Evaluation of Television Coverage of Agricultural News in the North West Nigeria

This study evaluates the extent, framing, and quality of agricultural news coverage on selected television stations in North West Nigeria, assessing the role of broadcast media in promoting agricultural development. Agriculture employs the majority of the North West's rural population and is central to the region's food security, yet media coverage of agricultural issues is often limited, superficial, or absent from mainstream broadcasting schedules. This study uses a content analysis methodology applied to prime-time programming and news broadcasts of Kano State Television, Arewa 24, and NTA Sokoto over a three-month period. A coding scheme assesses agricultural story frequency, duration, topic focus, information depth, source diversity, and production quality. A supplementary survey of 180 rural farmers in Kano and Kebbi States assesses media exposure and perceived utility of agricultural programming. Findings reveal that agricultural stories account for only 8 percent of total news airtime across the three stations, with stories predominantly focused on government interventions and ministerial visits rather than practical farming information. Less than 12 percent of agricultural stories feature voices of smallholder farmers as primary sources. Rural farmers report that radio programmes are significantly more accessible and useful than television for agricultural information. The study concludes that television coverage of agriculture in North West Nigeria is inadequate in volume and quality. It recommends dedicated agricultural programming slots, farmer-centred storytelling approaches, and partnerships between broadcasters and agricultural extension services.

Keywords: television coverage, agricultural news, North West Nigeria, content analysis, rural communication.