Diversity in the Programming of a Media Conglomerate: A Study of Multimedia Broadcasting Corporation (MBC)

Abstract

The changing patterns of media ownership as a result of media liberalization and technological advancements have been globally acknowledged. Of particular interest is the growing phenomenon of media concentration in the hands of a few owners who are becoming conglomerates in the sector and the implications on the development of programming diversity. The study examined the programming patterns of three radio stations Joy FM, Hitz FM and Luv FM owned by an emerging conglomerate, Multimedia Broadcasting Corporation (MBC). Two of the stations, Joy FM and Hitz FM are located in Accra while the third, Luv FM is located in Kumasi. The purpose of the study was to ascertain the extent of diversity in their programming. The other objective was to find out the programming policy of the company. The study was conceptualised within the framework of the media pluralism theory. A mixed method approach of content analysis, documentary analysis and in-depth interview was employed for the study. A total of 199 recorded programmes from the three stations covering an entire week and from the stations‟ advertising block cards, were content analysed. These were augmented with an in-depth interview with the programmes manager of MBC. The study found that while some content was the same for especially Joy FM and Luv FM, Hitz FM was totally different in terms of orientation as it remained a music and entertainment station even after its acquisition. However, data showed diversity in the format, type and pattern of the programming of Joy FM and Luv FM. It was observed that Joy FM had a wider range and variety of programmes than the other two stations. The study also found that all three stations devoted more time to programming than to advertising.