An Analysis of Audience Consumption of ‘uria Ndagitari’ Television Program on Inooro Tv

Abstract

The current media environment in Kenya offers users an overwhelming number of choices with the abundance of channels that exist as a result of new television stations and proliferation of alternative entertainment sources. The existence of alternatives demands preference and choice of television stations and programs based on the viewer’s unique and diverse needs. Like all other consumers of other products, the viewer decision making process is influenced by external and internal that can be measured by the viewer’s choice of channels, programs and the number of repeat visits or level of awareness. The purpose of this study was to determine the pattern and trends of ‘Uria Ndagitari’ viewership and the factors influencing the ‘Uria Ndagitari’ program's viewing on Inooro TV. The study was guided by the following specific objectives; to analyze the patterns of viewership of ‘Uria Ndagitari’ program on Inooro TV, to investigate the demographic preferences on the viewing of the ‘Uria Ndagitari’ program on Inooro TV as well as to investigate the strategies Inooro TV employs to ensure the ‘Uria Ndagitari’ program's increase in viewership. The study was anchored on two theories namely; the uses and gratification theory and cultural imperialism theory. The study adopted the use of descriptive research design where both quantitative and qualitative approaches for data collection. The study used questionnaires and Key Informant Interviews to collect data. The study targeted 399 respondents whose ages were between 18 to 65 years’ old who watch the ‘Uria Ndagitari’ program. Since the research area covered four wards, 100 questionnaires were distributed to each of the wards in Kiambu County. The findings were compiled with the aid of spreadsheets, using data editing, data sorting, and data coding to establish relationships. When defining and summarizing the results, the data collected was analyzed both qualitatively and quantitatively. The data was imported into SPSS, where the variables were defined and coding of significant categorical variables. Data was analyzed through both descriptive and inferential statistics. When presenting the results, Descriptive statistics was used to summarize the demographic characteristics of the respondents and provide a summary of the key variables in the research question under study. This study would enable the government, the media, scholars, and other media players to strive to meet audience viewers' needs, expand their industry, increase the number of audiences, and maintain their current audiences. It also shows media researchers how viewing patterns change as media diversity introduces vernacular languages that are accessible on the airwaves while providing a framework for researching the patterns in vernacular viewing.