An Examination Of The Practice And Effectiveness Of Outsourcing Television Programs The Case Of Ethiopian Broadcasting Corporation

This study was undertaken to examine the practice and the effectiveness of the outsourced television programs in EBC. The study was guided by three basic research questions; and the public broadcasting service and, use and gratification theories as a theoretical framework. The study used descriptive research design and mixed methods by combining quantitative and qualitative methods. The study focused on the Ethiopian Broadcasting Corporation (EBC). The study sites were selected by using purposive sampling technique. The qualitative data was gathered from one group discussion with five participants from EBC staff whose work was connected with outsourced programs. Two were outsourced program editors; one was from the quality control team, one from the outsourced programs selection committee; and the fifth was the Outsourcing and Commissioning Department Head. Furthermore it was gathered from in – depth interview with four outsourced television programs producers. The quantitative data was collected from156 television viewers of Addis Ababa city residents who had television sets and were annual service charge payers. The study was made using the survey method. Thus, a questionnaire was employed to collect the required data used to find out the audiences’ level of satisfaction based on Likert’s scale. The collected data was analyzed by using SPSS version 24. Results of the findings of the study from the focus group discussion and individual in-depth interview showed that, most of the EBC outsourced television programs lack creativity and additional variety. The results from the audience survey showed that the level of satisfaction of the audience is very low. Participants those fill the questionnaire were generally dissatisfied with the overall services of the EBC outsourced television programs. The programs suffer from lack of credibility. Based on the findings, the researcher recommends that the corporation improves the entertainment channel to HD transmission. EBC should measure the level of satisfaction of the audiences before outsourcing television programs. The EBC should improve and employ flexible outsourcing practices according to the needs of the current entertainment industry to ensure trust by meeting professional standards.

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