Date of Award
2024
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
David Muturi
Department
Graduate School of Media and Communications
Abstract
In today’s digital era, businesses in Kenya have a unique opportunity to leverage digital technology to drive growth, improve operational efficiency, and enhance customer experiences. By embracing digital transformation, the media industry can expand its market reach, streamline operations, foster innovation, and stay competitive in the rapidly evolving business landscape. However, this transition is not without challenges, including cybersecurity risks, skills gaps, and ethical considerations. This study provides an analysis of the digital technology for business growth of the legacy media in Kenya. To conduct this research, a descriptive research design was employed, and the researcher collected primary data from legacy media houses that have print, broadcast and digital sectors. A simple random sampling technique was utilized to ensure equal representation from different sectors and geographical locations. Both quantitative and qualitative data techniques were used to analyze the collected data. Descriptive statistics were employed for quantitative data to provide a summary of the key findings, while qualitative data was integrated into quantitative data to identify patterns, themes, and insights. The study reveals a promising yet evolving scenario of digital integration within Kenya’s legacy media, emphasizing both opportunities and challenges. While the industry showcases initial strides in digital adoption, there are clear areas for improvement, particularly in leveraging analytics tools and addressing financial constraints and cybersecurity risks. In conclusion, the study underscores the need for a concerted effort to fortify digital literacy, enhance cybersecurity measures, and foster collaborative innovation. The proposed strategies, ranging from specialized training programs to governmental infrastructure support, offer a comprehensive blueprint for media entities to navigate the digital landscape effectively. These recommendations aim to ensure sustained growth and innovation within Kenya’s media industry.
Recommended Citation
Odera, L. (2024). Harnessing the potential of digital media for business growth of legacy media in Kenya. (Unpublished master's dissertation). Aga Khan University, East Africa.