School of Journalism and Mass Communication

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Browsing School of Journalism and Mass Communication by Subject "broadcasting programming"

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    Assessment of daily broadcasting programming role in fostering Tanzania’s local programmes the case of the Tanzania Broadcasting Corporation (TBC)
    (University of Dar es Salaam, 2017) Mpore, Mwasu Tinkhani
    The study analyses the extent to which locate le vis ion stations in Tanzania embrace, reject or balance foreign versus African programmes in terms of time, frequency and sponsorship in local television at the present time. The insight will help future studies on the assessment of the effects of exposure to programmes on both the youth and society in general. The study specifically seeks to examine the extent to which African progammes are broadcast relative to foreign programmes, to determine the influence of local broadcasting programmes on the community, and to compare the distribution of sponsorship between African and foreign programmes on local television stations, using The Tanzania Broadcasting Corporation as a case study. Content analysis and a questionnaire survey were applied as primary data collection and analysis methods, which enabled respondents’ input in answering the study’s questions. Intensive interviews provided valuable information, especially for the second and third research questions on determining the percentage of African and foreign programmes aired, and the most sponsored programmes in the media industry. The study found that entertainment programmes are the most favoured at the Tanzania Broadcasting Corporation, compared to other programmes on health, religion and education. Music, football, soap operas and films take up more time than the news and developmental programming that helps the community in poverty eradication. The study findings revealed that foreign programmes are more favoured than local ones. Recommendations suggest that as the Tanzania Broadcasting Corporation is a public service broadcaster, the organisation should consider appropriate styles of journalism that will serve diverse groups of ordinary people in the community, in addition to producing and broadcasting local programmes. Furthermore, the Corporation, in collaboration with government, should focus on specialisation by targeting reportage to the developing sectors in the country, such as the nascent extractive sector in Tanzania, as well as to tourism and agriculture, which are the mainstay of the country’s economy.