AUDIENCE CONSUMER TRENDS SURVEY

Transcription

AUDIENCE CONSUMER TRENDS
SURVEY
REPORT
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
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2.9.1
2.9.2
2.9.3
2.9.4
2.9.5
Frequency of Watching DVD/VCD on age level ........................................ 30
Frequency of Watching DVD/VCD on age level ........................................ 31
Frequency of Watching DVD/VCD in different location........................... 31
Places where Video is being watched ........................................................ 32
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
Audience consumption Trend Survey; Prepared for Kenya Film Commission by Strategic Research
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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
Figure 10: Factors determining cinema going
25
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.
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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
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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
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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
7
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
Nairobi
Coast
Eastern
Central
Rift Valley
Western
North Eastern
Nyanza
Total
Table 1: Sample distribution
Total Population
3138369
3325307
5668123
4383743
10006805
4334282
2310757
5442711
38610097
Sample
239
283
421
363
739
358
182
420
3,005
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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
Christian - Catholic
Christian - Protestant
Indigenous
Hindu
360
999
1,574
68
4
12.0
33.2
52.4
2.3
0.1
Gender
Male
Female
1,537
1,468
51.1
48.8
687
751
594
397
250
161
145
20
22.9
25.0
19.8
13.2
8.3
5.4
4.8
0.7
724
870
319
399
24.1
28.9
10.6
13.3
Age
18 – 24
25 – 29
30 – 34
35 – 39
40 – 44
45 – 49
50 + years
RTA
Working Status
Full time formal
Full time informal
Does not work
Student
9
House wife
Part time formal
Part time informal
Education Level
Never went to school
Primary not completed
Completed primary
Secondary not completed
Completed secondary
College/University
not
completed
Completed
college/University
RTA
337
188
168
11.2
6.3
5.6
103
121
291
374
996
3.4
4.0
9.7
12.4
33.1
588
19.6
476
15.8
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
Citizen TV
58.8%
KBC Channel 1
14.3%
NTV
8.3%
KTN
7.1%
K24
1.5%
Super Sports
1.4%
Kiss TV
1.3%
DSTV
1.7%
Classic TV
1.1%
Others
5.1%
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%).
11
2.5.0 TV Channels Viewership
Citizen TV
KBC Channel 1
NTV
KTN
K24
Classic TV
Super Sports
Kiss TV
DSTV
others
30.9%
37.0%
27.1%
34.5%
18.9%
31.2%
20.8%
11.2%
12.3%
7.2%
12.4%
6.8%
7.8%
6.3%
6.4%
7.4%
11.0%
27.0%
74.1%
The Last 7 Days
The Past 4 weeks
52.9%
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.
12
2.5.1 TV Channels Viewership analysis by age
Citizen TV
KBC
Channel 1
Nation TV
KTN
K24
Classic TV
Super
Sports
Kiss TV
DSTV
Others
18 - 24
25 - 29
7
Days
4
weeks
7 Days
25.3
24.7
20.2
28.3
27.1
28.9
35.3
33.9
46.7
33.8
26.7
50 + years
30 - 34
35 - 39
40 - 44
45 - 49
4
weeks
7
Days
4
weeks
7
Days
4
weeks
7
Days
4
weeks
7 Days
4
weeks
7 Days
4
weeks
25.7
24.9
20.6
18.4
13.3
12.4
7.6
9.1
4.6
6.1
2.9
4.5
21.4
20.7
22.2
27.6
26.6
23.7
26.6
24.3
27.2
25.8
25.4
29.2
27.4
26.7
26.6
21.2
19.0
21.3
18.7
16.8
19.3
21.5
21.0
21.7
19.2
13.6
13.5
14.1
15.3
14.7
15.5
15.7
14.9
14.3
15.4
9.5
7.4
6.4
4.8
4.7
9.5
6.1
7.0
4.1
5.6
6.6
3.2
4.0
1.7
1.1
4.4
3.6
6.1
3.2
3.3
5.2
2.1
2.9
3.4
1.6
4.4
3.3
1.5
2.3
3.3
32.4
33.6
34.9
27.5
27.8
22.8
23.4
30.3
27.2
31.9
24.8
29.3
13.3
17.4
17.2
18.6
22.1
17.7
20.2
21.1
15.6
8.4
10.3
11.9
8.1
9.7
11.9
12.5
6.1
3.6
9.0
6.1
7.4
3.5
3.7
5.7
2.2
0.0
5.5
3.3
0.7
2.7
2.8
1.6
1.1
1.2
0.7
3.1
2.2
0.9
1.8
2.3
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
Urban
Citizen TV
KBC Channel 1
Nation TV
KTN
K24
Classic TV
Super Sports
Kiss TV
DSTV
Others
7 Days
59.1
55.7
60.8
62.0
68.8
66.3
64.1
67.3
65.5
64.3
4 Weeks
56.3
55.9
55.3
61.9
58.1
63.3
73.0
71.7
70.0
76.5
Rural
7 Days
40.9
44.3
39.2
38.0
31.2
33.7
35.9
32.7
34.5
35.7
4 Weeks
43.7
44.1
44.7
38.1
41.9
36.7
27.0
28.3
30.0
23.5
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.
13
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%).
News
Tahidi High
Papa shirandula
Vioja mahakamani
Inspector Mwala
Vitimbi
Afro cinema / Nigerian movies
Music / Hot source / Rush
Premier league / sports
In the name of Love
Churchill live
Mother in law
The bench / Capital Talk
Beba beba
Wrestling
Changing times
Mheshimiwa
Tabasamu
The promise
Others
13.0%
9.7%
7.6%
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%
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
“Nigerian movies right now are in high demand, the
movies however, draw an
reason is because most of the audiences want to
almost
equal
viewership
know more about their roots and connect well with
between
male
(49.6%)
and
the content.
female (50.4%).
Film producer, Nairobi
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.
14
2.5.4 The Time TV is mostly watched
54.8%
At night
14.9%
Evening
13.2%
Late night
4.1%
In the morning
3.8%
Aftrenoon
3.5%
Very early in themorning
2.5%
Noon
3.2%
Others
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
80.0
67.9
63.1
70.0
57.5
60.0
52.5
48.6
55.3
58.1
50.0
40.0
30.0
14.5
20.0
21.3
10.0
12.5
16.7
8.5
9.8
7.4
9.3
15.8
8.2
14.9
7.5
7.6
0.0
5.00 - 7.00 am
8.00 - 11.00 am
8.8
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
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
15
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
17.7%
8.9%
14.6%
12.7%
5.6%
4.2%
2.0%
2.7%
1.9%
0.8%
17.6%
5.5%
0.6%
3.6%
0.2%
1.3%
Past 7 Day
35.2%
30.3%
22.4%
15.6%
14.8%
12.8%
8.8%
6.9%
5.3%
4.4%
3.7%
2.4%
2.0%
1.9%
1.9%
1.7%
Tahidi high
Papa shirandula
Inspector Mwala
Mother in law
Vioja mahakamani
Vitimbi
Churchill live
Tabasamu
Beba Beba
Nairobi law courts
News
Machachari
Mheshimiwa
Tusker project Fame
Hila
Capital talk
Smack down /
0.9%
1.6%
Wrestling
2.5%
1.6%
Afro cinema
2.2%
1.5%
In the name of love
2.9%
1.3%
Wedding show
1.2%
1.3%
Je huu ni ungwana?
1.6%
1.2%
Makutano junction
Changing times
0.5%
1.1%
Wash & set
0.6%
1.1%
Waridi
0.0%
0.7%
Shades of sin
2.5%
0.7%
The beat
1.2%
0.5%
Siri
0.1%
0.5%
Cobra squad
0.1%
0.2%
Wingu la moto
0.0%
0.3%
Tausi
0.0%
0.1%
Kibiriti
0.1%
0.2%
Table 5: Local film /TV programmes watched
Past 4 weeks
10.3%
14.4%
13.0%
6.0%
17.2%
13.3%
1.9%
7.9%
3.5%
3.2%
1.4%
2.1%
1.4%
0.4%
1.8%
0.7%
Long Time ago
3.5%
4.3%
5.8%
6.4%
15.9%
21.7%
1.7%
4.6%
4.1%
1.4%
2.0%
0.6%
0.3%
1.4%
4.1%
0.0%
1.2%
1.7%
0.0%
0.5%
0.9%
1.8%
1.6%
0.0%
1.4%
0.3%
2.6%
6.1%
0.7%
1.4%
2.1%
0.2%
0.7%
1.8%
0.4%
0.5%
0.5%
1.6%
1.2%
0.6%
6.1%
0.6%
0.3%
2.9%
2.6%
4.6%
7.2%
3.2%
16
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
Context
 Availability
 Low sensitization
/advertisements
Legislation /policy issues
 Law enforcement
 Copyright issues
 Financial investment
Movies or programmes in Kiswahili
resonate better with the public than English
programmes and especially when it is fused
with ‘Sheng’.
The ability to connect with the viewership in
terms of movie settings, fiction, drama etc!
Local TV channels concentrate more on
foreign movies as opposed to local content
Programmes of local content do not get as
much advertisement coverage as foreign
content
The government does not adequately
enforce the 20% local content coverage on
the media houses
Infringement of copyright issues
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
“I think the government has the
but at the same time breath fault the
intentions of trying t promoting local
government on its inability to reinforce media
content but even the 20% rule is
coverage of local content. Film makers were of
rarely enforced, the time slots given
the opinion that though the government has
to local content is still minimal.
good intentions for the industry, it has not been
Media house Manager, Nairobi
keen enough to ensure that promotion of local
content is enforced in the industry.
17
2.6.0 Audience movie viewership and trends
2.6.1 Incidence of movie viewership
50
Weekly
40
Rarely
30.4
30
Daily
26.2
Fortnightly
Once a month
20
15.5
11.7
10
7.5
6.6
1.3
0.7
Once every three
months
Once in six
months
Never
0
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
32.5%
Rarely
23.2%
Weekly
Daily
Fortnightly
Once a month
8.1%
5.0%
3.9%
Once every three months
1.8%
Once in six months
1.2%
Never
24.4%
Figure 7: Frequency of watching movies with local content are being watched
18
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
1.9
1.1
2.6
1.6
2.6
0.7
2.3
three months
Once in six
0.8
1.1
1.1
1.6
2.6
0.7
0.8
months
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
Complet
Primary not
went to
ed
completed
school
primary
4.8
3.1
9.6
Daily
2.9
2.7
7.8
Weekly
0.7
2.1
5.6
Fortnightly
1.8
5.5
Once a month
Secondary
not
completed
11.4
9.6
8.5
10.9
College/Univ
Completed
ersity not
secondary
completed
34.6
16.2
36.6
20.1
40.1
21.8
40.0
23.6
Completed
college/Uni
versity
18.9
18.3
19.0
17.3
Once every
3.9
2.0
13.7
11.8
27.5
23.5
17.6
three months
Once in six
21.2
24.2
36.4
9.1
9.1
months
1.5
3.6
8.7
11.3
33.7
20.2
18.4
Rarely
6.5
6.4
12.0
18.3
27.2
19.3
9.4
Never
Table 7: Frequency at which movies with local content are watched on different education
19
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
Urban
Rural
71.5
28.5
Daily
62.7
37.3
Weekly
67.6
32.4
Fortnightly
53.6
46.4
Once a month
62.7
37.3
Once every three months
60.6
39.4
Once in six months
57.9
42.1
Rarely
45.8
54.2
Never
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.
20
2.6.6 Awareness of Locally Produced Movies
Top of Mind
Other Mentions
Aided
Total Awareness
12.6
10.7
7.6
6.5
5.8
4.5
4.2
4.1
3.3
3.0
2.7
2.6
2.5
2.1
1.8
1.6
1.5
1.5
1.5
1.4
8.1
6.8
6.6
4.3
0.7
3.6
3.0
5.3
3.2
2.8
2.6
3.7
3.9
2.8
0.9
2.9
0.1
3.9
2.8
0.2
7.7
7.5
3.8
2.5
1.8
6.7
2.3
5.5
5.8
5.7
5.7
6.0
5.8
5.6
0.1
2.1
0.1
3.5
2.5
0.6
28.4
25
18
13.3
8.3
14.8
9.5
14.9
12.3
11.5
11
12.3
12.2
10.5
2.8
6.6
1.7
8.9
6.8
2.2
1.3
1.5
0.8
3.6
1.2
4.7
1.9
7.8
1.2
1.7
1.2
4.1
1.0
1.0
0.9
0.9
0.7
0.7
0.6
0.5
0.5
0.6
7.5
4.3
2.2
3.0
1.1
1.4
0.9
3.1
0.9
0.7
2.1
4.2
1.5
1.8
2.5
0.6
0.7
0.9
1.4
0.7
0.8
1.5
2.2
6.8
5
6.4
2.6
2.8
2.5
5.1
2.1
2
4.2
13.9
Pamela
Home alone
Junction Juniors
Shida
Kibiriti
The Price of a daughter
The game
Matatu girl
The dance for wives
A journey to Pamoja
Santos the survivor
Brother Brother
I survived
The public speaker
Dangerous Affair
The Encounter
Cobra squad
The devil dentist
Twist of fate
Soul
The mystery of the
golden ring
Before the fall
Tears of the rich
master
Bwnagu Mureishi
Coming to England
Ta kimbia
Getting Justice
Defendant
Behind the road block
Adani
Peace wanted alive
Bizzaaire
Togetherness supreme
Others
Table 9: Awareness of locally produced movies
21
2.6.7 Awareness of Local Celebrities and the movies they act in
Base
David
Mwabili
(Mwala)
Charles
Bukeko
(Papa
shirandula
)
Omollo
OJ
Sarah
Hassan
Mrs
Morgan
Charity
Mzee
Ojwang
Machangi
Kianangi
Jalango
[Felix
Oduor]
Nini
Wacera
Jackline
Nyaminde
Churchil
Mama
Kayai
Kihonjo
Makhoha
Prezzo
Ocwek
Others
Total
Taba
samu
Nairo
bi
law
Cobr
a
Squa
d
Wari
di
Mach
achar
i
Pengl
e
Beba
Beba
21
32
11
17
4
5
5
2
13.6
9.5
21.9
0.0
5.9
0.0
80.0
0.0
0.0
2.7
8.1
8.1
1.7
1.7
5.1
4.8
0.0
0.0
0.0
6.3
12.5
0.0
0.0
18.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
20.0
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
0.0
0.0
25.3
15.3
0.0
0.0
13.5
1.7
18.6
4.8
0.0
3.1
3.1
0.0
9.1
5.9
5.9
0.0
75.0
0.0
20.0
0.0
20.0
0.0
50.0
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
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
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
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
0.0
0.0
4.1
0.7
3.6
4.8
0.0
0.0
0.0
0.0
0.0
8.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
11.8
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.0
0.0
1.0
0.0
0.0
14.9
100
0.7
0.0
0.7
0.4
0.0
11.4
100
0.5
0.0
0.2
0.2
0.2
14.0
100
0.0
0.0
1.1
1.1
1.1
30.8
100
14.6
0.0
1.5
0.0
0.0
13.9
100
0.0
0.0
0.0
0.0
10.8
18.9
100
5.1
0.0
15.3
0.0
11.9
0.0
100
0.0
0.0
0.0
0.0
0.0
71.4
100
3.1
0.0
3.1
0.0
0.0
34.4
100
0.0
0.0
0.0
0.0
0.0
18.2
100
0.0
0.0
5.9
64.7
0.0
0.0
100
0.0
0.0
0.0
0.0
0.0
0.0
100
0.0
0.0
0.0
0.0
0.0
0.0
100
0.0
0.0
0.0
0.0
0.0
0.0
100
0.0
0.0
0.0
0.0
0.0
0.0
100
Inspect
or
Mwala
Papa
shiran
dula
Tahi
di
high
Moth
er in
law
Vitim
bi
Chur
chill
live
Vioja
mahak
amani
Shug
a
195
271
415
91
137
37
59
50.3
15.1
8.2
1.1
17.5
27.0
18.5
4.6
2.6
43.2
5.5
1.5
7.0
29.9
19.5
7.7
6.6
4.4
0.7
0.7
2.9
0.0
1.1
4.6
14.3
2.1
0.0
0.4
1.1
5.8
1.0
1.0
2.2
0.0
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.
22
Awaren
ess
David Mwabili
(Mwala)
Charles Bukeko
(Papa
shirandula)
Omollo
OJ
Mzee Ojwang
Charity
Mrs Morgan
Jalango [Felix
Oduor]
Machangi
Kianangi
Sarah Hassan
(Tanya)
Nini Wacera
Mama Kayai
Jackline
Nyaminde
(Wilbroda)
Churchil
Makhoha
Kihonjo
Ocwek
Others
Total
Tahidi
High
Papa
Shirandula
Inspector
Mwala
Vitimbi
Mother
in law
Vioja
Mahaka
mani
Churchi
l Live
Tabas
amu
Total
15.7
13.8
16.6
39.7
9.7
0.4
3.2
4.0
2.8
100
12.6
14.6
58.8
18.1
0.5
3.5
0.5
0.5
0.0
100
10.7
7.2
4.6
4.4
3.7
73.4
71.7
1.4
5.7
41.4
8.9
3.5
8.3
4.3
1.7
5.3
4.4
2.8
0.0
6.9
0.6
3.5
56.9
0.0
36.2
3.6
3.5
2.8
32.9
0.0
0.6
2.7
19.4
15.7
1.7
1.8
2.7
0.0
7.1
0.0
1.2
3.5
2.8
1.4
1.7
100
100
100
100
100
3.0
2.1
60.4
8.3
6.3
0.0
0.0
2.1
0.0
100
2.7
0.0
2.4
0.0
0.0
7.1
2.4
0.0
0.0
100
2.5
47.5
7.5
0.0
0.0
32.5
0.0
0.0
0.0
100
2.0
2.0
0.0
6.3
6.3
6.3
12.5
6.3
3.1
62.5
3.1
0.0
0.0
9.4
0.0
0.0
6.3
3.1
100
100
2.0
48.4
35.5
0.0
0.0
0.0
0.0
0.0
0.0
100
1.8
1.4
1.3
1.0
21.2
100
69.0
4.5
0.0
6.7
17.7
100
6.9
9.1
0.0
0.0
9.6
100
0.0
9.1
0.0
0.0
8.7
100
0.0
9.1
0.0
0.0
5.7
100
0.0
4.5
0.0
6.7
8.7
100
0.0
40.9
0.0
46.7
3.6
100
10.3
0.0
0.0
26.7
2.1
100
0.0
4.5
0.0
0.0
3.3
100
100
100
100
100
100
100
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.
23
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;
46.9%
Less often
34.0%
Never
8.9%
Once a month
Once in a week
3.1%
A few times in a week
2.6%
Once in two weeks
1.7%
Once in three weeks
1.6%
Daily
1.2%
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
Less often
44.8%
Never
42.8%
Once a month
5.0%
Once in a week
2.2%
2.0%
Once in two weeks
1.5%
Once in three weeks
1.0%
Daily
0.6%
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.
24
2.7.3 Frequency of Visiting Cinema to watch movies on age level
18 - 24
25 - 29
30 - 34
35 39
3.3
40 - 44
16.7
40.0
13.3
3.3
Daily
A few times
27.3
30.3
16.7
6.1
12.1
in a week
Once in a
28.2
29.5
15.4
20.5
2.6
week
Once in two
32.6
18.6
32.6
9.3
4.7
weeks
Once in three
17.1
22.0
36.6
12.2
9.8
weeks
27.9
27.0
11.1
3.5
Once a month 25.7
26.9
24.7
19.3
13.8
8.2
Less often
18.6
24.5
18.3
13.1
9.8
Never
Table 11: Frequency of visiting cinema at different age levels
45 - 49
50 + years
16.7
3.3
4.5
3.0
2.6
1.3
0.0
0.0
0.0
0.0
2.7
1.8
2.9
8.1
3.5
6.8
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
30
76.7
23.3
Daily
A few times in a
66
50.0
50.0
week
78
57.7
42.3
Once in a week
43
53.5
46.5
Once in two weeks
Once in three
41
56.1
43.9
weeks
226
55.8
44.2
Once a month
1,191
62.3
37.7
Less often
864
48.8
51.2
Never
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.
25
2.7.5 Frequency of Visiting Cinema to watch movies on income level
Daily
3.6
1001
5000
39.3
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
2.2
14.3
21.3
29.8
20.2
Less often
3.2
17.9
25.5
29.6
16.6
Never
Table 13: Frequency of visiting cinema at different income levels
6.9
5.7
5.3
1.6
Below
1000
5001 10000
10001 20000
20000 30000
30000
-50000
Over
50000
28.6
14.3
3.6
10.7
0.0
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.
1.5%
1.5%
3.0%
Never attended a
Cinema hall
Other
11.1%
Duration of the
movie
13.0%
Whether free or
paid
16.5%
Recommendations
from friends
25.8%
The actors in the
movie
The title of the
movie
27.7%
The cost of the
watching the
movie
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
26
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
26
246
FOX CINEPLEX SARIT CENTER
FOX
20TH
CENTURY
CBD
MAMANGINA STREET
FOX 20TH CENTURY CBD MOI
AVENUE
FOX CAPITAL
SILVERBIRD VILLAGE MARKET
SILVERBIRD PRESTIGE PLAZA
SILVERBIRD JUNCTION
SILVERBIRD WESTGATE
CASINO
EASTLANDS CINEMA
KENYA CINEMA MOMBASA
NYALI CINEMAX MOMBASA
SILVERBIRD UNITED MALL
FOX KISUMU UNITED MALL
MOBILE CINEMAS
10.7
7.9
3.8
10.2
9.5
12.6
6.5
7.7
8.5
10.1
16.5
13.1
15.4
7.3
10.9
1.0
1.9
2.9
1.0
2.9
4.9
1.0
2.9
1.0
7.8
4.9
28.2
5.2
4.8
2.1
2.4
4.1
3.4
2.1
3.8
11.3
7.6
5.2
20.6
7.7
7.7
3.8
15.4
3.8
3.8
7.7
15.4
7.7
2.4
5.3
2.0
6.1
4.5
8.1
4.1
5.7
8.1
5.7
9.3
12.6
3.1
3.1
2.9
2.8
1.4
6.7
1.9
4.7
5.1
2.9
3.9
31.0
291
864
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
100.0
41.8%
33.3%
9.6%
Very Likely
10.4%
Slightly Likely Neither Likely
nor Unlikely
Likelihood Index
50.0
4.9%
Slightly
Unlikely
0.0
Very Unlikely
-50.0
-29.4
-100.0
27
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
Likely
Neither Likely
nor Unlikely
9.2
16.7
8.0
Boring / not interesting
8.0
Time / busy
They are scarce / accessibility /
2.0
12.5
availability
4.6
15.0
Expensive / no money
2.6
6.7
Substandard / Poor quality
1.5
4.2
No theatres available
1.1
5.0
Not aware of them
1.3
1.7
Distance
0.7
Age factor
Promote local movies / artist /
21.0
5.8
love theatre
Educative / not educative /
14.2
0.8
understanding
10.9
0.8
Interesting / moral
5.8
1.7
Refresh my roots / mind
2.4
4.2
Depend on the movie title
2.0
Curiosity
2.0
0.8
For change / mood
0.7
4.2
Lack of celebrities / bad actors
0.9
2.5
Not original / fake
0.5
1.7
Ignorance
0.5
1.7
Never watched in the cinema
0.4
1.7
Lack of proper marketing
8.8
3.3
Others
Table 15: Reasons for likelihood or unlikelihood of visiting cinemas
Unlikely
28.1
16.0
8.6
7.3
7.5
5.1
4.5
2.9
2.5
1.2
1.2
0.6
0.3
0.6
0.5
0.1
1.7
1.0
0.7
0.1
1.0
8.5
28
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.
Yes
87.6%
No
12.4%
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
“With these new technologies you will find the youth
however argued that this was
sharing movies at no cost at all. What this does is
the main cause of the industry
that once one has invested in a movie it can watched
not thriving as the original
by hundreds of viewers without them having to pay
producers incur a lot of money
for it
upfront only for their products
to be pirated.
29
2.9.0 Frequency of watching DVD/VCD
26.0%
15.5%
24.0%
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
40.0%
17.2%
6.3%
12.8%
8.8%
5.9%
6.2%
4.5%
3.1%
4.3%
Locally Produced DVD/VCD
2.7%
1.9%
2.6%
18.2%
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
3.7
7.5
3.7
-
7.4
7.7
5.2
4.3
6.4
5.6
Daily
17.8
15.8
15.0
16.3
12.7
15.3
Weekly
9.4
8.7
9.8
9.2
9.3
4.8
Fortnightly
3.0
2.3
5.2
3.1
3.9
Once a month
Once
every
1.8
1.5
2.0
2.5
2.5
0.8
2.8
three months
Once in six
4.0
5.1
10.2
5.8
4.9
4.8
9.3
months
39.7
43.2
37.2
42.0
39.7
36.3
36.4
Rarely
16.8
15.8
15.4
16.9
20.6
32.3
36.4
Never
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.
30
2.9.2 Frequency of Watching DVD/VCD on age level
Daily
Weekly
Fortnightly
Once
a
month
Once every
three months
Once in six
months
Rarely
Never
Never
went to
school
Primary
not
completed
Complete
d
primary
Secondary
not
completed
Complete
d
secondar
y
College/Univers
ity not
completed
Completed
college/Univer
sity
6.4
20.5
5.1
9.0
12.4
3.4
4.3
17.1
8.6
5.0
8.7
8.1
6.5
17.2
10.2
5.1
15.6
7.8
8.5
16.7
10.1
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
3.8
1.1
6.7
10.4
5.7
6.4
4.8
17.9
37.2
46.1
25.8
38.1
21.4
46.0
17.8
37.5
16.1
41.8
19.1
41.2
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
Urban
Rural
Daily
7.8
4.1
Weekly
17.0
13.3
Fortnightly
10.3
6.6
Once a month
Once
every
three
months
Once in six months
3.1
3.1
2.1
1.7
5.9
6.6
Rarely
40.6
39.3
Never
13.1
25.4
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.
31
2.9.4 Places where Video is being watched
At own home
74.4%
Another Household
Video den/Hall
In a restaurant
In a bar
34.9%
12.4%
11.1%
8.2%
Bus
4.4%
In a fast food restaurant
4.1%
In a market place
4.0%
Office/Place of work
3.6%
Others
4.7%
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
Reason
Frequency
Not available
Not aware of them
Expensive
Lack good actors
Poor quality
No celebrities
468
513
207
197
346
83
1,814
Percentage
25.8
28.3
11.4
10.9
19.1
4.6
100.0
Total
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
“You can imagine a foreign movie in DVD/VCD
not aware of them (28.3%). Others
format which is of a higher quality is bought at KShs
attributed this to the high cost of
50 and a locally produced movie goes for about KShs
locally produced movies (11.4%),
300
poor quality (19.1%) or lack of good
Member Film/TV association, Nairobi
actors (10.9%).
32
2.10.0 Summary of Film Consumptions
Movies
Watching
movies/film in
Cinema
Watching Movies
over DVD/VCD
General
Local
General
Local
General
Local
-
-
-
-
4.3
-
15.5
8.1
1.2
0.6
17.2
6.3
-
-
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
Once every three
months
Once in six months
6.6
3.9
8.9
5.0
5.9
6.2
1.3
1.8
-
-
-
-
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
-
-
-
-
2.6
-
More than once in a day
Daily
Don't Know
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.
33
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
Yes
21.3%
78.7%
No
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.
Source of information
Internet / Cybercafe
Kenya Film Commission
Media [TV / radio]
Kenya National Theatre
Newspaper / magazines
CD vendors/ video library
Shop/Supermarket
Kigutha production
Mobile library
I know some local actors
NBO cinema/Kenya Cinema
River road [Simba centre]
CCK
BBC Stores
Town
Ministry of information
Others
Percentage
26.4
16.0
13.1
7.4
7.0
6.6
3.7
2.8
2.8
2.6
2.6
1.6
1.1
1.1
1.0
1.0
3.2
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.
34
2.11.2 Awareness of Kenya Film Commission
No
78.3%
Yes
21.7%
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.
Yes
No
47.9%
52.1%
Figure 17: performance of KFC on educating the public about its mandate
35
2.11.3 Reason for Poor Performance of Kenya Film Commission in Educating the
Public
47.5%
Have never had of the mandate myself
The fact that many people don’t know their
mandate
16.1%
13.6%
Not enough man power to educate people
Have no time to the public / poor networking
6.6%
Don’t promote local movies
5.6%
Poor management
1.6%
They have monopolized the field
1.5%
Not fighting Piracy
They don't seriously Promote local film /
Programmes in kenya world wide
1.5%
Others
1.3%
4.6%
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
38.9%
Promote local film / Programme in kenya world wide
Encourages young people to get exposed in film acting
25.5%
Educative and understanding
It has programmes shown on Tv stations
21.2%
4.8%
Introduction of academies in film production
2.9%
Kalasha award
2.9%
They are available
1.9%
Job / employment
1.0%
It’s the leading film commission
1.0%
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.
36
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
“Nowadays producers just want to assemble a few
generation will most likely go for
things here and there and call it a film, because they
movies which expose them to
want to cut on cost very little is done to ensure that
outside world. This is a quality that
they have the best actors , shoots or are achieved’
majority of the foreign movies
Film producers, Nairobi
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.
37
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
38
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.
39
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
“If the government could only consider and support
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.
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’
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.
40
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.
41
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.
42
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.
43
APPENDIX 1: CONSUMER TRENDS SURVEY TOOLS
KENYA FILM COMMISION
KENYA FILM COMMISION AUDIENCE CONSUMER TRENDS SURVEY 2010
FOR OFFICE USE ONLY
SERIAL No
HH/QUESTIONNAIRE
September 2010
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
Signed (Interviewer’s name and
Date of interview
accordance with the briefing I received and that the information presented herein
signature.
represents the views of the respondent as above and that this person was not known
to me before.
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.
44
PART 1: DEMOGRAPHICS
P12.Working status
P1.PROVINCE
Nairobi ......................................................................................................1
Coast ...........................................................................................................2
Central .......................................................................................................3
Eastern ......................................................................................................4
Rift Valley ................................................................................................5
Western ....................................................................................................5
Nyanza .......................................................................................................6
North eastern .........................................................................................7
Respondent
Head of
household
Full time
01
Part Time
02
Does not work
03
Student
04
P2.DISTRICT/COUNTY OF
INTERVIEW___________________________________________________
Housewife
05
Self-employed/landowner
06
P3. CONSTITUENCY
Private Sector
07
Public Sector
08
Other (PLEASE SPECIFY)
09
……………………………………
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
1
2
3
Comments
P11. What is your highest level of education?
Never went to school
Primary not completed
Completed primary
Secondary not completed
Completed secondary
College/ University not completed
Completed College/ University
Other (Specify)
1
2
3
4
5
6
7
8
45
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.
Went to the mobile cinema (Open air cinema projected on a
screen)
1
2
3
4
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
Remarks/Co
mments
Long ago
Past 7 days
Yesterday
Listened to radio.
Past 4 weeks
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;
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?
Classic TV
E Africa
MNET
KTV
BBC World
Movie Magic
KBC channel 1
CNN
KTN
STV/TV Africa
SUPERS SPORTS
NATION TV
CITIZEN TV
METRO TV
FAMILY TV
Satellite TV
DSTV
Baraka TV
Kiss TV
K24
Other Specify(received on a dish)
Last 7
days
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Four
weeks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Favourite TV
station
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Favourite TV programme
CONSUMER TRENDS OF LOCAL CONTENT TV AND FILM
1.
What time do you mostly watch television?
Time
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)
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
comments
longtime
ago
Past 7 days
Local films /TV programmes
Past 4 weeks
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;
Yesterday
2.
Specify if not within the given time brackets
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.
7.
8.
Please name any Kenyan movies that you are aware of (spontaneous: top of mind awareness)?
Any other
And which of these locally produced movies have you watched?
Spontaneous
Top of mind
Programme
The price of a daughter
The dance for wives
Pamela
Brother Brother
A journey to Pamoja
Santos the survivor
Home alone
I survived
The Public speaker
Matatu girl
The Devil dentist
Bwnagu Mureishi
Ta kimbia
Twist of fate
Coming to England
Before the fall
The encounter
Shida
Adani
Junction Juniors
The game
defendant
The mystery of the golden ring
Getting justice
Behind the road block
Peace wanted alive
Bizzaaire
Tears of the rich master
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Other
mention
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Aided
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Comments
Kibrit
Soul
Others ( specify______________________
9.
32
33
32
33
32
33
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
Once in a week --------------------------------------------------------------------- 3
Once in two weeks ----------------------------------------------------------------- 4
Once a month ----------------------------------------------------------------------- 6
Less often ---------------------------------------------------------------------------- 7
Don’t Know -------------------------------------------------------------------------- 8
01
02
01
02
01
02
03
03
03
03
03
04
05
06
07
08
09
10
11
12
13
14
15
04
05
06
07
08
09
10
11
12
13
14
15
04
05
06
07
08
09
10
11
12
13
14
15
04
05
06
07
08
09
10
11
12
13
14
15
04
05
06
07
08
09
10
11
12
13
14
15
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
Once in a week --------------------------------------------------------------------- 4
Once in two weeks ----------------------------------------------------------------- 5
Once a month ----------------------------------------------------------------------- 7
Less often ---------------------------------------------------------------------------- 8
Don’t Know -------------------------------------------------------------------------- 9
Comm
ents
past 4
weeks
01
02
long
time
ago
Past 7
days
01
02
Name of cinema hall
FOX CINEPLEX SARIT CENTER
FOX 20TH CENTURY CBD
MAMANGINA STREET
FOX 20TH CENTURY CBD MOI
AVENUE
FOX CAPITAL
SILVERBIRD VILLAGE MARKET
SILVERBIRD PRESTIGE PLAZA
SILVERBIRD THE JUNCTION
SILVERBIRD WESTGATE
CASINO
EASTLANDS CINEMA
KENYA CINEMA MOMBASA
NYALICINEMAX MOMBASA
SILVERBIRD MEGA CITY KISUMU
FOX KISUMU UNITED MALL
MOBILE CINEMAS
Three
month
s ago
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
Yester
day
11.
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
Once in a week --------------------------------------------------------------------- 3
Once in two weeks ----------------------------------------------------------------- 4
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
Top of mind
Name of celebrity
Name of the
movie
Comments
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

AUDIENCE CONSUMER TRENDS SURVEY

Transcription

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