Television Stations and Agribusiness in Kampala, Uganda.

Abstract

The purpose of this study was to assess the role of television coverage on agribusiness in Kampala, Uganda. The objective was to find out the number of programs and the amount of time devoted to agribusiness by television stations in Kampala, Uganda in the last two- years (2014-2016). The participants included the program managers of UBC, NBS and URBAN television stations in Kampala, Uganda. The main research instrument was interview guides. The study found that the selected TV stations had between 1 to 3 agribusiness telecast programs. Furthermore, the study found that the surveyed TV stations had only 5 to 30 minutes of airtime assigned to agribusiness programs. The study concluded that televised agribusiness programmes are effective in disseminating information to the farmers given their audio and video capabilities. Television and mass media in general should therefore go beyond teaching skills or transferring technology, the scope and objectives of TV agribusiness programmes should be broadened to include such structural constraints as poverty, the distribution and allocation of social resources. The following recommendations were made: the need for television programs to increase agribusiness programs in their airing, the television stations increase the coverage use to televise agribusiness, the need for the government to support the television stations in their agribusiness programs, the farmers should be made aware of the intention of the show and how it would be of great benefit to them and other farmers in all the parts of the country.

Keywords: Examining, Television, Agribusiness.