Abstract: The research examined NTA indigenous broadcasting with a content analysis of NTA Yoruba channel on Startimes. The research was anchored on Uses and Gratifications and Social Categories Theory. Content analysis was used while coding sheets were used to collect the data. The sampling technique for this study is purposive sampling and 1st – 7th November, 2016 was the days purposeful picked which start from Tuesday and ends Monday. The broadcast hour covered were 7am to 7pm everyday of the week. The data collected were analysed using frequency and percentage tables. Findings show that a total of 22 programs were content analysed. The educative and entertainment programs dominated with 22.7% and 27% respectively. Also, both the male and female presenters were equally used as the anchor of the programs. It is also revealed that the cultural programs accounts for (86.4%) with large numbers of the programmes were aired both in the morning and evening. The research concluded that NTA Yoruba on Startimes is meeting up with the objectives for its establishment because cultural programmes dominated the contents with (86.4%) while the programs on the channels portray Yoruba race in good light. It is recommended that media managers and other stakeholders should improve and enhance the qualities of programme and equipment used in producing and distributing indigenous contents in this advanced era.

 Keywords: NTA, Indigenous Broadcasting, Content Analysis, NTA Yoruba, Startimes


Television is an audio-visual medium has the capacity to influence the attitude, behaviour, thinking and socialization of an individual from childhood to adulthood stage. The popular assertion “See is believing” makes television messages more accepted, persuasive and very influential.

Television is used for several reasons including information, education, entertainment, and persuasion. Unlike other media structures, television has the advantage of utilizing vision for mass communication. Programming remains a key instrument for attracting audience and determining the viability of a station (Koblowe and Oluchi, 2010).

Television technology is developing rapidly and impacting diverse strata of the population. It is a socializing agent as information transmitted can easily affect consumers’ worldview, perception and behaviour. It exposes people to opinions that challenge traditional ethos. Television has thus become a major source of information acquisition, companionship and a relaxation tool as it provides millions with free leisure strategies and opportunities. Koblowe, O. and Oluchi, M. (2010)

Also, advancement in technology have provided platforms for the emergency of cable television, internet, home video and others which have created influx of foreign programmes on the developing nations because information takes the downward direction i.e from Western nations to developing and underdeveloped nations which Nigeria is inclusive         

However, with the shrinking of the world into a global village through the increasing sophistication of communication technologies, the local media in developing nations are brought under fierce competition for local audience by the global media.

The local audiences especially in developing nations are transformed into a global audience who find it difficult to leave the production quality and variety of programme contents presented by cable television channels and watch local channels.

Another bottleneck or challenge is that, African leaders did not help the matter in the sense that, going by the events heralding the burial of the late South Africa leader, Nelson Mandela, preference was accorded all the Western/foreign media such as CNN, BBC, Al-Jazeera and the likes, over the local news media coming from other parts of Africa, one of which is TVC News, a PAN African station based in Lagos Nigeria (Adekanye, 2014).   

However, the emergency of satellite or the cable television has been characterized by the domination of the western or non-Nigeria contents even where exist they are not portraying Africa and Nigeria cultural heritage well and that lead to the establishment of NTA Yoruba, NTA Hausa and NTA Igbo to neutralize the scenario by promoting and sustaining cultural values, arts, believe and other socio-cultural heritage of Nigeria.

Problem Statement

The socio-cultural values and believes of Nigerians are being battered out of exist since the slavery, colonialism and even in this modern era through the influx of western contents into the country via various channels of business, communication, entertainment and others.

The cable television service that offer access to hundreds of channels on one platform is considered to be dominated by the western or non-Nigeria content even where exist they are not portraying Africa and Nigeria cultural heritage the way they are. 

Most of these foreign programmes are irrelevant to the needs of the developing nations, they convert these nations into dumping grounds and erode cultural values of Nigeria in order to make extra revenues from the foreign sales on these programmes, and this will only discourage domestic programme production in all the developing nations.

Some other problems include but not limited to inadequate policy to guard the youths towards foreign/western Tv programmes, there is an erosion of the cultural values otherwise known as cultural imperialism. The imitation of Western cultures especially the American cultures and the Nigerian youths are being brain washed.

It is as a result of this phenomenon that NTA Yoruba, NTA Hausa and NTA Igbo was established to neutralize this be promoting and sustaining cultural heritage of Nigeria.

It is against this background that the study content analysis NTA Yoruba channel On Startimes with the view to know the extent it has gone in achieve the establishing objectives and the need to recommend areas that need improvement.

Objectives of the Study

  1. To examine the nature of the programmes broadcast on Startimes NTA Yoruba.
  2. To examine the duration of each programme broadcast on Startimes NTA Yoruba.

Research Questions 

  1. What is the nature of the programmes broadcast on Startimes NTA Yoruba?
  2. What is the duration of each programme broadcast on Startimes NTA Yoruba?


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