Pages: (83-104 )
Abstract
This study explored the influence of AI adoption on content quality and production efficiency among television programme producers in Lagos State, Nigeria. It addressed the need to understand how AI adoption affects content quality and production efficiency in the Nigerian media industry, where technological advancements are rapidly changing production processes. The study population comprised 260 producers across 13 purposively selected television stations, with total enumeration used for sampling. Data were collected using a self-structured questionnaire and analyzed using descriptive statistics. Hypothesis testing was done at a 0.05 significance level. Findings revealed a moderately high level (x̅ = 3.17, SD = 0.63) of AI adoption among television producers, highlighting its growing integration in content creation and production workflows. Producers exhibited a generally positive attitude (x̅ = 3.05, SD = 0.76) toward AI, recognizing its potential to enhance creativity, efficiency, and personalisation. In addition, artificial intelligence (AI) adoption positively impacts (x̅ = 3.14, SD = 0.70) content quality and moderately (x̅ = 3.14, SD = 0.72) enhances production efficiency. The study concluded that AI is becoming an essential component in media production in Lagos, contributing positively to content quality and workflow efficiency. However, full-scale integration is hindered by technical, infrastructural, and organizational challenges. This study recommends that TV stations develop clear ethical and policy frameworks to provide targeted training that builds AI literacy and skills.