The Kenya media programme (KMP) is a programme of Hivos whose aim is to strengthen the existing media landscape in Kenya. KMP's overall objective is to contribute to a responsible, accountable and transparent governance environment and therefore a more stable Kenya. In its bid to strengthen the media sector, KMP has identified the media as the key driver of accountability and good governance and consequently provide a framework of various interventions aimed at improving the professionalism and effectiveness of the media in Kenya.

To inform these strategies KMP commissioned an in‐depth baseline survey to assess the citizen’s perception of the media in Kenya and to determine the prevailing situation in the media sector with regard to the amount of local content in participating media organizations