Kaumbutho, Martin Muriithi (2005) Vernacular Radio in Kenya: A Case Study of Kameme FM on the Factors Influencing the Development of Vernacular Radio in Ndeiya and Limuru Divisions of Kiambu District. Masters thesis, University of Nairobi.
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Abstract
The main purpose of this study was to discover the main factors that influence the development of FM radio broadcasting in Kenya and the region. FM broadcasting is the most widely accessed mass medium today. Kameme FM was used as a case study. Kameme FM being a commercial private station presents an ideal case study in respect to the development and trends in radio broadcasting. It broadcasts using Kikuyu vernacular language and recent radio launches have been in FM channels using vernacular languages.The study was carried out using survey research methods in Ndeiya and Limuru divisions of Kiambu district. These are administrative divisions representing a mix of both urban and rural populations with a wide spectrum of socio-cultural values. The survey findings were supplemented with Focus Group Discussions and Key Informant Interviews. The study found that there are fundamental shifts in radio listening habits as the majority of adults currently listen to radio individually. There is a remarkably high ownership of radio sets giving individuals the freedom to individually choose the channel to tune into. Entertainment is the gratification most sought after by the audience. Every channel must incorporate entertainment programming regardless of its preferred content meanings. Technology based audience type - the interactive audience - is an audience grouping that is emerging due to proliferation of new technology in society. The internet and mobile telephony has made interaction between audiences and media easier. Cross ownership in media is a major determinant of the competitiveness of a given channel since synergistic support is needed in the increasingly competitive media environment. A channel is however able to retain an audience when it continuously evaluates and responds to the audiences needs and likings. Individual, group cultural and environmental factors all affect the ability of a media channel to attract and retain audiences and advertisers. This study is an analysis of these factors and their dynamic influence.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Z Bibliography. Library Science. Information Resources > ZA Information resources |
| Divisions: | Africana |
| Depositing User: | Geoffrey Obatsa |
| Date Deposited: | 27 Sep 2016 13:23 |
| Last Modified: | 24 Oct 2016 12:00 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/1125 |
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