AUDIENCE PERCEPTION OF VERNACULAR TELEVISION CONTRIBUTION TO SOCIAL DEVELOPMENT: THE CASE OF BAITE TV IN MERU, KENYA

Abstract

Television is today the most pervasive mass medium worldwide. The contribution and influence of mass media in the daily lives of audiences cannot be gainsaid. Vernacular television channels are a new phenomenon in the Kenyan media landscape having been introduced in 2011. While mainstream media use the two official languages, and target a bigger national audience, vernacular TV stations are unique in the content of programmes and the choice of language used in their broadcasts. The TV stations’ are community based where the indigenous language is used. Other than the traditional roles of media, the contribution of vernacular TV in social development especially in Kenya, has barely been studied. The study examined the audience perception of the role played by Baite TV, a vernacular TV station based in Meru County, Kenya, in the social development of the community. It examined how and whether the station is an effective means of fostering development within the community that it serves. The study focused on four objectives: to assess the role played by content in Baite TV Station programmes, to examine the strategies used by Baite TV Station to effect social development to assess the coverage and reach of Baite TV programmes, to establish how the audience perception Baite TV programmes. A descriptive survey research design was adopted in this study. Questionnaires and an interview schedule were used to collect data from adult viewers aged 18 years and above and from media practitioners and owners. The study was conducted in four purposively selected sub-counties in Meru County. Purposive sampling was used to get the respondents. The study was grounded on the Agenda Setting and Uses and Gratification theories. The key findings were that besides the primary functions of television, vernacular television can be used to mobilize the community to pool their resources and implement projects that can improve the social development of the community. Other findings were that vernacular television is accessible to viewers across socio-economic barriers. Unlike mainstream media which are urban based, vernacular TVs are rural based and provide grassroot support to communities in their villages. Due to their proximity, they are in constant contact with the community, they are accepted by the community and the community participates in implementation of projects. The community values vernacular TVs for their direct involvement in the community’s social development. Vernacular TVs reach the communities in their localities and using the local language, identify their needs and prioritize the projects that will improve the living conditions of the people. This study contributes to knowledge by showing other functional roles of vernacular TVs including promoting social development, upholding culture and uniting the people. This study focused on the role played by vernacular television medium in social development. Further research can be conducted to ascertain roles other than the four that the media play and other aspects of involvement by vernacular television. This study focused on one vernacular television station based in Meru County due to its unique approach to solving problems afflicting the society. Studies can focus on other stations and in other counties to ascertain their contribution to social development. During this study it emerged that vernacular television stations have many operational challenges when compared to state funded and mainstream media. A study can be done to bring out all the challenges and propose possible mitigations to surmount the challenges. There is need to find out the reason for the low intake of technology in the Meru area yet the emphasis today is on information communication and technology for development.