Abstract
Video-on-Demand (VoD) platforms have revolutionized media consumption globally, offering personalized content experiences and challenging traditional broadcasting norms. This paper investigates the role of Citizen TV’s Viusasa in promoting local content within Kenya’s dynamic media landscape and evaluates the effectiveness of its personalized content delivery. Through a comprehensive analysis of user feedback, scholarly perspectives, and industry insights, the study examines how Viusasa leverages VoD technology and personalized recommendation algorithms to enhance user engagement and satisfaction. The Mediamorphosis Theory provides a conceptual framework, illustrating Viusasa’s adaptation to technological advancements while supporting local content creators amidst competition from global streaming giants. This research highlights Viusasa’s strategic initiatives in content diversification, user interface enhancements, and market positioning, underscoring its impact on Kenya’s media industry. By fostering a platform that accommodates indigenous storytelling and cultural expression, Viusasa bridges the gap between traditional broadcast media and modern digital platforms. The findings suggest that Viusasa’s success hinges on its ability to sustainably meet the evolving preferences of Kenyan audiences while navigating challenges such as financial sustainability and content diversity. Looking forward, Viusasa’s strategic growth initiatives and partnerships with local stakeholders are crucial for its continued relevance and influence in Kenya’s media ecosystem.
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