Advertising as a Survival Strategy for Broadcast Media in Developing Economies: Evidence from Nigeria Television Authority (NTA), Port Harcourt

Broadcast media organisations in developing economies face severe financial challenges arising from declining government subventions, technological disruptions, and economic instability. Advertising remains a critical alternative revenue source for sustaining media operations. This study examines advertising as a survival strategy for broadcast media organisations, with empirical evidence drawn from the Nigeria Television Authority (NTA), Port Harcourt. Using a survey research design, data were collected from 150 staff members of the organisation through structured questionnaire. Findings reveal that advertising constitutes a major revenue source for broadcast media sustainability, enhances programme quality, and supports organisational continuity during economic distress. The study also establishes that effective marketing strategies and audience expansion significantly attract advertising patronage. Anchored on the Mediation of Reality Theory and the Shifting Loyalties Theory, the paper concludes that advertising remains indispensable for broadcast media survival in developing economies and recommends diversification of advertising strategies and investment in quality programming to enhance revenue generation.