Radio Programming Within a Cross Media-ownership: a Case Study of Royal Media Services in Kenya

Abstract

This study examines radio programming within a cross media-ownership, using Royal Media as a Kenyan case study. It sought to investigate the nature of the content in the different radio stations under Royal Media, looking at factors that determine the individual station identity and organizational factors affect broadcasting across the stations. The study employed the political economy and pluralism theories in understanding the phenomenon of the study. In this research mixed study approach was employed. The ten Royal Media vernacular stations formed the target population. The researcher targeted station managers, presenters, and producers in the ten stations. Purposive sampling was employed in the choices of stations to be included in the sample because it gives the researcher the chance to employ the use of a case study which enhances the achievement of the research objectives. In collecting data, questionnaire was the main instrument that was employed. The data obtained was analysed using content analysis, which involved a systematic qualitative description of the respondents’ answers to the questions posed in the interview guide. The study found that the respondents were involved by determining the type of content to be aired in a particular programme. The study also established that station managers, head of the programme, in consultation with the directors, and radio presenters were all involved in deciding on nature of the programme. The study established that the relationship between local language stations with other stations in Royal Media was mutual. The study found that the radios respect each other mutually in terms of their mandates, cordially in terms of sharing resources and news sources. The study further established that the sister stations’ programming does not affect programming in other stations within Royal Media. The study found that the company policy affects the programming. The study concluded that the respondents were involved by determining the type of content to be aired in a particular programme. The study recommends that all media professionals be trained on how to relate the radio programmes with their audiences using the feedback they obtain from their audiences. The company policy should give room over which the Royal Media stations cooperate with one another.