Media ownership and its influence on content in South Sudan Television (SSTV)

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Kampala International University, College of Humanities and Social Sciences
The purpose of the study was to investigate the extent to which media owners control affects the operations of media houses. The study was guided by three specific objectives and these included; to examine the extent to which media owner and external force influence the daily operations of media organizations, to find out how profit maximization motives of media corporations affect the quality of content produced, and to establish the magnitude at which media content impacts on the audience. The study employed a cross sectional survey design including both quantitative and qualitative forms and in-depth research interviews and questionnaires were employed in data collection. From the study findings, it was reported that media owners influence the political direction of society; media owners who are politicians are usually concerned with immediate problems in the performance of the media. Further findings reveal that Some respondents said that while it may not always be profitable to supply public affairs information, the impact of news about government and politics creates a third motive for news outlet owners a desire to influence the outcome of elections. One of the areas which the majority of respondents mentioned that some people provided sympathetic papers with payments in election years. Newspapers were clearlyidentified with particular parties in the same way that news outlets today have brand reputations for their mix of hard and soft news. However, respondents argued that media is seen in a democratic nation to ensure the free flow of information and the interplay of opinion. And of course, to guarantee citizens the full rights of free “expression”. They said that both the issuer of communication and the consumer enjoy these rights. Further still, respondents also argued that the press in a democracy has a political role of providing information and to enlighten the public so that it is capable of self governance. The government should also enact laws that will regulate unhealthy cross media ownership trends that may eventually stifle diversity in news coverage. This can be done by enacting laws that create an enabling business environment with few barriers to new entrants and availing a level playing field to all business people. This scenario will create competition which ensures that news coverage is balanced and fair. and that there are wider opinions, views and perspectives that the greater public may use to arrive at important decisions.
A research report submitted to the college of Humanities And Social Sciences in partial fulfillment of the requirements for the award of a Bachelors Degree of Mass Communication of Kampala International University
Media ownership, South Sudan Television (SSTV), Sudan