An Analysis of the Media Programming Code Implementation on Local Television Content in Kenya

Abstract

This study sought to analyse the implementation of the media programming code on local television content in Kenya. The specific objectives were to find out the factors that influence competition among Kenyan producers, to determine the producers’ acceptability of easier to use upgraded audio-visual technology, to investigate ways in which audience reception impacts the type of content produced and to establish the factors that hinder the implementation of the programming code on broadcasting of 40% local television content in Kenya. The study used a mixed methods approach. Questionnaires with both open and closed ended questions were administered to 153 respondents together with 5 Key informant interviews. The data was classified into thematic areas within comprehensible patterns and analysed. Descriptive research design was applied in obtaining secondary data through content deduction. The gathered qualitative data was analysed using deductive content analysis approach while the quantitative data was coded and analysed and presented in form of tables, graphs, diagrams and pie charts. The study found that the media programming code on local television content has not been fully implemented and that is why there is still a large percentage of foreign television content on Kenyan televisions. The study also revealed that majority of the independent producers had upgraded their audio-visual production technology in line with current standards and requirements for broadcast content acquisition. The study further established that the broadcasting sub-sector lacks a proper television content commissioning procedure. The study also revealed that the broadcasters have circumvented the regulations of the programming code and in some instances the broadcasters insist on retaining the copyright of independent producers ‘content. The study concluded that the interest of the public is not represented as foreign programming is still largely on air. The study further concludes that the non-implementation of the media programming code on local content has worked against the principles of competition and diversity. This study recommends the full enforcement and adherence to the media programming code with a firm devotion to the principles of communication in the formulation and implementation of all the existing television broadcasting regulating Acts on local audio-visual television content.