By Raylenne Kambua
The legacy media in East Africa is confronting a crisis that puts its existence at risk in today’s fast-changing digital era.
With audiences increasingly gravitating towards digital platforms that are more accessible, more participatory, and fast-paced, the once powerful legacy media houses find themselves struggling to keep up.
One significant factor driving this struggle is the reluctance to embrace technological change. This is one of the key findings that emerged from a roundtable discussion, among journalists from various countries, at the 11th East Africa Internet Governance Forum held in Kampala, Uganda on 12th September, 2024.
In East Africa newspapers, television broadcasters and radio stations monopolized content distribution for a couple of decades. Their strong connections with local audiences and established presence positioned them as the primary go-to sources of news and entertainment.
However, the emergence and dominance of digital platforms such as social media, podcasts, blogs and streaming services such as YouTube has introduced a new, indisputable age of consuming information seamlessly.
These platforms provide immediacy, interactivity, and a personalized experience—characteristics that give them an advantage over traditional media.
Despite the efforts to adapt, the slowness and reluctance to innovate are major elements contributing to the struggle- a common challenge experienced in all East African countries.
Antique business models and legacy systems have made many traditional media companies hesitant to adopt new technologies. They still heavily depend on models that slimy meet the needs of today’s audiences.
Their inability to change rapidly has caused them to become less relevant to newer generations, who now choose to use smartphones, social media, and on-demand platforms like Facebook, Instagram, and X for content consumption.
Digital Platforms Outshine Traditional Media
On the other hand, the East African technological framework is improving rapidly, therefore, making it difficult to catch up instantly.
Internet usage rates are increasing and telecommunications companies are providing more cost-effective data plans making the tech- ecosystem thrive. This shift has empowered individuals to easily access up-to-date global information, reducing their dependency on conventional media sources.
As more individuals utilize digital platforms for content consumption, traditional media sources experience diminishing circulation and viewership, resulting in financial uncertainty and ultimately closure.
Struggling to Adapt: A Regional Challenge
“Urban TV, a popular TV station, had to be shut down this year after 14 years in operation until proper restructuring is done. We have also seen the same happening in Kenya, meaning that there’s a common challenge with media houses across East Africa and technological disruption is one of them,” Steven Matege from Vision Group – Uganda.
David Indeje, a journalist and a Communication Officer from KICTANet alluded that, despite the difficulties, there is still hope.
Some traditional media organizations across the region are implementing hybrid approaches, blending their journalistic knowledge with digital technology. They have introduced websites, apps, and social media platforms to connect with their audience.
For the majority, though, this shift has been slow and fraught with difficulties, particularly for those who operate community media stations.
This therefore poses the concern that unless there is a more proactive shift towards digital-first strategies, many traditional media companies are in danger of becoming obsolete.
Rwanda’s situation is not isolated as alluded to by Mr. Louis Gitinywa, an attorney and litigator, specializing in Constitutional law and International Human Rights law.
Media organizations are subject to rigorous guidelines to ensure that their content aligns with the government’s vision of social harmony and national unity. However, the liberalization of digital media presents new challenges to this regulatory framework.
Digital platforms pose greater difficulty for regulation compared to traditional media. The government must grapple with monitoring and managing content in real-time, as citizen journalism, independent content creators, and global platforms such as Facebook and YouTube continue to proliferate.
This could lead to tension between maintaining national priorities and allowing the freedom of expression that comes with digital liberalization.
The challenges faced by traditional media in East Africa represent a narrative of transformation – depicting how the reluctance to adapt to technological progress has left the industry vulnerable to the digital revolution.
As the region continues its digitalization, traditional media must decide whether to embrace innovation or risk fading away altogether.
Ms. Raylenne Kambua is the Communications Associate and Program Assistant International Association of Women in Radio and Television- Kenya.
