THE ROLE OF THE MEDIA IN ATTRACTING FOREIGN INVESTORS IN KAMPALA 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 Uganda ..................................................................... 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<!s they were overstretched by the high demand for employment. 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,