The Impact of Foreign Channels on Local Ethiopian Audiences A Case Study of Kana Television in Ethiopia
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A study about audience attitudes toward a specific medium is a common trend in mass communication research. This study, aimed at assessing the attitude of students toward Kana TV, applied the theories of media imperialism and uses and gratifications as its theoretical frameworks. The survey method was employed, with a questionnaire employed as the data-gathering tool and a convenience sampling technique. The study found that most students watch Kana TV for 1 to 3 hours, primarily during the evening. Students believe that television has both pro-social and anti-social impacts on Ethiopian audiences. In addition, they viewed the distribution of 70% foreign content and 30% domestic content as unfair. The study also indicated no significant association between program distribution and the pro-social or anti-social impacts. Moreover, 39% of respondents agreed that Kana TV considers the interests of Ethiopian audiences when selecting programs and content, while 36.9% disagreed. Finally, the study showed that the shift of the audience toward foreign media suggests a perceived poor quality of local media in Ethiopia.
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