The Effect of Digital Broadcasting Migration on Television Viewership

Abstract

The effect of digital broadcasting migration on television viewership study was done in Rubaga Division. The objectives were to assess the levels of knowledge about digital broadcasting migration and evaluate the digital broadcasting migration process in Uganda. A cross-sectional research design was used on a sample of 347 household and 10 key informants. The study showed that levels of knowledge about digital broadcasting migration was only 1.7%. The transition staggered from 2015 to 2018 with, 28.1%, 43%, 18.5% and 3.5% migrating in 2015, 2016, 2017 and 2018 respectively. The study concluded that delays in erecting required structures strained the transition with television viewers sensitization inadequately done. The standardization and importation were hampered causing last minute stampede and escalating transition costs. The study recommends the following be carried out: a) sensitization about use and benefits of digital broadcasting for consumers; b) a review to harmonize and standardize subscription fees; and c) a study review on the digital migration status for appropriate adjustments.