For decades, television occupied a sacred position in the Nigerian home. It was the gathering point of the family, the storyteller, the entertainer, the educator and, for many brands, the most powerful advertising medium available. In a nation blessed with a huge and youthful population, television once enjoyed unquestionable dominance.
From the era of NTA’s nationwide reach to the emergence of privately owned stations and satellite television, the television screen shaped culture, politics, sports, entertainment and consumer behaviour.
Today, however, there is a growing debate within media, advertising and marketing circles. Is television gradually dying in Nigeria?
Nigeria’s population continues to grow rapidly, yet the influence of television appears to be shrinking. While millions of Nigerians still own television sets, actual viewing time is increasingly being challenged by the rise of smartphones, social media platforms, streaming services and short-form video content.
One of the major factors accelerating this shift is
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