The impact of liberalisation on public media content: a case study of Uganda Broadcasting Corporation (UBC TV)
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Date
2014-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University. College of Humanities and Social Sciences
Abstract
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.
Description
A dissertation submitted to the college of humanities and social sciences in partial fulfillment of the requirement for the award of a bachelor’s degree in mass communication of Kampala International University
Keywords
Liberalisation, Public media content, Uganda Broadcasting Corporation (UBC TV)