Theses and Dissertations (Master and Doctoral)

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Browsing Theses and Dissertations (Master and Doctoral) by Author "Jane Mercy Muthoni Kamunyi"

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    The Effect of Digital Broadcasting Migration on Television Viewership: A Case of Rubaga Division, Kampala District.
    (Department of Journalism and Communication - Makerere University., 2019-11) Jane Mercy Muthoni Kamunyi
    The study on the effect of digital broadcasting migration on television viewership was carried out in Rubaga Division. The study scope was the period after analog switch off on 17th June, 2015 to December, 2018. The aim was to understand how television viewers migrated, settled and have experienced the digital broadcasting benefits. The study assessed: the levels of knowledge about digital broadcasting migration; digital broadcasting migration process; factors that affected digital broadcasting migration process; and factors hindering digital terrestrial television viewership. The study was descriptive mainly inclined to qualitative method. A total of 347 household head respondents and 15 key informants drawn from policy implementers, signal distributors and content providers, parliamentarian, judiciary and the academia were interviewed. The questionnaire and interview guide were used to collect data. The study found out that under objective one: only 1.7 percentage of the respondents had knowledge about digital broadcasting migration. Objective two found out that 93 percentage of the respondents had migrated to digital broadcasting. However, 51.7 percentage of the respondents indicated that they had no choice but to migrate. Objective three found that use of equipment posed as major challenges to the respondents such as using the remote control 29 percentage; setting up the new television set, 28 percent; mounting the antenna 22 percentage and connecting the television set with the decoder. 21 percentage. Objective four found out that 69.1 percentage of the respondents were not on air continuously due to inability to afford subscription fee. The study conclusions indicated that knowledge levels about digital broadcasting was low and the diffusion of the digital terrestrial television was slow. The costs of subscriptions were not sustainable by majority of the respondent’s with viewers not on air continuously. The study recommended that government carry out an assessment to identify the challenges in the digital terrestrial television viewership, harmonize and standardize the pricing of decoders and subscription fees against channels provided. The signal and content providers to play their roles.