Nigeria is not excluded from this expansion and development in the broadcasting media sector, which is especially prevalent in developing nations where digitization has been adopted in operational areas. This research examined the influence of digitalization tools on broadcasting media. This study is based on Marshal McLuhan’s 1964 technological determinism theory. This study used a cross-sectional design and a mixed-method survey research survey, and a structured questionnaire was used to ask questions of the intended respondents, who are employees in the broadcasting sector in Oyo State. The study questionnaire was given to respondents using the convenience sample technique. As a result, 385 respondents made up the sample size for this study endeavor, and 362 were retrieved. In order to assess the data, descriptive, frequency tables, and percentages were used. The result of the study showed that digitalization tools influenced and had a positive effect on broadcasting media. The study recommended that broadcasting media should embrace digitalization tools in order to satisfy their audience’s consumption. Also, the government should ensure that internet facilities are accessible and affordable for all so as to enjoy digitalization tools.
Keywords: Internet, broadcasting media, digitalization tools, new media technology
