IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i8p2313-2325.html
   My bibliography  Save this article

Citizen TV’s Viusasa: A Tool for Encouraging Local Content Creators

Author

Listed:
  • Peter James Wainaina

    (Department of Humanities, Chuka University)

  • Dr. Henry Nkoru Nabea

    (Department of Humanities, Chuka University)

  • Prof. Kyalo Wa Ngula

    (Department of Humanities, Chuka University)

Abstract

Video-on-Demand (VoD) platforms have revolutionized media consumption globally, offering personalized content experiences and challenging traditional broadcasting norms. This paper investigates the role of Citizen TV’s Viusasa in promoting local content within Kenya’s dynamic media landscape and evaluates the effectiveness of its personalized content delivery. Through a comprehensive analysis of user feedback, scholarly perspectives, and industry insights, the study examines how Viusasa leverages VoD technology and personalized recommendation algorithms to enhance user engagement and satisfaction. The Mediamorphosis Theory provides a conceptual framework, illustrating Viusasa’s adaptation to technological advancements while supporting local content creators amidst competition from global streaming giants. This research highlights Viusasa’s strategic initiatives in content diversification, user interface enhancements, and market positioning, underscoring its impact on Kenya’s media industry. By fostering a platform that accommodates indigenous storytelling and cultural expression, Viusasa bridges the gap between traditional broadcast media and modern digital platforms. The findings suggest that Viusasa’s success hinges on its ability to sustainably meet the evolving preferences of Kenyan audiences while navigating challenges such as financial sustainability and content diversity. Looking forward, Viusasa’s strategic growth initiatives and partnerships with local stakeholders are crucial for its continued relevance and influence in Kenya’s media ecosystem.

Suggested Citation

  • Peter James Wainaina & Dr. Henry Nkoru Nabea & Prof. Kyalo Wa Ngula, 2024. "Citizen TV’s Viusasa: A Tool for Encouraging Local Content Creators," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 2313-2325, August.
  • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:2313-2325
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-8/2313-2325.pdf
    Download Restriction: no

    File URL: https://rsisinternational.org/journals/ijriss/articles/citizen-tvs-viusasa-a-tool-for-encouraging-local-content-creators/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Garima Gupta & Komal Singharia, 2021. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis," Vision, , vol. 25(1), pages 36-46, March.
    2. Sangwon Lee & Seonmi Lee & Hyemin Joo & Yoonjae Nam, 2021. "Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study," Sustainability, MDPI, vol. 13(10), pages 1-15, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bhubaneswari Bisoyi & Vivek Mishra & Biswajit Das & Ipseeta Satpathy, 2024. "Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 82-96, February.
    2. Park, Subin & Lee, Jongsu & Kim, Junghun, 2024. "Exploring the fittest choice model for consumer preference analysis on over-the-top service," Technology in Society, Elsevier, vol. 76(C).
    3. Daniel Javier de la Garza Montemayor & Daniel Barredo Ibáñez & Mayra Elizabeth Brosig Rodríguez, 2023. "Digital Habits of Users in the Post-Pandemic Context: A Study on the Transition of Mexican Internet and Media Users from the Monterrey Metropolitan Area," Societies, MDPI, vol. 13(3), pages 1-12, March.
    4. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    5. Sangwon Lee & Soomin Joo & Jinyoung Park & Yoonjae Nam, 2022. "ICT Infrastructure, OTT Market Growth, Economic Freedom, and International Tourism: A Cross-Country Empirical Study," Sustainability, MDPI, vol. 14(19), pages 1-12, September.
    6. Saurabh Verma & Sunil Kumar Yadav, 2023. "The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India," Jindal Journal of Business Research, , vol. 12(1), pages 30-43, June.
    7. Rabinarayan Patnaik & Soumendra Kumar Patra & Durga Madhab Mahapatra & Sukanta Kumar Baral, 2024. "Adoption and Challenges Underlying OTT Platform in India during Pandemic: A Critical Study of Socio-Economic and Technological Issues," FIIB Business Review, , vol. 13(3), pages 356-363, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:2313-2325. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.