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Diversify revenue models, social media for sustainability, editors told

Participants pose for a group photo after the workshop on media sustainability held Thursday, January 30, 2025 at Gold Course Hotel in Kampala (Photo/Courtesy)

Kampala, (UG):- Experts from the government and civic sector have challenged Ugandan media practitioners and owners to ensure continued innovation, diversified revenue streams and strategic partnerships if the industry is to keep afloat amid rapid technological changes and evolving audience demands.

The rallying call was made Thursday, January 30, 2025, during the Media Sustainability Dialogue held at Golf Course Hotel, Kampala.

The workshop, organized by WAN-IFRA (World Association of News Publishers) under the Women in News (WIN), Africa Project, brought together editors under their umbrella body; East African Editors Guild, civil society organizations, and the government to address challenges and explore strategies for sustaining journalism in Uganda’s evolving media landscape.

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A panel discussion moderated by Josephine Karungi on the afternoon featured prominent figures in Uganda’s media space who included; Ms Barbara Kaija, Chief Editor of NewVision; Pius Katunzi, Editor at TheObserver; Mr George Lugalambi, Executive Director of African Centre for Media Excellence (ACME) and Ms Susan Nsibirwa, Managing Director of Nation Media Group Uganda.

Ms Kaija highlighted the importance of investment in media, noting, “If you believe in the media, you will invest in it and make it work. Ownership plays a big role in determining whether media houses can afford to take the long haul.”

The NewVision boss also expressed concern over the increasing workload expected of journalists. “Today, a journalist is expected to be a super journalist writing, taking pictures, producing videos, and packaging content for multiple platforms,” she said, advocating for a balance between workload and fair remuneration.

ACME Director, Mr Goerge Lugalambi re-echoed the need for media houses to learn from technological advancements in the fintech sector and to train journalists to adapt quickly to emerging trends.

“Content creation isn’t just about long-form articles anymore. Journalists need to break stories into accessible nuggets while maintaining editorial standards,” he noted.

On the daring issued newsroom disruption, Pius Katunzi, an Editor of The Observer said; “We talk to experts and managers, but we must also engage younger journalists.” He added; “Many think they understand the audience but fail to connect with them meaningfully.”

Ms Sharon Kakai, Communications and Marketing Lead at Innovation Village, emphasized the importance of media innovation in an era marked by technological advancements. She shared how global media houses are lately experimenting with blockchain for copyright protection and urged Ugandan media practitioners to ponder the implications.

“Blockchain and NFTs are concepts some media houses globally are already exploring. While it’s still unclear how this applies to us, it’s important to think about what it means for our industry,” she stated.

Kakai also pointed out the recurring shift towards short-form content, with platforms like TikTok capturing audiences’ attention. “People do not listen for more than ten minutes unless the content is really interesting,” she said, urging media houses to rethink storytelling formats to engage young audiences.

She stressed the need to combat misinformation, particularly on platforms like WhatsApp and Twitter and advocated for stronger partnerships to skill young journalists in digital storytelling, fact-checking, and content innovation. “Initiatives like the Media Challenge Initiative and our efforts at the Media Lab are crucial in equipping young journalists with the skills they need,” Kakai noted.

Kakai suggested affiliate marketing, influencer collaborations, crowdfunding, and donor support as untapped opportunities. “The future of sustainable media will depend on adaptability, innovative business models, and partnerships,” she said.

Moses Watasa, Commissioner for Communications at the Ministry of ICT and National Guidance in his keynote address on ICT progress and its integration in the media challenged the editors to look out for big collaborations and partnerships coming up that will lead to positive change in Uganda’s digital space.

Mr Watasa also hinted that recently ICT ministry officials met with Facebook CEO Mark Zuckerberg at the Meta’s Silicon Valley in the United States, and discussed key issues, including the reopening of Facebook which has stayed closed in Uganda since 2021.

Jane Godia, a Director at Women In News, Africa, who organized the workshop emphasized the importance of partnerships for peer-to-peer learning. She cited ongoing collaborations with the Norwegian government, which has linked journalists from Uganda, Kenya, and Tanzania with international media experts.

“Currently, Uganda, Kenya, and Tanzania are supported by the Norwegian government in the WANIFRA, that’s how we work,” Ms Godia noted.

The dialogue concluded with a daring need and challenge for media houses to diversify revenue models, leverage social media collaborations, and tap into crowdfunding and donor support. “The future of sustainable media in Uganda will depend on adaptability, innovative business models, and partnerships,” Ms Kakai stated, urging media stakeholders not to overlook the potential of young people. “They are your secret to sustainability.”

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