Integration of Artificial Intelligence and Performance of Broadcasting Companies in Nigeria
Keywords:
artificial intelligence; broadcasting; performance; digital innovation; Nigeria
Abstract
This conceptual paper examines how Artificial Intelligence (AI) integration influences the operational, audience, and economic performance of broadcasting organizations in Nigeria. Drawing on recent scholarly and industry insights, the paper explores AI-driven tools such as automated editing, audience analytics, and content personalization. Findings suggest that while AI enhances productivity and viewer engagement, adoption remains constrained by financial limitations, return on investment uncertainties, infrastructural deficits, skills gaps, and ethical concerns. The study concludes that sustainable integration requires investment in capacity building, localized AI development, and robust digital policies.
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References
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Appropriation of Artificial Intelligence in Broadcast Media Production in Kenya: Opportunities and Concerns" (2024) by Paul Muya, Journal of the Kenya National Commission for UNESCO
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The Future of Broadcasting in Africa: Trends, Challenges, and Opportunities" (African Broadcasting Union, 2020)
Vitalis, P. O., Aondover, E. M., Ogunbola, O., Onyejelem, T. E., & Ridwan, M. (2025). Accessing Digital Divide and Implications in Nigeria: The Media Dimension. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 1-12.
Zhang, Y., Chen, H., & Lee, C. (2020). AI-powered content personalization in digital media. Journal of Media Innovations, 7(2), 55-70.
AI and the Transformation of Media – Africa Readiness Survey 2025 by Broadcast Media Africa (2025)
AI-Powered Broadcasting: A New Era for African Media" ( PwC, 2022)
Airaoje, O. K., Akintayo, A. O., Adewale, O. C., & Obada, A. A. (2025). Community Awareness and Government Response to Cholera Outbreaks in Borno State. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(2), 184-201.
Airaoje, O. K., Akintayo, A. O., Obada, A. A., & Uchendu, C. E. (2025). Maternal Health Status in Dikwa Local Government Area of Borno State, Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 12(1), 62-79.
Airaoje, O. K., Falobi, F., Uchendu, C. E., Akintayo, A. O., & Obada, A. A. (2025). Factors Influencing Malnutrition among Children under Five in Dikwa: An Analysis of Diet, Health, and Socioeconomic Conditions. Budapest International Research in Exact Sciences (BirEx) Journal, 7(2), 131-148.
Akintayo, A. O., & Ajayi, P. T. (2024). Impact Of Radio Agricultural Programmes On Food Insecurity In Nigeria: A Study Of Selected Radio Stations In Ondo State. International Journal of Law, Politics and Humanities Research.
Akintayo, A. O., Awofadeju, P. O., & Afolabi, J. A. (2024). Social Perception of Ritual Contents in Nollywood Movies: A Study Of Undergraduate Students of Federal University Oye-Ekiti. Journal Of Arts and Sociological Research.
Aondover, E. M., Aondover, P. O., & Maiwada, A. A. (2025). Reconfiguration of Media Communication in the Age of AI and Inequality. Feedback International Journal of Communication, 2(3), 194-204.
Aondover, E. M., Maradun, L. U., & Yar’Adua, S. M. (2022). Mediatization of the net and internetization of the print media in Northern Nigeria. Unisia, 40(2), 335-356.
Aondover, E. M., Oyeleye, S. A., & Aliyu, M. A. (2023). New World Information and Communication Order and its changing role in Nigerian Television Authority (NTA) Kano. Unisia, 41(1).
Aondover, P. O., Aondover, E. M., & Babele, A. M. (2022). Two nations, same technology, different outcomes: Analysis of technology application in Africa and America. Journal of Educational Research and Review, 1(1), 001-008.
Appropriation of Artificial Intelligence in Broadcast Media Production in Kenya: Opportunities and Concerns" (2024) by Paul Muya, Journal of the Kenya National Commission for UNESCO
Artificial Intelligence in Africa" by Majesty Akpara (2025)
Artificial Intelligence in Broadcasting: A Review of the Current State and Future Directions" (Journal of Broadcasting and Electronic Media, 2022)
BBC. (2023, March 8). BBC News explores AI voiceovers to boost accessibility. BBC News. https://www.bbc.com/news/technology-64891230
Capacity Building for AI Adoption in African Broadcasting" ( UNESCO, 2020)
CGI. (2023, June 22). SABC completes nationwide digital upgrade with CGI’s dira! radio solutions.https://www.cgi.com/en/media-solutions/sabc-completes-nationwide-digital-upgrade-cgi-dira-radio-solutions
Gandomi, A., & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International Journal of Information Management, 35(2), 137-144.
Hargittai, E., & Waldfogel, J. (2020). The impact of automation on journalism: A dual perspective.Digital Journalism, 8(5), 610-629.
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
ITWeb. (2023, August 8). DSTV Stream gets personal with AI metadata. https://www.itweb.co.za/article/itweb-tv-dstv-stream-gets-personal-with-ai-metadata/KPNG878NEldq4mwD
Jivox. (2023). MultiChoice uses AI to revolutionize content creation and delivery of marketing.https://jivox.com/case-studies/multichoice-uses-ai-to-revolutionize-content-creation-and-delivery-of-marketing/
Katz, E., Blumler, J.G., & Gurevitch, M. (2020). Uses and gratifications research. In J. Bryant & M. Oliver (Eds.), Media Effects: Advances in Theory and Research (pp. 19-34).
Kumar, V., Dixit, A., Javalgi, R., & Dass, M. (2019). AI in media and entertainment: Transformations and challenges. Journal of Business Research, 100, 366-373.
Lee, J., & Suh, A. (2018). Artificial Intelligence in broadcasting: Impact on audience engagement and revenue growth. Media Economics Journal, 14(3), 210-226.
Lee, S., & Suh, Y. (2018). Artificial intelligence in broadcasting: Current status and future directions. Broadcasting & Media Magazine, 23(1), 4-17.
Maikaba, B., & Msughter, A. E. (2019). Digital Media and Cultural Globalisation: The Fate of African Value System. Humanities and Social Sciences, 12(1), 214-220.
Mhlanga, O., & Moloi, T. (2021). Artificial intelligence and the future of media in Africa. African Journal of Information and Communication Technology, 18(1), 45-62.
Moropefoluwa, O. J., Aondover, E. M., & Falobi, F. (2024). Assessment of broadcast media in mobilizing women for political participation in lagos state. Journal of Policy and Society, 2(1), 1511-1511.
Noble, S. U. (2018). Algorithms of Oppression: How Search Engines Reinforce Racism. NYU Press.
Obiora, A.V., & Adikuru, C.C. (2024b). Intervention communication strategy: Boosting fight against drug abuse among Nigerian youth through artificial intelligence generated memes on social media. Advance Journal of Arts, Humanities and Social Sciences, Volume: 7(4), 5772.https://aspjournals.org/ajahss/index.php/ajahss/article/view/112
Onyejelem, T. E., & Aondover, E. M. (2024a). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation. Journalism, 14(3), 189-204.
Onyejelem, T. E., & Aondover, E. M. (2024b). Digital Generative Multimedia Tool Theory (DGMTT): A Theoretical Postulation in the Era of Artificial Intelligence. Adv Mach Lear Art Inte, 5(2), 01-09.
Shadrach, Idi & Adikuru C. C. (2023). Assessment of Adoption and Practice of Citizen Journalism Among Women in North-East Nigeria. Gender and Society, Journal of Centre for Gender and Women Studies, Alex Ekwueme Federal University Ndufu Alike (AE-FUNAI). Vol. 1 Pp 28-41.
TechCabal. (2015, March 18). This is what IROKOtv’s new download feature tells us about Africans’ viewing behaviour. https://techcabal.com/2015/03/18/this-is-what-irokotvs-new-download-feature-tells-us-about-africans-viewing-behaviour
The Future of Broadcasting in Africa: Trends, Challenges, and Opportunities" (African Broadcasting Union, 2020)
Vitalis, P. O., Aondover, E. M., Ogunbola, O., Onyejelem, T. E., & Ridwan, M. (2025). Accessing Digital Divide and Implications in Nigeria: The Media Dimension. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 1-12.
Zhang, Y., Chen, H., & Lee, C. (2020). AI-powered content personalization in digital media. Journal of Media Innovations, 7(2), 55-70.
Published
2026-01-28
How to Cite
Akintayo, A. O., Olugbenga Charles Adewale, Msughter Tsenongo, & Mobolaji Grace Akintaro. (2026). Integration of Artificial Intelligence and Performance of Broadcasting Companies in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(1), 1-9. Retrieved from https://biarjournal.com/index.php/biohs/article/view/1413
Section
Articles
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