Analysis of Television Programs Broadcasted on Malawian Television Stations: A Study on Content, Production Values, and Regulation.
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Date
2024-10
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Daystar University, School of Communication
Abstract
Television significantly influences societal perspectives worldwide, and in Malawi, it is a vital medium for information dissemination and entertainment. However, there is limited understanding of Malawian television programs' content, production values, and presentation due to inadequate research resources, technological constraints, and a lack of focus on long-term analysis by broadcasters. This study seeks to fill this gap by examining the genres and production values of programs aired on Malawian television stations and assessing compliance with the Malawi Communications Regulatory Authority (MACRA)'s 60% local content requirement.
The main objectives of the study are to analyse the types of programs broadcast, evaluate their production quality, and determine the extent to which broadcasters meet the local content quota. The research was conducted in Malawi and focused on programs aired on local television stations, including local and international content. The study employed a mixed-method approach, collecting data through online interviews with media managers and analysing official documents, such as transmission schedules, from four major broadcasters: Zodiak Broadcasting Station, Mibawa Television, Times Television, and Malawi Broadcasting Corporation.
A coding scheme was developed to categorise program genres, assess production values (e.g., audio and video quality, editing, special effects, and set design), and measure compliance with the 60% local content rule. Data were analysed both quantitatively, using Microsoft Excel to generate genre distribution and production value ratings, and qualitatively, through coding and thematic analysis of interview transcripts.
The findings revealed that popular television genres in Malawi include news, sports, documentaries, talk shows, entertainment, and religious programming, with news and sports being particularly favoured by audiences. Production values varied, with camera work and lighting rated satisfactory, but audio quality and graphic design needed improvement. The study identified economic and technological challenges as key factors affecting the overall production quality of Malawian television programs.
The study found that all broadcasters exceeded the 60% threshold for compliance with MACRA's local content quota, with Mibawa Television achieving 100% local content. However, broadcasters face challenges such as financial constraints and outdated equipment, which impact the diversity and quality of local programming. Despite these challenges, there is a clear commitment to promoting local content.
The study concludes that while Malawian television programming has strengths in audience engagement, there is room for improvement in production values and content diversification. Enhancing local programming quality and exploring new genres like game shows and reality programs could further strengthen the television industry's growth. Addressing technological and financial barriers will be crucial for elevating Malawian television's standards to align with international benchmarks and expand its global presence.
Description
Master of Arts In Communication
Keywords
Television
Citation
Manjolo, N. D. (2024). Analysis of Television Programs Broadcasted on Malawian Television Stations: A Study on Content, Production Values, and Regulation. Daystar University, School of Communication