ABSTRACT The purpose of this study was to assess the role of television coverage in promoting agribusiness in Kampala central, Uganda. The following objectives guided the study: i) To find out the number of programs devoted to agribusiness by television stations in Kampala central, Uganda in the last two- years (2014-2016); ii) To assess the coverage of television on agribusiness in Kampala central, Uganda and iii) To verify the effectiveness of television programs in promoting agribusiness in Kampala central, Uganda. The study employed descriptive survey design. The target population was 1,507,154 participants. The sample size was computed to 400 respondents using Solven’s formula. The participants included the program managers of UBC TV, Bulcedde TV, NTV, NBS TV, and Urban TV, and community members from Kampala central division. The main research instrument was questionnaires supported by interview guides~ The study found that the selected TV stations had between 1 to 3 agribusiness telecast programs every week. Furthermore, the study found that the surveyed TV stations had only 5 to 30 minutes of airtime assigned to agribusiness programs every week. Lastly the study found that effectiveness oftelevision programs in promoting agribusiness was satisfactory (overall average mean=3.69, Std=1.088). The study concluded that televised agribusiness programmes are effective in disseminating information to the farmers given their audio and video capabilities. The following recommendations were made: the need for television programs to increase agribusiness programs in their airing, the need for the televisions to increase the coverage of airtime allocated for agribusiness programs, the need for the government to support the television stations in their agribusiness programs etc.
TABLE OF CONTENTS
DECLARATION
APPROVAL ii
DEDICATION iii
ACKNOWLEDGMENT iv
TABLE OF CONTENTS v
LIST OF TABLES viii
ABSTRACT ix
CHAPTER ONE: INTRODUCTION 1
1.0 Introduction 1
1.IBACKGROUND 1
1.1.1 Historical Perspective 1
1.1.2 Theoretical Perspective 4
1.1.3 Conceptual Perspective 5
1.1.4 Contextual Perspective 7
1.2 Statement of the problem 8
1.3 Purpose of the Study 9
1.4 Objectives of the Study 9
1.5 Research Questions 9
1.6 Scope of the Study 10
1.6.1 Geographical scope 10
1.6.2 Theoretical Scope 10
1.6.3 Content scope 10
1.6.4 Time scope 10
1.7 Significance of the study 10
CHAPTER TWO: LITERATURE REVIEW 12
V
2.0 Introduction.12
2.1 Theoretical Review 12
2.2 Conceptual Framework 17
2.3 Related Studies 18
2.3.1 Television Coverage 18
2.3.2 Agribusiness programmes 20
2.3.3 Assess the coverage of television on agribusiness in Kampala central, Uganda 21
2.3.4 Effectiveness of television coverage on agribusiness programmes 23
2.4 Gaps of the Study 25
CHAPTER THREE: METHODOLOGY 26
3.0 Introduction 26
3.1 Research Design 26
3.2 Target Population 26
3.3 Sample Size 27
3.4 Sampling Technique and procedure 27
3.5 Data Collection Methods 28
3.5.1 Surveys 28
3.5.2 Interviews 28
3.6 Research Instruments 28
3.6.1 Questionnaires 28
3.6.2 Interview Guide 29
3.7 Validity and Reliability 29
3.7.1 Validity Test 29
3.7.2 Reliability 30
3.8 Data Collection Procedure 31
3.9 Data Analysis 31
vi
3.10 Ethical Consideration 33
3.11 Limitations of the Study 33
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AISJD INTERPRETATION 35
4.0 Introduction 35
4.1 Response Rate 35
4.2 Demographic Characteristics of the Respondents 35
4.3 The number of programmes devoted to agribusiness by television stations in Kampala
central in the last two years (20 15-2016) 40
4.4 Assess the coverage of television on agribusiness in Kampala central, Uganda 46
4.5 The effectiveness of television programs in promoting agribusiness 48
CHAPTER FIVE: Discussion, Coclusion and Recommendations 55
5.0 Introduction
5.1 Discussions
5.1.1 TV programs on Agribu~iness 55
5.1.2 Assess the coverage of television on agribusiness in Kampala central, Uganda 56
5.1.3 The effectiveness of television programs in promoting agribusiness 56
5.2 Conclusion 58
5.2.lObjective 1 58
5.2.2 Objective 2 58
5.2.3 Objective 3 58
5.3 Recommendations 59
5.4 Areas for Further Studies 60
References 61
APPENDIX I: QUESTIONNAIRE 68
APPENDIX II: INTERVIEW GUIDE 72
APPENDIX III: DOCUMENT REVIEW 73
Research, S. (2022). Exploring The Role of Television Stations on Agribusiness in Kampala Central, Uganda. Afribary. Retrieved from https://track.afribary.com/works/exploring-the-role-of-television-stations-on-agribusiness-in-kampala-central-uganda
Research, SSA "Exploring The Role of Television Stations on Agribusiness in Kampala Central, Uganda" Afribary. Afribary, 31 Oct. 2022, https://track.afribary.com/works/exploring-the-role-of-television-stations-on-agribusiness-in-kampala-central-uganda. Accessed 24 Dec. 2024.
Research, SSA . "Exploring The Role of Television Stations on Agribusiness in Kampala Central, Uganda". Afribary, Afribary, 31 Oct. 2022. Web. 24 Dec. 2024. < https://track.afribary.com/works/exploring-the-role-of-television-stations-on-agribusiness-in-kampala-central-uganda >.
Research, SSA . "Exploring The Role of Television Stations on Agribusiness in Kampala Central, Uganda" Afribary (2022). Accessed December 24, 2024. https://track.afribary.com/works/exploring-the-role-of-television-stations-on-agribusiness-in-kampala-central-uganda