EXPLORING THE INFLUENCE OF MASOYINBO INDIGENOUS TELEVISION PRORAMME ON THE PRESERVATION AND PROMOTION OF YORUBA LANGUAGE IN IJEBU NORTH LOCAL GOVERNMENT

ABSTRACT The preservation of indigenous languages is essential for sustaining cultural continuity, identity, and intergenerational knowledge transfer. In Nigeria, however, Yoruba despite its cultural prominence continues to experience a decline in everyday usage, particularly among younger populations. This shift is strongly linked to the pervasive influence of globalization, Westernization, and the entrenched dominance of English within educational, economic, and media landscapes. As television remains one of the most accessible and influential cultural transmission platforms, the potential of indigenous programming to counteract this linguistic erosion warrants systematic investigation. This study examines the influence of Masoyinbo, a popular Yoruba television programme, on the preservation and promotion of the Yoruba language. It explores how the programme contributes to language usage, cultural pride, and the reinforcement of Yoruba heritage among viewers. To achieve its objectives, the study employs a descriptive survey design, allowing for a systematic assessment of viewer habits, linguistic practices, and perceived cultural impacts without altering any variables. A sample size of 384 respondents statistically determined using the Survey Monkey sample size calculator at a 95% confidence level and a 5% margin of error was selected to ensure robust and generalizable findings. Purposive sampling was used to target viewers of Masoyinbo within Ijebu North Local Government Area, ensuring that data were gathered from participants with relevant experience and exposure to the programme. Findings reveal that Masoyinbo plays a significant role in strengthening Yoruba language proficiency, enhancing cultural awareness, and fostering intergenerational transmission of values. The study concludes that indigenous television content is a vital asset for cultural preservation, and its impact can be amplified through increased governmental support, improved production quality, and broader media accessibility. Recommendations include policy-backed funding for indigenous programmes, expanded distribution across multiple media platforms, and potential integration of the programme’s educational content into school curricula. These measures collectively underscore the importance of investing in indigenous media as a strategic pathway for safeguarding linguistic and cultural heritage for future generations. Keywords: Indigenous, Television Proramme, Promotion, Yoruba Language, Masoyinbo Word Count: 320