INDEPENDENT TELEVISION (ITV) AND VOTERS’ PERCEPTION: IMPACT AND EFFECTIVENESS IN POLITICAL MOBILIZATION DURING THE 2024 EDO STATE GOVERNORSHIP ELECTION

Abstract

This study examined voters’ perception of the impact and effectiveness of Independent Television (ITV) in political mobilization during the 2024 Edo State governorship election. Anchored on the Agenda-Setting Theory, the research aimed to evaluate voters’ perception of ITV’s electoral coverage, assess the effectiveness of its programming strategies, and identify factors influencing its role in promoting political participation. Using a qualitative research design, data were obtained through semi-structured interviews with 150 registered voters within Benin Metropolis and analyzed descriptively using SPSS. The findings revealed a predominantly negative public perception of ITV’s electoral coverage and low effectiveness of its voter mobilization programs. Major constraints identified included declining public trust in traditional media, political interference, inadequate funding, and competition from social media. The study concluded that ITV’s strategic effectiveness was hindered by audience skepticism and credibility deficits, reflected in the state’s low voter turnout of about 22.5%. It recommended that ITV should strengthen editorial independence, enhance transparency and adopt hybrid digital–broadcast approaches to rebuild public trust and effectively mobilize voters in future elections.