The effect of a live television production process on messaging:The case of Sikika Sasa talk show

Abstract

In Kenya, live coverage of events is gaining popular usage by local TV stations and increasingly becoming the preference of most viewers. This study sought to investigate the effect of a live TV production process on messaging and if indeed it meets the objectives of the program. This study was guided by two theories: the audience reception theory and participatory communication theory. The success and popularity of Sikika sasa live talk show highly depended on the message reception, participation and interactivity of the respective county audiences; both live in attendance and those watching from home. This study used both quantitative and qualitative research approaches. The target population for this study was the professionals and people of experience all who were involved in Sikika sasa talk show. Live audience from five counties who were invited to the show was also targeted. Purposeful sampling method which allows for the inclusion of information- rich cases was used to recruit interviewees. From this study the researcher concluded that as opposed to what many believe that the show host is more influential the truth is that TV director is most influential. He/she guides the flow of the show, is the final decision on what goes on air and is responsible for the look and sound of a live production and its technical standards. Further findings in this study concluded that for a show’s success, it is not about the popularity, appearance or the number of years in experience of the host, he/she must believe in the message. The recommendations from this study therefore are that the employer should consider talent, area of interest when recruiting and regardless of cost, the media houses should invest in advanced equipment and technology to ensure efficiency in live television productions