The Impact of Media Commercialisation on the Public Service Programming of Radio Uganda
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________________________________________________________________ The Impact of Media Commercialisation on Programming: A Study of Radio Uganda A thesis submitted in partial fulfilment of the requirements for the degree of Master of Arts in Journalism and Media Studies RHODES UNIVERSITY By Margaret Jjuuko Nassuna Lwanga JANUARY 2002 SUPERVISOR: MR. LARRY STRELITZ DEDICATION This work is dedicated to the following people: My family: my husband George and my children Vivian, John, Victor and Valentino, thank you for being so understanding and supportive; my late parents: Prince Edward and Susan Jjuuko, you taught me patience and stick-to-it-evenness; my late great and dear friend, Male Sarah, your inspiration is bearing fruit, your spirit and legacy will always live on. ii Acknowledgements An undertaking of this kind is never a solo effort. I am indebted to the following people for the contributions noted with great appreciation below: My supervisor Larry Strelitz: your advice, support, co-operation and encouragement throughout the whole process, were indeed invaluable. Dr. Tawana Kupe, for your useful suggestions and advice in various ways throughout the course. A heartfelt thank you to all the informants who availed me of the data upon which this thesis has been written. My course mate and special friend: Makhotso Mamasole Ruth Moiloa, your encouragement, assistance, love and emotional support have gone deep into my heart and will always linger in my mind. I cannot forget my great friends: Irene, Monica, Daniel and Edem, you were, the family I knew in Grahamstown. May the Almighty reward you abundantly. To Frances Onyango, your support is beyond words and indeed, invaluable. You will always have a special place in my heart. Perhaps I could not have completed this course had it not been for the patience and understanding of my family: George my husband; children: Vivian, John, Victor and Valentino; and my wonderful cousin Eva. Thank you. I also thank everybody whom I have not mentioned but who contributed in some way to the success of this study. I am very grateful and I love you all. Lastly but most important, glory be to God for having steered me through. iii LIST OF TABLES AND FIGURES Title Page Table 1: Categories of Programmes and Airtime allocation (1993 36 Table 2: Categories of Respondents ………………………………………….45 Table 3: Programme Schedules for the selected years………………………..45 Table 4: Description of programme categories……………………………….68 Table 5: Volume of programmes aired during the period of study……...…….69 Table 6: General study of 6 months’ sample of programmes transmitted on Radio Uganda for the period: 1991; 1995; 2000…………….……………70 Table 7: Time- Space Allocation………………………………………...……72 Graph 1 Radio Listenership Highlights ………………………………………75 Table 8: Revenue Collections for 1999/2000…………………………… ……88 iv LIST OF APPENDICES Appendix I.: Interview Schedules Appendix II: Radio Uganda Programme Schedules (1991) Appendix III: Radio Uganda Programme Schedules (1995) Appendix IV: Radio Uganda Programme Schedules (2000) v TABLE OF CONTENTS CONTENT PAGE Dedication……………………………………………………………………………….(ii) Acknowledgements……………………………………………………………………..(iii) List of Figures and Tables………………………………………………………………(iv) List of Appendices………………………………………………………………………(v) Table of Contents……………………………………………………………………….(vi) Abstract………………………………………………………………………………….(x) CHAPTER ONE: INTRODUCTION 1.0. Introduction………………………………………………………………………….1 1.1.Background to the Study……………………………………………………………..1 1.2. Statement of the Problem……………………………………………………………2 1.3. Objectives of the Study……………………………………………………………...2 1.4 Research Issues and Assumptions…………………………………………….……3 1.5 Significance of the Study…………………………………………………………...4 1.6 Methods of the Study ………………………………………………………………4 1.7 Thesis Outline………………………………………………………………………5 CHAPTER TWO: THEORETICAL PERSPECTIVES AND LITERATURE REVIEW 2.0 Introduction…………………………………………………………………………..7 2.1 Theoretical Framework………………………………………………………………7 2.1.1 The concept of Public service broadcasting………………………………………..8 2.1.2 Public service broadcasting versus Commercialisation……………………….….11 2.1.3 Control Structure………………………………………………………………….13 2.1.4 Privileges…………………………………………………………………….……15 2.1.5 Obligations………………………………………………………….…………….16 2.1.6 Public service Programming……………………………………………..……….19 2.2 The Public Sphere ……………………………………………………….…………20 vi CONTENT PAGE 2.2.1 The Media and the Public Sphere…………………………….…………………...21 2.2.2 The Role of Radio in the Public Sphere…………………………………………...23 2.2.3 The Public Watchdog………………………………………………………………24 2.2.4 Agency of Representation…………………………………………………….……25 2.2.5 Informed Citizenry…………………………………………………………………26 2.2.6 Entertainment………………………………………………………………………28 2.3 Public service broadcasting in a State of Flux…………………………………….…28 2.3 Conclusion………………………………………………………………………….31 CHAPTER THREE: HISTORY OF RADIO UGANDA AND CONTEXT 3.0 Introduction………………………………………………………………………….32 3.1 A Brief History - The Uganda Broadcasting Service (1953-1963)………………....32 3.1.1 Control, Ownership and Financing ……………………………………………….32 3.1.2 Aims of Uganda Broadcasting Service (UBS)……………………………………33 3.1.3 Programming at UBS and later, Radio Uganda……………………………...……34 3.2 Liberalization of Airwaves in Uganda………………………………………………37 3.3 Radio Uganda today………………………………………………………...………39 CHAPTER FOUR: METHODS OF DATA COLLECTION AND ANALYSIS 4.0 Introduction…………………………………………………………………………41 4.1 Research Design………………………………………………………………….…41 4.1.1 The Physical Location of the Study………………………………………………42 4.1.2 Population of Study………………………………………………………………43 4.1.3 Programme Schedules……………………………………………………………43 4.1.4 Sample Selection…………………………………………………………………44 4.1.5 Sample Size……………………………………………………………………….44 4.2 Research Procedure…………………………………………………………..……..45 4.3 Data Analysis and Processing……………………………………………………....46 4.4 Limitations of the Study…………………………………………………………….47 vii CONTENT PAGE CHAPTER FIVE: FINDINGS, INTERPRETATIONS AND DISCUSSION 5.1 Introduction………………………………………………………………………...49 5.2 Indicators of change in Radio Uganda’s Programming……………………………50 5.3 Perceptions of Public service broadcasting…………………………………………54 5.3.1 Public service and the Economic factor…………………………………………..56 5.4 Radio Uganda’s Mandate…………………………………………………………..57 5.4.1 Target Audience………………………………………………………..…………57 5.4.2 Scope of Coverage and Transmission Aspects…………………………………...58 5 Issues of Funding…………………………………………………………………….61 5.5.1 Financial Constraints……………………………………………………..………61 5.6 Policy on Programming…………………………………………………………….63 5.6.1 The New Policy: Information and Communication for Development …………..63 5.6.2 Policy on Private Stations according to the Broadcasting Council………………64 5.7 Programme Production and Scheduling……………………………………………65 5.7.1 Programme Production…………………………………………………………...65 5.7.2 Programme Schedules……………………………………………………………66 5.7.2.1 A Survey of Schedules for the Study Period………………………………..….69 5.7.2.2 Time-Space Allocation…………………………………………………………72 5.7.3 News and Current Affairs………………………………………………………...73 5.7.3.1 Discussion of the News…………………………………………………………75 5.7.4.Politicsand Economic affairs……………………………………………………..77 5.7.4.1Benefits to Society……………………………...………………………...……..81 5.7.5 Farm and Environment………………….…………………………………..…...81 5.7.6 Health……………………….……………………………………………………82 5.7.7 Gender…………………………………………………………………………….84 5.7.8 Sports……………………………………………………………………………..85 5.7.9 The Commercial Section…………………………………………………………86 viii CONTENT PAGE 5.9 General Discussion of the Study Findings…………………………..……………….90 5.8.1 Public Watchdog Radio …………………………………………………….……..94 5.8.2DiversityanndRepresentation………….……………………………………………95 5.8.3 Citizenship………………………………………………………………...………96 5.9 Conclusion…………………………………………………………..…...………..…97 CHAPTER SIX: CONCLUDING REFLECTIONS AND RECOMMENDATIONS 6.0. Introduction………………………………………………………………………….98 6.1. Radio Uganda in Crisis…………………………………………………….………..98 6.2. Possible Reforms…………………………………………………………….……...99 6.3. Summary and Conclusion……………………………………………………….…102 BIBLIOGRAPHY AND REFERENCES……………………………………………104 APPENDICES Appendix I………………………………………………………………………..…….112 Appendix II……………………………………………………………………...……...115 Appendix III…………………………………………………………………...……..…123 Appendix IV……………………………………………………………………..….….131 ix ABSTRACT The 1980s and 1990s saw two major changes in the political economy of the media and the world economy at large: technological advancement and transfer and privatisation. There were significant shifts in media industries: newspapers, broadcasting, cinema and telecommunications when governments begun re-regulating their air waves so as to permit private satellite transmission via both encryption and free-to-air, in addition to public service and private channels. In most societies where these changes have taken place, public service broadcasting has been threatened by the rapid rise of commercial institutions, resulting in stiff competition for audiences. This study set out to determine the extent to which commercialisation, in the era of liberalisation and commercialisation of media services in Uganda, has affected Radio Uganda’s programming. Using a combination of qualitative and quantitative methods of investigation, I have established that while Radio Uganda still maintains certain public service principles and values, programming policy has increasingly been changed by commercial considerations. This is shown by the recent rise of commercial programmes and a fall in education and developmental programmes. Limitations of finance and other resources have