THE IMPACT OF MEDIA DIGITIZATION ON LOCAL VIDEO PRODUCTION: A CASE OF NAIROBI COUNTY

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ABSTRACT
This study sought to assess the impact of media digitization on local video production. Local screen production scene has been awash with regional and foreign soaps like Afrosinema and telenovela productions for a long time. Consequently, local video productions do not receive favorable airtime despite the rising demand for local good quality production among the Kenyan viewers. Recently, the Government enforced the 40% local content in its efforts to develop the local content industry. However, the industry is yet to compete favorably in the regional and international level. The main objectives of this study were to assess the impact of media digitization on diversity in content generation of local video production and to assess the extent to which digitization has attracted audience to local video production. This study is mainly anchored in the theory of disruptive innovation. The study adopted a mixed research approach. Qualitative data was collected from content producers, TV production managers, key informants, creative directors, filmmakers, video editor and content distributor. Quantitative data was collected from active local TV drama and movies consumers who have access and consume local video productions using offline and online digital platforms. Qualitative data was analyzed using the qualitative content analysis and presented in narrative prose format. Quantitative data was analyzed using the Statistical Package for Social Sciences (SPSS). The main findings show that media digitization has made it easier for local video productions to be generated. On the other hand, the Kenyan viewers consume local video productions more on the catch up services and video on demand (VOD) than on the mainstream TV channels. The local video industry is however, yet to be fully established and self-sustaining.

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