Exploring the role of television stations on agribusiness in Kampala central, Uganda
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Date
2017-11
Authors
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Publisher
Kampala International University, College of Humanities and Social Sciences
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, Bukedde 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 of television 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.
Description
A thesis submitted to the college of humanities and social sciences in partial fulfillment of the requirements for the award of a Master of Mass Communication of Kampala International University
Keywords
Television stations, Agribusiness, Kampala central, Uganda