Date of Award


Document Type


First Supervisor/Advisor

George Nyabuga

Second Supervisor/Advisor

Nancy Booker


Graduate School of Media and Communications


This study investigates factors contributing to non-compliance among TV operators towards media regulation as per the 2013 Uganda Communications Commission ACT using the Theory of Planned Behaviour (TPB). In-depth interviews were conducted with TV owners, legal officers, academia, broadcast engineers, managers, business development managers and content producers to establish the factors contributing to non-compliance. The findings show that attitude, subjective norms and perceived behavioural control influence the behaviour of non-compliance. The results will help TV operators and regulator to understand the critical factors that influence non-compliance with media standards among TV operators and there are recommendations to help them improve compliance towards media regulation.