Date of Award
2025
Document Type
Thesis
Degree Name
Master of Arts in Digital Journalism (MADJ)
First Supervisor/Advisor
David Aduda
Department
Graduate School of Media and Communications
Abstract
This study investigates the role of drama series in attracting and retaining audiences for Bukedde Television. The research was guided by three specific objectives: (1) analysing why audiences prefer watching drama series on Bukedde TV, (2) determining preferences between local and non-local drama series, and (3) examining factors influencing the choice of drama series aired. Using a mixed research approach and a case study design, the study collected data through surveys and in-depth interviews from a sample of 255 audience members selected using probability sampling and three Bukedde TV executive committee staff chosen through purposive sampling. Findings reveal a strong audience preference for local drama series (59.9%) due to their cultural relevance, relatability, and emotional resonance. In comparison, 38.9% of respondents favour foreign dramas for their superior production quality, intricate plotlines, and professional execution. Additionally, production quality emerged as a critical factor influencing audience choices, with foreign dramas excelling in technical aspects and local dramas valued for authenticity. The study also highlights the pivotal role of compelling storylines, strong characters, and emotional engagement in sustaining viewer loyalty, emphasising the need for Bukedde TV to balance quality and cultural identity. The research provides insights for media professionals and future researchers by underscoring the strategic importance of drama series in audience retention. Recommendations include improving production quality, optimising airtime scheduling, limiting advertisements during broadcasts, prioritising culturally resonant local content, and expanding distribution across digital platforms to cater to evolving viewer preferences. These strategies aim to enhance Bukedde TV's competitive edge and foster sustained audience engagement.
Recommended Citation
Akanyijuka, Roggers . (2025). THE ROLE OF DRAMA SERIES IN ATTRACTING AND RETAINING AUDIENCES FOR BUKEDDE TELEVISION (Unpublished thesis). Nairobi: Aga Khan University - Graduate School of Media and Communications.
