JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND

TECHNOLOGY

LECTURER: CLIFF A. OMINGO

COURSE: BSc. CORPORATE COMMUNICATION AND MANAGEMENT

UNIT: ADVERTISING, MEDIA PLANNING AND BUYING

UNIT CODE: HAS 2401

ASSIGNMENT: SOURCES OF MEDIA RESEARCH IN KENYA

PRESENTED BY

MUTHONI MUCHIRI -HDC213-0155/2016

SOURCES OF MEDIA RESEARCH IN KENYA

Research is the systematic investigation into and the study of materials and sources in order to establish
facts and reach new conclusions. It is necessary and very important in any organization and business as
it helps in evaluation and gives direction as the organization can know where its coming from, where it
stands and what needs to be improved or added for better production and performance. It is also
importance as it enables organizations to understand who their stakeholders are and how to effective
communicate to them to persuade and convince them that there are the best in the market.

It is extremely important to the public relations and media field as it forms the foundation in which
communication efforts are created and implemented.

The following organizations are very relevant and source of media research.

1. COMMUNICATION AUTHORITY OF KENYA (CAK)

It is the regulatory body for the communications sector in Kenya. It is the source where one can know
which television station is the best in Kenya, how many stations are there and number of viewership for
each. It also has information on the same on the number of radio stations and which is the best. This
information is very important to advertisers as they know where best to invest in and expect to actually
see positive outcomes almost immediately.

2. MEDIA COUNCIL OF KENYA (MCK)

It is an independent national institution mandated with promotion and protection of media freedom
and independence, and ensures that journalists, media practitioners and media houses are professional,
responsible and adhere to media ethics. It is important as researchers can access information about
journalists and are guided by the ethics provided so that the content create meets the standards.

3. KENYA FILM CLASSIFICATION BOARD (KFCB)

It is a state corporation mandated to regulate the creation, broadcasting, possession, distribution and
exhibition of film and broadcast content. It classifies content and monitors what is being aired. This is
why some shows are aired at times for instance, adult content is aired later in the night what is called
watershed hours since children are asleep. Therefore, this information is importance as advertisers can
decide when to air their content and get the message home. That is, reach the target and a wider
audience.

4. MEDIA OWNERS ASSOCIATION (MOA)

It is an authoritative umbrella body drawing membership from leading media houses and organizations
in Kenya. It advocates for media best practices, lobbying, networking and protection of their rights.
From them, information on the best media house can be obtained. This information can be significant in
formulation of communication campaigns and advertisements and which stations to use.

5. MINISTRY OF ICT
It has the responsibility for formulating, administering, managing and developing the information,
broadcasting and communication policy. It is responsible of developing ad administering ICT standards,
building capacity of mass media and ICT, and the dissemination of public information through Kenya
Broadcasting Corporation (KBC). From the ministry advertisers can gather information that will be useful
in formulating advertisement as well as if the product being advertised in of public interest.