The Relevance of News Agencies in a Proliferated Media Space: the Case of Kenya News Agency

Abstract

The study sought to analyze the relevance of news agencies in a proliferated media space with reference to the Kenya News Agency (KNA). The specific objectives of the study sought to examine the uptake of news stories from Kenya News Agency (KNA) by the private media; investigate the factors influencing the type of the Kenya News Agency’s news stories that the private media seek for; investigate whether Kenya News Agency complements or rivals the work of private media and; assess the challenges faced by the Kenya News Agency in delivering news. The study was founded on two theoretical foundations namely: Kurt Lewin's Gatekeeping Theory and the Cultivation Theory. Explanatory design was adopted in this study. The research used a qualitative method technique. The study was conducted in private broadcast media houses and the KNA’s Department of Information headquarters and its Nairobi City County’s Information Office. Data was collected using interview schedules with key informants. It was collected and systematically organised in an orderly manner that facilitated analysis. The qualitative data was subjected to content analysis. The findings show that various media houses were using stories from the KNA. Close to half (50%) of the stories received by the sampled stations were aired, demonstrating the importance of KNA in a crowded media environment. In most cases, private media houses aired stories from KNA especially those they found to be big during their dry days. Most of the media houses that largely relied on KNA for news content were upcoming TV stations. The type of the KNA’s news stories that the private media sought was determined by the fact that KNA provided balanced and in-depth stories. The appeal of stories, credibility, and quality as well as their focus on various topics was another important factor. The credibility of news was another important factor enhancing the uptake of news items from KNA by private media. KNA could also reach government officials and events even where private media were limited. Some of the challenges faced by KNA in delivering news included staff shortage, poor-quality footage, overreliance on government projects and bureaucracy among others. The study thus recommends the need for KNA to make their news appealing to all private media houses through creative recording, spicing of news items and ensuring responsive and prompt dissemination of video clips. The challenges facing KNA could be solved through increased funding, staff capacity building, procurement of modern filming equipment, provision of reliable transport and proper staff performance monitoring.