Dr Justus M Munyoki , PhD.1 and Jacqueline A. Odudoh2
1School of Business, University of Nairobi, Nairobi, Kenya
2University of Nairobi, Nairobi, Kenya
Corresponding email: jmmunyoki@uonbi.ac.ke
The purpose of the study was to determine the preferred television stations, and factors
that influence consumer preference of television stations. The study was a cross sectional
survey undertaken among the public primary school teachers in Langata Division. A
sample of 56 public primary school teachers was surveyed. A questionnaires was used to
collect the data. The data were annalyzed using descriptive statistics.The study results
reviewed that the Citizen TV was preferred by majority of the teachers. The study further
found that news coverage, the type of programs aired, TV station presenters, and quality of
reception of the TV station signal were the major factors that influence preference of
Television stations by public primary school teachers in Langata Division. The study
recommends that the government should encourage and reinforce production and airing of
local programs by television stations and also reinforce and encourage media houses in
news coverage. It further recommends that more vetting should be done for programs
before airing them to determine the appropriate target audience and to ensure their
relevance in meeting the viewers’ needs.
Key words: television stations, Public primary school, teacher preference
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