Impact of Social Networks on Mainstream Media Business in Tanzania. A Case Study of ITV and TBC 1.

Kolowa, Sebastian Justice (2023) Impact of Social Networks on Mainstream Media Business in Tanzania. A Case Study of ITV and TBC 1. Masters thesis, The Open University of Tanzania.

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Abstract

This study assessed the impact of social networks on mainstream media business with reference to Independent Television (ITV) and Tanzania Broadcasting Channel One (TBC1). Data for the study was collected through interviews with the departments of marketing and sales of ITV and TBC 1. The study also had interviews with marketing agency strategists on their client experience and preference between digital and mainstream marketing or as they call it traditional media. Cluster analysis was used as the sample was grouped with their similarities in several things despite having different answers. Findings indicated that mainstream media practitioners were aware of the impacts of social networks to their business; mainstream media outlets have introduced social media accounts; more companies now opted for social media advertising. Further, findings showed that many people were still using mainstream media outlets as their main source of information. The research recommends mainstream media managements to have constant discussions with their marketing and sales departments on how they can improve their business; media companies use their social media accounts to promote their mainstream media content; a fusion between the mainstream media and its social media pages. Keywords: Mainstream Media Business, Television, Social Networks, Impact Of Social Networks On Business.

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