Impact of Multichannel Television Broadcasting on Tv Viewership Among Audiences in Ayany Ward, Nairobi County
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Date
2017Author
Momanyi, Bernard R
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This study examined the impact of multichannel television broadcasting on TV viewership
among audiences in Ayany Ward, Nairobi County. In so doing, it was guided by three objectives:
to establish how multichannel television broadcasting influence content availability, to examine
how audience makes choices on content available on multichannel television sets and to explore
factors that determine TV audience’s content choice. The research questions were answered
through the lenses of Users and Gratification and Rational Choice Theories. The methodology
employed in this study was analytical survey that enabled the examination of the interrelationships
among the three objectives and draw explanatory inferences. The research revealed
that more content is being developed to meet the ever-changing demand; there is increased
competition among TV stations to match what their competitors have at the same time slots. The
study also found out that audiences still rely on their initial preferences, like sports,
entertainment among others to decide what to watch and on what TV channel only that they are
now exposed to many channels to choose from and most viewers prefer programmes with less
commercial breaks. The study recommends that content developers introduce more feedback
mechanisms to be able to understand audience preferences. The study concludes that the shift
from analogue to digital platform offers a variety of channels and video content. The study also
concludes that for television stations to survive, as many channels s possible should be made
available to the consumers to help satisfy the constant and increased consumer preferences.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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