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This study examines radio programming within a cross media-ownership, using Royal
Media as a Kenyan case study. It sought to investigate the nature of the content in the
different radio stations under Royal Media, looking at factors that determine the
individual station identity and organizational factors affect broadcasting across the
stations. The study employed the political economy and pluralism theories in
understanding the phenomenon of the study. In this research mixed study approach
was employed. The ten Royal Media vernacular stations formed the target population.
The researcher targeted station managers, presenters, and producers in the ten stations.
Purposive sampling was employed in the choices of stations to be included in the
sample because it gives the researcher the chance to employ the use of a case study
which enhances the achievement of the research objectives. In collecting data,
questionnaire was the main instrument that was employed. The data obtained was
analysed using content analysis, which involved a systematic qualitative description
of the respondents’ answers to the questions posed in the interview guide. The study
found that the respondents were involved by determining the type of content to be
aired in a particular programme. The study also established that station managers,
head of the programme, in consultation with the directors, and radio presenters were
all involved in deciding on nature of the programme. The study established that the
relationship between local language stations with other stations in Royal Media was
mutual. The study found that the radios respect each other mutually in terms of their
mandates, cordially in terms of sharing resources and news sources. The study further
established that the sister stations’ programming does not affect programming in other
stations within Royal Media. The study found that the company policy affects the
programming. The study concluded that the respondents were involved by
determining the type of content to be aired in a particular programme. The study
recommends that all media professionals be trained on how to relate the radio
programmes with their audiences using the feedback they obtain from their audiences.
The company policy should give room over which the Royal Media stations cooperate
with one another.

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