Mainstream media houses have been urged to accelerate digital transformation efforts as social media continues to redefine how Ugandans access news, entertainment and other forms of information.
The call was made during a meeting of radio managers held at Arirang Hotel in Kampala as the East Africa Radio Advertising Service (EARS) marked seven years of supporting Uganda’s radio industry.
EARS, an organisation that works with radio stations to strengthen audience research, advertising, revenue generation and capacity building, said broadcasters must adapt to changing consumer habits in order to remain commercially sustainable.
EARS co-founder Douglas Mutumba said traditional radio broadcasting alone is no longer sufficient in the current media environment, where audiences are increasingly turning to digital platforms for content.
Mutumba urged radio stations to embrace digital tools to expand their reach, attract new audiences and create more opportunities for advertisers.
He noted that while radio remains an influential medium, broadcasters must invest in online platforms, audience engagement strategies and new content distribution channels to stay competitive.
Mutumba also called for greater unity among radio owners and managers, arguing that the industry needs a collective voice when engaging government on policies affecting the future of broadcasting.
He said collaboration among industry players is essential in addressing challenges facing broadcasters and ensuring the long-term growth of Uganda’s radio sector.
The meeting concluded with broadcasters and EARS committing to strengthen partnerships, promote innovation and develop strategies aimed at building a stronger and more sustainable radio industry.
The discussions come at a time when traditional media houses across Uganda and the region are increasingly adapting to digital platforms amid changing audience behaviours and growing competition from online content creators.
By Our Reporter
10th July 2026
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