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Research Paper | Management | Kenya | Volume 5 Issue 5, May 2016 | Popularity: 7.2 / 10

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The Impact of Locally Generated Television Programmes on the Kenyan Television Viewers: A Case Study of Citizen Television

Were J. Maende, Makori M. Nyambane

Abstract: This study investigated possible impact of locally generated television programmes on selected Kenyan television viewers in Dagoretti sub-location of Nairobi with particular focus on Machachari programme of Citizen Television. The objective that guided this study included To examine the nature and the impact of information consumed by viewers among Dagoretti location residents. The study utilized the uses and gratifications and the social learning theory in examining the locally generated TV programmes. The study adopted a case study design with questionnaire and interviews being used as instruments of data collection. The researcher analyzed both primary and secondary data that provided information for the study. The study used a sample of 220 and response rate was good at 84 %. The findings indicated that local programmes impact positively on viewers by transferring positive messages to them like good parentage, drug abstinence and responsible youth behavior among others. With reference to the findings of this study, it is recommended that there should be an increase in locally generated programmes since majority of the viewers upheld the positive themes that they deduced from the programmes and thus parents and guardians should encourage their children to watch locally generated programmes.

Keywords: Locally generated, Nature, Impact, Viewers

Edition: Volume 5 Issue 5, May 2016

Pages: 1726 - 1736

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