Abstract:
The role of mass media is to inform mass audiences in diverse ways and help them make informed decisions about their day-to-day activities. Unfortunately, in this digital era some audiences are still uninformed via Digital Television due to the information divide. This study examined access of information by television audiences and the period of digital migration in Kesses Sub County, Uasin Gishu County with a view of suggesting measures for increasing accessibility of information by audiences. Objectives of this study were to: Find out sources of information used by Kesses residents, establish accessibility of information via television handset by audiences, analyze challenges emerging from digital migration and propose strategies for improving access to information by audiences. The study was guided by uses and gratification theory and adopted household survey design in gathering data. The researcher used qualitative and some aspects of quantitative approaches. Target populations for this study were TV handset owners in Kesses Sub County. Semi structured questionnaires were administered to TV handset owners but key informants were interviewed. Target population for this study was 400. The researcher used 30% to get a sample size of 120 for the study. Purposeful sampling was employed to identify 20 key informants, while simple random sampling used to identify 100 TV set owners. Interview was used to collect qualitative data while questionnaires were used to collect quantitative data which was presented and analyzed thematically and by use of descriptive statistics. The major finding of the study was that Television is a popular medium of information and that access to information via TV handset after digital migration is hardly accessed by low income earners and those in the rural due to financial constraints and unreliable connectivity. It is therefore recommended that; stakeholders should avert financial implication to consumers by; reviewing prices of set top boxes, the subscriptions, integrated televisions, the cost of digital transmission and finally, the media to give audiences appropriate information without bias. With technological evolution, digital broadcast cannot be overlooked, however, economically disempowered and the marginalized regions need to be considered in the implementation of technological advancement. This will ensure audience are enabled to access information via their television handsets hence, elevate accessibility of digital content.
