Kevin Masaba, the team lead at Radiomind Smart Solutions Africa, has urged broadcasters to change the way they do radio business.
He said that currently, radio business needs more collaborations than inherited competition, which is an outdated way of trading.
“There is no more gate-keeping, we are all targeting same category of the consumers. Our advertising models are all influenced by the advertisers, we should rather focus on solution-based sales rather than just selling airtime. I will only achieve my goal when I see the media that works together, because, a united media is the solution we need. Why do our staff look at their selves as competitors when the owners meet for coffee and talk?” he wondered.
Masaba was speaking on February 13 as Uganda joined the world in celebrating World Radio Day at an event organized by Radiomind Smart Solutions Africa. Industry experts and stakeholders convened at Next Media Park for the Radiomind Broadcast Summit 2025, held under the theme: The Future of Radio: Innovations and Responsibilities.
The summit provided a platform to discuss radio’s evolving landscape, the challenges it faces and strategies to ensure its sustainability in an increasingly digital media environment.
With over 350 radio stations across Uganda, the industry continues to grow, driven by demand for on-the-go content, niche programming, language diversity, and technological advancements. However, the rapid rise of digital platforms has reshaped how audiences consume content, putting traditional radio under pressure.
The most recent report by Ipsos, a global leader in market research, highlights how digital migration is forcing radio to adapt, with advertisers shifting budgets to digital platforms, raising concerns about radio’s long-term relevance and profitability.
At the summit, several experts emphasised the need for new revenue models beyond traditional advertising. Discussions centered on commercialising on-air talent, building strong listener communities, and prioritising quality content, programming, and distribution.
Kevin Kiyimba, the head of streaming at Next Media, mentioned that it is the first time in history for World Radio Day to have media companies come together and celebrate radio without competing.
“Clients don’t care about vanity metrics anymore, yet many of us are still pitching them. What they care about is conversion. You must sell solutions, not just ad spaces,” Kiyimba stated.
Panelists explored the power of collaboration within the radio industry and across media platforms. They stressed that partnerships could create stronger content, expand audience reach and unlock new revenue streams. Moses Ateng Kasaja, the treasurer of the National Association of Broadcasters (NAB), challenged the notion that radio is a dying medium.
While acknowledging digital transformation’s importance, he cautioned against assuming digital is the only solution, given Uganda’s uneven internet penetration.
“There is a hype cycle around the idea that radio is dying, but that is not true. It is quite dangerous to assume that shifting everything to digital is the solution, especially in this country. Internet penetration is not as widespread as people in Kampala believe it to be,” Kasaja explained.
Robert Ssebunya, the director of Thought Leadership at the Uganda Marketeers Association, outlined three critical factors that will shape radio’s future: distribution, community and content quality.
He noted that one key differentiator will be how quickly stations get content to audiences, while strong listener communities will help stations stay relevant and adaptable.
The summit also recognized radio’s impact in raising awareness about climate change and other global challenges. Unesco director Louise Haxthausen highlighted radio’s ability to educate and unite communities in tackling pressing issues.
“Radio remains a powerful tool in educating, rallying communities, raising awareness, and tackling global challenges. From community stations to global airwaves, Unesco celebrates radio’s role in creating climate change awareness,” she stated.
At the end of the day, the Radiomind Broadcast Summit 2025 sent a clear message: radio is not dying—it is evolving. To remain relevant, industry players must embrace innovation, strategic collaborations and diversified revenue models.
By prioritising content quality, audience engagement and adaptive distribution strategies, radio can continue to thrive in Uganda’s dynamic media landscape. With digital disruption reshaping the industry, stakeholders are now challenged to future-proof radio, ensuring it remains a powerful tool of communication.
The event was supported by 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