Effects of Local Content Regulatory Policies on Commercial Free to Air Television Stations in Kenya
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Date
2024-10
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Publisher
Daystar University, School of Communication
Abstract
The purpose of this study was to evaluate how local content regulations have affected Kenya's commercial free-to-air television stations. The objectives of this study were; to determine the effects of Kenya's watershed period policy on commercial free-to-air television stations, assess how the 40% local content (maximum of 60% foreign content) policy affects commercial free-to-air television stations in Kenya, examine the extent to which editorial content policies affect commercial free-to-air television stations in Kenya and to determine the effects of content licensing policies on commercial free-to-air television stations in Kenya. This study’s theoretical framework was anchored on the social-responsibility theory. The social responsibility theory that was proposed by Siebert, Peterson, and Schramm (1956) is based on the concept that it is necessary to have a free press that is not subject to censorship. The study implemented a combined research methodology to facilitate a more comprehensive comprehension of the research problem. The mixed method was suitable for this investigation because of the integration of both quantitative and qualitative data collection and analysis methods. The assessment tools used in the study consisted of a staff questionnaire and a structured interview specifically designed for TV station directors. The study found, however, that Kenya's watershed period policy accounted for 53.6% of the variances observed in the country's commercial free-to-air television stations. The study found the implementation of the 40% local content policy was a good predictor of the performance of commercial free-to-air television stations in Kenya. The analysis produced a computed statistic equal to F=319.712, p=0.000. The study found the implementation of the 40% local content policy was a good predictor of the performance of commercial free-to-air television stations in Kenya. The analysis produced a computed statistic equal to F=319.712, p=0.000. The findings of the study also indicated that editorial content policies accounted for 47.4% of the observed variances in commercial free-to-air television channels in Kenya. The study concluded that content licensing policies were responsible for explaining 51.8% of the variances that were observed in Kenya's commercial free-to-air television stations. The study recommends that broadcasters must ensure strict adherence to existing policies, especially those pertaining to local content standards. In the future, scholars ought to concentrate their efforts on determining the degree to which these regulations will influence the long-term viability and expansion of the local media business.
Description
Master of Arts in communication
Keywords
Kenya's commercial free-to-air television stations
Citation
Sakana, S. L. (2024). Effects of Local Content Regulatory Policies on Commercial Free to Air Television Stations in Kenya. Daystar University, School of Communication