The Impact Of Liberalisation On Public Media Content: A Case Study Of Uganda Broadcasting Corporation (Ubc Tv)

ABSTRACT

The study on the impact of liberalization on public media content was conducted at Uganda Broadcasting Corporation, Kampala. The study was guided by research objectives which included; establishing the types of the programs aired by Uganda Broadcasting Corporation (UBC-TV); examining the quality of media content being produced by UBC-TV; and establishing the impact of liberalization of the media in the society.

On establishing the types of the programs aired by Uganda Broadcasting Corporation, the study found that News and current affairs dominate the weekly programs by 28.7%, followed by Entertainment 28.2%, Commercials

and advertisements follow with 25%, Educational programs (agriculture, health, environment etc) with 18.3%, Culture & religion 9.4% and business

5.4%. On the examining the quality of media content being produced by UBC-TV, the study found that UBC programs are so educative, informative and interactive.

However, the respondents disagreed and strongly disagreed respectively with the statement that enough research is made before program production.

However, the respondents doubted the amount of time put into researching on the programs and this undermines the quality of the programs. The respondents also believe that UBC does not represent opposing views from the

citizens and this undermines the aspect of objectivity of the TV station. On establishing the impact of liberalization of the media in the society, the study revealed that liberalization has led to pluralism of the media, quick information dissemination, and improved program quality among others.

TABLE OF CONTENT

DECLARATION

APPROVAL

DEDICATION

ACKNOWLEDGMENTS iv

LIST OF ACRONYMS v

TABLE OF CONTENT vi

ABSTRACT x

CH.A.P’I’ER ONE 1

INTRODUCTION 1

1.0 Background to the Study 1

1.1 Statement of the Problem 3

1.2 Purpose of the Study 4

1.3. Objectives of the Study 5

1.3.1 General Objectives 5

1.3.2 Specific Objectives 5

1.4. Research questions 5

1.4.1 Hypothesis 5

1.5. Scope of the Study 5

1.5.0 Geographical location 5

1.5.1 Content Scope 6

1.5.3 Time scopes 6

1.6 Significance of the Study 6

1.7 Definition of operational terms 7

CHAPTERTWO 8

LI’I’ER.A.’I’IJRE RE~1IE~AT 8

2.0 Introduction 8

2.1 Concept of media liberalization in Uganda 8

vi

2.2 Theoretical scope.9

2.3 Types of programs aired by Uganda Broadcasting Corporation 11

2.4 Quality of media content being produced by public service media 12

2.5 The impact of liberalization of the media on the society 15

CHAPTER THREE 18

METHODOLOGY 18

3.0 Introduction 18

3.1 Research Design 18

3.2 Area and population of study 18

3.3 Sample size 19

3.4 Sample framework 19

3.4.1 Sample technique 19

3.5 Data collection instruments 20

3.6 Source of data collection 21

3.7 Data processing and analysis 21

3.7.1 Editing 22

3.7.2 Coding 22

3.7.3 Tabulation 23

3.8 Ethical procedure 23

3.9 Limitations of the study 23

CHAPTER FOUR 25

PRESENTATION, ANALYSIS AND DISCUSSION OF THE FINDINGS 25

4.0 Introduction 25

4.1 Variance between targeted and actual respondents 25

4.2 Demographic characteristics of the respondents 26

4.3 The types of programs aired by UBC-TV 28

4.4 The quality of media content produced by UBC-TV 31

4.5 The impact of liberalization of the media on society 33

VII

CI{~.P’I’ER FI~1E .36

SUMMARY, CONCLUSION AND RECOMMENDATIONS .36

5.0 Introduction 36

5.1 Summary of the study 36

5.2 Conclusions 38

5.3 Recommendations 38

5.4 Areas for further research 40

REF’ERENCES 4-1

APPENDIX A 44

KAMPALA INTERNATIONAL UNIVERSITY 44

INFORMED CONSENT 44

APPENDIX B 45

QUESTIONNAIRE TO EDITORS 45

APPENDIX C 49

QUESTIONNAIRE TO MARKETERS 49

APPENDIX D 52

QUESTIONNAIRE TO MANAGERS 52

APPENDIX E 56

QUESTIONNAIRE TO UBC-TV VIEWERS 56

APPENDIX F 60

APPENDIX G 63

RESEARCH BUDGET 63