NTV

This study examined the intersection of digital communication and modern-day journalism practice within the National Television Authority (NTA) and Independent Television (ITV) broadcast stations in Benin City, Nigeria. The research sought to understand the extent to which these organizations have adopted digital communication tools, assess the impact of digital communication on their journalistic practices, identify the challenges they face in integrating digital elements, and ascertain the audience responses and engagement with the implemented digital communication initiatives. The descriptive survey research design was adopted for this study and survey was the research instrument. Findings of the Study include that NTA and ITV have made progress in adopting and utilizing various digital communication tools and platforms, such as social media, online news portals, and multimedia content. More so, the the implementation of digital communication channels has influenced the way the audience engages with and responds to the news offerings from NTA and ITV. It was recommended that NTA and ITV management should conduct a comprehensive audit of the organizations' current digital communication capabilities and infrastructure to identify areas for improvement. This should Involve evaluating the adoption and utilization of various digital tools and platforms across the newsrooms, and developing a strategic plan to enhance the integration of digital communication into core journalistic workflows.