Indigenous music broadcast: A case study of Okpan Arhibo's tracks on Delta Rainbow Television, Warri, Nigeria

Abstract

This study examines the broadcast of indigenous music on Delta Rainbow Television, Warri, Nigeria, focusing on the works of Okpan Arhibo. Indigenous music, a vital element of cultural heritage, has witnessed declining attention among the Urhobo youth, who increasingly gravitate towards Western music genres such as Hip Hop and Pop. The study aims to assess the frequency and impact of Okpan Arhibo’s tracks on television viewers, recognising the potential of broadcast media to bridge cultural gaps and foster identity preservation. Using a Self-Respondent Interview Questionnaire, data were collected from 200 viewers via email correspondence. Data interpretation involved pictorial evidence analysis and mean score calculations to determine the popularity and resonance of five tracks by Okpan Arhibo: Konojuvwe, No Basket for Rotten Mangoes, Oghene Mudia Kevwe, Erhovwo Me Guonoree, and Inoge Gbe. Findings indicate that these tracks receive frequent broadcasts on Delta Rainbow Television and exert a significant cultural impact on viewers, promoting values embedded in Urhobo folklore, history, and aesthetics. The results further reveal that frequently airing these tracks enhances cultural appreciation, creating a platform for younger generations to reconnect with their heritage. As a medium with extensive reach, television emerges as a critical tool for preserving and disseminating indigenous culture. The study concludes that consistent broadcasting of Indigenous music fosters cultural sustainability and encourages societal cohesion. Recommendations include increased airtime for indigenous music on television, partnerships between musicians and broadcasting stations to expand reach, and government intervention to promote cultural preservation through media sponsorship. These measures are critical for ensuring that the richness of Indigenous music continues to influence and educate the Urhobo community while also creating avenues for the global recognition of Nigerian cultural heritage.