The Impact of Media Entertainment Programme on Development of Youths: A Case Study of Tanzania Broadcasting Corporation and Channel Ten, Tanzania

Mkoko, Muhidin Almas (2015) The Impact of Media Entertainment Programme on Development of Youths: A Case Study of Tanzania Broadcasting Corporation and Channel Ten, Tanzania. Masters thesis, The Open University Of Tanzania.

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Abstract

This research study was about the impact of media entertainment programme on development of youths. The research examined the importance of media entertainment programme on developing youths, the challenges which media encounter in the campaign to develop youths, the perception of youths on the media entertainment programmes which develop youths and lastly establish whether youths pay attention to media entertainment programmes. In this study, both primary and secondary data collection tools were used like questionnaire and documentation. Also, the study adopted case study design which facilitated obtaining all the required data within a short period and the study had an opportunity to make intensive analysis of specific details which most of the times are overlooked in other methods. The findings indicate that majority of the respondents had their income per annum below Tshs.500, 000.00, which proves that majority of the people are poor, which in other words their access to media entertainment will always be low due to the fact that, they will always think about how to overcome challenges their life instead of concentrating on buying television, computer or play station (games). Management of TBC 1 and CHANNEL 10 have the responsibility of doing the general needs assessment of their customers which will lead them to higher production for the benefits of both employees, employers and customers. The members of the organisation must devise appropriate strategies for curbing impoverishments facing the organisation for the bitterness’ of it.

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