AUDIENCE CONSUMER TRENDS SURVEY - Kenya Film Commissionkenyafilmcommission.com/images/Audience-Consumer... · content. The survey was guided by the general objective of identifying

AUDIENCE CONSUMER TRENDS SURVEY

REPORT

Updating the past Informing the future i

TABLE OF CONTENTS

TABLE OF CONTENTS ............................................................................................................ i

LIST OF TABLES ................................................................................................................... iii

LIST OF FIGURES .................................................................................................................. iv

ACKNOWLEDGEMENTS ............................................................................................ v

ABBREVIATIONS AND ACRONYMS ........................................................................ vi

CHAPTER ONE ........................................................................................................... 1

EXECUTIVE SUMMARY ............................................................................................. 1

INTRODUCTION......................................................................................................... 6

1.0.0 Background information............................................................................... 6

1.1.0 Objectives of the Survey ............................................................................... 6

1.2.0 Methodology .................................................................................................. 7

1.3.0 Desk Study/ Research ................................................................................... 7

1.4.0 Qualitative Assessment ................................................................................. 7

1.5.0 Quantitative phase ........................................................................................ 8

CHAPTER TWO .......................................................................................................... 9

2.1.0 FINDINGS ....................................................................................................... 9

2.2.0 Respondents Description Characteristics ................................................... 9

2.3.0 Audience Television viewership and trends ............................................. 11

2.4.0 Favorite TV Station ...................................................................................... 11

2.5.0 TV Channels Viewership ............................................................................. 12

2.5.1 TV Channels Viewership analysis by age .................................................. 13

2.5.2 TV Channels Viewership analysis by location........................................... 13

2.5.3 Favorite TV Programmes ............................................................................ 14

2.5.4 The Time TV is mostly watched ................................................................. 15

2.5.5 Time the TV is mostly watched per Favourite TV station ........................ 15

2.5.6 Local Film/TV Programmes watched ........................................................ 16

2.6.0 Audience movie viewership and trends .................................................... 18

2.6.1 Incidence of movie viewership .................................................................. 18

2.6.2 Frequency of watching Movies with Local Content .................................. 18

2.6.3 Frequency of watching Movies with Local Content on age level ............. 19

2.6.4 Frequency of watching Movies with Local Content on Education level . 19

2.6.5 Frequency of watching Movies with Local Content on different location .. ....................................................................................................................... 20

2.6.6 Awareness of Locally Produced Movies .................................................... 21

2.6.7 Awareness of Local Celebrities and the movies they act in ..................... 22

2.7.0 Audience cinema going and trends ............................................................ 24

2.7.1 Frequency of Visiting Cinema to watch movies ........................................ 24

2.7.2 Frequency of Visiting Cinema to watch locally produced movies ........... 24

2.7.3 Frequency of Visiting Cinema to watch movies on age level ................... 25

2.7.4 Frequency of Visiting Cinema to watch movies on location level ........... 25

2.7.5 Frequency of Visiting Cinema to watch movies on income level ............ 26

2.7.6 Factors Determining Cinema visits ............................................................ 26

2.7.7 Big Screen Cinemas Visited ........................................................................ 27

2.7.8 Likelihood of visiting a cinema to watch locally produced movie .......... 27

2.7.9 Reason for likelihood of visiting a cinema to watch local movies ........... 28

2.8.0 Audience video viewership and trends ..................................................... 29

2.9.0 Frequency of watching DVD/VCD .............................................................. 30

Updating the past Informing the future

Audience consumption Trend Survey; Prepared for Kenya Film Commission by Strategic Research

ii

2.9.1 Frequency of Watching DVD/VCD on age level ........................................ 30

2.9.2 Frequency of Watching DVD/VCD on age level ........................................ 31

2.9.3 Frequency of Watching DVD/VCD in different location........................... 31

2.9.4 Places where Video is being watched ........................................................ 32

2.9.5 Reasons why locally produced films/movies on DVDs/VCDs are not watched frequently ..................................................................................... 32

2.10.0 Summary of Film Consumptions .......................................................... 33

2.11.0 Information on film and the film industry ........................................... 34

2.11.1 Knowledge of where to get information on film industry .................. 34

2.11.2 Awareness of Kenya Film Commission ................................................ 35

2.11.3 Reason for Poor Performance of Kenya Film Commission in Educating the Public ..................................................................................................... 36

2.11.4 Reason for good Performance of Kenya Film Commission in Educating the Public ..................................................................................................... 36

2.12.0 Market Development for Film Products ............................................... 37

2.12.1 Consumer understanding ...................................................................... 37

2.12.2 Film and TV choice ................................................................................. 37

2.12.3 Factors Affecting Local Film and TV Programme Consumption ........ 37

2.12.4 Techniques of Audience Development to increase film as an art ...... 39

2.12.5 Strategies used to expand markets and create new public for films . 39

2.12.6 Patterns of participation and consumption of for profit and non-profit film products ................................................................................................ 39

2.12.7 Suggestion for improvement in the film industry ............................... 40

CHAPTER THREE..................................................................................................... 41

3.0.0 CONCLUSIONS ............................................................................................. 41

3.1.0 RECOMMENDATIONS ................................................................................. 42

APPENDIX: 1 DRAFT TOOLS .................................................................................. 44



iii

LIST OF TABLES

Table 1: Sample distribution 15

Table 2: Respondent’s characteristics 16

Table 3: Local film TV programmes watched 17

Table 4: Frequency at which movies with local content are watched on different age level 18

Table 5: Frequency at which movies with local content are watched on different education 19

Table 6: Frequency at which movies with local content are watched on different location 21

Table 7: Awareness of locally produced movies 22

Table 8: Frequency of visiting cinema at different age levels 25

Table 9: Frequency Rate of visiting cinema at different location 25

Table 10: Frequency of visiting cinema at different income levels 27

Table 11: Big screen cinemas visited in the last seven days 27

Table 12: Reasons for likelihood of visiting cinemas 30

Table 13: Frequency of watching DVD/VCD for locally produced movies on age level 31

Table 14: Frequency of watching DVD/VCD for locally produced movies on education level 32

Table 15: Frequency of watching DVD/VCD for locally produced movies in different location 33

Table 16: Reasons why locally produced movies on DVD are not frequently watched 34

Table 17: Sources of information on film industry 35



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LIST OF FIGURES

Figure 1: Favourite TV station 14

Figure 2: TV stations/Channels watched in the last 7 days and 1 month 15

Figure 3: Favourite TV programme 16

Figure 4: time TV is mostly watched 17

Figure 5: time TV is mostly watched in different stations 20

Figure 6: Frequency at which movies are watched 23

Figure 7: Frequency at which movies local content are watched 23

Figure 8: Frequency at which Kenyans visit the Cinema to watch a movie 24

Figure 9: Frequency at which Kenyans visit the Cinema to watch a locally

produced movie 25

Figure 10: Factors determining cinema going 26

Figure 11: Factors that makes one not to go to a cinema

Figure 12: Viewership of video among respondents 27

Figure 13: Frequency of watching DVD/VCD (both in general and locally produced) 27

Figure 14: Places where video is being watched 28

Figure 15: Knowledge on where to get information on film industry 29

Figure 16: Awareness of Kenya Film Commission 31

Figure 17: performance of KFC on educating the public about its mandate 32

Figure 18: Reasons for poor performance of KFC in educating the

public on its mandate 33

Figure 19: Reasons for good performance of KFC in educating the public on

its mandate 34



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ACKNOWLEDGEMENTS

Strategic Public Relations and Research Limited (SPRR) is indebted for this report to various individuals who participated in one way or the other towards making this report possible.

We would like to extend our sincere gratitude in a special way to Kenya Film Commission for the opportunity to provide the service and for the invaluable support they gave in the course of undertaking the exercise.

To the institutional representatives who took time out of their busy schedules to avail themselves for interviews, we thank you. We would also like to extend our thanks to the general public who participated in the face to face interviews and focus group discussions, this report would not have been possible without you.

The research team from SPRR who endured long hours in the field to ensure collection of data and those who spent countless hours transcribing and analyzing the results deserve special mention. We thank you all for your contributions to this very important exercise.



vi

ABBREVIATIONS AND ACRONYMS BBC British Broadcasting Corporation

DSTV Digital Satellite Television

FGD Focus Group Discussion

KBC Kenya Broadcasting Corporation

KIIs Key In-depth Interviews

KTN Kenya Television Network

NTV Nation Television

Updating the past Informing the future 1

CHAPTER ONE

EXECUTIVE SUMMARY

Kenya Film Commission contracted Strategic Research to undertake Audience Trend Survey on consumption of Film and TV programmes in Kenya with specific focus on local content. The survey was guided by the general objective of identifying the audience of local content as well as determining trends in consumption of local film and television. The survey involved the use of both quantitative and qualitative techniques in collecting views from the general public on the viewership of films and TV programmes in Kenya. The quantitative phase involved collection of data through face to face interviews using pre-coded questionnaires to measure trends in consumption of film and TV programmes. A total of 3005 interviews were conducted among the general public in 34 counties (8 provinces) in Kenya between 5th October and November 15th 2010. The qualitative phase involved in-depth interviews with stakeholders in the industry including Film producers, media managers as well as distributors who provided insights into film industry Kenya.

Highlights of the Findings

Overall TV and Film viewership trends

TV viewership in Kenya is high with 59% Kenyans being exposed to television viewership on a daily basis. Majority of the respondents interviewed mentioned that they have watched Citizen TV both in the past one week (74.1%) and in the past one month (30.9%). KBC had been watched by 37% of the respondents in the past week and 27.1% in the past one month. Similarly NTV had been watched by 34.5% and 18.9% of the respondents in the past one week and one month respectively. KTN was the fourth most watched channel in the last one week category (31.2%) while it was the third most watched TV channel in the past one month category (20.8%). Other notable stations watched were K24, Kiss TV, and SuperSport. Citizen TV was mentioned as the favourite TV channel by more than half of the respondents (58.8%). KBC Channel 1 was mentioned by 14.3% while NTV was mentioned by 8.3%. Likewise KTN was mentioned by 7.1% of the respondents as their favourite TV station. This trend was evident when the respondents were asked to mention their favourite programmes. News (13%) came on top of the list as the favourite programme in the past one day (Yesterday), Tahidi High (9.7%) was second on the list while Papa Shirandula (7.6%) was third. Other programmes which were significantly mentioned are Vioja Mahakamani (5.3%), Inspector Mwala (5.2%), Vitimbi (5.2%) and Afro cinema (5.1%). Kenyans show a high liking for local TV productions at the time of interview, local programming took a lead over foreign programmes. Local TV programmes like Tahidi High (17.7%), Inspector Mwala (14.6%) and Papa shirandula (8.9%) were the most recently watched. When the respondents were asked of the programmes they have watched over the last one week Tahidi High was mentioned again by more than a third



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(35.2%) while Papa Shirandula was mentioned by 30.3%. Other programmes mentioned on this category were Inspector Mwala (22.4%), Mother in law (15.6%), Vioja Mahakamani (14.8%), Vitimbi (12.8%) and Churchill Live (8.8%). Vioja Mahakamani (17.2%) was the most watched programme in the past 4 weeks’ category while Vitimbi (21%) was watched by majority along time ago. The time when majority of respondents watched the TV is from evening to late night. A minority (17.1%) watched the TV during other times of the day. Among those who watch TV at night, majority mentioned Citizen TV as their favourite TV station.

Film consumption Movie viewership is low compared to television viewership, a third (30.4%) of the respondents mentioned that they watch movies weekly. More than one quarter (26.4%) of Kenyans do not watch any movies at all and the number of Kenyans who specifically watch movies of local content is even much lower. Majority of the respondents visit the cinema less often (46.9%) or have never even visited at all (34%). Only 8.9% Visit the cinema once a month. The percentage of those who never visit the cinema increased when they were asked how often they visit cinemas to watch locally produced movies. Among the cinemas visited in the last one day to the past 4 weeks Fox 20th Century CBD Moi Avenue, Fox Cineplex Sarit Centre, and Fox 20th Century Mama Ngina Street were the most outstanding mentions. Visiting cinemas halls to watch movies is largely an urban phenomenon with most of the rural populace settling more for mobile cinemas. The factors that influence cinema going as mentioned by the respondents are: The title of the movie (27.7%), Actors in the movie (25.8%), recommendations from friends (16.5%) and the cost being charged to watch the movie (13%) among other responses. On video viewership, majority (87.6%) mentioned that they have watched film on DVD/VCD before. Of those who have watched video before, 26% mentioned that they watch video a few times a week, 24% mentioned that they watch it less often, 17.2% watch it daily while 12.8% watch it once a week. Among these slightly lower percentages are watching movies produced locally. 15.5% of them mentioned that they watch movies with local content a few times a week, 6.3% watch it daily while 8.8% watch it fortnightly. Slightly less than half (40%) watch movies with local content less often while 18% have never watched it before. The reasons attributed to why majority are not watching locally produced movies are: lack of awareness (28.3%), unavailability of locally produced movies (25.8%), prices charged for those movies (11.4%) and poor quality of locally produced movies (19.1%).

Source of information on film Majority (78.7%) of the respondents mentioned that they don’t know where to get information on the film industry. The few who know where to get information mentioned: internet (26.4%), KFC (16%), Media (electronic- 13.1%, Print – 7%), Kenya National Theatre (7.4%) and CD vendors/Library (6.6%) as the sources of information among other mentions.



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On awareness of KFC, majority (78.3%) mentioned that they have not heard of Kenya Film Commission. Among those who are aware of Kenya Film Commission, slightly more than half (52.1%) mentioned that KFC has not done enough to educate the public on its mandate. This was attributed to lack of enough manpower to educate the people (13.6%), majority not knowing their mandate (16.1 %), poor networking (6.6 %) and lack of promotion of local film (5.6 %). While the other half who agreed that KFC has done enough to educate the public attributed the this to promotion of local films/programmes worldwide (38.9%), Encouraging young people to be actors (25.5%), and Educating the public (21.2%),

Factors affecting local film and TV programme consumption Several factors that affect consumption were mentioned. The most outstanding of all was the quality of the final product. The quality and content of movies to a large extent drives choice of viewership, what is perceived to be of poor quality attracts limited viewership. The quality in this context is a combination of factors such as professionalism, quality of actors, language, the plot, scripting and type of the equipment which eventually has a bearing on the cost of the overall product and thereby determining its accessibility to the public. Strategies used to expand markets and create new public for films The main strategies used by the film producers and marketers to increase the market for their products are improving the quality in production, packaging, outsourcing production and distribution, Participating in awards and seeking funding from both private and other bodies.

Conclusion From the survey findings, it is clear that majority of the Kenyans TV viewership is higher than cinema and video. The choice of station plays a great role in exposing the public to local content based on its positioning. This was clearly evident from the programmes being watched over the last one month, where the programmes watched by majority of Kenyans were from Citizen TV. Other programmes watched by a significant percentage of Kenyans are from KBC and NTV. The top programs being watched in all these stations are local productions therefore indicating that a majority are now watching local content. Among the list of foreign programmes being watched by a significant percentage are programmes, which can be placed in our local context. These are specifically movies from Nigeria. Other notable foreign productions watched are the Mexican soaps. While a significant percentage of Kenyans is watching movies, it was clear that not all of them are actually watching locally produced movies. This has been attributed to poor quality of locally produced movies; their unavailability in the market and the high pricing. Differentiation between different categories/genre of films is largely lacking, majority of the respondents generally referred to the different categories of films as movies. This is an indication that the market has not differentiated in terms of consumer segmentation by film genres, hence making it difficult for producers to try and come up with products that will satisfy the market adequately.



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The survey reveals that majority of Kenyans don’t visit cinemas. This is especially so among the elderly and the less educated group. The main factors that influence cinema going are: the title of the movie, the Actors in the movie, recommendation from friends, and cost. The majority of those in rural areas have problems accessing the cinemas since most of the cinema halls are based in the towns. In addition to this, the few who visit cinema don’t go there to watch locally produced movies. This is established from the low likelihood of majority of Kenyans to visit cinema specifically to watch locally produced movies. The major reasons for this trend are: the cost is too high, time factor, unavailability of these facilities in most parts of the country, poor actors; this is compounded by the overall lack of interest in locally produced movies. Majority Kenyans prefer to watch movies on DVD/VCD as this is the most convenient to the majority. This is easily available from, CD vendors, supermarket, Friends and music shops. Most of those who watch films through this medium are watching them within the home set up. The consumption of locally produced films on DVD/VCD consumption is generally low. This has been attributed to low awareness and unavailability of locally produced movies in comparison to foreign movies. Lack of wide variety of quality movies is also a constraining factor. This comes in form of the production process and the lack of professionalism being put into the process, other productions lack good actors hence attracting small audience. From the survey findings it is apparent that majority (78%) of Kenyans don’t know where to get information on film industry. And of those who know where to get the information, less than a quarter (16%) will seek the information from KFC. Awareness of KFC and or its mandate is also low; about one half of those who are aware of KFC felt that it has not performed up to their expectation in terms of educating the public on its mandate. The perceived reasons are; KFC does not have enough manpower to handle the handle the exercise, poor networking and failure to promote local movies. Choice of film viewership is associated to familiarity; majority of respondents will look for something they can relate with or within their context there are others however, who love sophisticated movies that expose them to what’s going on around the world. What matters to majority especially those in rural areas is that they like to watch what they can associate with in terms the setting and the language. Recommendations Given the fact that significant number of TV audience in Kenya appreciate local content, there is need to further strengthen this viewership by encouraging more TV stations to increase on local films content, especially among the leading TV stations in the country. KFC needs to put in place mechanisms that will ensure the 40% local content coverage by the media is observed by the media houses. To effectively increase the consumption of locally produced movies, there is need for KFC to encourage production of quality local films in the market. This could be done inform of film accreditation as well as rewarding quality production. In addition to this there should be effective classification of movies into different categories/genre for easier



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accessibility and distribution. Effective classification and communication to consumers about the different genre of films to the consumers would not only increase their awareness of such films such that it would be easier for them to identify what they like best and the expectation on such products but also make easier the marketing and distribution of film products. And to ensure affordability of locally produced movies is achieved, there is need to ensure that the cost of production of local films in Kenya is reduced, through avenues such as subsidies in taxation, provision of film production equipments and developing infrastructure for distribution. This will not only lower the cost of final products being sold in the market but will also reduce the rate of piracy which is common in the industry as well as improving availability of these products to the local wananchi in all parts of the country. This will also go a long way in encouraging more prospective producers to produce their films in Kenya. Considering that industry players feel KFC has limited understanding of the industry’s needs, there is need for KFC to undertake comprehensive and continuous assessments of the industry in order to improve her understanding of the industry as well as boost investor confidence in the industry. To increase big screen consumption of local films, there is need to promote the culture of cinema viewership among the Kenyans in general. KFC can partner with cinemas to subsidize on cost as well as put in place infrastructure that will facilitate distribution and increased awareness of local content. Information on the industry is generally low, there is need to develop an informational infrastructure that will provide information on available services as well as products in the industry. An increased dissemination of information and education of the public on the film industry as well will boost public understanding of the industry. Stakeholders suggest the use of Media, internet, promotional materials, and seminars as well as using different stakeholders’ forums. Finally, KFC should engage different stakeholders in the industry through interactive forums. This will give rise to information sharing and networking processes that will promote the growth of the industry. The industry players recognizes the effort so far made by KFC, in rewarding industry players through awards like Kalasha, but more incentives and sustainability is desirable if to improve on the industry. Increased involvement of the private sector may encourage growth through increased resource allocation.



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INTRODUCTION

1.0.0 Background information

The Kenya Film Commission (KFC) was established by the Kenyan government in 2005 but only came into full function in mid-2006. The Commission was formed with the aim of promoting the Kenyan film industry locally as well as internationally. For the international community seeking film services in Kenya the Commission offers detailed information on locations; offer liaison services on behalf of the government; advise on recce’s, film licensing and immigration; as well as facilitate the filming process for film makers. The Kenya Film Commission supports the Kenyan film industry by providing facilities for screenings and filming. As well as organizing workshops that aims at promoting and educating stakeholders on the film industry. The Commission is also establishing a database that will list film-makers, agents, local talent, stakeholders and service providers of the Kenyan film industry. Since its’ inception in early 2006, the KFC, with support from the Kenya Tourism Board, has been an active intermediary between foreign producers and relevant government ministries, negotiating reductions and waivers in licensing and location fees. KFC’s vision is “to be the reputed film partner of choice.” The core corporate values of KFC in line with their vision and mission are;

Advising the government and all relevant stakeholders on matter pertaining to development, co-ordination, regulation of the film industry in Kenya;

Facilitating the provision of content development, funding and investment for film projects;

Undertaking comprehensive and continuous assessment and resolution of the needs and problems of the film industry;

Assisting in the marketing, distribution, exhibition and dissemination of Kenyan films;

Encouraging, whether by the provision of financial assistance or otherwise, the proper keeping of Film Archives in Kenya;

Encouraging investment in the development of film industry infrastructure;

Identifying critical training needs of the film industry for enhancing the capacity of industry practitioners at entry and advanced levels

Maintaining a database of equipment, personnel and production facilities available locally.

1.1.0 Objectives of the Survey

Broadly the objective of the consumer audience trend survey is to:-

Identify the audience of local content Determine trends in the consumption of local film and television

http://en.wikipedia.org/wiki/Film_Commission

http://en.wikipedia.org/wiki/Kenya



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But specifically the survey was supposed to answer the following:- An overall picture of demand in film and TV industry- what is the general

viewer ship of locally produced films and TV programmes. Identifying the audience demographics of local film Studies of consumption patterns in the local film and TV industries. Factors affecting local films and TV programme consumption e.g. pricing,

quality, focus on ‘superstars’ or ‘celebrities’ How these factors (in iv. above) have affected consumption. Is demand relatively stable across motion pictures, with regard to

individual titles demand as they become highly unpredictable? The main sources of consumer uncertainty. Description of the major forms in which films are consumed. The primary market and the secondary market for the use of these

products in other settings. How do audiences (or consumers) make film & television choices. What are the patterns of participation and consumption of for-profit and

non-profit film products What are the techniques of audience development to increase

participation in the film as an art. Which strategies do commercial operators use to expand markets and

create new publics for film and entertainment products. Factors affecting cinema going

1.2.0 Methodology

Based on the objectives of the study, types of respondents, nature of information sought, Strategic Public Relations and Research limited employed an integrated qualitative and quantitative approach to deliver on the terms of reference. The quantitative phase involved the use of face to face interviews using pre-coded questionnaires responding to the study objectives. The methodology followed the Pan Africa Media Research Organisation (PAMRO) common guidelines for collecting media data in Africa.

1.3.0 Desk Study/ Research

The desk study was done as presented below. Some of the documents reviewed and places visited during the study included:

• The Kenya Film Commission website • Past Reports and Publications • The Kenya regulation and broadcasting Act • Kenya Film classification Board website • Kenya Bureau of Statistics

1.4.0 Qualitative Assessment

The survey used the qualitative approach to explore and explain the usage and consumption of film and TV as well as to gain an in-depth understanding of the local film industry. The qualitative approach provided insight into consumer perceptions and attitudes towards local film and TV production in Kenya, using this approach we were able to delve into different stakeholder’s perceptions into why they focus on local or foreign film productions and their understanding of the local film industry. Recruitment



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was done via appointments and interviews conducted at the stakeholders preferred location of interview.

1.5.0 Quantitative phase

The quantitative phase involved collecting data from the general public audience to explore their viewership habits and reason thereof. The sampling frame was derived from the population census data of year 2009 by the Kenya National Bureau of statistics. The research survey design used Multistage Stratified Random Sampling in the stratification of the sample. A total of 3005 interviews were conducted. Data was analyzed along demographic data such as age, educational levels, gender, and rural / urban. The table below presents the stratification of the sample covered into the provincial boundaries.

Province Total Population Sample Nairobi 3138369 239 Coast 3325307 283 Eastern 5668123 421 Central 4383743 363 Rift Valley 10006805 739 Western 4334282 358 North Eastern 2310757 182 Nyanza 5442711 420 Total 38610097 3,005

Table 1: Sample distribution



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CHAPTER TWO

2.1.0 FINDINGS

This chapter presents the findings of the primary data collected from the survey. It

includes an interpretation of qualitative and quantitative interviews carried out to

establish the consumption trends of films and television programmes in Kenya and

factors that affect consumptions of such products in general. The findings have been

segregated by respondents characteristics depending on the questions asked.

The findings are thematically divided to address the main objectives of the survey as

follows:

The general viewership of locally produced films and TV programmes

Audience demographics of local film

Consumption patterns in the local film and TV industries

Description of major forms in which films are consumed

Factors affecting local films and TV programme consumption as well as cinema

going

Market development for film and entertainment products

2.2.0 Respondents Description Characteristics

Frequency Percentage Religion Muslim 360 12.0 Christian - Catholic 999 33.2 Christian - Protestant 1,574 52.4 Indigenous 68 2.3 Hindu 4 0.1 Gender Male 1,537 51.1 Female 1,468 48.8 Age 18 – 24 687 22.9 25 – 29 751 25.0 30 – 34 594 19.8 35 – 39 397 13.2 40 – 44 250 8.3 45 – 49 161 5.4 50 + years 145 4.8 RTA 20 0.7 Working Status Full time formal 724 24.1 Full time informal 870 28.9 Does not work 319 10.6 Student 399 13.3



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House wife 337 11.2 Part time formal 188 6.3 Part time informal 168 5.6 Education Level Never went to school 103 3.4 Primary not completed 121 4.0 Completed primary 291 9.7 Secondary not completed 374 12.4 Completed secondary 996 33.1 College/University not completed 588 19.6

Completed college/University 476 15.8

RTA 56 1.9

Table 2: Respondent’s description



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2.3.0 Audience Television viewership and trends

To understand audience viewership habits and trends, the respondents were asked

several question in relation to; frequency of viewership, choice of programmes, how

they watch programmes, with who etc.

2.4.0 Favorite TV Station

Figure 1: Favourite TV station The respondents were asked to name their favourite TV station among the TV channels they are watching. More than half (58.8%) of them mentioned Citizen TV as their most favourite TV station. Majority of whom are the young generation aged 18– 29 years old. KBC Channel 1 was mentioned by 14.3% of the respondents while NTV and KTN were mentioned by 8.3% and 7.1% of the respondents respectively. The four station account for more than 88% of the total mentions. This is a clear indication of their huge following in the programmes that are being aired in these stations. Other mentions include K24 (1.5%), Super Sport (1.4%) and Kiss TV (1.3%).

7.1%

1.5%

1.4%

1.3%

1.7%

1.1%

5.1%

8.3%

14.3%

58.8%Citizen TV

KBC Channel 1

NTV

KTN

K24

Super Sports

Kiss TV

DSTV

Classic TV

Others



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2.5.0 TV Channels Viewership

Figure 2: TV stations/Channels watched in the past 7 days and one month When the respondents were asked which stations they had watched over a period of time ranging from a week to a month, majority of them mentioned that they had watched Citizen TV in the past 7 days (74.1%), as well as the past 4 weeks (30.9%). Similarly KBC Channel 1, NTV and KTN had been watched by majority of the respondents over the past 7 days than in the past 4 weeks. KTN (20.8%) had been watched in the past 4 weeks by slightly higher percentage of viewers than NTV (18.9%) which is not the case when compared to the viewers over the last one week. K24, Classic TV, Super Sports and Kiss TV had been watched by slightly higher percentage of viewers over the past 4 weeks than in the past 7 days.

31.2%

11.2%

7.2%

6.8%

6.3%

7.4%

27.0%

30.9%

27.1%

18.9%

20.8%

12.3%

12.4%

7.8%

6.4%

11.0%

52.9%

74.1%

37.0%

34.5%

Citizen TV

KBC Channel 1

NTV

KTN

K24

Classic TV

Super Sports

Kiss TV

DSTV

others

The Last 7 Days

The Past 4 weeks



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2.5.1 TV Channels Viewership analysis by age

Table 3: TV Channel Viewership on different age levels Analysis of TV viewership by age revealed that the majority of those who had watched Citizen (71.6%), KBC channel 1 (65.1%); Nation TV (74.9%) and KTN (72.7%) over the past 7 days were the young generation aged 18 – 34 years. Similarly, greater percentage of those who had watched the four stations over the last one month follow similar pattern as shown in the table above. Among stations watched by majority of the younger generation that is those below 30 years in the past 7 days were: Kiss TV (69.5%), Classic (60.1%), and Super Sports (61.7%).

2.5.2 TV Channels Viewership analysis by location

Table 4: TV Channel Viewership on different age levels Generally, majority of the TV viewers who had watched the TV both in the past 7 days and 4 weeks are from urban areas. When compared to other stations, Citizen and KBC channel 1 are watched by significant number of those who reside in rural areas.

18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 + years

7 Days

4 weeks 7 Days

4 weeks

7 Days

4 weeks

7 Days

4 weeks

7 Days

4 weeks 7 Days

4 weeks 7 Days

4 weeks

Citizen TV 25.3 24.7 25.7 24.9 20.6 18.4 13.3 12.4 7.6 9.1 4.6 6.1 2.9 4.5

KBC Channel 1 20.2 21.4 23.7 25.4 21.2 19.3 13.6 15.5 9.5 9.5 6.6 4.4 5.2 4.4

Nation TV 28.3 20.7 26.6 29.2 19.0 21.5 13.5 15.7 7.4 6.1 3.2 3.6 2.1 3.3

KTN 27.1 22.2 24.3 27.4 21.3 21.0 14.1 14.9 6.4 7.0 4.0 6.1 2.9 1.5

K24 28.9 27.6 27.2 26.7 18.7 21.7 15.3 14.3 4.8 4.1 1.7 3.2 3.4 2.3

Classic TV 35.3 26.6 25.8 26.6 16.8 19.2 14.7 15.4 4.7 5.6 1.1 3.3 1.6 3.3

Super Sports 33.9 32.4 27.8 27.2 13.3 22.1 15.6 8.1 6.1 7.4 2.2 0.7 1.1 2.2

Kiss TV 46.7 33.6 22.8 31.9 17.4 17.7 8.4 9.7 3.6 3.5 0.0 2.7 1.2 0.9

DSTV 33.8 34.9 23.4 24.8 17.2 20.2 10.3 11.9 9.0 3.7 5.5 2.8 0.7 1.8

Others 26.7 27.5 30.3 29.3 18.6 21.1 11.9 12.5 6.1 5.7 3.3 1.6 3.1 2.3

Urban Rural 7 Days 4 Weeks 7 Days 4 Weeks

Citizen TV 59.1 56.3 40.9 43.7 KBC Channel 1 55.7 55.9 44.3 44.1 Nation TV 60.8 55.3 39.2 44.7 KTN 62.0 61.9 38.0 38.1 K24 68.8 58.1 31.2 41.9 Classic TV 66.3 63.3 33.7 36.7 Super Sports 64.1 73.0 35.9 27.0 Kiss TV 67.3 71.7 32.7 28.3 DSTV 65.5 70.0 34.5 30.0 Others 64.3 76.5 35.7 23.5



14

“Nigerian movies right now are in high demand, the

reason is because most of the audiences want to

know more about their roots and connect well with

the content.

Film producer, Nairobi

2.5.3 Favorite TV Programmes

When asked to mention their favorite TV programmes, locally produced programmes dominate TV viewership in the country at 48.8% exclusive of news. However, News is also considered key to the Kenyan audience at (13%), Noteworthy are the Afro cinema/Nigerian movies (5.2%).

Figure 3: Favourite TV programmes Interviews with stakeholders reveal that Nigerian movies are popular largely because the audience can relate them to their local context. Viewership varies between men and women for instance more women (76.1%) watch

the Latin American soaps than men (23.9%). The Nigerian movies however, draw an almost equal viewership between male (49.6%) and female (50.4%).

Education levels influence choice of programmes to some extent. The survey reveals that more than half of those who mentioned News as a favorite programme were those who had completed secondary school (30.9%) and College/University (22.9%). Local soaps and drama however attract a wider age bracket but with lower viewership from those with the college and University education. Foreign programme viewership is largely a preserve for those with college education and above. Similarly age plays a role in programme choice, majority of the respondents who mentioned that their favourite programmes were: Tahidi High, Papa, Vioja, and Inspector Mwala were youths and the middle aged.

5.3%5.2%5.2%5.1%4.9%4.3%4.1%3.9%3.7%2.8%2.2%1.6%1.1%1.1%1.0%1.0%

17.1%

7.6%9.7%

13.0%NewsTahidi High

Papa shirandulaVioja mahakamaniInspector Mwala

VitimbiAfro cinema / Nigerian movies

Music / Hot source / RushPremier league / sports

In the name of LoveChurchill live

Mother in lawThe bench / Capital Talk

Beba bebaWrestling

Changing timesMheshimiwa

TabasamuThe promise

Others



15

2.5.4 The Time TV is mostly watched

Figure 4: Time when majority of audience are watching TV The time which most audience watches TV is from evening to late night. Slightly more than half (54.8%) of them mentioned that the time they mostly watch TV is from 8 - 10 pm. 14.9% of them mentioned that they mostly watch TV in the evening while 13.2% mentioned that they mostly watch the TV at late night. The rest mentioned that they watch the TV during the day. Majority (57.5%) of those who watch TV at night mentioned that Citizen TV was their favourite TV channel. In the different times the TV is being watched, most of the viewers are watching Citizen TV.

2.5.5 Time the TV is mostly watched per Favourite TV station

Figure 5: Time TV is mostly watched in different stations As shown in the graph above, Citizen TV is the mostly watched TV Station at all the times. This is an indication that this station is way above the rest in terms of number of

4.1%

3.8%

3.5%

2.5%

3.2%

13.2%

14.9%

54.8% At night

Evening

Late night

In the morning

Aftrenoon

Very early in themorning

Noon

Others

7.5

63.1

57.5

58.1

55.352.5

67.9

48.6

8.815.8

14.5

14.9

21.3

16.7

7.6

8.2

9.37.4

9.88.5

12.5

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

5.00 - 7.00 am 8.00 - 11.00 am 12.00 - 1.00 pm 2.00 - 4.00 pm 5.00 - 7.00 pm 8.00 - 10.00 pm After 10 pm

Citizen TV

KBC Channel 1

Nation TV

KTN



16

TV audience. The Highest point when citizens TV receive the largest number of viewers is in the morning 8 – 11 am and after 10 pm. Similarly, though not consistent, KBC Channel 1 is also watched by significant numbers of audience especially at 12.00 – 1.00 pm. Its lowest point is between 8.00 – 11.00 am. The viewership for NTV is consistent though a bit low when compared to KBC Channel 1. Its highest point is in the morning 5 – 7 am. On the other hand KTN curve is fluctuating on different viewing times. The highest number of viewers for this station is in the afternoon at 2 – 4 pm while on other times it remains low.

2.5.6 Local Film/TV Programmes watched

Awareness of local films /TV programming is high with respondents clearly able to recall programmes with local content.

Yesterday Past 7 Day Past 4 weeks Long Time ago

Tahidi high 17.7% 35.2% 10.3% 3.5% Papa shirandula 8.9% 30.3% 14.4% 4.3% Inspector Mwala 14.6% 22.4% 13.0% 5.8% Mother in law 12.7% 15.6% 6.0% 6.4% Vioja mahakamani 5.6% 14.8% 17.2% 15.9% Vitimbi 4.2% 12.8% 13.3% 21.7% Churchill live 2.0% 8.8% 1.9% 1.7% Tabasamu 2.7% 6.9% 7.9% 4.6% Beba Beba 1.9% 5.3% 3.5% 4.1% Nairobi law courts 0.8% 4.4% 3.2% 1.4% News 17.6% 3.7% 1.4% 2.0% Machachari 5.5% 2.4% 2.1% 0.6% Mheshimiwa 0.6% 2.0% 1.4% 0.3% Tusker project Fame 3.6% 1.9% 0.4% 1.4% Hila 0.2% 1.9% 1.8% 4.1% Capital talk 1.3% 1.7% 0.7% 0.0% Smack down / Wrestling

0.9% 1.6% 1.2% 1.7%

Afro cinema 2.5% 1.6% 0.0% 0.0% In the name of love 2.2% 1.5% 0.5% 1.4% Wedding show 2.9% 1.3% 0.9% 0.3% Je huu ni ungwana? 1.2% 1.3% 1.8% 2.6% Makutano junction 1.6% 1.2% 1.6% 6.1% Changing times 0.5% 1.1% 0.7% 1.2% Wash & set 0.6% 1.1% 1.4% 0.6% Waridi 0.0% 0.7% 2.1% 6.1% Shades of sin 2.5% 0.7% 0.2% 0.6% The beat 1.2% 0.5% 0.7% 0.3% Siri 0.1% 0.5% 1.8% 2.9% Cobra squad 0.1% 0.2% 0.4% 2.6% Wingu la moto 0.0% 0.3% 0.5% 4.6% Tausi 0.0% 0.1% 0.5% 7.2% Kibiriti 0.1% 0.2% 1.6% 3.2% Table 5: Local film /TV programmes watched



17

“I think the government has the

intentions of trying t promoting local

content but even the 20% rule is

rarely enforced, the time slots given

to local content is still minimal.

Media house Manager, Nairobi

Whether in the recent past or over a long period of time the survey reveals that local programming is able to sustain audience viewership for long periods of time. Some of the programmes mentioned as favorites like Tahidi High has been running for more than two years and reported the highest viewership. Other programmes like Vioja Mahakamani and Vitimbi have been running for years and still get a favorable mention from the viewership. On the bottom of the list are program which were popular in the past but slowly losing popularity or were discontinued altogether. Industry players contend that there has been a rise in quality of production and hence some of the initially loved programmes no longer draw as much viewership as before. Qualitative interviews with stakeholders in the media and film industry indicate that some of the key factors that affect consumption of local have do with production as well as legislation. Some of the key concerns are outlined below:

Production issues language Movies or programmes in Kiswahili

resonate better with the public than English programmes and especially when it is fused with ‘Sheng’.

Context The ability to connect with the viewership in terms of movie settings, fiction, drama etc!

Availability Local TV channels concentrate more on foreign movies as opposed to local content

Low sensitization /advertisements

Programmes of local content do not get as much advertisement coverage as foreign content

Legislation /policy issues

Law enforcement The government does not adequately enforce the 20% local content coverage on the media houses

Copyright issues Infringement of copyright issues

Financial investment Production costs are high and hence consistent production of programmes without sustained financing is a challenge to the industry players

Role of the government in promoting local content in the media Industry players recognize the role of government in zero rating of film equipments but at the same time breath fault the government on its inability to reinforce media coverage of local content. Film makers were of the opinion that though the government has good intentions for the industry, it has not been keen enough to ensure that promotion of local content is enforced in the industry.



18

2.6.0 Audience movie viewership and trends

2.6.1 Incidence of movie viewership

Figure 6: Incidence of movie viewership Nearly a third of the respondents interviewed mentioned that they watched movies on weekly basis, while 26.2 % mentioned that they rarely watched movies. Significant number of them (15.5%) mentioned that they watched the movies on daily basis. Others mentioned that they watched it once a month (6.6%), once every three months (1.3%) and a minority watched it once in six months (0.7%). This shows that significant number of Kenyans is watching movies. Nevertheless 11.7% had never watched a movie/film before.

2.6.2 Frequency of watching Movies with Local Content

Figure 7: Frequency of watching movies with local content are being watched

30.4

26.2

15.5

7.5 6.6

1.3 0.7

11.7

0

10

20

30

40

50

Weekly

Rarely

Daily

Fortnightly

Once a month

Once every three

months

Once in six

months

Never

5.0%

3.9%

1.8%

1.2%

24.4%

8.1%

23.2%

32.5%Rarely

Weekly

Daily

Fortnightly

Once a month

Once every three months

Once in six months

Never



19

When the respondent were asked how often they watched movies with local content, slightly less than a third (32.5%) mentioned that they rarely watch movies while 23.2% watch them on weekly basis. The majority who are watching movies on weekly basis are watching them with members of their household (57.9%). Likewise 8.1% and 5% mentioned that they watch movies daily and fortnightly respectively. Nearly a quarter (24.4%) doesn’t watch movies with local content at all.

2.6.3 Frequency of watching Movies with Local Content on age level

18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 + years

Daily 11.3 8.2 6.5 6.5 6.0 7.6 5.3 Weekly 27.4 23.4 23.8 24.2 22.8 16.6 5.3 Fortnightly 4.9 5.8 5.6 5.2 5.2 2.1 1.5 Once a month 4.6 4.6 4.1 2.7 3.0 2.1 2.3 Once every three months

1.9 1.1 2.6 1.6 2.6 0.7 2.3

Once in six months

0.8 1.1 1.1 1.6 2.6 0.7 0.8

Rarely 29.2 34.4 32.5 33.2 32.3 30.3 37.1 Never 19.9 21.3 23.8 25.0 25.4 40.0 45.5 Table 6: Frequency at which movies with local content are watched on different age level When further analysis on the responses on those watching movies with local contents shows that majority of those who watched movies on daily and weekly basis are youths below 40 years. On the other hand majority of those who rarely or have never watched a movie are the older generation 45 and above. This has been attributed mainly to lack of time or interest among the older generation.

2.6.4 Frequency of watching Movies with Local Content on Education level

Never

went to school

Primary not completed

Completed primary

Secondary not completed

Completed secondary

College/University not completed

Completed college/University

Daily 4.8 3.1 9.6 11.4 34.6 16.2 18.9

Weekly 2.9 2.7 7.8 9.6 36.6 20.1 18.3

Fortnightly 0.7 2.1 5.6 8.5 40.1 21.8 19.0

Once a month 1.8 - 5.5 10.9 40.0 23.6 17.3


3.9 2.0 13.7 11.8 27.5 23.5 17.6

Once in six months

- - 21.2 24.2 36.4 9.1 9.1

Rarely 1.5 3.6 8.7 11.3 33.7 20.2 18.4

Never 6.5 6.4 12.0 18.3 27.2 19.3 9.4

Table 7: Frequency at which movies with local content are watched on different education



20

Majority of the movie viewers are those who completed secondary and above. In general those who completed secondary are the majority of the film viewers while those who either never went to school or did not complete primary are the majority who watch movies less often or have never watched at all. From qualitative discussion, the players in the film industry attributed this to complexities in some movies hence the majority of the less intellect finding it hard to relate with the normal live that they are familiar with. Others however argued that this is as a result of language being used in movies e.g. English which majority with less education especially the old find it hard to comprehend.

2.6.5 Frequency of watching Movies with Local Content on different location

Table 8: Frequency at which movies with local content are watched on different location Majority of the respondents who watch or rarely watch movies are from urban areas. On the other hand the respondents who had never watched any movie are from rural areas. Outstanding is the percentage of those who watch movies daily (71.5%) are the ones from urban areas. This has been attributed to the lifestyle of those in urban areas and advancing technology which is biased towards urban areas. Others argued that availability of movies was the main factor influencing viewership of movies between the two settings since most of the distribution is done in urban areas. Nevertheless the majority of them agreed that there is growing number of film/movie viewers in the rural areas especially those scripted in vernacular or in scenes they are familiar with.

Urban Rural

Daily 71.5 28.5

Weekly 62.7 37.3

Fortnightly 67.6 32.4

Once a month 53.6 46.4

Once every three months 62.7 37.3

Once in six months 60.6 39.4

Rarely 57.9 42.1

Never 45.8 54.2



21

2.6.6 Awareness of Locally Produced Movies

Top of Mind Other Mentions Aided Total Awareness

Pamela 12.6 8.1 7.7 28.4

Home alone 10.7 6.8 7.5 25

Junction Juniors 7.6 6.6 3.8 18

Shida 6.5 4.3 2.5 13.3

Kibiriti 5.8 0.7 1.8 8.3

The Price of a daughter 4.5 3.6 6.7 14.8

The game 4.2 3.0 2.3 9.5

Matatu girl 4.1 5.3 5.5 14.9

The dance for wives 3.3 3.2 5.8 12.3

A journey to Pamoja 3.0 2.8 5.7 11.5

Santos the survivor 2.7 2.6 5.7 11

Brother Brother 2.6 3.7 6.0 12.3

I survived 2.5 3.9 5.8 12.2

The public speaker 2.1 2.8 5.6 10.5

Dangerous Affair 1.8 0.9 0.1 2.8

The Encounter 1.6 2.9 2.1 6.6

Cobra squad 1.5 0.1 0.1 1.7

The devil dentist 1.5 3.9 3.5 8.9

Twist of fate 1.5 2.8 2.5 6.8

Soul 1.4 0.2 0.6 2.2

The mystery of the golden ring

1.3 1.5 0.8 3.6

Before the fall 1.2 4.7 1.9 7.8

Tears of the rich master

1.2 1.7 1.2 4.1

Bwnagu Mureishi 1.0 4.3 1.5 6.8

Coming to England 1.0 2.2 1.8 5

Ta kimbia 0.9 3.0 2.5 6.4

Getting Justice 0.9 1.1 0.6 2.6

Defendant 0.7 1.4 0.7 2.8

Behind the road block 0.7 0.9 0.9 2.5

Adani 0.6 3.1 1.4 5.1

Peace wanted alive 0.5 0.9 0.7 2.1

Bizzaaire 0.5 0.7 0.8 2

Togetherness supreme 0.6 2.1 1.5 4.2

Others 7.5 4.2 2.2 13.9

Table 9: Awareness of locally produced movies



22

2.6.7 Awareness of Local Celebrities and the movies they act in

Table 10: Awareness of local celebrities and the programs they act in

As shown in the table above, majority of the respondents were able to associate the actors to the films they are acting in. In other cases actors were also mentioned in other programmes/films. Top on the list is Mwala which was not only mentioned in ‘Inspector Mwala’ but also in similar films.

Inspector Mwala

Papa shirandula

Tahidi high

Mother in law

Vitimbi

Churchill live

Vioja mahakamani

Shuga

Tabasamu

Nairobi law

Cobra Squad

Waridi

Machachari

Pengle

Beba Beba

Base 195 271 415 91 137 37 59 21 32 11 17 4 5 5 2 David Mwabili (Mwala) 50.3 15.1 8.2 1.1 17.5 27.0 13.6 9.5 21.9 0.0 5.9 0.0 80.0 0.0 0.0 Charles Bukeko (Papa shirandula) 18.5 43.2 7.0 7.7 0.7 2.7 1.7 4.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Omollo 4.6 5.5 29.9 6.6 0.7 8.1 1.7 0.0 6.3 0.0 0.0 0.0 0.0 20.0 0.0 O J 2.6 1.5 19.5 4.4 2.9 8.1 5.1 0.0 12.5 18.2 0.0 0.0 0.0 0.0 0.0 Sarah Hassan 0.0 1.1 4.6 14.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Mrs Morgan 2.1 0.4 5.8 0.0 15.3 0.0 1.7 4.8 3.1 0.0 5.9 0.0 0.0 0.0 0.0 Charity 0.0 1.1 1.0 25.3 0.0 13.5 18.6 0.0 3.1 9.1 5.9 75.0 20.0 20.0 50.0 Mzee Ojwang 1.0 2.2 0.2 2.2 29.9 0.0 23.7 0.0 6.3 9.1 0.0 0.0 0.0 0.0 0.0 Machangi Kianangi 0.0 0.4 0.0 3.3 0.0 0.0 1.7 0.0 0.0 0.0 0.0 25.0 0.0 0.0 50.0 Jalango [Felix Oduor] 2.1 10.7 0.2 0.0 2.2 2.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 60.0 0.0 Nini Wacera 2.1 0.7 0.0 1.1 0.7 0.0 0.0 9.5 6.3 45.5 0.0 0.0 0.0 0.0 0.0 Jackline Nyaminde 0.0 4.1 3.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Churchil 0.0 0.7 4.8 0.0 0.0 8.1 0.0 0.0 0.0 0.0 11.8 0.0 0.0 0.0 0.0 Mama Kayai 1.0 0.7 0.5 0.0 14.6 0.0 5.1 0.0 3.1 0.0 0.0 0.0 0.0 0.0 0.0 Kihonjo 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Makhoha 1.0 0.7 0.2 1.1 1.5 0.0 15.3 0.0 3.1 0.0 5.9 0.0 0.0 0.0 0.0 Prezzo 0.0 0.4 0.2 1.1 0.0 0.0 0.0 0.0 0.0 0.0 64.7 0.0 0.0 0.0 0.0 Ocwek 0.0 0.0 0.2 1.1 0.0 10.8 11.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Others 14.9 11.4 14.0 30.8 13.9 18.9 0.0 71.4 34.4 18.2 0.0 0.0 0.0 0.0 0.0

Total 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100



23

Among all the celebrities mentioned, David Mwabili (Mwala) came on top of the list (15.7%); Papa Shirandula was mentioned by 12.6% while Omollo and OJ were mentioned by 10.7% and 7.2% of the respondents respectively. In the previous table it showed clearly that majority of the ‘celebrities’ were linked to the programmes they act in. It is clear from the above that the celebrities that majority of the respondents are aware of are the actors in popular TV programmes. Apart from the fact that majority of the celebrities were linked to the programmes they act in some were associated to other programmes as well. Among those who are aware of Mwala, 16.6% and 13.8% linked him to ‘Papa Shirandula’ and ‘Tahidi High’. This is an indication that Mwala could also fit into such programmes. Likewise among those who mentioned Charles Bukeko, 18.1% linked him to ‘Inspector Mwala’. On the other hand 19.4% of those who mentioned Mzee Ojwang also linked him to Vioja Mahakamani.

Awareness

Tahidi High

Papa Shirandula

Inspector Mwala Vitimbi

Mother in law

Vioja Mahakamani

Churchil Live

Tabasamu

Total

David Mwabili (Mwala)

15.7 13.8 16.6 39.7 9.7 0.4 3.2 4.0 2.8 100

Charles Bukeko (Papa shirandula)

12.6 14.6 58.8 18.1 0.5 3.5 0.5 0.5 0.0 100

Omollo 10.7 73.4 8.9 5.3 0.6 3.6 0.6 1.8 1.2 100

O J 7.2 71.7 3.5 4.4 3.5 3.5 2.7 2.7 3.5 100

Mzee Ojwang 4.6 1.4 8.3 2.8 56.9 2.8 19.4 0.0 2.8 100

Charity 4.4 5.7 4.3 0.0 0.0 32.9 15.7 7.1 1.4 100

Mrs Morgan 3.7 41.4 1.7 6.9 36.2 0.0 1.7 0.0 1.7 100

Jalango [Felix Oduor]

3.0 2.1 60.4 8.3 6.3 0.0 0.0 2.1 0.0 100

Machangi Kianangi

2.7 0.0 2.4 0.0 0.0 7.1 2.4 0.0 0.0 100

Sarah Hassan (Tanya)

2.5 47.5 7.5 0.0 0.0 32.5 0.0 0.0 0.0 100

Nini Wacera 2.0 0.0 6.3 12.5 3.1 3.1 0.0 0.0 6.3 100

Mama Kayai 2.0 6.3 6.3 6.3 62.5 0.0 9.4 0.0 3.1 100

Jackline Nyaminde (Wilbroda)

2.0 48.4 35.5 0.0 0.0 0.0 0.0 0.0 0.0 100

Churchil 1.8 69.0 6.9 0.0 0.0 0.0 0.0 10.3 0.0 100

Makhoha 1.4 4.5 9.1 9.1 9.1 4.5 40.9 0.0 4.5 100

Kihonjo 1.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100

Ocwek 1.0 6.7 0.0 0.0 0.0 6.7 46.7 26.7 0.0 100

Others 21.2 17.7 9.6 8.7 5.7 8.7 3.6 2.1 3.3 100

Total 100 100 100 100 100 100 100 100 100 100



24

2.7.0 Audience cinema going and trends

2.7.1 Frequency of Visiting Cinema to watch movies

The culture of ‘cinema going’ is yet to catch up with Kenyans, less than 20% of those interviewed catch the movies at least once a month. See illustration below;

Figure 8: Frequency at which Kenyans visit the Cinema to watch a movie

2.7.2 Frequency of Visiting Cinema to watch locally produced movies

Figure 9: Frequency at which Kenyans visit the Cinema to watch a locally produced movie The two graphs above show the responses on the frequency at which the audience visit cinema to watch movies generally and specifically movies with local content. Majority of them responded that they visit cinemas less often or they have never even visited them at all. Of the remaining minority, that is those who visit cinema, 8.9% mentioned that they visit cinemas once a month. Of this 5% visit the cinemas to watch locally produced films. From the two graphs it clearly shows that majority of the people don’t visit cinemas to watch movies. In addition to this, among the few who visit these cinemas, smaller percentage is targeting locally produced movies.

3.1%

2.6%

1.7%

1.6%

1.2%

8.9%

34.0%

46.9%Less often

Never

Once a month

Once in a week

A few times in a week

Once in two weeks

Once in three weeks

Daily

2.2%

2.0%

1.5%

1.0%

0.6%

44.8%

42.8%

5.0%

Less often

Never

Once a month

Once in a week


Once in two weeks

Once in three weeks

Daily



25

2.7.3 Frequency of Visiting Cinema to watch movies on age level

18 - 24 25 - 29 30 - 34

35 - 39

40 - 44 45 - 49 50 + years

Daily 16.7 40.0 13.3 3.3 3.3 16.7 3.3


27.3 30.3 16.7 6.1 12.1 4.5 3.0

Once in a week

28.2 29.5 15.4 20.5 2.6 2.6 1.3

Once in two weeks

32.6 18.6 32.6 9.3 4.7 0.0 0.0

Once in three weeks

17.1 22.0 36.6 12.2 9.8 0.0 0.0

Once a month 25.7 27.9 27.0 11.1 3.5 2.7 1.8

Less often 26.9 24.7 19.3 13.8 8.2 2.9 3.5

Never 18.6 24.5 18.3 13.1 9.8 8.1 6.8

Table 11: Frequency of visiting cinema at different age levels Majority of those who visit Cinema once every month are the young generation aged 18 – 34 years. Likewise those who visit cinema once or a few times a week are still the young generation below 40 years. Those aged 40 years and above are very inactive in cinema activities.

2.7.4 Frequency of Visiting Cinema to watch movies on location level

Base Urban Rural

Daily 30 76.7 23.3


66 50.0 50.0

Once in a week 78 57.7 42.3

Once in two weeks 43 53.5 46.5

Once in three weeks

41 56.1 43.9

Once a month 226 55.8 44.2

Less often 1,191 62.3 37.7

Never 864 48.8 51.2

Table 12: Frequency of visiting cinema at different location Generally most of those who visit cinemas to watch movies are those in urban areas except for those who had never visited a cinema before where those in rural areas were slightly more than those residing in urban areas.



26

2.7.5 Frequency of Visiting Cinema to watch movies on income level

Below

1000

1001 -

5000

5001 - 10000

10001 - 20000

20000 - 30000

30000 -50000

Over 50000

Daily 3.6 39.3 28.6 14.3 3.6 10.7 0.0

A few times in a week 8.1 16.1 27.4 27.4 11.3 0.0 9.7

Once in a week 1.3 17.1 22.4 26.3 25.0 2.6 5.3

Once in two weeks 5.6 11.1 13.9 27.8 22.2 19.4 0.0

Once in three weeks 0.0 7.5 35.0 30.0 15.0 7.5 5.0

Once a month 1.4 22.5 20.6 20.2 18.8 10.6 6.0

Less often 2.2 14.3 21.3 29.8 20.2 6.9 5.3

Never 3.2 17.9 25.5 29.6 16.6 5.7 1.6

Table 13: Frequency of visiting cinema at different income levels When the responses on those who visit the cinema was analyzed by income level, it became clear that the middle income earners were the majority of those who visit or likely to visit the cinemas.

2.7.6 Factors Determining Cinema visits

Figure 10: Factors determining cinema visits When the respondents were asked for the major factors that influence cinema visits, 27.7% of them mentioned the title of the movie to be the top most factor that determines cinema visits. Slightly more than a quarter (25.8%) of them also mentioned the actors in the movie that being screened while 16.5% mentioned recommendations from friends to be the main factor determining cinema visits. The cost of the movie and whether the movie is being paid or free was also mentioned by 13% and 11.1% of the

13.0% 11.1%1.5% 1.5% 3.0%

16.5%25.8%27.7%

The t

itle

of th

e

movie

The a

ctors

in t

he

movie

Reco

mm

endations

from

friends

The c

ost

of th

e

watc

hin

g t

he

movie

Wheth

er

free o

r

paid

Dura

tion o

f th

e

movie

Never

att

ended a

Cin

em

a h

all

Oth

er



27

respondents respectively. Experts point out that the quality of the films is the foremost factor that influences film viewership in Kenya today.

2.7.7 Big Screen Cinemas Visited

Yesterday Past 7 Days

Past 4 Weeks Three Months

ago Long Time

ago

Base 103 291 26 246 864

FOX CINEPLEX SARIT CENTER 10.7 7.9 3.8 10.2 9.5 FOX 20TH CENTURY CBD MAMANGINA STREET

12.6 6.5 7.7 8.5 10.1

FOX 20TH CENTURY CBD MOI AVENUE

16.5 13.1 15.4 7.3 10.9

FOX CAPITAL 1.0 5.2 7.7 2.4 3.1 SILVERBIRD VILLAGE MARKET 1.9 4.8 7.7 5.3 3.1 SILVERBIRD PRESTIGE PLAZA 2.9 2.1 - 2.0 2.9 SILVERBIRD JUNCTION 1.0 2.4 - 6.1 2.8 SILVERBIRD WESTGATE 2.9 4.1 3.8 4.5 1.4 CASINO 4.9 3.4 15.4 8.1 6.7 EASTLANDS CINEMA 1.0 2.1 3.8 4.1 1.9 KENYA CINEMA MOMBASA 2.9 3.8 - 5.7 4.7 NYALI CINEMAX MOMBASA 1.0 11.3 3.8 8.1 5.1 SILVERBIRD UNITED MALL 7.8 7.6 7.7 5.7 2.9 FOX KISUMU UNITED MALL 4.9 5.2 15.4 9.3 3.9 MOBILE CINEMAS 28.2 20.6 7.7 12.6 31.0

Table 14: Big screen cinemas visited in the last seven days, four weeks, three months and long time ago

Majority of the respondents have visited mobile cinemas both in the past day and in the past one week as well as long time ago. Other cinemas which have been visited by majority of Kenyans are the Fox Cineplex Sarit Centre, Fox 20th Century CED Mama Ngina Street, Moi Avenue, Fox Capital and Silverbird United Mall as shown in the table above.

2.7.8 Likelihood of visiting a cinema to watch locally produced movie

Likelihood Index

-29.4

-100.0

-50.0

0.0

50.0

100.0

4.9%

41.8%

9.6% 10.4%

33.3%

Very Likely Slightly Likely Neither Likely

nor Unlikely

Slightly

Unlikely

Very Unlikely



28

Weighted average: - Varies between -100 (“very unlikely” that they would visit cinema to watch locally produced films) and +100 (“very likely” that they would visit cinema to watch locally produced films).

The overall Likelihood index of visiting cinemas to watch locally produced movies is very low at -29.4. At different likelihood levels, nearly half of the respondents interviewed (41.8%) mentioned that they were very unlikely to visit the cinema. This is largely driven by the perception that locally produced movies are boring/not interesting (28.1%), Kenyans are busy (16%) and the fact that they are scarce or not available (8.6%), lack of money (7.3%) and the poor quality of the movies in the cinema (5.3%) among other reasons.

2.7.9 Reason for likelihood of visiting a cinema to watch local movies

Table 15: Reasons for likelihood or unlikelihood of visiting cinemas

Likely Neither Likely nor Unlikely

Unlikely

Boring / not interesting 8.0 9.2 28.1

Time / busy 8.0 16.7 16.0

They are scarce / accessibility / availability

2.0 12.5 8.6

Expensive / no money 4.6 15.0 7.3

Substandard / Poor quality 2.6 6.7 7.5

No theatres available 1.5 4.2 5.1

Not aware of them 1.1 5.0 4.5

Distance 1.3 1.7 2.9

Age factor 0.7 - 2.5

Promote local movies / artist / love theatre

21.0 5.8 1.2

Educative / not educative / understanding

14.2 0.8 1.2

Interesting / moral 10.9 0.8 0.6

Refresh my roots / mind 5.8 1.7 0.3

Depend on the movie title 2.4 4.2 0.6

Curiosity 2.0 - 0.5

For change / mood 2.0 0.8 0.1

Lack of celebrities / bad actors 0.7 4.2 1.7

Not original / fake 0.9 2.5 1.0

Ignorance 0.5 1.7 0.7

Never watched in the cinema 0.5 1.7 0.1

Lack of proper marketing 0.4 1.7 1.0

Others 8.8 3.3 8.5



29

“With these new technologies you will find the youth

sharing movies at no cost at all. What this does is

that once one has invested in a movie it can watched

by hundreds of viewers without them having to pay

for it


2.8.0 Audience video viewership and trends

Storage and consumption of movies in Kenya has made significant strides, in terms of media consumption; the industry has evolved from the use of VHS, and then came the CDs in the late nineties and then the DVD with a higher capacity to accommodate data. Today movies can be accessed from computers, flash disks and portable drives, IPOD, PDAs and many more. With this improvement in technology came with it the relative ease with which access to movies and distribution is made possible to viewers. In order to assess the penetration of movies through video the respondents were exposed to several questions with respect to their habits on video viewership. The survey reveals that the incidence of video viewership is at (87.6%).This shows that majority of Kenyans are conversant with this mode of film consumption. This has been attributed to the accessibility and affordability of these products to the masses. The quality of products however is compromised by widespread piracy of films in this mode. Figure 12: Viewership of video among respondents There were however, issues of piracy which led to majority being able to access these products in the streets at lower prices. Experts in the industry however argued that this was the main cause of the industry not thriving as the original producers incur a lot of money upfront only for their products to be pirated.

No

12.4%

Yes

87.6%



30

2.9.0 Frequency of watching DVD/VCD

Figure 13: Frequency of watching DVD/VCD (both in general and locally produced) About a quarter of the respondents mentioned that they either watch DVD/VCD a few times in a week (26%) or less often (24%). 17.2% of them mentioned that they watched it daily while 12.8% watched it once in two weeks. The greater percentages of audience who are not watching locally produced movies has been attributed to high cost of locally produced film as compared to other foreign movies which are sold for less than half the price of the local ones. The players however argued that the high cost of film production in Kenya is passed over to the end consumers.

2.9.1 Frequency of Watching DVD/VCD on age level

18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49

50 + years

Daily 7.4 7.7 5.2 4.3 6.4 5.6 3.7

Weekly 17.8 15.8 15.0 16.3 12.7 15.3 7.5

Fortnightly 9.4 8.7 9.8 9.2 9.3 4.8 3.7

Once a month 3.0 2.3 5.2 3.1 3.9 - -


1.8 1.5 2.0 2.5 2.5 0.8 2.8

Once in six months

4.0 5.1 10.2 5.8 4.9 4.8 9.3

Rarely 39.7 43.2 37.2 42.0 39.7 36.3 36.4

Never 16.8 15.8 15.4 16.9 20.6 32.3 36.4

Table 16: Frequency of watching DVD/VCD for locally produced movies on age level Majority of those who watched the DVD/VCD on daily weekly, fortnightly is spread nearly equally across all ages. It only those who have never watched DVD/VCD before where the majority of them are those aged 45 years and above.

12.8%

5.9%

4.5%

4.3%

2.7%

2.6%

15.5%

40.0%

6.3%

8.8%

6.2%

3.1%

1.9%

18.2%

26.0%

24.0%

17.2%


Less often

Daily

Once in two weeks

Once in a month

Once in two weeks

More than once in a day

Once in three weeks

Don't Know

Never

DVD/VCD in General

Locally Produced DVD/VCD



31

2.9.2 Frequency of Watching DVD/VCD on age level

Never

went to school

Primary not

completed

Completed

primary

Secondary not

completed

Completed

secondary

College/University not

completed

Completed college/Univer

sity

Daily 6.4 9.0 4.3 5.0 6.5 5.1 8.5

Weekly 20.5 12.4 17.1 8.7 17.2 15.6 16.7

Fortnightly 5.1 3.4 8.6 8.1 10.2 7.8 10.1

Once a month

3.8 2.2 2.4 3.4 4.3 2.3 2.1


5.1 - 1.4 0.7 2.3 1.8 2.3

Once in six months

3.8 1.1 6.7 10.4 5.7 6.4 4.8

Rarely 17.9 46.1 38.1 46.0 37.5 41.8 41.2

Never 37.2 25.8 21.4 17.8 16.1 19.1 14.4

Table 17: Frequency of watching DVD/VCD for locally produced movies on education level Analysis of frequency of viewership by education levels show that there was less influence of the level of education on watching movies over DVD/VCD. Only what might vary is the type of movies being watched.

2.9.3 Frequency of Watching DVD/VCD in different location

Table 18: Frequency of watching DVD/VCD for locally produced movies in different location Slight majority of those who watch movies on DVD/VCD are those in urban areas more than those residing in rural areas. But those who have never watched them before, majority are from rural areas.

Urban Rural

Daily 7.8 4.1

Weekly 17.0 13.3

Fortnightly 10.3 6.6

Once a month 3.1 3.1


2.1 1.7

Once in six months 5.9 6.6

Rarely 40.6 39.3

Never 13.1 25.4



32

“You can imagine a foreign movie in DVD/VCD

format which is of a higher quality is bought at KShs

50 and a locally produced movie goes for about KShs

300

Member Film/TV association, Nairobi

2.9.4 Places where Video is being watched

Figure 14: Places where video is being watched The culture of watching movies in DVD/VCD format is a household phenomena, about three quarters (74.4%) of the respondents mentioned that they watch DVD/VCD at home, while slightly more than a third (34.9%) watch DVD/VCDs in other households. Other notable places mentioned are video dens/Halls (12.4%), Restaurants (11.1%) and in a bars (8.2%).

2.9.5 Reasons why locally produced films/movies on DVDs/VCDs are not watched frequently

Table 19: Reasons why locally produced movies on DVD are not frequently watched

More than half of the respondents mentioned that they are not watching locally produced movies regularly because they are not available (25.8%) or not aware of them (28.3%). Others attributed this to the high cost of locally produced movies (11.4%), poor quality (19.1%) or lack of good actors (10.9%).

Reason Frequency Percentage

Not available 468 25.8

Not aware of them 513 28.3

Expensive 207 11.4

Lack good actors 197 10.9

Poor quality 346 19.1

No celebrities 83 4.6

Total 1,814 100.0

11.1%

8.2%

4.4%

4.1%

4.0%

3.6%

4.7%

12.4%

34.9%

74.4%At own home

Another Household

Video den/Hall

In a restaurant

In a bar

Bus

In a fast food restaurant

In a market place

Office/Place of work

Others



33

2.10.0 Summary of Film Consumptions

Movies Watching

movies/film in Cinema

Watching Movies

over DVD/VCD

GGeenneerraall LLooccaall GGeenneerraall LLooccaall GGeenneerraall LLooccaall

More than once in a day - - - - 4.3 - Daily 15.5 8.1 1.2 0.6 17.2 6.3

A few times in a week - - 2.6 2.0 26.0 15.5

Weekly 30.4 23.2 3.1 2.2 12.8 8.8

Fortnightly 7.5 5.0 1.7 1.5 4.5 3.1

Once in three weeks - - 1.6 1.0 2.7 1.9

Once a month 6.6 3.9 8.9 5.0 5.9 6.2 Once every three

months 1.3 1.8 - - - -

Once in six months 0.7 1.2 - - - - Less Often 26.2 32.5 46.9 44.8 24.0 40.0

Never 11.7 24.4 34.0 42.8 - 18.2

Don't Know - - - - 2.6 -

Overall analysis of the broad forms of movie consumption, indicate that movie viewership is largely driven by the DVD/VCD viewership. Industry players attribute the small numbers of cinema goers to technology sophistication which has brought with it several means through which consumers can watch movies. Today’s technology provides a wide range of channels through which movies can be accessed, from computers, to iPods, to smart handsets. The internet provides not only a means of distribution but also a channel through which movies can be accessed without necessarily visiting the cinema halls.



34

2.11.0 Information on film and the film industry

This section provides an understanding of the consumers understanding of the film industry and the role of Kenya Film Commission.

2.11.1 Knowledge of where to get information on film industry

Figure 15: Knowledge on where to get information on film industry Majority (78.7%) of the respondents mentioned that they don’t know where to get information on the film industry in general.

Table 20: Sources of information on film industry Among those who know where to get the information, 26.4% mentioned the internet, while 16% mentioned KFC. Media (TV and Radio) was mentioned by 13.1% while Kenya National Theater and Newspapers were mentioned by 7.4% and 7% respectively.

Source of information Percentage

Internet / Cybercafe 26.4

Kenya Film Commission 16.0

Media [TV / radio] 13.1

Kenya National Theatre 7.4

Newspaper / magazines 7.0

CD vendors/ video library 6.6

Shop/Supermarket 3.7

Kigutha production 2.8

Mobile library 2.8

I know some local actors 2.6

NBO cinema/Kenya Cinema 2.6

River road [Simba centre] 1.6

CCK 1.1

BBC Stores 1.1

Town 1.0

Ministry of information 1.0

Others 3.2

78.7%

21.3%Yes

No



35

2.11.2 Awareness of Kenya Film Commission

Figure 16: Awareness of Kenya Film Commission Majority (78.3%) of the respondents mentioned that they have not heard of KFC. This is a clear indication that majority of Kenyans are still not aware of the existence of such a body or its functions.

Figure 17: performance of KFC on educating the public about its mandate

No

78.3%

Yes

21.7%

52.1%

47.9%Yes

No



36

2.11.3 Reason for Poor Performance of Kenya Film Commission in Educating the Public

Figure 18: Reasons for poor performance of KFC in educating the public on its mandate Among those who are aware of KFC, slightly more than half (52.1%) mentioned that KFC had not done enough to educate the public on its mandate. They attributed this to lack of enough manpower to educate people (13.6%), ignorance of many people on their mandate (16.1%), poor networking (6.6%) and lack of promotion of local movies (5.6%) among other reasons as shown in the graph above..

2.11.4 Reason for good Performance of Kenya Film Commission in Educating the Public

Figure 19: Reasons for good performance of KFC in educating the public on its mandate Of those who agreed that KFC has done enough to educate the public on its mandate, 38.9% of them said that KFC has promoted Kenyan Films worldwide. 25.5% of them mentioned that KFC encourages the young people to get exposed in film acting. 21.2% felt that KFC was understanding and educative.

6.6%

5.6%

1.6%

1.5%

1.5%

1.3%

4.6%

13.6%

16.1%

47.5%Have never had of the mandate myself

The fact that many people don’t know their

mandate

Not enough man power to educate people

Have no time to the public / poor networking

Don’t promote local movies

Poor management

They have monopolized the field

Not fighting Piracy

They don't seriously Promote local film /

Programmes in kenya world wide

Others

4.8%

2.9%

2.9%

1.9%

1.0%

1.0%

21.2%

25.5%

38.9%Promote local film / Programme in kenya world wide

Encourages young people to get exposed in film acting

Educative and understanding

It has programmes shown on Tv stations

Introduction of academies in film production

Kalasha award

They are available

Job / employment

It’s the leading film commission



37

“Nowadays producers just want to assemble a few

things here and there and call it a film, because they

want to cut on cost very little is done to ensure that

they have the best actors , shoots or are achieved’

Film producers, Nairobi

2.12.0 Market Development for Film Products

2.12.1 Consumer understanding

2.12.2 Film and TV choice

It is clear both from the consumers and the industry players that consumer insight is important in developing film product for the Kenyan population. Viewership choice is driven is dependent on individual preferences and the fact that one can relate to the movie content. While the consumers may be subjected to poor quality products for lack of choice or inability to get better quality movies it is evident that the consumer has a language for the term ‘quality production’. It is therefore incumbent upon movie makers to understand the market and develop products that are suitable for the Kenyan context if the local industry is to grow. The fact that the youth prefer more of the foreign movies is a clear indication that there is a gap in market segmentation of products. Industry players contend that little is being done to segment the market at the moment in terms of products. The reigning mentality is how to use the minimum resources and make a quick buck regardless of the quality. Some respondents argued that majority of the educated young generation will most likely go for movies which expose them to outside world. This is a quality that majority of the foreign movies especially those from the Hollywood have. Majority of those in rural areas want to watch something they are familiar with. This cohort normally makes choices of what to watch if it is something they can relate with. That is the main reason why the majority of those who live in rural areas are the majority of those who are watching the local programs or other movies done within the continent. This type of audience would rather appreciate to see a guy riding a bicycle in familiar setting than watching guys jumping out of high rise buildings. Still on the same perspective the majority of the people in rural areas especially the old and the less educated prefer movies scripted in the language they are comfortable with.

2.12.3 Factors Affecting Local Film and TV Programme Consumption

Language used Qualitative discussion with experts revealed that the language plays a key role in consumption patterns because what majority of people use in everyday interaction i.e. Kiswahili and “Sheng” can be easily understood than those done in English. In some instances especially with the old generation would find it hard to watch movies acted in other languages other than their vernacular languages.



38

Quality A greater majority of respondents interviewed were of the opinion that the quality of films and TV programmes play a major role in influencing the type of movies being watched. They reiterated that poorly produced movies will most likely make the audience to dislike and abandon the programme altogether. Some of the players in the industry made reference to the shift of the audience from local programmes aired on a local TV station to those aired on other local station because of quality of production. Players in the industry argued that the cost and professionalism of producing movies was very expensive such that majority might not be able to hire expensive equipments which might affect the quality of the final product. It came out clearly that their emphasize on quality is in terms of the equipments being used in film production which were not at par to what is used in the developed countries, and even if they are available locally they are quite expensive to hire especially when there is uncertainty of the performance of the film in the market. Apart from the equipments used in film production, the players in the industry also emphasize on quality in terms of the way the film is scripted that is the plotting of the story and the professionalism of the actors, the theme and content as well as the way it is being shot. Content/Setting Content was also mentioned to be a significant factor that affects consumption of film and TV programs. Most respondents maintained that viewers in general would want to watch something they can relate with. They however agreed that not everyone will appreciate to watch movies acted on familiar environment. Price Majority of those interviewed pointed out that the reason why the local movies were not popular as foreign movies was because of availability and cost. The high cost being charged for DVDs are attributed to high cost of producing movies in Kenya. Since movies are not necessities, majority are forced to buy foreign movies which are cheaper than the locally produced movies. Because of the high cost of production, some producers, compromise on the quality of the films produced and hence their movies cannot be received well in the market. “You can imagine foreign movies are sold at Kshs 50 while the local ones go for Kshs 300 and above. There must be a problem somewhere because someone would rather buy cheaper ones with perceived better quality than the local films.” Local Producer Actors A few argued that actors play some role in consumption patterns. They claim that good actors are able to attract larger audiences. Some actor have develop their own audience hence will influence the viewership in other programs or films. Social Class and Age The social class and age is also a factor to be considered in choosing the movies to watch. There are movies that attract a particular group of society or age group. Some movies with complex plotting and themes are mostly watched by the viewers who are educated or from the higher end of the market



39

2.12.4 Techniques of Audience Development to increase film as an art

Majority mention increased participation in film festivals/exhibitions/fairs like the recently held Kalasha awards as the major technique that has helped to promote the film industry. There were suggestions that KFC establishes centres for training in creative arts to help grow the industry. Some also believed that film could be used as a tool to showcase cultural heritage hence one can showcase their culture across the world to attract more audience.

2.12.5 Strategies used to expand markets and create new public for films

Some of the experts pointed out that Riverwood was slowly gaining momentum and is becoming popular as it makes the whole process of producing and distributing films more affordable. Cultural heritage was also mentioned by some experts to be the one of the techniques some producers are using to create new audience across the world; by using film as tool to showcase different cultures across the world. Some mentioned the Kalasha awards as one of the strategies that bring together actors in the film industry, producers to showcase their products and to competence hence improving quality of film production in the market. Majority of the respondents believed that to expand the market, there is need to improve on the quality and packaging of film products in the country. The expansion should not only target the local market but extend to the rest of Africa and other market should also expand continents. Other suggestions included improvement in production processes, scripting and the plot of the story. In terms of distribution, the use of trailers as in the west was proposed. Funding from agencies such as the USAID could also boost local production owing to limitations associated with financing. Outsourcing was also mentioned to as one useful strategy used by operators in terms of cutting down costs on production, distribution and marketing.

2.12.6 Patterns of participation and consumption of for profit and non-profit film products

It was clear that most producers would want to engage in something profitable they will shy away from non for profits productions. This explains why feature films are not that attractive to some yet they are supposed to enlighten and showcase the country’s natural resources.



40

“If the government could only consider and support

the local film industry even halfway through what it

has done with the tourism industry, the film industry

would generate a lot of income as it has great

potential, look at Hollywood, Bollywood,Nollywood !

These are major income earners for their economies’


2.12.7 Suggestion for improvement in the film industry

The government is seen to take a backseat in the promotion of the local film industry. Industry stakeholders contend that the potential of the industry is great but down played by the government. The profession is not given its proper positioning in the society, there is need to sensitize and educate the public on film making as a means for gainful employment. Other suggestions for improvement put forth by players in the industry were: KFC to be in constant touch with the stakeholders in the industry either through forums to discuss the best way of improving the industry; this could be done by involving old and experienced film makers as well as experts whom some of them trained oversees should help in ideas to improve the industry, should be sought for advice in decision making. KFC should hold more workshops and seminars where such people are invited. Also they should find a way of accrediting film producers because they claim there are many quacks in the industry hence building a bad reputation for the whole industry. Create opportunities and chances for people to showcase or maybe to come up with innovative forums to enhance as seen in the music industry. The Kalasha awards have been applauded as one such attempt. The private sector should be involved as strategic partners in the development of the film industry especially in funding film production. And finally KFC was advised to tackle major drawbacks in the industry such as piracy as well as enhance her role as the promoter/marketer of the local film industry. In addition to this, there is need to establish a fund to help local producers to produce high quality films, this is proposed in light of the fact that quality machines are expensive and almost impossible to purchase at individual level hence developing a pool fund that would enable purchase of such equipments which then can be available to producers on hire basis will largely improve the quality of film production in the country.

Industry players are urging the KFC to put in place an accreditation process that will nature growth and talent in the industry by awarding quality and innovation in the industry. The introduction of the Kalasha awards was hailed as one such step that can be developed further to improve recognition in the industry.



41

CHAPTER THREE

3.0.0 CONCLUSIONS

From the survey findings, it is evident that majority of Kenyans watch Citizen TV which is also considered a favorite station. Locally produced programmes dominate viewership and cut across different demographics regardless of age, gender, education demographics. The survey notes that foreign viewership is significant and the most preferred foreign produced programmes are those with backdrops that resonate with the audience; these include the popular Nigerian movies and Mexican soaps. Notable variations in viewership exist by age, gender, level of education and location. Paradoxically, high TV viewership of local content does not necessarily translate into similar numbers of movie viewership of locally content. This has been attributed to perceived poor quality of locally produced movies; unavailability and high prices. Product differentiation is still variegated; most of the respondents use different genres i.e. drama, comedies, action horror interchangeably, thereby making it difficult to establish the incidences of different genres of programmes/movies. The number of Kenyans visiting cinemas is low and evidently so among the older and the less educated respondents. Where cinema viewership is reported the interest is driven by title of movies, the Actors, recommendation from friends, and cost. Cinema viewership is largely an urban phenomenon, in rural areas this is hampered by lack of access, perceived poor quality of films as well as limited information on films. In terms of local content a negligible part of the population expressed desire to watch movies with local content, this is occasioned by the cost, lack of movie facilities and busy schedules. Cinema viewership in rural areas is mainly in the form of mobile cinemas. Generally incidence of movie viewership on DVD/VCD is higher than cinema viewership, majority of Kenyans prefer to watch movies on DVD/VCD as this is considered convenient. Access is made easy as movies in this format are readily available from, CD vendors, supermarkets, friends and music/video shops. Most of the respondents reported that they watch the films mostly within the home set up. It is however noteworthy that Kenyans do not take into consideration the origin of the movies whether pirated or original, all that matters is clarity and price. The consumption of locally produced films on DVD/VCD consumption is low. This has been attributed to low awareness, perceived poor quality and unavailability of locally produced movies as compared to foreign movies. Filmmakers contend that the market lacks good quality local movies as well as variety. This was attributed to the high cost of production unprofessionalism and limited investment in consumer understanding.



42

From the survey findings it is apparent that majority (78%) of Kenyans don’t know where to get information on film industry. Stakeholders perceive KFC to have done little to educate the public on its mandate as well as endear the Kenyan public to local content. Stakeholders also perceive KFC to have failed in its duty to facilitate for funding and investments for films. The stakeholders contend that there is limited interaction between the government and the Industry hence a comprehensive understanding of industry needs is lacking.

3.1.0 RECOMMENDATIONS Given the fact that significant number of TV audience in Kenya appreciate local content, there is need to further strengthen this viewership by encouraging more TV stations to increase on local films content, especially among the leading TV stations in the country. KFC needs to put in place mechanisms that will ensure compliance with the 40% local content coverage by the media is observed by the media houses. In addition to this, there is need to educate stakeholders on facts about what constitutes compliance as facts about the 40% local content compliance are understood differently in the industry. To effectively increase the consumption of locally produced movies, there is need for KFC to encourage production of quality local films in the market. This could be done inform of film accreditation as well as rewarding quality production. In addition to this there should be effective classification of movies into different categories/genre for easier accessibility and distribution. Effective classification and communication to consumers about the different genre of films to the consumers would not only increase their awareness of such films such that it would be easier for them to identify what they like best and the expectation on such products but also make easier the marketing and distribution of film products. And to ensure affordability of locally produced movies is achieved, there is need to ensure that the cost of production of local films in Kenya is reduced, through avenues such as subsidies in taxation, provision of film production equipments and developing infrastructure for distribution. This will not only lower the cost of final products being sold in the market but will also reduce the rate of piracy which is common in the industry as well as improving availability of these products to the local wananchi in all parts of the country. This will also go a long way in encouraging more prospective producers to produce their films in Kenya. Considering that industry players feel KFC has limited understanding of the industry’s needs, there is need for KFC to undertake comprehensive and continuous assessments of the industry in order to improve her understanding of the industry as well as boost investor confidence in the industry. To increase big screen consumption of local films, there is need to promote the culture of cinema viewership among the Kenyans in general. KFC can partner with cinemas to subsidize on cost as well as put in place infrastructure that will facilitate distribution and increased awareness of local content.



43

Information on the industry is generally low, there is need to develop an informational infrastructure that will provide information on available services as well as products in the industry. An increased dissemination of information and education of the public on the film industry as well will boost public understanding of the industry. Stakeholders suggest the use of Media, internet, promotional materials, and seminars as well as using different stakeholders’ forums. Finally, KFC should engage different stakeholders in the industry through interactive forums. This will give rise to information sharing and networking processes that will promote the growth of the industry. The industry players recognizes the effort so far made by KFC, in rewarding industry players through awards like Kalasha, but more incentives and sustainability is desirable if to improve on the industry. Increased involvement of the private sector may encourage growth through increased resource allocation.



44

APPENDIX 1: CONSUMER TRENDS SURVEY TOOLS

KENYA FILM COMMISION

KENYA FILM COMMISION AUDIENCE CONSUMER TRENDS SURVEY 2010

HH/QUESTIONNAIRE

September 2010

FOR OFFICE USE ONLY SERIAL No

Respondent’s names___________________________ Telephone________________________

Interviewer’s names _________________________________ _________________________________________________________ Code________________________________

Time started interview _____________________________ Time ended interview ________________________________ Total time spent

I ……………………………………hereby declare that this interview has been carried out in accordance with the briefing I received and that the information presented herein

represents the views of the respondent as above and that this person was not known to me before.

Signed (Interviewer’s name and signature.

Date of interview

INTRODUCTION Good morning / afternoon / evening. My name is … from Strategic Research, an independent research company. Today, we are carrying out a survey in Kenya on consumer media consumption habits in general so I would be grateful if you could assist us in our research. Thank you.

Updating the past Informing the future 45

PART 1: DEMOGRAPHICS P1.PROVINCE Nairobi ...................................................................................................... 1 Coast ........................................................................................................... 2 Central ....................................................................................................... 3 Eastern ...................................................................................................... 4 Rift Valley ................................................................................................ 5 Western .................................................................................................... 5 Nyanza ....................................................................................................... 6 North eastern ......................................................................................... 7 P2.DISTRICT/COUNTY OF INTERVIEW___________________________________________________ P3. CONSTITUENCY

P4. AGE OF RESPONDENT 18 – 24 years .......................................................................................... 1 25 – 29 years ........................................................................................... 2 30 – 34 years ........................................................................................... 3 35 – 39 years ........................................................................................... 4 40 – 44 years ........................................................................................... 5 45 – 49 years ........................................................................................... 6 50+ years .................................................................................................. 7 P5. GENDER Male .......................................................................................... ………..1 Female .................................................................................... ………..2 P6. MARITAL STATUS Married / cohabiting .......................................................................... 1 Single .......................................................................................................... 2 Separated / divorced ........................................................................... 3 Widow/ Widower ................................................................................ 4 P7. WORKING STATUS Full time ................................................................................. ……. ..... 1 Part time ................................................................................ ............. 2 Unemployed ......................................................................... ............. 3 Student ................................................................................... ............. 4 Retired ..................................................................................... ............. 5 P8. RELIGION Muslim ......................................................................................................... 1

Christian -Catholic ................................................................................ 2 Christian - Protestant .......................................................................... 3 Indigenous ............................................................................................... 5 Hindu .......................................................................................................... 6

Other - specify ........................................................................................... 7

P9. Location (1) Urban (2) Rural P10. FIELD QUALITY CONTROL CHECKS Accompanied Back-checked Questionnaire

check Comments

1

2 3

P11. What is your highest level of education?

Never went to school 1 Primary not completed 2 Completed primary 3 Secondary not completed 4 Completed secondary 5 College/ University not completed 6 Completed College/ University 7 Other (Specify) 8

P12.Working status

Respondent

Head of

household

Full time 01

Part Time 02

Does not work 03

Student 04

Housewife 05

Self-employed/landowner 06

Private Sector 07

Public Sector 08

Other (PLEASE SPECIFY)

……………………………………

09

GENERAL SECTION

1. Apart from today, when was the last time you [Interviewer Read out each activity] (probe period was it yesterday IF NO ask, the last seven days or in the last 4 weeks), IF No ask a long time ago or never. Record your answers in the grid below;

Listened to radio. Yes

terd

ay

Pas

t 7

day

s

Pas

t 4

wee

ks

Lo

ng

ago

Rem

ark

s/C

om

men

ts

Read or paged through a magazine 1 2 3 4

Watched TV. 1 2 3 4

Watched Video 1 2 3 4

Watched VCD/ DVD 1 2 3 4

Listened to music from a CD 1 2 3 4

Listened to music from a cassette 1 2 3 4

Listened to music from an IPOD 1 2 3 4

Read or paged through a newspaper 1 2 3 4

Watched pay/subscription TV [Fee paid every month] 1 2 3 4

Used the internet 1 2 3 4

Used email 1 2 3 4

Went to the cinema (Big screen, permanent movie house) 1 2 3 4

Sent an SMS using a mobile phone. 1 2 3 4

Made a c a ll using a mobile phone. 1 2 3 4

Went to the mobile cinema (Open air cinema projected on a screen) 1 2 3 4

Made a call from a fixed line 1 2 3 4

Attended a sports event. 1 2 3 4

Visited friends or relatives 1 2 3 4

Went to a religious meeting. 1 2 3 4

Participated in a promotion... 1 2 3 4

Read or paged through a newspaper online (using the internet) 1 2 3 4

Listened to radio through a mobile phone 1 2 3 4

Participated in a promotion using an SMS. 1 2 3 4

Participated in a radio/TV talk show using an SMS. 1 2 3 4

Participated in a radio/TV talk show by calling in. 1 2 3 4

Read or paged through a book 1 2 3 4

OVERALL VIEWERSHIP OF TELEVISION: 2. Which, if any, did you watch in the past 7 days, that is since the beginning of (MENTION 7 DAYS AGO) until last night? 3. Which, if any, did you watch in the past four weeks? Read out channels 4. Which is your favourite TV station? 5. Which is your favourite TV Programme?

Last 7

days Four

weeks Favourite TV

station Favourite TV programme

Classic TV 1 1 1 E Africa 2 2 2 MNET 3 3 3 KTV 4 4 4 BBC World 5 5 5 Movie Magic 6 6 6 KBC channel 1 7 7 7 CNN 8 8 8 KTN 9 9 9 STV/TV Africa 10 10 10 SUPERS SPORTS 11 11 11 NATION TV 12 12 12 CITIZEN TV 13 13 13 METRO TV 14 14 14 FAMILY TV 15 15 15 Satellite TV 16 16 16 DSTV 17 17 17 Baraka TV 18 18 18 Kiss TV 19 19 19 K24 20 20 20 Other Specify(received on a dish) 21 21 21

CONSUMER TRENDS OF LOCAL CONTENT TV AND FILM

1. What time do you mostly watch television? Time Specify if not within the given time brackets Very early inn the morning 5.00 am - 7.00 am In the morning 8.00 am - 11.00 am Noon 12:00 pm – 1.00pm Afternoon 2.00 am - 4.00 pm Evening 5.00 am - 7.00 pm At Night 8.00 pm - 10.00 pm Late night After 10 pm Other (specify)

2. Which, if any local films/TV, did you watch yesterday, IF NO ask, the last seven days or in the last 4 weeks, IF No ask long time ago or never? Record your answers in the grid below;

Local films /TV programmes Yes

terd

ay

Pas

t 7

day

s

Pas

t 4

wee

ks

lon

gtim

e

ago

com

men

ts

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4

3. How often do you watch movies/films with local content? Daily ---------------------------------------------------------------------------- 01

Weekly ---------------------------------------------------------------------------- 02 Fortnightly ------------------------------------------------------------------------- 03 Once a month ---------------------------------------------------------------------- 04 Once every three months -------------------------------------------------------- 05 Once in six months ---------------------------------------------------------------- 06 Rarely ---------------------------------------------------------------------------- 07 Never ---------------------------------------------------------------------------- 08

4. At any one time when watching movies of local content who do you watch the movies/films with?

Alone ------------------------------------------------------------------------------ 01 Members of my household --------------------------------------------------- 02 Members outside my households ------------------------------------------- 03

5. How often do you watch movies/films? Daily ---------------------------------------------------------------------------- 01

Weekly ---------------------------------------------------------------------------- 02 Fortnightly ------------------------------------------------------------------------- 03 Once a month ---------------------------------------------------------------------- 04 Once every three months -------------------------------------------------------- 05 Once in six months ---------------------------------------------------------------- 06 Rarely ---------------------------------------------------------------------------- 07 Never ---------------------------------------------------------------------------- 08

6. Please name any Kenyan movies that you are aware of (spontaneous: top of mind awareness)? 7. Any other 8. And which of these locally produced movies have you watched?

Spontaneous

Programme

Top of mind Other mention

Aided

Comments

The price of a daughter 01 01 01 The dance for wives 02 02 02 Pamela 03 03 03 Brother Brother 04 04 04 A journey to Pamoja 05 05 05 Santos the survivor 06 06 06 Home alone 07 07 07 I survived 08 08 08 The Public speaker 09 09 09 Matatu girl 10 10 10 The Devil dentist 11 11 11 Bwnagu Mureishi 12 12 12 Ta kimbia 13 13 13 Twist of fate 14 14 14 Coming to England 15 15 15 Before the fall 17 17 17 The encounter 18 18 18 Shida 19 19 19 Adani 20 20 20 Junction Juniors 21 21 21 The game 22 22 22 defendant 23 23 23 Togetherness supreme 24 24 24 Togetherness supreme 25 25 25 The mystery of the golden ring 26 26 26 Getting justice 27 27 27 Behind the road block 28 28 28 Peace wanted alive 29 29 29 Bizzaaire 30 30 30 Tears of the rich master 31 31 31

Kibrit 32 32 32 Soul 33 33 33 Others ( specify______________________

9. How often do you attend cinemas?

Daily ---------------------------------------------------------------------------------- 1 A few times in a week ------------------------------------------------------------- 2 Once in a week --------------------------------------------------------------------- 3 Once in two weeks ----------------------------------------------------------------- 4 Once in three weeks --------------------------------------------------------------- 5 Once a month ----------------------------------------------------------------------- 6 Less often ---------------------------------------------------------------------------- 7 Don’t Know -------------------------------------------------------------------------- 8

10. How often do you attend cinemas to specifically watch local produced films /movies?

Daily ---------------------------------------------------------------------------------- 1 A few times in a week ------------------------------------------------------------- 2 Once in a week --------------------------------------------------------------------- 3 Once in two weeks ----------------------------------------------------------------- 4 Once in three weeks --------------------------------------------------------------- 5 Once a month ----------------------------------------------------------------------- 6 Less often ---------------------------------------------------------------------------- 7 Don’t Know -------------------------------------------------------------------------- 8

11. Which of the following large/big screen cinemas (places) have you ever visited if to watch a movie or a film? Please insert the name of big screen cinemas and rate the frequency of attendance

12. Have you watched a watched DVD/VCD/VIDEO,? Yes……………………………………………………..1 No………………………………………………………2

13. IF coded 2 in Q12 above then ask: please tell me: how often do you watch video? Is it...

More than once in a day --------------------------------------------------------- 1 Daily ---------------------------------------------------------------------------------- 2 A few times in a week ------------------------------------------------------------- 3 Once in a week --------------------------------------------------------------------- 4 Once in two weeks ----------------------------------------------------------------- 5 Once in three weeks --------------------------------------------------------------- 6 Once a month ----------------------------------------------------------------------- 7 Less often ---------------------------------------------------------------------------- 8 Don’t Know -------------------------------------------------------------------------- 9

Name of cinema hall

Yes

ter

day

Pas

t 7

d

ays

pas

t 4

w

eek

s

Th

ree

mo

nth

s ag

o

lon

g

tim

e ag

o

Co

mm

ents

FOX CINEPLEX SARIT CENTER 01 01 01 01 01 FOX 20TH CENTURY CBD MAMANGINA STREET

02 02 02 02 02

FOX 20TH CENTURY CBD MOI AVENUE

03 03 03 03 03

FOX CAPITAL 04 04 04 04 04 SILVERBIRD VILLAGE MARKET 05 05 05 05 05 SILVERBIRD PRESTIGE PLAZA 06 06 06 06 06 SILVERBIRD THE JUNCTION 07 07 07 07 07 SILVERBIRD WESTGATE 08 08 08 08 08 CASINO 09 09 09 09 09 EASTLANDS CINEMA 10 10 10 10 10 KENYA CINEMA MOMBASA 11 11 11 11 11 NYALICINEMAX MOMBASA 12 12 12 12 12 SILVERBIRD MEGA CITY KISUMU 13 13 13 13 13 FOX KISUMU UNITED MALL 14 14 14 14 14 MOBILE CINEMAS 15 15 15 15 15

14. What factors determine whether you will go to a cinema hall and watch a movie?

The title of the movies------------------------------------------------------------------ 1 The actors in the movies --------------------------------------------------------------- 2

Recommendations from friends ----------------------------------------------------- 3 The cost of the watching the movie ------------------------------------------------- 4 Whether free or paid ------------------------------------------------------------------- 5 Others specify ----------------------------------------------------------------------------

15. What factors would make you not go to a cinema to watch a movie?

----------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------

16. How likely are you to visit a cinema theatre to watch a locally produced movie? Very likely --------------------------------------------------------------------------- 1 Slightly likely ----------------------------------------------------------------------- 2 Neither Likely nor unlikely ------------------------------------------------------ 3 Slightly unlikely ------------------------------------------------------------------- 4 Very unlikely ----------------------------------------------------------------------- 5 Don’t Know -------------------------------------------------------------------------- 8 Explain why ----------------------------------------------------------------------------------------- IF coded 1 in Q 12 ask:

17. You said that you have watched a DVD/VCD/VIDEO before; please tell me: where do you watch video? Multiple answers

possible. Spontaneous. At own home ------------------------------------------------------------------------ 1 Another Household ---------------------------------------------------------------- 2 In car – Private --------------------------------------------------------------------- 3 Office/Place of work -------------------------------------------------------------- 5 Video den/Hall --------------------------------------------------------------------- 6 In a bar ------------------------------------------------------------------------------- 7 In a restaurant ---------------------------------------------------------------------- 8 In a market place ------------------------------------------------------------------- 9 Bus ------------------------------------------------------------------------------------ 11 In hospital --------------------------------------------------------------------------- 12 In a fast food restaurant ---------------------------------------------------------- 13 Internet café ------------------------------------------------------------------------ 14 Others (specify) --------------------------------------------------------------------

18. How often do you watch locally produced films/movies on DVD/VCD/VIDEO? Daily ---------------------------------------------------------------------------------- 1 A few times in a week ------------------------------------------------------------- 2 Once in a week --------------------------------------------------------------------- 3 Once in two weeks ----------------------------------------------------------------- 4 Once in three weeks --------------------------------------------------------------- 5 Once a month ----------------------------------------------------------------------- 6 Less often ---------------------------------------------------------------------------- 7 Don’t Know -------------------------------------------------------------------------- 8

19. If once in a month or more (codes 6&7) ask what are the reasons why you do not watch locally produced films/movies on DVDs/VCD/videos frequently?

Not available ----------------------------------------------------------------------- 1 No aware of them ------------------------------------------------------------------ 2 Expensive ---------------------------------------------------------------------------- 3 Lack good actors ------------------------------------------------------------------- 4 Poor quality ------------------------------------------------------------------------ 5 No celebrities ---------------------------------------------------------------------- 6

20. Please tell me any names of local celebrities who act in local films that you may be aware of? 21. Please tell me, which movies did they act in?

Spontaneous

Name of the movie

Comments

Name of celebrity

Top of mind Other mention

22. Thinking of film production and acting in films and movies, what is the likelihood that you would pick it as a career for yourself or your children?

Very likely --------------------------------------------------------------------------- 1 Slightly likely ----------------------------------------------------------------------- 2 Neither Likely nor Unlikely………………………………………………………………3 Slightly unlikely ------------------------------------------------------------------- 4 Very unlikely ----------------------------------------------------------------------- 5

23. Explain your reason?

-----------------------------------------------------------------------------------------

24. If you wanted information on film production or the film industry in Kenya in general, would you say you know where

you would get this information from? Yes ------------------------------------------------------------------------------------ 1 No ------------------------------------------------------------------------------------- 2

25. If yes in q23 ask where? (Multiple response possible)

-----------------------------------------------------------------------------------------

26. Have you heard of the Kenya Film Commission?

Yes --------------------------------------------------------------------------------- 1[Go to Q27] No --------------------------------------------------------------------------------- 2

27. Do you think the Kenya Film Commission has done enough to educate the public on its mandate?

Yes --------------------------------------------------------------------------------- 1 No ---------------------------------------------------------------------------------- 2

28. Explain reason for answer in Q27?

-----------------------------------------------------------------------------------------

1. What is your average family monthly expenditure?

Below 500 ------------------------- 01 501-1000 -------------------------- 02 1001-2000 ------------------------ 03 2001-3000 ------------------------ 04 3001-5000 ------------------------ 05 5001-7500 ------------------------ 06 7501-10,000 ---------------------- 07 10,000-15,000 -------------------- 08 15,001-20,000 -------------------- 09 20,001-25,000 -------------------- 10 25,001-30,000 -------------------- 11 30,001-50,000 -------------------- 12 Over 50,000 ----------------------- 13 Specify ----------------------------- 14 2. What is your average family monthly income?

Below 500 ------------------------- 01 501-1000 -------------------------- 02 1001-2000 ------------------------ 03 2001-3000 ------------------------ 04 3001-5000 ------------------------ 05 5001-7500 ------------------------ 06 7501-10,000 ---------------------- 07 10,00-15,000 --------------------- 08 15,001-20,000 -------------------- 09 20,001-25,000 -------------------- 10 25,001-30,000 -------------------- 11 30,001-50,000 -------------------- 12 Over 50,000 ----------------------- 13 Specify ----------------------------- 14

Documents

AUDIENCE CONSUMER TRENDS SURVEY - Kenya Film Commissionkenyafilmcommission.com/images/Audience-Consumer... · content. The survey was guided by the general objective of identifying