ABSTRACT

The research investigates the contribution of African Independent Television (AIT) in promoting youth popular culture. To this end the objectives of the study were to assess the role of AIT in repackaging Africa’s rich cultural Heritage to attract youths, determine the contribution of AIT in enhancing Nigeria values among youths, appraise the role of AIT in promoting popular trend among youths. The research questions that guided the study were what are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? What role does AIT play in repackaging Africa’s rich cultural Heritage to attract youths? What are the contributions of AIT in enhancing Nigeria values among youths? How does AIT promote popular trend among youths? What are the significant technical elements that are essential towards reinforcing Nigeria cultural value in AIT? The survey research design was used to distribute 18 questionnaires to the respondents. The analysis of the questionnaire indicates that the significant technical elements that are essential toward reinforcing Nigerian cultural values in AIT are basically to adopt 60% local content in their programmes as well as proper evaluation and adherence to NBC regulations as well as monitoring of programmes that are detrimental to youths and promoting programmes that enhances Nigerian cultural among youths.