Adoption of Big Data Analytics for Zimpapers Television Network Broadcast Programming

Abstract

The aim of the study was to assess the level of BDA adoption in the Zimpapers Television Network, to determine the factors influencing BDA adoption levels, and to provide suggestions on how to improve and expedite the BDA integration in the programming activities of ZTN. An explanatory convergent mixed-methods design was used in the study to evaluate the extent to which BDA was adopted in ZTN, with a sample size of 50 respondents selected through a targeted sampling frame of all ZTN employees, using a structured questionnaire and a semi-structured interview schedule to gather both quantitative and qualitative data. Thematic analysis was used to analyze the qualitative findings, with Braun & Clarke’s six-step thematic analysis framework being used to analyze the qualitative findings from key informant interviews with 12 respondents. The findings showed that 62% of the respondents identified the BDA activities in ZTN as being in the Data Processing & Management Information Systems stage of the six stages in the technology maturity continuum. The ZTN was classified as a Late Majority adopter, characterized by partial departmental adoption owing to structural unpreparedness. The main enabling factors were Top Management Support (mean = 3.74), Competitive Pressure (mean = 3.68), and Perceived Usefulness (mean = 3.66), whereas the most significant barriers were Facilitating Conditions (mean = 2.58), Training and Capacity Building (mean = 2.60), and ICT Infrastructure Reliability (mean = 2.72). The operational challenges facing ZTN were a lack of adequate ICT infrastructure (78%), skills gaps (72%), high costs of implementation (68%), and poor data quality (56%), which collectively formed a compound structural barrier that characterized the intent-capability gap for ZTN. The research recommends a phased approach to a structural investment plan by ZTN in the areas of ICT infrastructure, multi-level capacity building, formalization of data governance, establishment of a dedicated analytics unit, and the integration of BDA into performance management systems. A further recommendation is the development of a broadcasting data analytics governance framework by the Broadcasting Authority of Zimbabwe and the introduction of fiscal incentives by the relevant government agencies.