Exploring The Role of Television Stations on Agribusiness in Kampala Central, Uganda

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

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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