Film is both an art and a business. This study was interested in both sides of the art form.
The study had three objectives; to identify the creative strategies employed in the selected
dramas, to investigate audience responsiveness and perception of the creative strategies
and to interrogate possible ways of intersection between creativity and marketing of TV
Dramas. The study was based on the prism of Social Marketing Theory as well as
Formalist Film Theory. The two drama programs selected were Machachari and
Inspekta Mwala. Interview guides, Focus Group Discussion and Close reading were used
to collect data. Descriptive statistics of frequencies and percentages were used to analyse
the data. Close reading was applied to read two episodes from each program. The study
looked at only three creative strategies namely; setting, acting and character portrayal,
clothing and costumes. It was established that characterization, scripting, casting,
cinematography, settings and costumes were the key reasons that made most of the
audience watch the two drama programs. There were challenges facing creative and
marketing teams at Citizen TV. The two teams rarely met. Therefore, the marketing team
was sometimes unaware of the content of the programs they were required to sell while
the creative teams were unaware of the reaction of the viewer and client to their content.
It is the conviction of the researcher that this study is a contribution to scholarship considering that this field is yet to be fully explored.
Research, S. & WAMUYU, M (2021). The Convergence Of Creativity And Marketing: A Case Of Two Selected Drama Programs On Citizen Tv, Kenya. Afribary. Retrieved from https://afribary.com/works/the-convergence-of-creativity-and-marketing-a-case-of-two-selected-drama-programs-on-citizen-tv-kenya
Research, SSA, and MUHORO WAMUYU "The Convergence Of Creativity And Marketing: A Case Of Two Selected Drama Programs On Citizen Tv, Kenya" Afribary. Afribary, 28 May. 2021, https://afribary.com/works/the-convergence-of-creativity-and-marketing-a-case-of-two-selected-drama-programs-on-citizen-tv-kenya. Accessed 26 Sep. 2022.
Research, SSA, and MUHORO WAMUYU . "The Convergence Of Creativity And Marketing: A Case Of Two Selected Drama Programs On Citizen Tv, Kenya". Afribary, Afribary, 28 May. 2021. Web. 26 Sep. 2022. < https://afribary.com/works/the-convergence-of-creativity-and-marketing-a-case-of-two-selected-drama-programs-on-citizen-tv-kenya >.
Research, SSA and WAMUYU, MUHORO . "The Convergence Of Creativity And Marketing: A Case Of Two Selected Drama Programs On Citizen Tv, Kenya" Afribary (2021). Accessed September 26, 2022. https://afribary.com/works/the-convergence-of-creativity-and-marketing-a-case-of-two-selected-drama-programs-on-citizen-tv-kenya