University of Cross River State (UNICROSS) Holds 9th Inaugural Lecture
The University of Cross River State (UNICROSS) hosted its 9th Inaugural Lecture on Thursday, 13th November 2025, delivered by Professor Jacob Udayi Agba of the Department of Mass Communication.
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The University of Cross River State (UNICROSS) hosted its 9th Inaugural Lecture on Thursday, 13th November 2025, delivered by Professor Jacob Udayi Agba of the Department of Mass Communication.
Titled “From Analogue to Digital Broadcasting: Uncorking the Lacuna in Audience Attention in the Search for Disambiguated Development,” the lecture traced the evolution of broadcasting in Nigeria and examined challenges in retaining audience attention in the digital era.
Prof. Agba, a former Dean of the Faculty of Communication and Media Studies, highlighted how digital migration has expanded access to information but also fragmented audience loyalty. He emphasized that while digital platforms democratize communication, they have created distractions that reduce meaningful engagement—a phenomenon he termed “the lacuna in audience attention.” He argued that the pressing challenge is no longer access to information but the ability of media producers to capture and sustain audience focus amid content overload. Prof. Agba called for innovative content strategies, policy support, and research-driven approaches to enhance digital broadcasting’s impact on national development.
The Vice-Chancellor, Professor Francisca Bassey, represented at the event by the Deputy Vice-Chancellor (Administration), Professor Thomas Ojikpong, praised Prof. Agba for his scholarly contributions and described the lecture as timely, relevant, and aligned with UNICROSS’ commitment to socio-economic transformation through academic research.
The ceremony, held at the University’s Multipurpose Hall, featured cultural displays and concluded with the presentation of the lecture material by Prof. Agba, a memento from the Vice-Chancellor, group photographs, and a reception at the new Mass Communication Building. The event drew academics, students, media professionals, and members of the public, reaffirming UNICROSS’ dedication to intellectual discourse and research addressing real-world challenges.
