Libyan Satellite Television Media Professionals’ Perceptions of the Impact of Artificial Intelligence Technologies on the Quality of Program Production

Abstract

This study aimed to identify the determinants of media professionals’ awareness of generative artificial intelligence applications at Libya Al-Hadath satellite channel, including their perceived benefits, perceived ease of use, and attitudes toward their adoption, as well as the main challenges limiting their understanding and use of these technologies in the Libyan media environment. The study adopted a descriptive approach using a comprehensive survey of all media professionals at the channel, comprising 42 participants. The findings revealed a high level of theoretical awareness and self-motivation to keep up with artificial intelligence applications, alongside moderate levels of training and deficiencies in technical support and available resources. The main barriers were weak infrastructure and insufficient training, in addition to concerns regarding the absence of ethical regulations. No significant relationship was found between cognitive knowledge and perceived usefulness. However, significant relationships were found between perceived usefulness and attitudes toward use, as well as between perceived ease of use and attitudes toward adoption. No significant relationship was found between external factors and barriers and either perceived usefulness or perceived ease of use.