Viewers Perception of the ICU “Chumba Cha Umbea” Television Programme of DSTV’s Maisha Magic Bongo Channel in Adherence to Ethical Values in Tanzania

Abstract

The study set out to explore viewers’ perceptions of the ICU “Chumba Cha Umbea” Program of DSTV’s Maisha Magic Bongo Channel in adherence to journalism ethics in Tanzania. The study relied on a mixed-methods approach, incorporating both quantitative and qualitative approaches. Data were collated from a sample size of 85 respondents using a questionnaire and key informant interviews. This was also supplemented by a rigorous review of the ICU “Chumba cha Umbea” Television Programme. The study findings showed that the obsession by most of the viewers is what is entertaining to them, irrespective of whether such programmes fall short of the requirements governing the journalism profession in the country. The findings indicate that most of the respondents preferred to watch the programme at home with their family members. This study contributes to an area that has not been adequately researched and holds the potential to improve the journalism code of ethics landscape in the country.