An Analysis on Audience Receptivity of Christian Television Programs in Arusha Municipality, Tanzania

Abstract

The main objective of this research was to make an analysis of factors influencing audience receptivity of Christian Television programs in Arusha Municipality, Tanzania. This study was anchored particularly in two theories; Uses and Gratifications and Agenda Setting. Descriptive survey is the type of research design that was used. The target population was comprised of Christian and Non-Christian television viewers of Christian Television programs in Arusha Municipality. The sample size was made up of 70 respondents out of which 41 were Christians and 29 were Muslims. Non-probability sampling and especially purposive sampling technique was used. Methods which were used in collecting data were interviews and questionnaires. Thematic analysis and the computer software by the name of SPSS have been used for data analysis. In the research objective one, it was found that people of the same religious faith with the producers of Christian TV programs, people who are of higher education level and women have been found to be more receptive to Christian TV programs. In the research objective two, findings reveal that viewers of Christian TV programs like presenters who possess academic training, senior leadership positions and high moral standards. In the research objective three, data shows that audiences like to listen to a Christian TV program which has the presentation that has greater emphasis on the rewards of accepting the message from God than punishment for rejection, the message that concentrates in defending the truth as it is revealed in the Holy Scriptures than revealing the false teachings of other religious faiths, and the message that addresses both spiritual and physical needs. In the research objective four, respondents pointed out that they like Television stations that adhere to ethical and professional standards especially of accuracy and objectivity. In conclusion, this study makes plain the facts that a good number of audience members like watching a religious program which is consistent with their beliefs. Viewers are attracted to TV presenters who are competent in the subject matter and in the methods of communicating it.