Impact of Multichannel Television Broadcasting on Tv Viewership Among Audiences in Ayany Ward, Nairobi County

Abstract

This study examined the impact of multichannel television broadcasting on TV viewership among audiences in Ayany Ward, Nairobi County. In so doing, it was guided by three objectives: to establish how multichannel television broadcasting influence content availability, to examine how audience makes choices on content available on multichannel television sets and to explore factors that determine TV audience’s content choice. The research questions were answered through the lenses of Users and Gratification and Rational Choice Theories. The methodology employed in this study was analytical survey that enabled the examination of the interrelationships among the three objectives and draw explanatory inferences. The research revealed that more content is being developed to meet the ever-changing demand; there is increased competition among TV stations to match what their competitors have at the same time slots. The study also found out that audiences still rely on their initial preferences, like sports, entertainment among others to decide what to watch and on what TV channel only that they are now exposed to many channels to choose from and most viewers prefer programmes with less commercial breaks. The study recommends that content developers introduce more feedback mechanisms to be able to understand audience preferences. The study concludes that the shift from analogue to digital platform offers a variety of channels and video content. The study also concludes that for television stations to survive, as many channels s possible should be made available to the consumers to help satisfy the constant and increased consumer preferences.