Strategic responses by Kenya Television Network’s broadcast programming to the changing competitive environment

Abstract

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.