Media content strategist KEVIN MASABA is the brains behind Radiomind Smart Solutions Africa, a platform that markets media audio-visual usage.
Through Radiomind, he has empowered hundreds of radio stations to evolve into dynamic media brands by embracing digital transformation and rethinking traditional business models.
At the recent World Radio day celebrations, Masaba emphasized the need for radio stations to shift from competition to collaboration. As Geofrey Serugo writes, Masaba is on a mission to see media that works together because united media is the solution needed.
With a wealth of experience in radio programming, digital integration and media business models, Masaba has positioned himself as a thought leader in the African media landscape.
His profile and online content reveal a deep commitment to innovation, collaboration and sustainability in the radio industry. There is a growing feeling in Uganda that, with the rise of social media and other digital platforms, the future of radio is bleak.
However, Masaba believes radio is here to stay, but only if it adjusts to the trends of the day. Masaba, who teaches lifestyle radio at various universities, is optimistic about the future of FM radio in Uganda, but only if it evolves.
He argues that FM radio must integrate into the broader digital ecosystem to remain relevant.
“Check, those who claim not to listen to radio are instead listening to podcasts, which is literally radio in a new form. Many people also access radio through digital platforms but still believe it is not radio,” he wonders.
Owing to his experience in training of novices and practicing radio presenters, he emphasizes that the future of radio lies in shared success, not isolated victories. Among the trends is collaboration, which he believes is essential for the survival and growth of Uganda’s radio industry.
“The early days of radio in Uganda were marked by intense competition, fueled by business fallouts among industry pioneers like Patrick Quarcoo, William Pike and Peter Sematimba. This led to a culture of secrecy and ‘radio wars,’ with presenters frequently switching stations,” he recalls.
“However, the industry has matured and the focus should now shift from competition to collaboration. With stations competing for the same listeners, advertisers and formats, the key to success lies in innovation and adaptability rather than hoarding strategies.”
Some of his suggested practical ways through which stations can collaborate is content syndication and digital intergration.
“Popular shows like Capital Gang should be made available across multiple stations and platforms to maximize reach and revenue so everyone can have a share of the cake instead of people duplicating such shows at that same time.
Meanwhile, stations must leverage their social media platforms for monetization instead of viewing digital disruption as a threat,” he says.
STUNTED GROWTH
According to Masaba, Uganda’s current traditional radio business model is outdated and has hindered the industry’s growth. He identifies several key issues such as the over-reliance on advertising, advertiser-driven content and the lack of innovation.
“Look, most radio stations depend solely on advertisement revenue, leaving them vulnerable to market fluctuations. Even when it comes to shows, they are often created to satisfy sponsors rather than meet audience needs. Matters are not helped by the fact that formats like the four-hour breakfast shows and repetitive talk shows have become stale and failed to engage modern listeners,” he says.
So, Masaba advocates for a shift in mindset where radio stations must see themselves as media brands, not just FM frequencies.
“This means embracing digital tools, diversifying revenue streams and creating content that resonates with audiences,” he reasons.
By collaborating on research, advertising, and digital expansion, Masaba believes stations can reduce costs and increase revenue collectively. This shared approach would benefit the entire industry, especially smaller stations struggling to survive.
Nonetheless, several leading radio stations continues to use the adage that if it ain’t broke, don’t fix it. So, they have continued to give top priority to selling airtime.
However, Masaba criticizes this traditional practice, which he views as a limited and outdated approach. Instead, he champions solution-based sales, where stations offer tailored content and product that addresses specific audience needs.
“For example, instead of a 30-second advert, it would be more productive to have a financial literacy show sponsored by a bank, teaching listeners how to save and invest. The same goes for a tech talk segment sponsored by a telecom company. It creates a deeper engagement than an advert. Selling solutions, not just airtime, is the future of radio advertising,” he insists.
ALTERNATIVE REVENUE STREAMS
To reduce dependence on advertising, Masaba encourages stations to explore alternative revenue streams, such as events and activations, subscription-based content and branded podcasts and YouTube channels.
“See, hosting concerts, expos and community events is an underrated approach yet it is fertile ground for engaging the listenership. CBS FM has mastered this art. What’s more, offering premium online content or membership clubs is another of bringing the audience closer and a radio station can also tap into monetizing digital platforms or E-commerce partnerships,” he advises.
What’s clear in all this is that radio stations must diversify their income sources to remain viable in the digital age. Amidst all this, it is crucial to note that it takes a sector effort to achieve success.
According to Masaba, institutions such as the Uganda Communications Commission (UCC), National Association of Broadcasters (NAB) and Rural Broadcasters’ Association of Uganda (RUBA) have to play a more proactive role in fostering collaboration.
“This can be in form of shared research and audience data, digital monetization policies and the creation of support systems for struggling stations. Instead of merely policing content, these bodies should empower stations to thrive as businesses because if these stations close, they will also have ceased automatically. They must work to support media through trainings and content harmonizing,” he says.
He highlights the current radio challenges such as the 380+ registered stations, but only a handful are profitable.
“Many stations operate like NGOs, but with a profit approach, wanting to sell advertising but hasten to pay their content creators, lacking the business acumen to thrive. Also, rural and urban stations face similar challenges depending on the national brands for advertising ignoring homegrown businesses and continue to cry foul and operate in isolation,” he says.
NEED FOR OVERHAUL
Masaba says that in today’s world, a radio presenter can do a show from their bed.
“The reason many stations are not making money now is that they are still locked into the pre-Covid-19 business model, running same or old technology, same staff yet competing with new minds fresh sophisticated technology.
“You cannot do the same thing and expect different results. Radio needs an overhaul, from the presenters, the formats, the tech, the mindsets and marketing style. Radio stations need to heavily invest in doing proper research based on real-time data and adopt tools and change the way they do things.”
LOOKING AHEAD
Masaba, currently championing teaching podcasts in high schools like Taibah International School and Makerere College School, plans to take the campaign throughout the country.
He concludes that FM radio will thrive if it transforms into a content powerhouse across multiple platforms. Through Radiomind Africa, Masaba has now placed himself at the forefront of redefining the radio industry.
By advocating for collaboration, innovation and digital integration, he is helping stations move beyond traditional models and become sustainable media brands. His insights reflect a deep understanding of the challenges and opportunities facing radio in Uganda and a clear vision for its future.
Through Radiomind, Masaba is not just shaping the future of radio; he is ensuring its survival in an increasingly digital world. Who is Kevin Masaba? Kevin Masaba is a bachelor’s of Arts in Literature and English graduate from Kyambogo University.
In fact, Masaba is not new in the media industry. As far back as 1999 during his high school years, he did odd jobs at Daily Monitor publications as a newspaper inserter. He did the same at The Observer in 2004. From then on, he went on to produce several radio shows at Capital FM such as The Late Date, The Capital Gang and many other breakfast shows.
He attained certification in radio programming at Germany-based Lawo, an international company specializing in the manufacture of digital mixing consoles and professional audio equipment.
In the early 2010s, he became the pioneer programs producer and trainer at Vision Group radio stations, programmed stations like Crooze FM Mbarara, Radiocity 97 FM, East FM Tororo, Rock City Radio Tororo, Time FM Mbale, Hills FM Kabale, Liberty FM Hoima and Smart FM, among others.
At the moment, he is working to fix a number of media-related issues costing the industry in collaboration with United Media, an entity under Next Media working to fix the business issues in the radio industry.
In his spare time, Masaba teaches radio for free and hosts masterclasses. He recently introduced national podcast clubs in schools to provide skills to young people to embrace technology.
I love this, very good