Television viewing habit:a case study of Kinondoni district, Dar es Salaam

The aim of this study was to investigate television-viewing habits of the people of Tanzania, taking the case study of Kinondoni District, Dar es Salaam. This study was guided by the user and gratification theory that argues media user playa great role in choosing and using the media. Data was gathered from a sample of 95 respondents using systematic probability and purposive sampling techniques. Data collection employed questionnaires, interviews, observation and reviewing published literature. Qualitative and quantitative techniques of data analysis were employed. The study findings revealed that television viewers have different habits regarding television viewing. The viewing of television in Tanzania for entertainment was dominant while information and education viewing was insignificant. The study found that 77.9% of television viewers watch TV from 19.00 to 22.00hrs. Concentration was found only when they watched programmes which seemed important to them most of which are drama, movies, comedies and sports. The study recommends that media producers should select and edit the content with critics of the audience in mind. They should create television programmes that are entertaining but have information and education content.