Poor Content Formation Of Broadcastiitg_Media And Programming Is A Challenge Towards National Development; A Case Study of 96.3 Beat Fm.

Abstract

The study was carried out at 96.3 Beat :fin in Kampala, from the working staff, listeners

and opinion leaders around Kampala. The main objectives of the study were; to find best

ways for the implementation of new practical measures to over come the challenge of

poor content formation and programming, provide information and create opportunities

for stake holders in the media to develop action to prevent the poor content formation and

programming especially towards national development, increase the awareness of the

problem and to open a flood gate for further scrutiny on the research topic. Data about the

study was obtained from both primary and secondary sources. Primary data was obtained

from thirty five (35) respondents including five (5) opinion leaders, ten (10) staff of beat

fm and twenty (20) listeners from the general public using questionnaires and interview

data collection methods. The respondents were selected from the total population using

simple and stratified sampling techniques.

The data collected was presented and analyzed using tables and nanations accompanied

for interpretation purposes. The findings reveal that the nature of content formed at most

radio station with beat :fin inclusive is based on the nature of audience and advertisers

basically because of the need to maximize profits and keep in the media business.

The conclusion drawn by the researcher was that since the media is privatized and it

cannot stay in existence without making profits then it would be fair for the programmers

to design content and programmes in regard to the maximization of profits though to

some extent they should not forget that the media is a developmental tool society.