Developing Nigerian Cultures for Global Relevance and Poverty Reduction through NTA International’s Projection of Calabar Carnival

The study assessed NTA International’s contribution to the development of Nigerian cultures for global participation and poverty reduction through its coverage and broadcast of the Calabar Carnival. The following research questions were raised to guide the study:  How is the indigenous culture of Cross River State promoted through the Calabar Carnival? To what extent does NTA International use the Calabar Carnival to develop indigenous culture for global relevance? What economic opportunities come to bear to enhance poverty reduction via NTA International’s coverage of the Calabar Carnival? Cultivation theory is the theory upon which the study is based. Survey design was used for the study. It is a qualitative study. The research instrument was the interview and participant’s observations. Findings showed that various facets of the rich cultural mores of the people of Cross River State and Nigeria as a whole are displayed throughout the duration of the Carnival. The study also revealed the enormous tourism and business potential that come to bear during the Carnival. These could be harnessed for the youths, to be gainfully employed. The study concluded that Calabar Carnival is an appropriate platform for developing the cultures of Nigeria for global participation and poverty reduction. Based on these findings, the study recommends that NTA International should contribute to the Calabar Carnival through inputs on how to increase local contents, for adequate cultural development and poverty reduction.