THE ROLE OF THE MEDIA IN ATTRACTING FOREIGN INVESTORS IN

BY

GATHIN.JI SILVIA NYAMBURA Biv1C/5483/42/DF

A RESEARCH REPORT SUBMITTED TO THE FACULTY SOCIAL SCIENCES IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A BACHELOR MASS COMIYIUNICATION OF KAMPALA INTERNATIONAL UNIVERISTY

September 2009 TABLE OF CONTENTS

Declaration ...... ii

Approval ...... iii

Dedication ...... iv

Acknowledgements ...... v

Abstract...... vi

List of Abbreviations ...... vii

Chapter one

Introduction

1.0 Introduction ...... I

I.I Background to the study ...... 2

1.2 Statement of the problem ...... 5

1.3 Purpose of the Study ...... 6

1.4 Objectives of the Study ...... 6

1.5 Research Questions ...... 7

1.6 Scope of the study ...... 7

1.7 Significance of the study ...... 8

1.8 Conceptual Framework ...... 9 Chapter two

Literature review

Introduction ...... I 0

Media landscape in Kampala ...... 10

New media trends in ...... 13

The media and Development in Uganda ...... 15

Chapter three

Methodology

Introduction ...... 20

Research designs ...... 20

Sampling Frame ...... 20

Sample Selection Procedure ...... 22

Methods of data collection ...... 23

-part1c1patory. . o b servalion...... 2~"

-documentation ...... 23

-interview ...... 24

-Questionnaire ...... 24

Data analysis techniques ...... 24

Ethical procedures of Data Collection ...... 24

Study Limitations ...... 26 Chapter four

Research findings, presentation and analysis

Introduction ...... 27

The role of the media in attracting foreign investors in Kampala ...... 30

The achievements of the media ...... 30

The challenges the media faces ...... 32

Chapter five

Summary of findings, conclusion and recommendations

Introduction ...... 33

Summary of the findings ...... 33

Conclusion ...... 35

Recommendations (how the challenges can be addressed) ...... 35

References ...... 37

Appendices ...... 38

Appendix i ...... 38

Appendix ii ...... 39 Appendix iii ...... 42

Appendix iv ...... 45

Appendix v ...... 46

Appendix vi ...... 47

Appendix vii ...... 48

Appendix viii ...... 49

Appendix ix ...... 50 DECLARATION

I GATHINJI SIL VIA NYAMBURA, a student of Kampala International University, hereby declare that this work is my original work and the best of my knowledge and it has never been presented by any other person or institution for any Academic Award in and outside Kampala International University.

Date: .... P.f../Jct~.f? ...... APPROVAL

This Research report has been submitted for examination with my approval as the University Supervisor

1 Signature: ...... Date: ...... ~"l../06/u~ /...... MA TOVU MOHAMED.

Ill DEDICATION.

I dedicate this work to my beloved mother, Ms Elizabeth Njuguna who has made it possible for me to come this far. AKNOWLEDGEMENT

I feel deeply indebted to many people for the help, advice and acknowledgement in as far as my education is concerned. Special recognition goes to my mother and the rest of my family for the financial and moral support they have rendered towards my education.

I also wish to thank the management and staff of Kampala International University that have provided most information and advice, and special thanks is forwarded to MR. Matovu Mohamed for his guidance and support in the production of this work.

Lastly to all my friends, who have in one way or another, contributed to the successful completion of this project.

V ABSTRACT

The media in Kampala and Uganda as a whole, through its cardinal roles of informing and disseminating knowledge, can be of help to the government campaign of attracting foreign investors in Kampala. This campaign is one of the various government efforts to push economic development in the country.

The media can go a long way in doing this, by informing people about the vanous government programs, the investor incentives put in place by government such as 'free' land, power, cheap and skilled labor, publishing the available tender invitation adverts in their advertising slots.

The media also plays an important role of scrutinizing the value for money of all ventures that the government gets involved in, and inform the people, so as to enable the public to verify whether they are worthwhile. This can be through its editorials and broadcasts. LIST OF ABBREVIATIONS

NRA/M: National Resistance Army/Movement CBS : Central Broadcasting Service UIA : Uganda Investment Authority UBC : Uganda Broadcasting Corporation WBS : Wavah Broadcasting Service NTV : Nation Television KCC : Kampala City Council NPHC : National Population and Housing Census UHMG: Uganda Health Marketing Group FGM: Female Genital Mutilation CHAPTER ONE

INTRODUCTION

!.O Background to the study

The media can be described as the means of communication, for example, radio and television, newspapers, and magazines, that reach or influence people widely:

The driw to attract foreign investors in Kampala and Uganda in general started in 1997 when the ten-year Investment Strategic Plan (ISP) was drawn. It was identified that local investors could not raise enough capital to invest in certain enormous ventures, and besid

The government embarked on a massive campaign to attract foreign investors in the

country. In 1998, the Uganda Investment Authority was formed with the responsibility of

streamlining overlooking investment procedures and providing the necessary assistance

to potential investors. By the year 2003, various foreign firms hud invested in Uganda,

and Foreign Direct Investment (FD!) was estimated at $290 million.

Foreign investors in Uganda mainly come from the United Kingdom, India, Kenya and

South Africa. Foreign companies operating in Uganda by 2002 included Ca!tex,

Sheraton, Starcom, Citibank, Xerox, Cargill, AES, Colgate Palmolive, Swift Global, IBM, Hewlett-Packard, GM, Ford, Ernst and Young, Price-Waterhouse-Coopers, Deloitte and Touche, and Caterpillar.

Others are MTN, Celtel (now Zain), Nile Breweries, Roofings, Kampala Phamaceutical

Industries (KP!), Shoprite checkers Coca-Cola, Pepsi and others. Almost all of these companies are based in Kampala.

The liberalization of the economy opened up the door wider for foreign investment in the country. It's however evident that Kampala has been and continues to be the biggest beneficiary of these investments in comparison with other regions as most of them are based in Kampala.

1.1 Background to the study

Before the arrival of the British, Mutesa I the Kabaka (king) of had chosen the area that was to become Kampala as one of his favourite hunting grounds. The area was made up of numerous rolling hills and lush wetlands. It was an ideal breeding ground for various game, particularly a species of antelope, the Impala (Aepyceros melampus). The origin of the word impala is likely from the Zulu language in South Africa, adapted into

English. The British called the area the hills of the Impala. Translated to Luganda it became "kasozi ka Impala". With time, local usage took to referring to the Kabaka's hunting expeditions as "Kabaka agenze e ka 'empala ("The Kabaka has gone to

Ka'mpala"). Eventually the hills became known as Kampala.

2 Traditionally, Kampala was a city of seven hills, the accuracy of this is quite debatable but they included the following;

First is the Kasubi 1-Iill. which is where the of the previous Kabakas are housed. The second is Mengo 1-Iill where the present Lubiri (Kabaka's Palace) is and the

Headquarters of the Buganda Court of Justice and of the Lukiiko, Buganda's Parliament.

The third is Hill, the seat of the Moslem faith, it now houses the Kibuli Mosque,

Kibuli Secondary School and Kibuli Moslem Hospital. The fourth is , the scat of the Anglican faith, it home to the Namirembe Anglican Cathedral. Others arc

Rubaga Hill, the scat of the Catholic faith and headquarters of the White Fathers. It now houses Rubaga Catholic Cathedral. hill, which was the Headquarters of the Mill

Hill ~\ission. lt now hou:;.cs '.';s:.i.m\:,v:1 Hosrit::i.l.Then the little hi\\ of K:inrn:.ib. Ll-ie hill of the Impala. It's the present Old Kampala hill, housing the Uganda Moslem Supreme

Council (UMSC) main mosque.

The development of Kampala into a big city encouraged the colonial administration to shift the commercial capital of the country from Entebbe to Kampala in the l 950s. It has since expanded to include other hills such as , Tank hill in , ,

Makindye, , Naguru, Konge and many others, covering an area of 189 km2 (73 square miles). The population of Kampala has also increased "from about 330,700

1 people in 1969 to more than I. 7 million today" •

The centre for industrial and investment activity in Uganda had been established in Jinja

by the colonial administration and so most of the major investments in the country were

1 NPI-IC 2002/Kampala. located there. Following the expulsion of the Asians from Uganda by !di Amin and the consequent political instability that followed, most of the investors, both Ugandans and

Asians fled the country and by the time the National Resistance Army/Movement

(NRA/M) captured power in 1986, the state of investment in the country was at its worst.

Almost all the enterprising Ugandans (both native and those of Asian origin) had either been murdered by !di Amin's regime or exiled because of the insecurity. Most of the industries in Jinja had been destroyed by the civil wars, the remaining ones collapsed due to lack of capital and expertise after the expulsion of the Asians. Thus, the NRA/M government started a vigorous campaign to boost investor confidence in order to revive the ailing economy (Opio Oloya 2003).

Relative political stability and calm increased the influx of people in Kampala, in search of employment, and this meant that the available domestic investors, with their limited capital could not meet the demand for more jobs. This prompted the government to come up with a strategy to attract foreign investors who have bigger capital resources and expertise to come and take up priority areas, which the domestic investors could not manage. It's no wonder therefore that when the government started the campaign to revive industrial activity and investment in the country, Kampala automatically presented itself as the ideal location, with a high population, relatively good infrastructure and security, (Min of Finance, 200 I). In 1998, the Uganda Investment Authority was formed with the task of streamlining the investment procedures and help prospective investors with the resources and information required.

Numerous investment incentives have been put in place to attract foreign investors into the country, including free land and power, improved infrastructures, tax holidays and many others. This has seen the coming up of various investment establishments such as the central industrial area (covering areas of Lugogo, to , to Jinja road), the

Nalukolongo and industrial areas and of recent, the Namanve Industrial and Business Park (NIBP) whose infrastructure is now under construction. I I

But given the past history of investor expulsion, political instability and insecurity in

Uganda, there is need for massi\'e publicity for the effort of the government in creating a conducive investment environment, in order to boost investor confidence.

The media in Uganda (both print and electronic), can play an important role through its cardinal roles of inforn1ing and disseminating knowledge, in helping the government in

its campaign to attract foreign investors in Kampala and Uganda in general.

1.2 Statement of the problem

Uganda has had a turbulent, unstable past in the 1970s and early 1980s, which all but

totally run down the investments in the country. It's thus important that with the relative peace and stability that is being experienced today, the investment capacity be reconstructed. Government has come with several initiatives to encourage re-investment in the country. The government thus needs the support of the media, since it's an important stakeholder in the development effort through informing and disseminating knowledge, among other roles. The focus of this study was on the role that the media has played/is playing/can play in the campaign of attracting foreign investors in Kampala.

1.3 Purpose of the Study

The study was aimed at analyzing the role that the media in Uganda can play/is playing to

help the government in its campaign of attract foreign investors in Kampala.

1.4 Study Objectives

1. To analyze how the media has helped the government m the campaign of

attracting foreign investors in Kainpala.

2. To identify the achievements of the media in as far as attracting foreign investors

is concerned.

3. To identify the challenges faced by the media m their effort to help m the

campaign to attract foreign investors to Kampala.

6 1.5 Research Questions

l. Do you think the media has a role to play 111 attracting foreign investors 111

Kampala? If so what role is it?

2. How has the government and the Uganda Investment Authority engaged the

media in the campaign to attract foreign investors in Kampala?

3. What, in your opinion, is the rate of achievement of the media in helping to attract

foreign investors in Kampala?

4. Arc there any challenges faced by the media in trying to help in the campaign of attracting foreign investors in Kampala? I

1.6 Scope of the study I

The study covered Kampala City, on the northern shores of Lake Victoria. Kampala is the capital city of Uganda, it bordered by Wakiso, Mpigi and Mukono districts. "It covers an area of 189 km2 (73 sq mi) and it is made up ofNakawa, , , Rubaga

2 and Central divisions. Kampala has a population of 1,758,543 people" .

The study was concentrated three radio stations, that is, Radio Simba, Capital radio and

CBS radio. It shall also cover three TV stations, that is, UBC TV, NTV and WBS TV. lt

shall further cover three newspapers, that is, the , the and the

Observer.

2 Kampala City Council

7 Due to the time and financial limitations, the researcher was not be able to cover all the

media and investment fraternity in Kampala, and so a sample of 36 media practitioners

and IO people from government and the investment community, was used to represent the

entire area of study. These media organizations have been chosen because together they share the largest audience/receivership in the entire country. The above persons will be specially selected due to their expertise in the investment sector, and vast experience in

media practice.

1.7 Significance of the study

o The study is important in bringing in new knowledge on how best the media can

be utilized to contribute to the government effort of attracting foreign investors in

Kampala.

o The study will help the government and the Uganda Investment Authority to

examine the challenges faced by the media in its role of informing intending

investors about the investment potential in Kampala and Uganda as a whole.

o The study is helping authorities in Kampala to realize the strength of the media

and the various ways through which the media can help them in their drive to

attract foreign investors.

o The study will help the policy makers to identify and involve the media as one of

the major players as far as attracting foreign investors is concerned.

o The study is important in the assessment of the successes/achievements of the

media in the campaign of attracting foreign investors in Kampala. o The study is important to policy makers in identifying the weaknesses/challenges

the media faces in its effort to help the government in its effort to attract foreign

investors in Kampala, and also provide guidelines in formulating the way

forward.

1.8 Conceptual Framework

This helped to define the topic of study through defining the variables within the topic.

There are intervening variables which work hand in hand with the independent variable

(which is the role of the media in this case) to predict, control, determine and influence

the dependent variable (which in this case is attraction of foreign investors).

FIGURE: 1 Conceptual Framework.

Independent Variables Intervening Variables Dependent Variables

OLE OF THE MEDIA INVESTMENT ATTRACTION OF Informing INCENTIVES FOREIGN INVESTORS Disseminating Government support • Available market knowledge , Peaceful and stable • Cheap labor Entertaining • Tax holidays Educating environment • Improved Acting as a watch Transparency and infrastructures dog of the authorities accountability

SOURCE: Researcher.

9 CHAPTER TWO

REVIEW OF THE PREVIOUS LITERATURE

2.0 Introduction

This chapter summarizes the available literature which is related to the study, this covers the views of the various authors who have written about the subject of the study. It also involves the various arguments derived fro the different studies previously carried out in line with the research problem.

The media is very important in any undertaking, whether private or public, whether social, economic or political. The media plays a very important role of informing and dissemination of knowledge and this can be utilized by the government to help its campaign of attracting foreign investors in Kampala and Uganda in general.

The media has helped/is helping and can help more through its widespread coverage, by passing on information and publicity about the investment opportunities, and to act as a watch dog in scrutinizing and verifying the viability of every government undertaking, including investment infrastructures that are being put in place by the government.

2.1 Media Landscape in Uganda

There are vanous media houses in Kampala, electronic and print, local and foreign owned. Local print media includes newspapers such as:

10 The New Vision.

This is a state run daily, published by the New Vision Printing and Publishing

Corporation, the paper has a print run of about 60,000 copies and a readership of about

400,000. The New Vision is 15 by 11 inches in size and averages 36 pages per issue, but can also reach as many as 60 pages in an issue. Approximately 70 percent of the paper is news copy, with 30 percent of the space dedicated to advertising.

The Daily Monitor.

It was started in 1992 by a group of editors and writers who defected from the Weekly

Topic after coming into conflict with management policies. The Daily Monitor grew from humble beginnings to become New Vision's main rival. The Daily lvfonitor's daily print run is 40,000 with a readership of about 300,000. With the same 15-by I I-inch format as

New Vision, the Daily Monitor averages 31 pages per issue, but can reach up to 50 pages. ln an average issue 80 percent of space is committed to news copy, and the remaining 20 percent is sold to advertisers.

The Observer.

Its a privately owned newspaper comes out bi-weekly (Monday and Thursday) The

Observer's bi-weekly print run is 30,000 copies, with a readership of about 150,000, with a 15-by I I-inch format, it averages 25 pages per issue, but sometimes goes up to 42 pages. An average issue dedicates around 70 percent of its space to news copy, and the remaining 30 percent is sold to advertisers.

11 The Red Pepper.

This is a tabloid daily that focuses on sleaze stories and tends towards pornographic content. Others include the Weekly Message and !he Independent Magazine.

The Independent magazine.

This is a weekly news magazine which tends towards investigative reporting. the magazine and in particular. its managing editor, Andrew Mwenda, has had several run­ ins with the state security agencies, being accused of publishing false, subversive or security sensitive stories. It has a weekly print of about I 0,000 and a readership of about

I 00,000.

The foreign print media include the East African and Daily Nation, published by the

Nation Media Group in Kenya, the New Times from Rwanda, the Daily monitor also runs the New York times in its inside pages once a week.

Among the electronic media include local radio stations such as Radio Simba, Sanyu fm,

Radio One, CBS Ji11, UBC Radio, K-FM (owned by the Monitor Publications), Bukedde

FM and Vision Voice (owned by the New Vision) and others.

The foreign radio stations include British Broadcasting Corporation (BBC), Radio France

International (RF!), Douche Vela (DW) radio and the Voice of America (VOA) radio.

There are also Television channels in Uganda, of which the local ones include WBS,

NTV, UBC TV, Record TV, Light House TV, Step TV (based in Mbale) and others.

12 The International channels include BBC, Cable News Network (CNN), Douche Welle

TV, and Voice of America.

Uganda is host to Reuters, Agency France Press, Associated Press, the Chinese News

Agency, and one local agency. Most foreign news agencies employ local journalists to cover the country for them.

Pay television also exists 111 Uganda. It's however still limited to the country's small privileged class, Digital Satellite Television (DSTV) is beamed via satellite from South

Africa into almost 3000 Ugandan homes.

2.2 New media trends in Uganda r I

Uganda's media has not been left behind by the global trends. The media globally has reinvented itself in order to appeal to a wider audience in its role of informing, disseminating knowledge, watching the state with intent of keeping the masses informed of the happening and entertaining. The media has adapted various ways of reaching out to all sections of society, these include;

Music shows. These have now become popular on many rndio and TV channels in

Uganda. Radio stations like Capital FM, Sanyu FM, Radio Simba, Beat FM and TV stations like Record, NBS, LTV have all adopted music programs in their broadcasts.

Newspapers have not been left out of the music revolution. Newspapers like New Vision and Daily Monitor have pages they dedicate to Music charts, both local and international music such as the UK singles chart in the Daily Monitor everyday. This music revolution

13 1s important to the media because it acts as a form of entertainment and so it offers variety for receivers thus raising the profile of the media.

Talk shows. These are basically interactive debates or shows involving listeners or viewers. They may be political, such as the "ebimeeza", sports talk shows and others.

These are aimed at bringing in the opinions of the audience (both viewers and listeners); give them a chance to share views and to bring out educative information.

Soaps. These are mainly foreign dramas, Movies aimed at entertaining people. Latin I soaps have especially become popular with Uganda's mainstream media houses like UBC TV, NTV, Capital TV and others. The live screening or the 'Big Brother' shows I from South Africa is another popular program occupying the media fraternity today. I

Others are talent search shows such as 'Tusker Project Fame', 'African Idol', 'American

Idol'. All for entertaining purposes.

Games and sports. The media in Uganda has also ventured in the sports arena. Many

radio stations today, broadcast live commentary of popular European sports like Football

(the English Premier League and the European Champions League being the most

popular in Uganda), Boxing, tennis, cricket and others. The Pay TV providers DSTV

broadcast Iive European Garnes on TV, thus bringing entertainment into the media

programm Ing.

Educative challenge shows. Most popular of these is the 'Zain Africa challenge'. It's an

educative quiz show for University students from Universities across Africa. It's aired on

14 NTV in Uganda. Several other educative quiz shows include the medical 'good Life show' on UBC TV (by Uganda Health Marketing Group), Local Luganda general knowledge quiz show 'Engule', on radio Simba. All these are aimed al bringing entertainment and educative information to the listeners/viewers.

2.3 The media and Development in Uganda

Many scholars have written vigorously about the importance of the media in driving the development process, especially in the third world, particularly in Africa. They recommend that the media should be taken on board every development project that is undertaken, whether by the government or the private sector.

According lo W. W Rostow, mass communication was seen to perform a very important role in social and economic development, it is seen as having the potential to inform, persuade and educate, and thereby facilitating development. ( Dordick & Wnag 1993).

Mass media came to be seen as providing the mechanism to achieve Rostow's take-off stage of development. He adds that there is need to encourage developing countries to

invest in the media with the aim of altering people's expectations and to re-orientate them

towards entrepreneurship, which would benefit economic development

According to Prof. Amartya Sen, the media plays a critical role in expanding

transparency. "The competition within and between media throws light on many corners

that had been dark so far. The citizenship requirement, restrictions on foreign

institutional holdings, limitations on cross-holdings, are some of the commonly used

means to maintain competition in the media".

I" He argues that transparency in the political system should be sulricient at any stage of development and that the media does a very important role in ensuring transparency in any country.

Independent media face many constraints ranging from restrictive legal environments to physical attacks on journalists, but they play a central role in exposing corruption and improving governance, according to World Bank economist Daniel Kaufmann.

Kaufmann, who is Director of Global Programs and Governance at the World Bank lnsti tutc, shared research showing that countries with a free press have a 70% chance of controlling corruption, while those without a free press have only a 10% chance of doing I so. f I' Adam Smith, David Ricardo, T.R.Malthus and J.S. Mill are the leading economists of the '

classical school. Like the physiocrats, the classical economists believed in laissez faire,

and market economy based on free trade and free information, he argues that people can

not cffcctivdy participate in the economy if they are not fully informed and that the

media is crucial in disseminating this information.

According to Adam Schiff, Chairman of the Caucus for the Freedom of the Press,

"Freedom of expression and access to information are pivotal for any

3 development process to succeed" . He emphasizes that media freedom is not merely

3 Adam Schiff, Caucus for the Freedom of the Press 2006, Pg 49.

1 " a political gesture of goodwill but also a fundamental tool 111 the development of any country.

According to Prof. Mark Collins, a semor research fellow and director of the

Commonwealth Foundation, "one third of the world's 6 billion people still live on less than $2 per day; nearly two thirds of HIV/AIDS cases are in Africa; half the world's children without access to primary education are in Africa; two thirds of African citizens lack basic sanitation facilities and access to essential drugs. This is, and should be a major cause for concern. Without ,Jcvclopmcnt and economic security, political stability cannot be guaranteed".

He adds that "civil society wants media that go beyond political dogma and entertainment

to educate and inform the whole nation, free from government interference and

commercial pressure. They want the media to help create a knowledgeable,

entrepreneurial and confident society able to address and achieve development goals,

particularly the Millennium Development Goals. It's a fundamental building block for

development, democracy and human rights"4

According to the Vision 2025 report -- Uganda (2006), the media in Uganda can play an

important and significant role in the development of Uganda. The campaign lo eradicate

poverty in Uganda, to achieve the 2030 Millennium Development Goals (MDGs), is a

collective responsibility, which needs the support of all stakeholders. This is a crucial

4 Mark Collins (2006), ""The importance of Public and Community Media in Development·· Commonwealth Foundation, Delhi, India, February 2006 Pg. 113.

1 '7 role that the media can take on through their traditional roles of acting as a watch dog, informing, entertaining and educating. The media can help by passing on educative information on various issues, which are important in the development process. These include;

Promotion of agriculture. This can be through passing on educative information on improved methods of farming, information about National Agricultural Advisory

Services (NAADS) programs, information on the current commodity prices and available market for agricultural produce. This can help boost the development of the agricultural sector, which employs most Ugandans, thus encouraging development.

Promoting health. Publicizing health campaigns like the national immunization days, watchful investigation and reporting about the state of Uganda's hospitals and the medical sector as a whole. This will push for improvement of health service provision in the country. It can also be through educating people about the dangers of some unhealthy practices like Female Genital Mutilation (FGM). This will help in the development process in the country.

Good governance. The media can help in this area by acting as a watch dog on all government policies and informing the masses. Reporting about government programs and how they are implemented, the corruption and embezzlement scandals, helps equip the masses with the information they need to hold their leaders accountable, and this in the long run will lead to development.

18 CHAPTER THREE

METHODOLOGY

3.0 Introduction

This chapter deals with the research methodology to the study; discuss aspects of the

geographical area in which the research was conducted, the research design, the study

population, sampling techniques, the sample size, the study instruments, sources of data,

data analysis methods, data process methods respectively.

3.1 Research Design

The study was carried out on both qualitative and quantitative grounds. The quantitative

data will be obtained using structured questionnaires from different categories of people

such as advertising managers, editors, and other respondents, while the qualitative data

will be obtained from key informants, interviews and observations.

3.2 Sampling Frame

The sample was composed of 36 respondents randomly selected from the media fraternity

and 10 influential personalities from the investment community and the Uganda

Investment Authority. These mainly included marketers, advertising managers, editors

and people who influence decisions in the area of investment in government.

19 FIGURE:2 A Table showing the composition of the Sample.

Organization Male Female

Radio Simba 2 ~

Capital radio 2 2

CBS radio 2 2

UBCTV 2 2 - NTV 2 2

WBSTV 2 2

Daily Monitor 2 2

New VisiDn 2 ~

The Observer 2 2

UIA and Government 4 6

Total 22 24

SOURCE: Researcher.

The respondents from the media fraternity included I 6 business editors, 12 reporters, 5

sales managers and 3 talk show hosts. Those from UIA included 3 Public relations

personnel, 4 managers and 3 investment brokers from the ministry of Finance.

20 FIGURE:3 Graphical presentation of positions held by the respondents.

□ Business Editors

□ Reporters

□ Sales Managers

□ Talk show hosts

□ Public relations personnel □ Investment managers II Investment brokers

SOURCE: Researcher_

3.3 Sample Selection Procedures

A list of advertising managers, editors marketing managers was obtained from the managing directors of all the media houses. Simple random sample method was used to obtain the respondents to be interviewed. 3.4 Methods of Data Collection

In order to obtain relevant information for the study, the researcher used several methods to collect data. These included; participatory observation (in collection of primary data), documentation 9for collecting secondary data), interviews and questionnaires.

3.4.1 Participatory observation

This was for purposes of collecting primary data. The researcher physically participated

in watching and listening to TV and radio programming of some of the media houses in

Kampala, and read through publications of the various newspapers. Here, relevant data

was obtained.

3.4.2 Documentation

In the collection of secondary data, the researcher reviewed various documents available

within the organizations studied. Some of the documents reviewed were editorials,

records of receipts, advertising and sales income records of the various media

organizations. In this way, she was able to collect a lot of relevant information for the

study.

22 3.4.3 Interview

The researcher conducted a series of unstructured interviews with editors, sales managers in the day-today activities. Several questions were asked to various respondents, and it helped the researcher to collect relevant information.

3.4.4 Questionnaire

Structured and unstructured questionnaires were also used with both open and close ended questions, particularly to the managers, editors, sales managers and other staff in the media organizations studied. This also provided important information.

3.5 Data Processing and Analysis

In analyzing the data, the quantitative data was edited, coded and tabulated manually by the researcher, while the qualitative data included key informative interviews and literature search.

3.6 Ethical Procedures of Data Collection

This involved permission granted to the researcher from the media institutions where the study was carried out. It also involved the permission obtained from the organization's management with respect to the respondents' views. This was important for the

7'_., protection of the respondents from harm and the confidentiality of the organizations' information.

The use of questionnaire and interview guides was applied by the researcher to the various respondents. The same questions were informally given to different people and the answers from these people will be useful in minimizing chances of biasness.

The researcher also physically participated in literature search on the recent publications and programming of the various radio stations of interest

With the use of guiding check lists the researcher recorded the correct impression that was provided by the first hand information.

For purposes of confidence building among the respondents, the researcher explained the reasons for carrying out the study and this is to analyze the role that the media can play/is playing in helping the government campaign of attracting foreign investors in Kampala.

The researcher also offered to guarantee anonymity for respondents who wish to be protected from exposure.

24 3.7 Study Limitations

The study was limited by financial constraints and the time scale. It was not possible for the researcher to cover all media houses in Kampala. Thus the need to formulate a sample which was used to represent the entire area of study.

Accessibility to confidential information which is necessary was not easy. Therefore the researcher tried to assure the respondent that the information obtained shall be treated with a high level of confidentiality.

25 CHAPTER FOUR

RESEARCH FINDINGS, PRESENTATION AND ANALYSIS

4.0 Introduction

In this chapter, the data collected were presented, analyzed and discussed so as to obtain answers to the research questions raised in chapter one. The main objective of the research was to assess the role that the media can play/is playing in the attraction of foreign investors in Kampala. The findings of the research were thus analyzed carefully to meet the above objective and there after to help in drawing conclusions. Through unstructured interview, documentary sources and observation, the researcher was able to obtain the following information;

In assessing the role that the media has played in helping the campaign to attract foreign

investors in Kampala, the researcher found out that most of the respondents believe that

the media has played a role in this campaign. On categorization however, 9 respondents

(19.5 %) described the role the media has played as weak, 14 respondents (30.4%)

described it as good and 23 respondents (50 %) described the role the media has played

as excellent.

26 FIG URE: 4 Opinions of respondents on the achievement of the media in helping to

Attract foreign investors.

Measure of No. of respondents % results

effectiveness

Weak 9 19.5

Good 14 30.4

Excellent ·r-~ 50

Total 46 100

SOURCE: Researcher.

From the above lindings, it's clear that all respondents believe that the media has a role to play in the campaign to attract foreign investors 111 Kampala. The assessment of achievement for the media 111 performing its role 1s however differing among the respondents,

Judging from the 23 respondents (50%) who rated the media at having achieved excellent results, the media has generally performed its role in this campaign.

However, of all the respondents interviewed, 14 of them (30.4%) arc not fully convinced, they acknowledge the effort of the media in performing its role but they still

27 think the media has not fully or effectively been utilized in this campaign. This is seen from their description of the role of the media in area as good, it means that it has done something but can do more.

Another section of the respondents (9 of them or 19.5%) think the media has been weak in performing its role in the campaign to attract foreign investors in Kampala. This can be seen from their categorization of the achievement of the media in this area as weak or poor.

FIGURE:5 Graphical presentation of the description of the role of the media in

attracting foreign investors in Kampala.

120 0 G) 100 ~ 80 f ,,G) ~ C 60 ,,:. 8. C 40 cu I zd 20 0 Weak Good Excellent TOTAL Measure of Effectiveness

J □ No. of Respondents □ % results I

SOURCE: Researcher. 4.1 The role that the media is playing/can play in attracting foreign investors in

Kampala.

The media, through its traditional roles of informing, disseminating knowledge, educating, entertaining and acting as a watch dog of the authorities, can play and is playing an important role in the campaign of attracting foreign investors in Kampala.

This role is as follows;

4.2 The achievements of the media in helping to attract foreign investors.

The media can boost of various significant achievements as far as helping the government in the drive to attract foreign investors is concerned. This is through their line of responsibility of informing, educating, entertaining and investigating. Below are some of the achievements of the media in this field.

Through their informative duty, the media passes on information about the ongo111g government programs in general, including those intended to attract foreign investors. It

investigates, scrutinizes and informs their audiences both locally and abroad (with on-line transmission) about the incentives offered by the government. This is important in a way

that it gives exposure to the government program on investment. through which intending

investors sight out what suits them and they are encouraged to come and invest.

70 By acting as a watch dog and investigating government undertakings, the media helps to promote transparency in the investment sector, which in turn reduces fraud, promotes openness and thus encourages more investors to come and invest in Kampala.

The media also helps the government in informing people about the general political situation in the country. This is through analyses on governance, human rights and security in the country. This is important in building confidence among potential investors about the security of their investments.

Through investigating, scrutinizing and reporting corruption cases, the media helps to reduce on the occurrence of this practice. A reduction in corruption and embezzlement of public money ensures that the funds intended for developing investment infrastructures are appropriately utilized. And this will result into better infrastructures, which will encourage more investors to come.

By informing people about the unemployed skilled man power in the country, the media passes on the knowledge to potential investors and lets them know about the available workforce in the country. This is very important because it informs the investors of the professional skills among the population, and helps them to draw estimates of the cost of labor for their ventures. 4.3 The challenges the media faces in helping to attract foreign investors in

Kampala.

In trying to help the government in its campaign of attracting foreign investors, the media encounters many different logistical, professional and social and political challenges.

These include the following;

Lack of information. Some information about some government undertakings is kept secret and so it's hard for the media to access them. This locks them out of certain sectors, and as a result, they fail to scrutinize and inform people about them. This blocks some of the important information from reaching the people and potential investors.

Insecurity. Some of the ventures that the media has to investigate, scrutinize and report about arc fraudulent and so it put a lot of risk on the lives and security of the media personnel investigating them. There is fear of political persecution from the powers that be involved in the fraudulent ventures.

There is a problem of fake investors who forge their way through all the vetting processes and end up benefiting on the government incentives, supported by public funds. This posses a credibility problem to the media because are seen as inefficient and compromised if they fail to uncover the fraud.

0 1 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.0 Introduction

This chapter presents a summary of the findings obtained, draw conclusions and make appropriate recommendations in order to achieve the objectives of the study.

In the opinion of the researcher, the media has a very significant role it can play to help in attracting foreign investors in Kampala, and it has indeed done relatively well in this area.

It's however noted that the media has not been fully or efficiently engaged by the

concerned authorities in this campaign. There is need for the government, through its

investment authority to fully take on board the media as an important stakeholder in this

campaign, ask the media to give their opinion on how best they can be utilized and

overcome all the hindrances that stand in the media's line of duty so as to maximize its

contribution in the above campaign.

5.1 Summary of the findings

The study was carried out in a group of selected media houses in Kampala. The main

objective of the research was to analyze the role that the media can play/is playing in

attracting foreign investors in Kampala. Satisfactory answers for the questions raised in

chapter one were met. Through observation, interviews and documentary review, the

researcher was able to obtain the sufficient information concerning the role that cari/is played by the media in helping the campaign of attracting foreign investors in Kampala.

According to the findings;

The media is playing a significant role in line with their cardinal responsibility of informing and disseminating information, and is helping the campaign of attracting foreign investors in Kampala.

The media can also do more by closely scrutinizing the activities of the investment authorities to ensure that any foul play and unprofessional practices are reported and the culprits brought to book.

There arc many challenges that the media faces in trying to help in the campaign of attracting foreign investors in Kampala. Corruption, political interference, influence peddling, shadowy investors enjoying incentives being paid for by the public, all these pose a big challenge to the media. Reporting and exposing some of these practices is met by strong resistance by the powers that be.

Some of the investment ventures are discreet and very little or no information can be got from them. This blocks the media out of its role of informing and scrutinizing all the proceedings. 5.2 Conclusion

The media, through its traditional roles of informing, educating and disseminating knowledge, can play/ is playing a very significant role in helping the government

campaign of attracting foreign investors in Kampala. It's however clear that the media

can even do better or more, if the hindrances in their line of duty are overcome as far as

this campaign is concerned. It's important that the government fully engages the media

and utilizes it exhaustively in this campaign. Through acting as a watch dog in all the

activities of the investment process, investigating, scrutinizing and informing the public

about what is going on, the media is helping greatly in streamlining the investment

procedures and acting as a check for those who would otherwise have involved in foul

play.

5.3 Recommendations

Though the media is playing a very important role in helping the government in the

efforts to attract foreign investors, the researcher has found out that there some gaps

which need to be closed in order to fully utilize the media in this campaign. The

researcher thus recommends the following;

Total disclosure. As earlier noted, the discreet nature of some investment dealings locks

the media out of its role. Thus the researcher recommends that absolute transparency be

ensured so that the media is given the platform to scrutinize, watch, investigate and report or inform the masses on the proceeding of the investment process. Transparency it itself will encourage more foreign investors to come and invest in Kampala.

Ensure accountability. By ensunng that there is accountability in the investment procedures, all available resources will be put to good use, and so more infrastructure, more publicity shall result. This in turn will encourage more investors to come to

Kampala.

Ensure free press. Through ensunng that a free press exists 111 the country, the government shall have a critical monitoring process of all its activities, foreign

investment attraction inclusive. The government should encourage the media to take

centre stage in this campaign so as to keep the masses updated on the proceedings and

therefore its support.

Tighten the investor vetting exercise. Some so-called investors are actually job seekers

who scheme to defraud the government by claiming to be investors so as to acquire the

incentives set by the government. There should be a close vetting exercise to establish

genuine investors form fraudsters. This can be done by involving the media. References

Mark Collins (2006), "The importance ofPublic and Community lvfedia in Developmenl"

Commonwealth Foundation, Delhi, India, February 2006

The Constirution of the Republic of Uganda, 1995. Kampala, Uganda: Reproduced by the

Law Development Center, 1995.

Muthoni, Lynne, ed. Up in rhe Air: The State of the Broadcasring in Eastern Afi-ica:

Analysis and Trencl1· in Five Countries. Panos Institute Eastern Africa, 2000.

The Press and Journalist Stalute, 1995. Kampala, Uganda: Reproduced by the Law

Development Center, l 995.

Reinkka, Ritva, and Paul Collier. (eds.). Uganda's Recove,y: The Role of Firms, Farms

and Governmenl. World Bank, 2000.

Uganda Human Developmenl Report, 2000. New York: Oxford University Press for the

United Nations Development Programme, 2000.

?tie UNDI' Human Development Report 2001. New York: Oxford University Press for

the United Nations Development Programme, 2001.

Ministry of Finance - Uganda, "Developmenl Srrategic Plan reporr ", Government of

Uganda, 2001.

36 APPENDICES

APPENDIX I

LIST OF ABBREVIATIONS

NRNM: National Resistance Army/Movement

CBS : Central Broadcasting Service

UIA : Uganda Investment Authority

UBC : Uganda Broadcasting Corporation

WBS : Wavah Broadcasting Service

NTV : Nation Television

KCC : Kampala City Council

NPHC : National Population and Housing Census

UHMG: Uganda Health Marketing Group

FGM: Female Genital Mutilation

37 APPENDIX II

QUESTIONNAIRE FOR SELECTED MEDIA PRACTITIONERS IN KAMPALA.

Dear Respondent

Am pleased to have you selected as one of the respondents in this study, "the role of the media in attracting foreign investors in Kampala". This study is carried out as a partial fulfillment of the requirements for the award of a Bachelor of Mass Communication of

Kampala International University. I guarantee that the information obtained from you shall be treated with at most confidentiality. I anticipate your full support and I thank you in advance.

Please try to elaborate as much as possible.

I. What is your name, age and sex?

2. Which media house do you work for?

38 3. Do you hold any position in the managerial set up of this organization?, ifso what

position?

4. For how long have you worked with this company?

5. According to you, what is the state of foreign investment in Kampala?

6. Can the media play any role in the campaign of attracting foreign investors in

Kampala?

7. If so what role?

19 8. Do you think the government and the UIA have effectively engaged the media

fraternity concerning this campaign?

9. Do you think the potential of the media in this campaign has been maximized by

those concerned?

10. Ir not, how can it be maximized?

11. /\re there any challenges faced by the media in trying to help government in its

campaign or promoting foreign investors in Kampala?

I 2. How can these challenges be addressed?

40 APPENDIX III

INTERVIEW GUIDE FOR SELECTED OFFICIALS OF THE UGANDA

INVESTMENT AUTHORITY AND GOVERNMENT.

Dear Respondent

This questionnaire is designed to seek information from you on the 'role of the media and how you are utilizing it in the campaign of attracting foreign investors in Kampala'. It is carried as a partial fulfillment of the requirements for the award of a Bachelor of Mass

Communication of Kampala International University. your contribution, opinions and

experience will be highly appreciated.

Thanks for your cooperation.

I. What is your name, age and sex?

2. Which organization do you work for?

41 3. Are you part of the supervisory body in this organization? If so which position do

you hold?

4. How are you handling the campaign of attracting foreign investors in Kampala?

5. Does the media have any role to play in this campaign?

6. According to you, has the media effectively performed this role?

42 7. Do you face any challenges in trying to attract foreign investors in Kampala?

8. How are you responding to these challenges? APPENDIX IV

INTERVIEW GUIDE

I. Do you think the media has a role to play m attracting foreign investors m

Kampala? If so what role is it?

2. How has the government and the Uganda Investment Authority engaged the media in the campaign to attract foreign investors in Kampala?

3. What, in your opinion, is the rate of achievement of the media in helping to attract foreign investors in Kampala?

4. Arc there any challenges faced by the media in trying to help in the campaign of attracting foreign investors in Kampala?

A,I APPENDIXV

LIST OF FIGURES

FIGURE I: Conceptual Framework ...... 9

FIGURE 2: A Table showing the composition of the Sample ...... I 9

FIGURE 3: Graphical presentation of positions held by the respondents ...... 20

FIGURE 4: Opinions of respondents on the achievement of the media in helping to

attract foreign investors ...... 25

FIGURE 5: Graphical presentation of the description of the role of the media in

attracting foreign investors in Kampala ...... 26 APPENDIX VI

MAP OF KAMP ALA Kisirnbtn 'l

Kornambagi a Bweyoger, .. -.. 1' 1 Kampala · · Bu .asa . " ..

''

Kasub:

Luwafu Kong£-

• 1' • Gaba •------SOURCE: Google Maps/Kampala. APPENDIX VII

CURRICULUM VITAE

1. Personal Details

Surname: Gathinji

Other Names: Silvia Nyambura

Sex: Female

1 Date of Birth: 27 h September 1985

Nationality: Kenyan

Marital status: Single

2. Contact Address

Mobile: + 256 - 753 - 308522

E-mail: [email protected]

3. Academic Background

2005-2009 Kampala International University

2000-2003 Ngiriambu Girls High School

1996-1999 Mt. St. Mary's Girls Primary School

47 APPENDIX VIII

TIME FRAME

ACTIVITY TIME SCHEDULE INDICATOR

Compiling research August- September 2009 A well prepared research proposal and handing it for proposal hand book approval

Data collection from the September 2009 Filled questionnaires by field respondents and their data

secured from the field Data processing and September 2009 Proceeds and analyzed data I analysis I Report writing, printing and September- October 2009 A well written report hand

binding book

Handing the report to the October2009 A letter of Approval by the

supervisor and faculty supervisor, coordinator and

the dean

48