The Influence Factors of Media Ownership on Media Content Creation. A Case of Sahara Media Group.

Mwakabwale, Celina Peter (2025) The Influence Factors of Media Ownership on Media Content Creation. A Case of Sahara Media Group. Masters thesis, The Open University of Tanzania.

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Abstract

There is a general assumption that media content is often influenced by media owners who present their interests and that of their sponsors alike, ownership influence takes myriad forms, including direct censorship and coercion of editorial staffer. The pattern of media ownership and their influences on content creation is a worth studying area. This study sought to find out if there is such as link. The study used Sahara Media Group as its case study, focusing on electric media channels (radio and television). A mixed research approach was used to get in-depth information from respondents. Data was collected through questionnaires and interview and the method for data analysis involved thematic and descriptive statistics with SPSS and Microsoft Excel as analytical tools. The study respondents involved media practitioners and managers, as well as the audiences. The findings reveal that there is a direct influence between media ownership patterns and the media content. The link of the two variables is more complex, there are different attributes which shape the content of the electric media channels depending on the nature of media owners. However, more studies are required to cover different aspects of media owners‘ different influence on media content. Key words: Media Ownership, Media Content

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