An Analysis of Media Channel Consumption Preferences Among Residents of Kisumu County

Abstract

The media environment in Kenya offers users an overwhelming number of choices. For example, the typical household receives well over 100 TV channels, therefore giving the audience a wide selection of media stations to view or listen to depending on their preferences. The study set out to investigate the factors that influence consumer preference and behavior towards the media channel. The study used a number of relevant theories for the purposes of our analysis and interpretations of both field and library data respectively. The theories are; uses and gratification theory, media dependency theory and the credibility theory. The literature review was divided into three categories. First part of literature presents the central role of media from general perspective and media developments role in social, economic, and political progress. The second section gives a brief overview of the role of media in Kenya in promotion of development in counties. The third section deals with the concept of consumer preference and choice and factors that affect consumers‘ choice. The last section discusses the concept of broadcast programmes. The study employed both qualitative and quantitative approaches. The quantitative approach focused on obtaining numerical findings while the interview on the other hand made up the qualitative approach of the study. This focused on personal accounts, observations, descriptions and individual insights of the respondents. The research employed the combined approach so as to overcome the limitations of both approaches. The outcome of this study on media consumption preferences will generate scientific data which will be used to inform and affirm the private sector policies in the media industry, particularly with regards to program production formats and content development. The study is also significant in directing future investors in media stations in Kisumu County on what preferences the residents choose. Thus, they are able to tell what kind of media channel to invest in and how to programme their station to the popular in Kisumu County. The information generated will go a long way in enabling development implementers at Kisumu County to know which media outlets is best preferred by the publics of Kisumu County and therefore should be used most frequently for the purpose of promotion of development in Kisumu County. The study revealed that residents of Kisumu County preferred vernacular radio stations especially Ramogi and Radio Lake Victoria. The study showed that the reasons for the preference were; entertainment, information and programmes for both radio and television. From these findings, it was concluded that there is need for further study to investigate why respondents did not mention other radio and TV stations like, Radio Sayari and Lolwe TV.