Strategic responses by Kenya Television Network’s broadcast programming to the changing competitive environment
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Date
2012-11Author
Ndirangu, Stella N
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This study was conducted to investigate the strategic responses adopted by Kenya
Television Network due to changes in external environment with particular attention to
broadcast programming. The study probed how changes in politics, economic conditions,
social factors, regulatory framework and technology have determined the strategic
direction taken in broadcast programming section. To achieve the objectives of the study
a case study was undertaken where by 4 middle level managers and a staff in KTN’s
broadcast programming section was taken as the target population and were involved in
the study. Data was collected through interviews conducted using a semi structured
interview guide. Content analysis was used to analyse the data and the data in narrative
form in line with emerging salient themes. The study found that KTN has responded
relatively well to changes as a result of political influences and regulatory framework
changes. The findings show that KTN has not responded well to changes in the
environment and that explains its rating among broadcasters in Kenya. KTN has been
unable to respond strategically to technological advances, and changes in the society
which are affecting its operations. The study recommends that there is need for the
owners/management of the media house to have a critical review of their operating
environment and adopt proactive measures to respond to various changes affecting
broadcasting especially technological and competitive forces.
Citation
MBA ThesisSponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Strategic responses by Kenya Television Network’s broadcast programming to the
changing competitive environment