Emerging Treatments of User-Generated Content in Local Film and Television Production in Kenya: Creative Implications and Industry Trends

Purpose: This study examined how the treatment of User-Generated Content (UGC) influences local film and TV production in Kenya. It explored how creative, technical and collaborative approaches including narrative styles, production techniques, sources and production budgets shape the integration of UGC into the industry, potentially challenging traditional media norms. Methodology: A descriptive mixed-methods design was employed. Quantitative data were collected through structured questionnaires from 384 respondents sampled proportionally from local film/TV producers and UGC creators on YouTube, Instagram and TikTok. Qualitative insights were obtained from 24 key informants representing industry stakeholders, including KFC, KFCB, KECOBO, DFS, and CA. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were thematically analyzed. Findings: UGC has decentralized content creation and disrupted traditional production and distribution models, influencing narrative styles, aesthetics and industry practices. While many respondents recognized the contribution of UGC to diverse narratives and accessibility, concerns persisted about its professional recognition and quality. Production techniques and resource allocation emerged as key determinants of the relevance of UGC. Unique Contribution to Theory, Practice and Policy: The study extends Uses and Gratifications Theory (UGT) by showing how UGC treatment strategies shape audience engagement, production quality and industry acceptance. It highlights the need for collaboration between traditional/legacy media and digital creators and calls for policy frameworks that balance quality benchmarks with creative freedom.