Bridging gap between broadcast and narrowcast: Kenyan media innovating on mobile phones through premium rate services

Abstract

Mobile telephony finally earned its rightful place alongside internet as a mass media. In the rapidly changing media landscape, the paradigm has shifted from traditional mass communication to a more personalized communication. Mobile communication plays a pivotal role in this transition. Mobile phones have evolved from basic tools of communication to smartphones. They have more powerful processors that give them enhanced capabilities beyond the typical mobile phone. In Kenya, almost all internet access is done via mobile phone. In the past year, there has been a push that has seen cheap smartphones geared for mass market amidst a backdrop of reduced data rates. Mobile phones are unique media in that they are both portable and wearable. They offer flexibility and accessibility even while in motion unlike traditional media. The adoption rate for mobile subscription has exceeded that ofthe internet many times over. The subscribers comprise a majority of traditional media's audience. This study seeks to examine the impact of increased accessibility to information via mobile applications and its effect on traditional media Previous studies have studied social media aspects of interaction between media houses and audiences while ignoring the latent potential inherent in the simple applications that have been innovated upon to phenomenal success such as m-pesa that uses SMS and has gone on to become the world's most used mobile applications. A success that media houses can replicate.