Citizen TV is the most-watched channel in Kenya by children under 14 between 6 am and 6 pm averaging 961,000 viewers, a report commissioned by Akili Kids TV and authored by research company Geopoll shows.
This comes even as media stations in the country move to alter their programming to cater for children who are now at home after all schools in Kenya were closed to limit the spread of COVID-19.
According to the report whose findings are based on a survey conducted in July, Akili Kids, a new TV station launched in March is the second most-watched channel averaging 691,000 viewers during the hours under review followed by KTN Home (216,000), NTV (199,000) and Maisha Magic East (193,000). The average total number of viewers under this bracket on any given day was 1.2 million.
The report which sampled 14.6 million adults of 18 years or more who have a child aged 14 or under living at home with them established that 55% of all viewership was done with both a child or children and either a caregiver or parent.
Further according to the report, Citizen TV was still the most viewed channel by adults aged 18 or above watching TV with their children aged 14 or below averaging 1.15 million viewers followed by Akili Kids (628,000), KTN Home (296,000), NTV (256,000) and Maisha Magic East (221,000).
By Living Standards Measure (LSM) groups where 10 is the highest and 1 the lowest, Citizen TV was still the most popular across all LSM groups followed by Akili Kids.
Viewing numbers on Maisha Magic East, KTN and NTV differed depending on the LSM group.
Citizen TV and Akili Kids were the top two channels for kids respectively on both weekdays and weekends with the former getting a rating of 5.8 on weekdays and 7.8 on weekends while the latter got a rating of 4.8 on weekdays and 4.6 on weekends.
New Kid On The Block?
Akili Kids is a new TV channel launched in March 2020 that majors in children’s programming. The TV station was developed with a clear focus on daytime programming, and this is simply because that is when children are most active and will most likely be allowed to watch TV by their parents or caregivers.
Since its launch, the survey highlights that Akili kids! reached 36% of the 14,924,000 children with access to TV with 5,373,000 children reached in the survey week which reached 29% of the 14,664,000 adults with children with access to TV and 4,253,000 adults reached in the survey week, according to the research done by GeoPoll
‘’Akili Kids! has come in with a totally different proposition with extreme focus during the daytime (6am – 6pm). We are the first to have a clear focus on daytime programming, and this is simply because that is when our children are most active and will most likely be allowed to watch TV by their parents or caregivers,’’ notes Jesse Soleil, Akili Kid’s President & Co-founder.
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