Guanah, Seigha Jammy, Osafile, Ogochukwu Celestina, Ihiaeme, Moses Chukwudi, Okowa-Nwaebi, Loveth2025-08-062017-06-12https://ir.uat.edu.ng/handle/123456789/64This study evaluates the influence of **African Independent Television (AIT)’s** 2015 presidential election campaign coverage on voter participation in **Asaba Metropolis**, Delta State. Grounded in the **Uses and Gratifications Theory**, the research seeks to empirically determine whether AIT’s campaign broadcasts had a measurable impact on voter engagement during the election. Employing a **survey research method**, data were collected from a purposive sample of 399 residents using structured questionnaires. The data were analyzed using frequency counts, percentages, and **chi-square tests** to test the hypothesis. Findings revealed that a significant number of respondents were exposed to AIT’s election campaign content and that this exposure positively influenced their participation in the electoral process. Based on these results, the study recommends that television stations maintain neutrality by offering equal coverage to all political candidates and refrain from promoting candidates with little value to offer the electorate. It also emphasizes the importance of avoiding the broadcast of hate speech during electioneering campaigns.This study assessed African Independent Television`s (AIT‟s) 2015 presidential election campaign influence on voters‟ participation in Asaba Metropolis of Delta State. The thrust of the study was to understand from the stand point of empiricism whether indeed AIT‟s campaigns in the 2015 presidential election influenced voters participation in the election. The study was hinged on the Uses and Gratifications theory. The survey research method was used in carrying out the study. A sample size of 399 respondents was purposively selected from the population of Asaba residents. The questionnaire was used as the instrument for gathering data for the study. Data collected through the questionnaire were presented in tables and analysed using frequency and percentages while the hypothesis were tested using the chi-square statistical formula. The study found, among others, that a significant proportion of the A Journal of Theatre & Media Studies Vol. 2. No. 2, December, 2017 85 respondents had a good exposure to AIT‟s 2015 presidential election campaign, and that their exposure indeed influenced their participation in the election as attested to by the result of the presidential election in Asaba. The study recommends, among others, that television stations should avoid projecting candidates who have nothing to offer the electorate, and that AIT must always give equal opportunities to all candidates and should avoid airing hate speeches of contending candidates during electioneering campaignsenCampaignElectionPoliticsParticipationTelevisionVotersArticle