AUDIENCE CONSUMER TRENDS SURVEY REPORT

Transcription

1 AUDIENCE CONSUMER TRENDS SURVEY REPORT

2 TABLE OF CONTENTS TABLE OF CONTENTS... i LIST OF TABLES... iii LIST OF FIGURES... iv ACKNOWLEDGEMENTS... v ABBREVIATIONS AND ACRONYMS... vi CHAPTER ONE... 1 EXECUTIVE SUMMARY... 1 INTRODUCTION Background information Objectives of the Survey Methodology Desk Study/ Research Qualitative Assessment Quantitative phase... 8 CHAPTER TWO FINDINGS Respondents Description Characteristics Audience Television viewership and trends Favorite TV Station TV Channels Viewership TV Channels Viewership analysis by age TV Channels Viewership analysis by location Favorite TV Programmes The Time TV is mostly watched Time the TV is mostly watched per Favourite TV station Local Film/TV Programmes watched Audience movie viewership and trends Incidence of movie viewership Frequency of watching Movies with Local Content Frequency of watching Movies with Local Content on age level Frequency of watching Movies with Local Content on Education level Frequency of watching Movies with Local Content on different location Awareness of Locally Produced Movies Awareness of Local Celebrities and the movies they act in Audience cinema going and trends Frequency of Visiting Cinema to watch movies Frequency of Visiting Cinema to watch locally produced movies Frequency of Visiting Cinema to watch movies on age level Frequency of Visiting Cinema to watch movies on location level Frequency of Visiting Cinema to watch movies on income level Factors Determining Cinema visits Big Screen Cinemas Visited Likelihood of visiting a cinema to watch locally produced movie Reason for likelihood of visiting a cinema to watch local movies Audience video viewership and trends Frequency of watching DVD/VCD i

3 2.9.1 Frequency of Watching DVD/VCD on age level Frequency of Watching DVD/VCD on age level Frequency of Watching DVD/VCD in different location Places where Video is being watched Reasons why locally produced films/movies on DVDs/VCDs are not watched frequently Summary of Film Consumptions Information on film and the film industry Knowledge of where to get information on film industry Awareness of Kenya Film Commission Reason for Poor Performance of Kenya Film Commission in Educating the Public Reason for good Performance of Kenya Film Commission in Educating the Public Market Development for Film Products Consumer understanding Film and TV choice Factors Affecting Local Film and TV Programme Consumption Techniques of Audience Development to increase film as an art Strategies used to expand markets and create new public for films Patterns of participation and consumption of for profit and non-profit film products Suggestion for improvement in the film industry CHAPTER THREE CONCLUSIONS RECOMMENDATIONS APPENDIX: 1 DRAFT TOOLS ii

4 LIST OF TABLES Table 1: Sample distribution 15 Table 2: Respondent s characteristics 16 Table 3: Local film TV programmes watched 17 Table 4: Frequency at which movies with local content are watched on different age level 18 Table 5: Frequency at which movies with local content are watched on different education 19 Table 6: Frequency at which movies with local content are watched on different location 21 Table 7: Awareness of locally produced movies 22 Table 8: Frequency of visiting cinema at different age levels 25 Table 9: Frequency Rate of visiting cinema at different location 25 Table 10: Frequency of visiting cinema at different income levels 27 Table 11: Big screen cinemas visited in the last seven days 27 Table 12: Reasons for likelihood of visiting cinemas 30 Table 13: Frequency of watching DVD/VCD for locally produced movies on age level 31 Table 14: Frequency of watching DVD/VCD for locally produced movies on education level 32 Table 15: Frequency of watching DVD/VCD for locally produced movies in different location 33 Table 16: Reasons why locally produced movies on DVD are not frequently watched 34 Table 17: Sources of information on film industry 35 iii

5 LIST OF FIGURES Figure 1: Favourite TV station 14 Figure 2: TV stations/channels watched in the last 7 days and 1 month 15 Figure 3: Favourite TV programme 16 Figure 4: time TV is mostly watched 17 Figure 5: time TV is mostly watched in different stations 20 Figure 6: Frequency at which movies are watched 23 Figure 7: Frequency at which movies local content are watched 23 Figure 8: Frequency at which Kenyans visit the Cinema to watch a movie 24 Figure 9: Frequency at which Kenyans visit the Cinema to watch a locally produced movie 25 Figure 10: Factors determining cinema going 26 Figure 11: Factors that makes one not to go to a cinema Figure 12: Viewership of video among respondents 27 Figure 13: Frequency of watching DVD/VCD (both in general and locally produced) 27 Figure 14: Places where video is being watched 28 Figure 15: Knowledge on where to get information on film industry 29 Figure 16: Awareness of Kenya Film Commission 31 Figure 17: performance of KFC on educating the public about its mandate 32 Figure 18: Reasons for poor performance of KFC in educating the public on its mandate 33 Figure 19: Reasons for good performance of KFC in educating the public on its mandate 34 iv

6 ACKNOWLEDGEMENTS Strategic Public Relations and Research Limited (SPRR) is indebted for this report to various individuals who participated in one way or the other towards making this report possible. We would like to extend our sincere gratitude in a special way to Kenya Film Commission for the opportunity to provide the service and for the invaluable support they gave in the course of undertaking the exercise. To the institutional representatives who took time out of their busy schedules to avail themselves for interviews, we thank you. We would also like to extend our thanks to the general public who participated in the face to face interviews and focus group discussions, this report would not have been possible without you. The research team from SPRR who endured long hours in the field to ensure collection of data and those who spent countless hours transcribing and analyzing the results deserve special mention. We thank you all for your contributions to this very important exercise. v

7 ABBREVIATIONS AND ACRONYMS BBC DSTV FGD KBC KIIs KTN NTV British Broadcasting Corporation Digital Satellite Television Focus Group Discussion Kenya Broadcasting Corporation Key In-depth Interviews Kenya Television Network Nation Television vi

8 CHAPTER ONE EXECUTIVE SUMMARY Kenya Film Commission contracted Strategic Research to undertake Audience Trend Survey on consumption of Film and TV programmes in Kenya with specific focus on local content. The survey was guided by the general objective of identifying the audience of local content as well as determining trends in consumption of local film and television. The survey involved the use of both quantitative and qualitative techniques in collecting views from the general public on the viewership of films and TV programmes in Kenya. The quantitative phase involved collection of data through face to face interviews using pre-coded questionnaires to measure trends in consumption of film and TV programmes. A total of 3005 interviews were conducted among the general public in 34 counties (8 provinces) in Kenya between 5th October and November 15th The qualitative phase involved in-depth interviews with stakeholders in the industry including Film producers, media managers as well as distributors who provided insights into film industry Kenya. Highlights of the Findings Overall TV and Film viewership trends TV viewership in Kenya is high with 59% Kenyans being exposed to television viewership on a daily basis. Majority of the respondents interviewed mentioned that they have watched Citizen TV both in the past one week (74.1%) and in the past one month (30.9%). KBC had been watched by 37% of the respondents in the past week and 27.1% in the past one month. Similarly NTV had been watched by 34.5% and 18.9% of the respondents in the past one week and one month respectively. KTN was the fourth most watched channel in the last one week category (31.2%) while it was the third most watched TV channel in the past one month category (20.8%). Other notable stations watched were K24, Kiss TV, and SuperSport. Citizen TV was mentioned as the favourite TV channel by more than half of the respondents (58.8%). KBC Channel 1 was mentioned by 14.3% while NTV was mentioned by 8.3%. Likewise KTN was mentioned by 7.1% of the respondents as their favourite TV station. This trend was evident when the respondents were asked to mention their favourite programmes. News (13%) came on top of the list as the favourite programme in the past one day (Yesterday), Tahidi High (9.7%) was second on the list while Papa Shirandula (7.6%) was third. Other programmes which were significantly mentioned are Vioja Mahakamani (5.3%), Inspector Mwala (5.2%), Vitimbi (5.2%) and Afro cinema (5.1%). Kenyans show a high liking for local TV productions at the time of interview, local programming took a lead over foreign programmes. Local TV programmes like Tahidi High (17.7%), Inspector Mwala (14.6%) and Papa shirandula (8.9%) were the most recently watched. When the respondents were asked of the programmes they have watched over the last one week Tahidi High was mentioned again by more than a third 1

9 (35.2%) while Papa Shirandula was mentioned by 30.3%. Other programmes mentioned on this category were Inspector Mwala (22.4%), Mother in law (15.6%), Vioja Mahakamani (14.8%), Vitimbi (12.8%) and Churchill Live (8.8%). Vioja Mahakamani (17.2%) was the most watched programme in the past 4 weeks category while Vitimbi (21%) was watched by majority along time ago. The time when majority of respondents watched the TV is from evening to late night. A minority (17.1%) watched the TV during other times of the day. Among those who watch TV at night, majority mentioned Citizen TV as their favourite TV station. Film consumption Movie viewership is low compared to television viewership, a third (30.4%) of the respondents mentioned that they watch movies weekly. More than one quarter (26.4%) of Kenyans do not watch any movies at all and the number of Kenyans who specifically watch movies of local content is even much lower. Majority of the respondents visit the cinema less often (46.9%) or have never even visited at all (34%). Only 8.9% Visit the cinema once a month. The percentage of those who never visit the cinema increased when they were asked how often they visit cinemas to watch locally produced movies. Among the cinemas visited in the last one day to the past 4 weeks Fox 20th Century CBD Moi Avenue, Fox Cineplex Sarit Centre, and Fox 20th Century Mama Ngina Street were the most outstanding mentions. Visiting cinemas halls to watch movies is largely an urban phenomenon with most of the rural populace settling more for mobile cinemas. The factors that influence cinema going as mentioned by the respondents are: The title of the movie (27.7%), Actors in the movie (25.8%), recommendations from friends (16.5%) and the cost being charged to watch the movie (13%) among other responses. On video viewership, majority (87.6%) mentioned that they have watched film on DVD/VCD before. Of those who have watched video before, 26% mentioned that they watch video a few times a week, 24% mentioned that they watch it less often, 17.2% watch it daily while 12.8% watch it once a week. Among these slightly lower percentages are watching movies produced locally. 15.5% of them mentioned that they watch movies with local content a few times a week, 6.3% watch it daily while 8.8% watch it fortnightly. Slightly less than half (40%) watch movies with local content less often while 18% have never watched it before. The reasons attributed to why majority are not watching locally produced movies are: lack of awareness (28.3%), unavailability of locally produced movies (25.8%), prices charged for those movies (11.4%) and poor quality of locally produced movies (19.1%). Source of information on film Majority (78.7%) of the respondents mentioned that they don t know where to get information on the film industry. The few who know where to get information mentioned: internet (26.4%), KFC (16%), Media (electronic- 13.1%, Print 7%), Kenya National Theatre (7.4%) and CD vendors/library (6.6%) as the sources of information among other mentions. 2

10 On awareness of KFC, majority (78.3%) mentioned that they have not heard of Kenya Film Commission. Among those who are aware of Kenya Film Commission, slightly more than half (52.1%) mentioned that KFC has not done enough to educate the public on its mandate. This was attributed to lack of enough manpower to educate the people (13.6%), majority not knowing their mandate (16.1 %), poor networking (6.6 %) and lack of promotion of local film (5.6 %). While the other half who agreed that KFC has done enough to educate the public attributed the this to promotion of local films/programmes worldwide (38.9%), Encouraging young people to be actors (25.5%), and Educating the public (21.2%), Factors affecting local film and TV programme consumption Several factors that affect consumption were mentioned. The most outstanding of all was the quality of the final product. The quality and content of movies to a large extent drives choice of viewership, what is perceived to be of poor quality attracts limited viewership. The quality in this context is a combination of factors such as professionalism, quality of actors, language, the plot, scripting and type of the equipment which eventually has a bearing on the cost of the overall product and thereby determining its accessibility to the public. Strategies used to expand markets and create new public for films The main strategies used by the film producers and marketers to increase the market for their products are improving the quality in production, packaging, outsourcing production and distribution, Participating in awards and seeking funding from both private and other bodies. Conclusion From the survey findings, it is clear that majority of the Kenyans TV viewership is higher than cinema and video. The choice of station plays a great role in exposing the public to local content based on its positioning. This was clearly evident from the programmes being watched over the last one month, where the programmes watched by majority of Kenyans were from Citizen TV. Other programmes watched by a significant percentage of Kenyans are from KBC and NTV. The top programs being watched in all these stations are local productions therefore indicating that a majority are now watching local content. Among the list of foreign programmes being watched by a significant percentage are programmes, which can be placed in our local context. These are specifically movies from Nigeria. Other notable foreign productions watched are the Mexican soaps. While a significant percentage of Kenyans is watching movies, it was clear that not all of them are actually watching locally produced movies. This has been attributed to poor quality of locally produced movies; their unavailability in the market and the high pricing. Differentiation between different categories/genre of films is largely lacking, majority of the respondents generally referred to the different categories of films as movies. This is an indication that the market has not differentiated in terms of consumer segmentation by film genres, hence making it difficult for producers to try and come up with products that will satisfy the market adequately. 3

11 The survey reveals that majority of Kenyans don t visit cinemas. This is especially so among the elderly and the less educated group. The main factors that influence cinema going are: the title of the movie, the Actors in the movie, recommendation from friends, and cost. The majority of those in rural areas have problems accessing the cinemas since most of the cinema halls are based in the towns. In addition to this, the few who visit cinema don t go there to watch locally produced movies. This is established from the low likelihood of majority of Kenyans to visit cinema specifically to watch locally produced movies. The major reasons for this trend are: the cost is too high, time factor, unavailability of these facilities in most parts of the country, poor actors; this is compounded by the overall lack of interest in locally produced movies. Majority Kenyans prefer to watch movies on DVD/VCD as this is the most convenient to the majority. This is easily available from, CD vendors, supermarket, Friends and music shops. Most of those who watch films through this medium are watching them within the home set up. The consumption of locally produced films on DVD/VCD consumption is generally low. This has been attributed to low awareness and unavailability of locally produced movies in comparison to foreign movies. Lack of wide variety of quality movies is also a constraining factor. This comes in form of the production process and the lack of professionalism being put into the process, other productions lack good actors hence attracting small audience. From the survey findings it is apparent that majority (78%) of Kenyans don t know where to get information on film industry. And of those who know where to get the information, less than a quarter (16%) will seek the information from KFC. Awareness of KFC and or its mandate is also low; about one half of those who are aware of KFC felt that it has not performed up to their expectation in terms of educating the public on its mandate. The perceived reasons are; KFC does not have enough manpower to handle the handle the exercise, poor networking and failure to promote local movies. Choice of film viewership is associated to familiarity; majority of respondents will look for something they can relate with or within their context there are others however, who love sophisticated movies that expose them to what s going on around the world. What matters to majority especially those in rural areas is that they like to watch what they can associate with in terms the setting and the language. Recommendations Given the fact that significant number of TV audience in Kenya appreciate local content, there is need to further strengthen this viewership by encouraging more TV stations to increase on local films content, especially among the leading TV stations in the country. KFC needs to put in place mechanisms that will ensure the 40% local content coverage by the media is observed by the media houses. To effectively increase the consumption of locally produced movies, there is need for KFC to encourage production of quality local films in the market. This could be done inform of film accreditation as well as rewarding quality production. In addition to this there should be effective classification of movies into different categories/genre for easier 4

12 accessibility and distribution. Effective classification and communication to consumers about the different genre of films to the consumers would not only increase their awareness of such films such that it would be easier for them to identify what they like best and the expectation on such products but also make easier the marketing and distribution of film products. And to ensure affordability of locally produced movies is achieved, there is need to ensure that the cost of production of local films in Kenya is reduced, through avenues such as subsidies in taxation, provision of film production equipments and developing infrastructure for distribution. This will not only lower the cost of final products being sold in the market but will also reduce the rate of piracy which is common in the industry as well as improving availability of these products to the local wananchi in all parts of the country. This will also go a long way in encouraging more prospective producers to produce their films in Kenya. Considering that industry players feel KFC has limited understanding of the industry s needs, there is need for KFC to undertake comprehensive and continuous assessments of the industry in order to improve her understanding of the industry as well as boost investor confidence in the industry. To increase big screen consumption of local films, there is need to promote the culture of cinema viewership among the Kenyans in general. KFC can partner with cinemas to subsidize on cost as well as put in place infrastructure that will facilitate distribution and increased awareness of local content. Information on the industry is generally low, there is need to develop an informational infrastructure that will provide information on available services as well as products in the industry. An increased dissemination of information and education of the public on the film industry as well will boost public understanding of the industry. Stakeholders suggest the use of Media, internet, promotional materials, and seminars as well as using different stakeholders forums. Finally, KFC should engage different stakeholders in the industry through interactive forums. This will give rise to information sharing and networking processes that will promote the growth of the industry. The industry players recognizes the effort so far made by KFC, in rewarding industry players through awards like Kalasha, but more incentives and sustainability is desirable if to improve on the industry. Increased involvement of the private sector may encourage growth through increased resource allocation. 5

13 INTRODUCTION Background information The Kenya Film Commission (KFC) was established by the Kenyan government in 2005 but only came into full function in mid The Commission was formed with the aim of promoting the Kenyan film industry locally as well as internationally. For the international community seeking film services in Kenya the Commission offers detailed information on locations; offer liaison services on behalf of the government; advise on recce s, film licensing and immigration; as well as facilitate the filming process for film makers. The Kenya Film Commission supports the Kenyan film industry by providing facilities for screenings and filming. As well as organizing workshops that aims at promoting and educating stakeholders on the film industry. The Commission is also establishing a database that will list film-makers, agents, local talent, stakeholders and service providers of the Kenyan film industry. Since its inception in early 2006, the KFC, with support from the Kenya Tourism Board, has been an active intermediary between foreign producers and relevant government ministries, negotiating reductions and waivers in licensing and location fees. KFC s vision is to be the reputed film partner of choice. The core corporate values of KFC in line with their vision and mission are; Advising the government and all relevant stakeholders on matter pertaining to development, co-ordination, regulation of the film industry in Kenya; Facilitating the provision of content development, funding and investment for film projects; Undertaking comprehensive and continuous assessment and resolution of the needs and problems of the film industry; Assisting in the marketing, distribution, exhibition and dissemination of Kenyan films; Encouraging, whether by the provision of financial assistance or otherwise, the proper keeping of Film Archives in Kenya; Encouraging investment in the development of film industry infrastructure; Identifying critical training needs of the film industry for enhancing the capacity of industry practitioners at entry and advanced levels Maintaining a database of equipment, personnel and production facilities available locally Objectives of the Survey Broadly the objective of the consumer audience trend survey is to:- Identify the audience of local content Determine trends in the consumption of local film and television 6

14 But specifically the survey was supposed to answer the following:- An overall picture of demand in film and TV industry- what is the general viewer ship of locally produced films and TV programmes. Identifying the audience demographics of local film Studies of consumption patterns in the local film and TV industries. Factors affecting local films and TV programme consumption e.g. pricing, quality, focus on superstars or celebrities How these factors (in iv. above) have affected consumption. Is demand relatively stable across motion pictures, with regard to individual titles demand as they become highly unpredictable? The main sources of consumer uncertainty. Description of the major forms in which films are consumed. The primary market and the secondary market for the use of these products in other settings. How do audiences (or consumers) make film & television choices. What are the patterns of participation and consumption of for-profit and non-profit film products What are the techniques of audience development to increase participation in the film as an art. Which strategies do commercial operators use to expand markets and create new publics for film and entertainment products. Factors affecting cinema going Methodology Based on the objectives of the study, types of respondents, nature of information sought, Strategic Public Relations and Research limited employed an integrated qualitative and quantitative approach to deliver on the terms of reference. The quantitative phase involved the use of face to face interviews using pre-coded questionnaires responding to the study objectives. The methodology followed the Pan Africa Media Research Organisation (PAMRO) common guidelines for collecting media data in Africa Desk Study/ Research The desk study was done as presented below. Some of the documents reviewed and places visited during the study included: The Kenya Film Commission website Past Reports and Publications The Kenya regulation and broadcasting Act Kenya Film classification Board website Kenya Bureau of Statistics Qualitative Assessment The survey used the qualitative approach to explore and explain the usage and consumption of film and TV as well as to gain an in-depth understanding of the local film industry. The qualitative approach provided insight into consumer perceptions and attitudes towards local film and TV production in Kenya, using this approach we were able to delve into different stakeholder s perceptions into why they focus on local or foreign film productions and their understanding of the local film industry. Recruitment 7

15 was done via appointments and interviews conducted at the stakeholders preferred location of interview Quantitative phase The quantitative phase involved collecting data from the general public audience to explore their viewership habits and reason thereof. The sampling frame was derived from the population census data of year 2009 by the Kenya National Bureau of statistics. The research survey design used Multistage Stratified Random Sampling in the stratification of the sample. A total of 3005 interviews were conducted. Data was analyzed along demographic data such as age, educational levels, gender, and rural / urban. The table below presents the stratification of the sample covered into the provincial boundaries. Province Total Population Sample Nairobi Coast Eastern Central Rift Valley Western North Eastern Nyanza Total ,005 Table 1: Sample distribution 8

16 CHAPTER TWO FINDINGS This chapter presents the findings of the primary data collected from the survey. It includes an interpretation of qualitative and quantitative interviews carried out to establish the consumption trends of films and television programmes in Kenya and factors that affect consumptions of such products in general. The findings have been segregated by respondents characteristics depending on the questions asked. The findings are thematically divided to address the main objectives of the survey as follows: The general viewership of locally produced films and TV programmes Audience demographics of local film Consumption patterns in the local film and TV industries Description of major forms in which films are consumed Factors affecting local films and TV programme consumption as well as cinema going Market development for film and entertainment products Respondents Description Characteristics Frequency Religion Muslim Christian - Catholic Christian - Protestant 1, Indigenous Hindu Gender Male 1, Female 1, Age years RTA Working Status Full time formal Full time informal Does not work Student Percentage 9

17 House wife Part time formal Part time informal Education Level Never went to school Primary not completed Completed primary Secondary not completed Completed secondary College/University not completed Completed college/university RTA Table 2: Respondent s description 10

18 2.3.0 Audience Television viewership and trends To understand audience viewership habits and trends, the respondents were asked several question in relation to; frequency of viewership, choice of programmes, how they watch programmes, with who etc Favorite TV Station Citizen TV 58.8% KBC Channel % NTV KTN 8.3% 7.1% K24 Super Sports Kiss TV DSTV Classic TV Others 1.5% 1.4% 1.3% 1.7% 1.1% 5.1% Figure 1: Favourite TV station The respondents were asked to name their favourite TV station among the TV channels they are watching. More than half (58.8%) of them mentioned Citizen TV as their most favourite TV station. Majority of whom are the young generation aged years old. KBC Channel 1 was mentioned by 14.3% of the respondents while NTV and KTN were mentioned by 8.3% and 7.1% of the respondents respectively. The four station account for more than 88% of the total mentions. This is a clear indication of their huge following in the programmes that are being aired in these stations. Other mentions include K24 (1.5%), Super Sport (1.4%) and Kiss TV (1.3%). 11

19 2.5.0 TV Channels Viewership Citizen TV KBC Channel 1 NTV KTN K24 Classic TV Super Sports Kiss TV DSTV others 30.9% 37.0% 27.1% 34.5% 18.9% 31.2% 20.8% 11.2% 12.3% 7.2% 12.4% 6.8% 7.8% 6.3% 6.4% 7.4% 11.0% 27.0% 52.9% 74.1% The Last 7 Days The Past 4 weeks Figure 2: TV stations/channels watched in the past 7 days and one month When the respondents were asked which stations they had watched over a period of time ranging from a week to a month, majority of them mentioned that they had watched Citizen TV in the past 7 days (74.1%), as well as the past 4 weeks (30.9%). Similarly KBC Channel 1, NTV and KTN had been watched by majority of the respondents over the past 7 days than in the past 4 weeks. KTN (20.8%) had been watched in the past 4 weeks by slightly higher percentage of viewers than NTV (18.9%) which is not the case when compared to the viewers over the last one week. K24, Classic TV, Super Sports and Kiss TV had been watched by slightly higher percentage of viewers over the past 4 weeks than in the past 7 days. 12

20 2.5.1 TV Channels Viewership analysis by age years 7 Days 4 weeks 7 Days 4 weeks 7 Days 4 weeks 7 Days 4 weeks 7 Days 4 weeks 7 Days 4 weeks 7 Days Citizen TV KBC Channel Nation TV KTN K Classic TV Super Sports Kiss TV DSTV Others Table 3: TV Channel Viewership on different age levels Analysis of TV viewership by age revealed that the majority of those who had watched Citizen (71.6%), KBC channel 1 (65.1%); Nation TV (74.9%) and KTN (72.7%) over the past 7 days were the young generation aged years. Similarly, greater percentage of those who had watched the four stations over the last one month follow similar pattern as shown in the table above. Among stations watched by majority of the younger generation that is those below 30 years in the past 7 days were: Kiss TV (69.5%), Classic (60.1%), and Super Sports (61.7%). 4 weeks TV Channels Viewership analysis by location Urban Rural 7 Days 4 Weeks 7 Days 4 Weeks Citizen TV KBC Channel Nation TV KTN K Classic TV Super Sports Kiss TV DSTV Others Table 4: TV Channel Viewership on different age levels Generally, majority of the TV viewers who had watched the TV both in the past 7 days and 4 weeks are from urban areas. When compared to other stations, Citizen and KBC channel 1 are watched by significant number of those who reside in rural areas. 13

21 2.5.3 Favorite TV Programmes When asked to mention their favorite TV programmes, locally produced programmes dominate TV viewership in the country at 48.8% exclusive of news. However, News is also considered key to the Kenyan audience at (13%), Noteworthy are the Afro cinema/nigerian movies (5.2%). News Tahidi High Papa shirandula Vioja mahakamani Inspector Mwala Vitimbi Afro cinema / Nigerian movies Music / Hot source / Rush Premier league / sports In the name of Love Churchill live Mother in law The bench / Capital Talk Beba beba Wrestling Changing times Mheshimiwa Tabasamu The promise Others 13.0% 9.7% 7.6% 5.3% 5.2% 5.2% 5.1% 4.9% 4.3% 4.1% 3.9% 3.7% 2.8% 2.2% 1.6% 1.1% 1.1% 1.0% 1.0% 17.1% Figure 3: Favourite TV programmes Interviews with stakeholders reveal that Nigerian movies are popular largely because the audience can relate them to their local context. Viewership varies between men and women for instance more women (76.1%) watch the Latin American soaps than Nigerian movies right now are in high demand, the reason is because most of the audiences want to know more about their roots and connect well with the content. Film producer, Nairobi men (23.9%). The Nigerian movies however, draw an almost equal viewership between male (49.6%) and female (50.4%). Education levels influence choice of programmes to some extent. The survey reveals that more than half of those who mentioned News as a favorite programme were those who had completed secondary school (30.9%) and College/University (22.9%). Local soaps and drama however attract a wider age bracket but with lower viewership from those with the college and University education. Foreign programme viewership is largely a preserve for those with college education and above. Similarly age plays a role in programme choice, majority of the respondents who mentioned that their favourite programmes were: Tahidi High, Papa, Vioja, and Inspector Mwala were youths and the middle aged. 14

22 2.5.4 The Time TV is mostly watched 54.8% At night 14.9% 13.2% 4.1% 3.8% 3.5% 2.5% 3.2% Evening Late night In the morning Aftrenoon Very early in themorning Noon Others Figure 4: Time when majority of audience are watching TV The time which most audience watches TV is from evening to late night. Slightly more than half (54.8%) of them mentioned that the time they mostly watch TV is from 8-10 pm. 14.9% of them mentioned that they mostly watch TV in the evening while 13.2% mentioned that they mostly watch the TV at late night. The rest mentioned that they watch the TV during the day. Majority (57.5%) of those who watch TV at night mentioned that Citizen TV was their favourite TV channel. In the different times the TV is being watched, most of the viewers are watching Citizen TV Time the TV is mostly watched per Favourite TV station am am pm pm pm pm After 10 pm Citizen TV KBC Channel 1 Nation TV KTN Figure 5: Time TV is mostly watched in different stations As shown in the graph above, Citizen TV is the mostly watched TV Station at all the times. This is an indication that this station is way above the rest in terms of number of 15

23 TV audience. The Highest point when citizens TV receive the largest number of viewers is in the morning 8 11 am and after 10 pm. Similarly, though not consistent, KBC Channel 1 is also watched by significant numbers of audience especially at pm. Its lowest point is between am. The viewership for NTV is consistent though a bit low when compared to KBC Channel 1. Its highest point is in the morning 5 7 am. On the other hand KTN curve is fluctuating on different viewing times. The highest number of viewers for this station is in the afternoon at 2 4 pm while on other times it remains low Local Film/TV Programmes watched Awareness of local films /TV programming is high with respondents clearly able to recall programmes with local content. Yesterday Past 7 Day Past 4 weeks Long Time ago Tahidi high 17.7% 35.2% 10.3% 3.5% Papa shirandula 8.9% 30.3% 14.4% 4.3% Inspector Mwala 14.6% 22.4% 13.0% 5.8% Mother in law 12.7% 15.6% 6.0% 6.4% Vioja mahakamani 5.6% 14.8% 17.2% 15.9% Vitimbi 4.2% 12.8% 13.3% 21.7% Churchill live 2.0% 8.8% 1.9% 1.7% Tabasamu 2.7% 6.9% 7.9% 4.6% Beba Beba 1.9% 5.3% 3.5% 4.1% Nairobi law courts 0.8% 4.4% 3.2% 1.4% News 17.6% 3.7% 1.4% 2.0% Machachari 5.5% 2.4% 2.1% 0.6% Mheshimiwa 0.6% 2.0% 1.4% 0.3% Tusker project Fame 3.6% 1.9% 0.4% 1.4% Hila 0.2% 1.9% 1.8% 4.1% Capital talk 1.3% 1.7% 0.7% 0.0% Smack down / Wrestling 0.9% 1.6% 1.2% 1.7% Afro cinema 2.5% 1.6% 0.0% 0.0% In the name of love 2.2% 1.5% 0.5% 1.4% Wedding show 2.9% 1.3% 0.9% 0.3% Je huu ni ungwana? 1.2% 1.3% 1.8% 2.6% Makutano junction 1.6% 1.2% 1.6% 6.1% Changing times 0.5% 1.1% 0.7% 1.2% Wash & set 0.6% 1.1% 1.4% 0.6% Waridi 0.0% 0.7% 2.1% 6.1% Shades of sin 2.5% 0.7% 0.2% 0.6% The beat 1.2% 0.5% 0.7% 0.3% Siri 0.1% 0.5% 1.8% 2.9% Cobra squad 0.1% 0.2% 0.4% 2.6% Wingu la moto 0.0% 0.3% 0.5% 4.6% Tausi 0.0% 0.1% 0.5% 7.2% Kibiriti 0.1% 0.2% 1.6% 3.2% Table 5: Local film /TV programmes watched 16

24 Whether in the recent past or over a long period of time the survey reveals that local programming is able to sustain audience viewership for long periods of time. Some of the programmes mentioned as favorites like Tahidi High has been running for more than two years and reported the highest viewership. Other programmes like Vioja Mahakamani and Vitimbi have been running for years and still get a favorable mention from the viewership. On the bottom of the list are program which were popular in the past but slowly losing popularity or were discontinued altogether. Industry players contend that there has been a rise in quality of production and hence some of the initially loved programmes no longer draw as much viewership as before. Qualitative interviews with stakeholders in the media and film industry indicate that some of the key factors that affect consumption of local have do with production as well as legislation. Some of the key concerns are outlined below: Production issues language Movies or programmes in Kiswahili resonate better with the public than English programmes and especially when it is fused with Sheng. Context The ability to connect with the viewership in terms of movie settings, fiction, drama etc! Availability Local TV channels concentrate more on Low sensitization /advertisements foreign movies as opposed to local content Programmes of local content do not get as much advertisement coverage as foreign content Legislation /policy issues Law enforcement The government does not adequately enforce the 20% local content coverage on the media houses Copyright issues Infringement of copyright issues Financial investment Production costs are high and hence consistent production of programmes without sustained financing is a challenge to the industry players Role of the government in promoting local content in the media Industry players recognize the role of government in zero rating of film equipments but at the same time breath fault the government on its inability to reinforce media coverage of local content. Film makers were of the opinion that though the government has good intentions for the industry, it has not been keen enough to ensure that promotion of local content is enforced in the industry. I think the government has the intentions of trying t promoting local content but even the 20% rule is rarely enforced, the time slots given to local content is still minimal. Media house Manager, Nairobi 17

25 2.6.0 Audience movie viewership and trends Incidence of movie viewership Weekly Rarely Daily Fortnightly Once a month Once every three months Once in six months Never 0 Figure 6: Incidence of movie viewership Nearly a third of the respondents interviewed mentioned that they watched movies on weekly basis, while 26.2 % mentioned that they rarely watched movies. Significant number of them (15.5%) mentioned that they watched the movies on daily basis. Others mentioned that they watched it once a month (6.6%), once every three months (1.3%) and a minority watched it once in six months (0.7%). This shows that significant number of Kenyans is watching movies. Nevertheless 11.7% had never watched a movie/film before Frequency of watching Movies with Local Content Rarely Weekly Daily Fortnightly Once a month Once every three months Once in six months Never 8.1% 5.0% 3.9% 1.8% 1.2% 23.2% 24.4% 32.5% Figure 7: Frequency of watching movies with local content are being watched 18

26 When the respondent were asked how often they watched movies with local content, slightly less than a third (32.5%) mentioned that they rarely watch movies while 23.2% watch them on weekly basis. The majority who are watching movies on weekly basis are watching them with members of their household (57.9%). Likewise 8.1% and 5% mentioned that they watch movies daily and fortnightly respectively. Nearly a quarter (24.4%) doesn t watch movies with local content at all Frequency of watching Movies with Local Content on age level years Daily Weekly Fortnightly Once a month Once every three months Once in six months Rarely Never Table 6: Frequency at which movies with local content are watched on different age level When further analysis on the responses on those watching movies with local contents shows that majority of those who watched movies on daily and weekly basis are youths below 40 years. On the other hand majority of those who rarely or have never watched a movie are the older generation 45 and above. This has been attributed mainly to lack of time or interest among the older generation Frequency of watching Movies with Local Content on Education level Never went to school Primary not completed Complet ed primary Secondary not completed Completed secondary College/Univ ersity not completed Completed college/uni versity Daily Weekly Fortnightly Once a month Once every three months Once in six months Rarely Never Table 7: Frequency at which movies with local content are watched on different education 19

27 Majority of the movie viewers are those who completed secondary and above. In general those who completed secondary are the majority of the film viewers while those who either never went to school or did not complete primary are the majority who watch movies less often or have never watched at all. From qualitative discussion, the players in the film industry attributed this to complexities in some movies hence the majority of the less intellect finding it hard to relate with the normal live that they are familiar with. Others however argued that this is as a result of language being used in movies e.g. English which majority with less education especially the old find it hard to comprehend Frequency of watching Movies with Local Content on different location Urban Rural Daily Weekly Fortnightly Once a month Once every three months Once in six months Rarely Never Table 8: Frequency at which movies with local content are watched on different location Majority of the respondents who watch or rarely watch movies are from urban areas. On the other hand the respondents who had never watched any movie are from rural areas. Outstanding is the percentage of those who watch movies daily (71.5%) are the ones from urban areas. This has been attributed to the lifestyle of those in urban areas and advancing technology which is biased towards urban areas. Others argued that availability of movies was the main factor influencing viewership of movies between the two settings since most of the distribution is done in urban areas. Nevertheless the majority of them agreed that there is growing number of film/movie viewers in the rural areas especially those scripted in vernacular or in scenes they are familiar with. 20

28 2.6.6 Awareness of Locally Produced Movies Top of Mind Other Mentions Aided Total Awareness Pamela Home alone Junction Juniors Shida Kibiriti The Price of a daughter The game Matatu girl The dance for wives A journey to Pamoja Santos the survivor Brother Brother I survived The public speaker Dangerous Affair The Encounter Cobra squad The devil dentist Twist of fate Soul The mystery of the golden ring Before the fall Tears of the rich master Bwnagu Mureishi Coming to England Ta kimbia Getting Justice Defendant Behind the road block Adani Peace wanted alive Bizzaaire Togetherness supreme Others Table 9: Awareness of locally produced movies 21

29 2.6.7 Awareness of Local Celebrities and the movies they act in Inspect or Mwala Papa shiran dula Tahi di high Moth er in law Vitim bi Chur chill live Vioja mahak amani Base David Mwabili (Mwala) Charles Bukeko (Papa shirandula ) Omollo O J Sarah Hassan Mrs Morgan Charity Mzee Ojwang Machangi Kianangi Jalango [Felix Oduor] Nini Wacera Jackline Nyaminde Churchil Mama Kayai Kihonjo Makhoha Prezzo Ocwek Others Total Shug a Taba samu Table 10: Awareness of local celebrities and the programs they act in Nairo bi law Cobr a Squa d Wari di Mach achar i Pengl e Beba Beba As shown in the table above, majority of the respondents were able to associate the actors to the films they are acting in. In other cases actors were also mentioned in other programmes/films. Top on the list is Mwala which was not only mentioned in Inspector Mwala but also in similar films. 22