An Investigation of Bias by Audience Of Electronic Media in Central Province of Kenya: A Case Study of Murang ’a Municipality

Abstract

With the liberation of airwaves in Kenya, many electronic media stations were established, therefore giving the audience a wide selection of media stations to view or listen to depending on their preferences. This study set out to investigate the preference of audience of radio and television stations in Murang’a Municipality, Central province. The objective of the study was to establish whether the audiences of radio and television stations in Murang’a Municipality are biased towards Kameme, Coro and Inooro F.M. radio stations and KBC, Nation and K.T.N. Television stations. UNr'’" —ity c r nairow EAST AFRICANA COl.l OTIC. H It also set out to identify the programmes that the audience of radio and television stations in Murang’a Municipality view or listen to. Simple random sampling was used and a total of 240 males and females were interviewed through face-to-face interviews and the “shopping mall” technique. The study revealed that the residents of Murang’a Municipality are biased towards Inooro F.M, Citizen Radio and Nation Radio. They were also biased towards K.B.C and Nation Television stations