Momodu, O., Anikwe, AP (2026). Economic Downturn and the Challenges of Broadcasting: An assessment of Nigeria’s Broadcast Industry. Inter. J. Econ. Bus. Manage. Vol. 14(3), pp. 52-61.