ABSTRACT

This research investigates the impact of NTA sports programs on sports development in Nigeria. The primary objectives encompass evaluating the scope of sporting event coverage by the Nigerian Television Authority (NTA) in Benin City, identifying prevalent sporting activities covered, and analyzing the implications of NTA's sports coverage on the broader sports landscape in Nigeria. The study adopts the framing theory as the conceptual framework, employing a survey as the chosen research methodology. Findings underscore NTA, Benin City's consistent coverage of sports stories, with a distinct emphasis on football. However, a noteworthy observation is the dominance of foreign sports stories and athletes over their indigenous counterparts in NTA's coverage. Football emerges as the most extensively covered sport on NTA, Benin City. In light of these findings, recommendations are proposed to enhance the impact of NTA's sports coverage. It is advised that NTA, Benin City, allocates increased airtime specifically to the coverage of indigenous sports and athletes, fostering a balance that promotes local sporting interests. This strategic emphasis on indigenous sports coverage is envisioned as instrumental in cultivating heightened interest and investment in sports within Nigeria. Furthermore, the study advocates for government intervention to stimulate greater media coverage of sports. This can be facilitated through liberalizing the media landscape, encouraging increased private investment, and fostering the establishment of sports-specialized media entities in Nigeria. Such initiatives are envisioned as pivotal in advancing sports development in the country. In conclusion, this research contributes valuable insights into optimizing the impact of NTA sports programs on sports development in Nigeria. By prioritizing indigenous sports coverage and fostering a conducive media environment, the study envisions a future where sports in Nigeria flourish, capturing the attention and participation of a broader local audience.