Effects of liberalization of airwaves on television advertising in Kenya

Abstract

Liberalization eliminates state control over economic activities. It consists of a process through which same restrictions, mainly on economic or social policy of the former government can be relaxed. In particular, the revise requires setting up what liberalization of airwaves entails, to examine how liberalization of airwaves has impacted on television advertising and decide the changes that have occurred in media houses and the government before and after liberalization of airwaves in relation to television advertising. The objective of the study was to examine the effects of liberalization of airwaves on television advertising in Kenya. This study did adopt a survey research design where questionnaires containing closed questions were administered to the Marketing Managers in the media houses registered under the Communication Authority of Kenya. To achieve this objective, data was collected from primary sources which involved a well structured questionnaire. The questionnaires evaluated their response on the effects of liberalization of airwaves on the media houses especially on the television advertising and the government and found out that there have been effects of liberalization of airwaves on media houses especially as shown by great extent of high attitude of creativity and expansion of viewers‘ options and there has been a high percentage of relaxation of entry barriers to the media industry by the government. It would therefore be safe to conclude that liberalization of airwaves has a semi strong relationship with television advertising.