By Willy Chowoo
“Those who will survive are those willing to take the risk of embracing digital platforms and Artificial Intelligence (AI), which is here to stay,” says Wilson Akiiki Kaija, a media trainer and content producer. He adds, “AI is empowering journalists to automate interactions with audiences, viewers, and readers, recognizing that these groups are no longer passive consumers waiting for content.”
Kaija, who is also a lecturer in the Department of Journalism and Communication at Makerere University, emphasizes that legacy media must embrace digital platforms. However, he adds, “They need to populate these platforms with meaningful content—content that adds value and resonates with the person engaging with or reading it.”
African media stands at a pivotal juncture. Once the cornerstone of democratic progress, it now grapples with myriad challenges, including digital disruption, audience fragmentation, restrictive regulations, and dwindling revenues. These obstacles, compounded by evolving consumption patterns, demand urgent rethinking of strategies to ensure survival and relevance. Experts across the continent agree that media organizations that will survive this storm are those that adopt innovative solutions for the future.
The Political and Economic Squeeze
African media has long been a battleground for truth and accountability. However, political and economic pressures are threatening its independence and financial viability. Abalo Irene Otto, a multimedia journalist and trainer at the Daily Monitor in Uganda, points to the hostile environment investigative journalism often encounters.
Abalo believes that producing content that demands transparency, and accountability faces resistance because it exposes misuse of public resources. “Public accountability is a big deal because of money being misused in Africa, only sticking to the truth and adhering to journalistic principles always keep journalism thriving”, Otto says.
This is not a standalone issue. Across the continent, a rollback on political freedoms is restricting media operations. David Aduda, a lecturer at the Aga Khan School of Media and Communication in Kenya, highlights how the gains of the past three decades are being eroded.
“We are witnessing a clawback on political freedoms. In many countries, restrictive laws and censorship are stifling media independence, which in turn undermines democracy. When political elites want to suppress dissent, the first casualty is often the media,” Aduda explains. And he adds that, “they limit media capacity to provide public information which enables the public to make informed decisions and the challenge the establishment”
The economic downturn has exacerbated these challenges. Media houses, heavily reliant on advertising revenue, are feeling the pinch as advertisers slash budgets.
“When the economy struggles, media budgets are the first to suffer. This financial strain directly impacts the quality and quantity of content produced,” Aduda adds.
Restrictive Laws and Censorship
In many African countries, media freedom is under siege. Political and commercial pressures are eroding editorial independence, leading to a loss of credibility and trust among audiences. Neema Wamai, a media trainer and former journalist in Kenya, underscores the detrimental impact of restrictive laws.
“Wamai says the detrimental impact of the restrictive laws not only limit editorial independence but also drive audiences away. “It affects the credibility resulting into shifting audience. Media organizations must advocate for better regulatory frameworks to restore public trust,” Wamai notes.
Aduda, a media expert expresses concern over the increasing political restrictions on media freedom across Africa. According to him, such actions not only stifle journalistic expression but also pose a significant threat to democracy itself.
“Democracy thrives on a free media. When political elites want to suppress democratic growth, the first target is often the media. They limit the capacity of journalists to provide public information, restrict platforms for free expression, and weaken the ability of citizens to make informed decisions,” Aduda said.
Aduda notes that restrictive laws, censorship, and political interference are common tactics used to undermine the role of the media in holding power to account. These measures not only limit the media’s watchdog role but also create an environment where misinformation and propaganda can flourish unchecked.
The Disruption of Technology
While technology has opened new frontiers, it has also disrupted traditional media’s revenue streams and market dominance. Global tech giants like Google, Facebook, and TikTok now dominate the advertising market, sidelining local media houses. Furthermore, platforms such as YouTube and podcasts have democratized content creation, with citizen journalists and influencers claiming significant audience shares.
Digital disruption is redefining how people consume news. With over 500 million internet users in Africa, audiences are turning to social media, podcasts, and online platforms for information, leaving traditional outlets struggling to keep up.”
“The days of traditional media’s monopoly over audiences and advertisers are over,” Aduda observes. “Media organizations must now focus on value addition rather than immediacy. They need to provide depth, context, and analysis that digital platforms often lack.”
With the rise of digital platforms like YouTube, Facebook, and TikTok dominating the advertising market and audience attention, Aduda believes traditional media must innovate to regain a competitive edge. By focusing on quality, analysis, and depth, legacy media can reclaim their place in the information ecosystem.
Aduda pointed out that audiences today are not just seeking news; they want actionable insights and comprehensive perspectives that help them make informed decisions.
“Consumers need information that enables them to understand their environment and make decisions. This is where traditional media can play a pivotal role by providing context, interpretation, and additional data that digital platforms cannot match,” he explained.
Wilson Kaiija emphasizes that the future belongs to those willing to embrace emerging technologies like artificial intelligence (AI).
“AI is transforming journalism. It enables automated interactions with audiences, allowing media houses to personalize content and address specific needs. This is particularly crucial in regions where hyper-local issues resonate more than national or global news,” Kaiija explains.
Changing Audience Consumption Patterns
Audience behavior is shifting rapidly. The rise of smartphones and affordable internet has fragmented audiences, forcing media houses to rethink how they create and distribute content. Irene Otto argues that understanding audience preferences is critical for survival.
“Real-time data can guide content creation. Media houses need to know where their audiences are, what they consume, and how they consume it. Without this understanding, traditional media risks becoming obsolete,” she warns.
Kaija adds that hyper-localization and hyper-personalization are key to reconnecting with audiences. He emphasizes the importance of focusing on deeply localized issues that impact the audience and creating content that resonates with them on a personal level.
“People want stories that reflect their lives and address their specific challenges. By focusing on hyper-local content, media organizations can create a deeper connection with their audiences,” he says.
Aduda believes that leveraging advanced tools such as artificial intelligence (AI) can help media organizations streamline operations and offer tailored content to their audiences.
“AI and automation can improve efficiency, allowing media houses to focus resources on producing quality content that adds value to their audiences,” Aduda added.
Diversifying Revenue Streams
The traditional reliance on advertising is no longer sustainable. Experts propose exploring innovative revenue models to keep media organizations afloat. Alfred Oyet, a senior economist at Inspire Africa Coffee in Uganda, suggests that radio stations—one of Africa’s most accessible media formats—can lead the way.
“Radio stations should establish YouTube channels and introduce subscription-based models. They can diversify further by offering services like community radio calling and security alert systems. These innovations can help generate new income streams,” Oyet suggests.
Aduda also advocates for leaner operations, pointing out that automation and technology can reduce costs while improving efficiency.
“Media houses must adopt lean structures, streamline processes, and leverage AI to enhance content production. This will free up resources for innovation and capacity building,” he says.
Kaija highlighted that the traditional advertising revenue basket has not grown in tandem with the needs of modern media operations, leaving many outlets struggling to sustain their activities.
“We need to explore different revenue models—innovating new radio formats, venturing into the digital space, and exploring digital marketing to generate new revenue streams for media houses,” he said.
He emphasized that media organizations must adapt to the realities of the digital era by leveraging emerging technologies and platforms to monetize their content effectively.
“Digital spaces hold untapped potential. Media houses must innovate and explore strategies like paid content, subscription services, and digital advertising to remain financially viable,” Kaija added.
Kaija highlights that the sustainability of media depends significantly on collaborative approaches, particularly in advertising. He suggests that media organizations should unite to engage in joint lobbying for business opportunities.
“With the shifting business models in the media industry, it is becoming increasingly challenging for individual outlets to negotiate effectively on their own,” Kaija explains. “The future of media sustainability lies in collective efforts. By joining forces, media organizations can present a unified front, attract broader audiences, and create a stronger bargaining position, making it easier to secure advertising and other business deals.”
He emphasizes that such collaboration not only enhances financial viability but also fosters innovation and resilience in an industry undergoing rapid transformation.
The Road Ahead
Despite these challenges, the future of African media is not entirely bleak. As Irene Otto puts it:
“Media organizations must come together and speak with one voice. By building partnerships and finding common ground with governments, the industry can secure its place in Africa’s evolving media landscape.”
African media must embrace innovation, prioritize its audiences, and invest in creating content that not only informs but also empowers. By rethinking its approach and focusing on sustainable practices, the industry can reclaim its role as a cornerstone of democracy and development.
This story provides insights into the challenges facing African media and the strategies needed to navigate an increasingly complex landscape. The solutions are clear: adapt, innovate, and collaborate. The question remains—are media organizations ready to take on the challenge?
