Implications of Local Television Foreign Soap Operas on Audiences’ Attitudes towards Local Movies Development: The Case of AZAM TV in Tanzania.

Sanja, Debora (2025) Implications of Local Television Foreign Soap Operas on Audiences’ Attitudes towards Local Movies Development: The Case of AZAM TV in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study analysed the implications of Local Television Foreign Soap Operas on Audiences‟ Attitudes towards Local Movies Development with special reference to AZAM TV in Tanzania. The main objective w to examine the implications of local television foreign soap operas on audiences‟ attitudes towards local movies development in Tanzania. The specific objectives were: To analysis audiences‟ attitudes on foreign soap operas with regard to local movies in Tanzania; to examine the factors that positively affect Tanzanian audiences‟ attitudes to watch foreign soap operas; to examine factors that negatively affect Tanzanian audiences‟ attitudes towards local movies; and to suggest ways to improve local Tanzanian movies towards its development. Uses and Gratifications and Reception Analysis Theories were used, while cross sectional and phenomenological research designs were used for this study. 100 participants were selected using stratified random and purposive sampling. Questionnaires and in-depth interviews were used to collect data. Findings showed that 67 % of all respondents agreed that they watched soap operas, 74.62 % respondents watched foreign soap operas compared to local movies. Further, 80 % of audiences had positive attitudes towards foreign soap operas. In addition, with regard to positive factors that influence Tanzanian audiences‟ attitudes to watch foreign soap operas, the findings indicated that 80% agreed that there were positive factors that influenced them to watch foreign soap operas. While the findings have shown that 87% of respondents said there were negative factors that influenced Tanzanian audiences not to watch Bongo movies. The study found that 90% of respondents agreed there are effective strategies to enhance the development of local Tanzanian soap operas. Keywords: Local Television, Implications of Foreign Soap Operas, Foreign Soap Operas, Attitudes, Local Movies Development.

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