Study of Television Viewing Habits and Cultural Identity Among Youths in Enugu State

Television content, particularly foreign entertainment programming, has been implicated in the erosion of indigenous cultural identity among Nigerian youth, yet the specific patterns and dynamics of this relationship have not been adequately examined in the South East context. This study examined the television viewing habits of youths and their relationship with cultural identity in Enugu metropolis. A descriptive survey was conducted among 250 secondary school and university students aged 15 to 30, selected through stratified sampling from five institutions in Enugu North, Enugu South, and Enugu East LGAs. A structured questionnaire assessed daily viewing hours, programme preferences, sources of television content, and a validated 18-item Cultural Identity Scale measuring attachment to Igbo language, values, and practices. Results showed that 67.2 percent of respondents watched more foreign content (predominantly American series and Nollywood productions) than indigenous Igbo-language programming. Cultural identity scores were significantly lower among heavy foreign content viewers (above four hours daily) compared to light viewers (p < 0.01). Nollywood content, despite being largely produced in English, was associated with moderate cultural identity preservation. Respondents who watched Igbo-language programmes daily scored highest on cultural identity measures. The study concludes that television content consumption patterns among Enugu youth present a moderate but measurable risk to Igbo cultural identity, and recommends increased production and promotion of high-quality Igbo-language television content by Anambra Broadcasting Service and allied producers. Keywords: television viewing, cultural identity, Igbo youth, media consumption, Enugu State