Impact of media convergence on corporate performance of media organizations in Kenya
Aduda, David Otieno
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This dissertation examines the impact of media convergence on the corporate performance of the media houses in Kenya and focuses mainly on the Nation Media Group and the Standard Group Limited. It argues that media convergence, which offers a wide range of content, timely, conveniently and interactively, has caused audiences to migrate from the traditional media to new media for news and information, hence reduced circulation of newspapers, ratings of television and radio; cut advertising revenues; and led to reduced profits. The study examines three objectives: impact of media convergence on advertising, circulation and profits. It uses quantitative and qualitative research methods; data is collected through questionnaires, in-depth interviews and desk review of secondary, and presented through narrative and descriptive statistics. The findings show that media convergence has affected advertising, circulation and reduced profitability of the media houses. Consequently, it makes a number of recommendations, including multiskilling of journalists to enable them work across all platforms to reduce operational costs, content sharing with other media houses especially those at the counties, syndicating premium content and adopting new advertising models such as native advertising and changing recruitment policies and procedures to align with the media convergence.