Effects of liberalization of airwaves on television advertising in Kenya

Liberalization eliminates state control over economic activities. It consists of a process
through which same restrictions, mainly on economic or social policy of the former
government can be relaxed. In particular, the revise requires setting up what liberalization
of airwaves entails, to examine how liberalization of airwaves has impacted on television
advertising and decide the changes that have occurred in media houses and the
government before and after liberalization of airwaves in relation to television
advertising. The objective of the study was to examine the effects of liberalization of
airwaves on television advertising in Kenya. This study did adopt a survey research
design where questionnaires containing closed questions were administered to the
Marketing Managers in the media houses registered under the Communication Authority
of Kenya. To achieve this objective, data was collected from primary sources which
involved a well structured questionnaire. The questionnaires evaluated their response on
the effects of liberalization of airwaves on the media houses especially on the television
advertising and the government and found out that there have been effects of
liberalization of airwaves on media houses especially as shown by great extent of high
attitude of creativity and expansion of viewers‘ options and there has been a high
percentage of relaxation of entry barriers to the media industry by the government. It
would therefore be safe to conclude that liberalization of airwaves has a semi strong
relationship with television advertising.