The lead at Radiomind Smart Solutions Africa, Kevin Masaba, recently called for broadcasters to rethink their approach to radio operations. He emphasized that the industry needs collaborative efforts instead of the outdated model of competition that many stations have inherited from previous generations.
Masaba questioned the current industry dynamics during his speech. "There exists no more gate-keeping since we all target identical consumer categories. Advertisers influence our advertising models across the board. We should concentrate on selling solutions rather than simply airtime. I'll reach my objective when I witness media organizations working together. A unified media represents the answer we need. Why do staff members view themselves as rivals when the business owners meet for coffee conversations?" he asked.
His comments came during the February 13 celebration of World Radio Day at an event organized by his company. Industry professionals gathered at Next Media Park for the Radiomind Broadcast Summit 2025 under the theme "The Future of Radio: Innovations and Responsibilities." Participants discussed how radio continues to evolve, examined current challenges, and explored strategies to maintain relevance as digital platforms reshape media consumption.
Uganda boasts more than 350 radio stations nationwide, and industry growth is driven by several factors, including demand for portable content, specialized programming, diverse language offerings, and technological improvements. However, the expansion of digital platforms has fundamentally changed audience behavior, creating pressure on traditional broadcasting models.
Recent research from Ipsos, which specializes in global market analysis, indicates that digital migration forces radio stations to adapt their practices. Advertisers increasingly direct their budgets toward digital platforms, raising questions about the long-term profitability and relevance of conventional radio operations.
Summit participants stressed the importance of developing new revenue approaches beyond traditional advertising. Experts suggested commercializing on-air talent, building stronger listener communities, and focusing on high-quality content, programming, and distribution channels.
Next Media's head of streaming, Kevin Kiyimba, noted the historic nature of the event. "For the first time, World Radio Day brought media companies together to celebrate radio without competing against each other," he said. He added, "Clients care less about vanity metrics these days, yet many stations continue pitching them. What matters to clients is conversion. You must sell solutions instead of merely advertising space."
Panel discussions explored the benefits of collaboration within radio and across different media platforms. Speakers emphasized that partnerships could strengthen content quality, reach larger audiences, and create additional revenue opportunities. Moses Ateng Kasaja, treasurer of the National Association of Broadcasters, challenged perceptions that radio represents a dying medium.
Though Kasaja acknowledged the importance of digital transformation, he cautioned against viewing digital platforms as universal solutions, particularly considering Uganda's uneven internet access. "People talk about radio dying, but that statement lacks truth. Assuming everything should move to digital platforms creates dangers, especially here. Internet availability extends less widely than Kampala residents might believe," Kasaja explained.
Uganda Marketeers Association's director of Thought Leadership, Robert Ssebunya, identified three factors shaping the future of radio: distribution methods, community engagement, and content quality. He suggested that speed of content delivery will differentiate successful stations, and strong listener communities will help broadcasters remain relevant through changing times.
The summit recognized radio's role in educating the public about climate change and similar global issues. UNESCO director Louise Haxthausen highlighted how radio educates and unites communities by addressing important challenges. "Radio remains powerful for education, community mobilization, awareness campaigns, and tackling worldwide problems. UNESCO celebrates radio's contribution to climate change awareness, from local community stations to international broadcasting," she stated.
The Radiomind Broadcast Summit 2025 delivered a clear message about radio's future. Rather than disappearing, radio continues evolving to meet new challenges. Industry participants must embrace innovation, strategic partnerships, and diverse revenue approaches to succeed. By emphasizing quality content, engaging audiences effectively, and adapting distribution strategies thoughtfully, radio can maintain its significance within Uganda's changing media landscape. As digital disruption transforms broadcasting, stakeholders face the challenge of preparing radio for future success as an essential communication tool.
The event received support from numerous organizations, including Uganda Breweries, Zoe Farms Tororo, Evolve Africa, Afromobile, United Media, Reelanalytics, Teenz Kulture, Crown Beverages through Pepsi, Uganda Advertising Association, Uganda Marketers Society, VIDE, and Roke Telkom.
Masaba questioned the current industry dynamics during his speech. "There exists no more gate-keeping since we all target identical consumer categories. Advertisers influence our advertising models across the board. We should concentrate on selling solutions rather than simply airtime. I'll reach my objective when I witness media organizations working together. A unified media represents the answer we need. Why do staff members view themselves as rivals when the business owners meet for coffee conversations?" he asked.
His comments came during the February 13 celebration of World Radio Day at an event organized by his company. Industry professionals gathered at Next Media Park for the Radiomind Broadcast Summit 2025 under the theme "The Future of Radio: Innovations and Responsibilities." Participants discussed how radio continues to evolve, examined current challenges, and explored strategies to maintain relevance as digital platforms reshape media consumption.
Uganda boasts more than 350 radio stations nationwide, and industry growth is driven by several factors, including demand for portable content, specialized programming, diverse language offerings, and technological improvements. However, the expansion of digital platforms has fundamentally changed audience behavior, creating pressure on traditional broadcasting models.
Recent research from Ipsos, which specializes in global market analysis, indicates that digital migration forces radio stations to adapt their practices. Advertisers increasingly direct their budgets toward digital platforms, raising questions about the long-term profitability and relevance of conventional radio operations.
Summit participants stressed the importance of developing new revenue approaches beyond traditional advertising. Experts suggested commercializing on-air talent, building stronger listener communities, and focusing on high-quality content, programming, and distribution channels.
Next Media's head of streaming, Kevin Kiyimba, noted the historic nature of the event. "For the first time, World Radio Day brought media companies together to celebrate radio without competing against each other," he said. He added, "Clients care less about vanity metrics these days, yet many stations continue pitching them. What matters to clients is conversion. You must sell solutions instead of merely advertising space."
Panel discussions explored the benefits of collaboration within radio and across different media platforms. Speakers emphasized that partnerships could strengthen content quality, reach larger audiences, and create additional revenue opportunities. Moses Ateng Kasaja, treasurer of the National Association of Broadcasters, challenged perceptions that radio represents a dying medium.
Though Kasaja acknowledged the importance of digital transformation, he cautioned against viewing digital platforms as universal solutions, particularly considering Uganda's uneven internet access. "People talk about radio dying, but that statement lacks truth. Assuming everything should move to digital platforms creates dangers, especially here. Internet availability extends less widely than Kampala residents might believe," Kasaja explained.
Uganda Marketeers Association's director of Thought Leadership, Robert Ssebunya, identified three factors shaping the future of radio: distribution methods, community engagement, and content quality. He suggested that speed of content delivery will differentiate successful stations, and strong listener communities will help broadcasters remain relevant through changing times.
The summit recognized radio's role in educating the public about climate change and similar global issues. UNESCO director Louise Haxthausen highlighted how radio educates and unites communities by addressing important challenges. "Radio remains powerful for education, community mobilization, awareness campaigns, and tackling worldwide problems. UNESCO celebrates radio's contribution to climate change awareness, from local community stations to international broadcasting," she stated.
The Radiomind Broadcast Summit 2025 delivered a clear message about radio's future. Rather than disappearing, radio continues evolving to meet new challenges. Industry participants must embrace innovation, strategic partnerships, and diverse revenue approaches to succeed. By emphasizing quality content, engaging audiences effectively, and adapting distribution strategies thoughtfully, radio can maintain its significance within Uganda's changing media landscape. As digital disruption transforms broadcasting, stakeholders face the challenge of preparing radio for future success as an essential communication tool.
The event received support from numerous organizations, including Uganda Breweries, Zoe Farms Tororo, Evolve Africa, Afromobile, United Media, Reelanalytics, Teenz Kulture, Crown Beverages through Pepsi, Uganda Advertising Association, Uganda Marketers Society, VIDE, and Roke Telkom.
