Analogue to Digital Broadcast Migration: Communication and Local Broadcast Audio-visual Content Ecosystem.

Abstract

This study sought to analyse three aspects of analogue to digital broadcast migration: communication, audiences, and local audio-visual broadcast content. The objectives of the study were to document the communication processes used in digital broadcast migration, explore how digital broadcast migration impacted audio-visual audiences and examine the influence of digital broadcasting on the local content ecosystem. The study used the “Technology Acceptance Model (TAM) and Diffusion of Innovation Theory” as the theoretical frameworks for the study. The study adopted a qualitative design comprised of 25 semi-structured interviews, and two informants’ in-depth interviews were used to collect data. Through the use of an interview guide, data was gathered. The information was narratively presented and thematically analyzed to support the study's goals. On the first objective, the study established that the communication process and message were easy to understand by the audience ensuring their device was compliant with digital migration. On objective two, the study established digital migration increased the content and control by the viewer while providing a better quality of picture and sound. On the third objective, the study revealed the shifting of audio-visual content transmission from the broadcasting house to the Broadcast Signal Distributor inceased content consumption. Additionally, the study noted that analogue to digital migration led to the growth of new media and the use of multiple devices to access local audio-visual content. Consequently, the study makes several recommendations. First, it recommends that the government should ensure that the prices of devices such as set-top boxes and digital television should remain affordable so that Kenyans can afford them. Secondly, in light of all the recent technical developments, it is crucial to research the new patterns in the creation, distribution and receiving of local audio-visual television content.