Dr Innocent Nahabwe on the State and Future of Radio in Uganda
In an age where digital platforms dominate headlines and attention spans continue to shrink, one might assume that radio is a relic of the past. But for Dr Innocent Nahabwe, CEO of Galaxy FM and Chairman of the National Broadcasters Association (NAB), radio is far from dead. It is evolving, adapting, and thriving.
We sat down with Dr Nahabwe to discuss the changing face of radio in Uganda, the challenges of modern broadcasting, and why, despite these challenges, he believes radio remains a powerful and intimate medium.
Q: Is radio still a relevant media platform today?
Dr Nahabwe: Absolutely. Radio remains a companion whether you’re working, driving, or at home. It’s something you can consume passively, which is a unique strength. You don’t need to stop everything to listen to the radio. It informs, educates, and entertains, and people still rely on it for time checks, weather updates, and even to keep them company.
That said, radio is no longer the sole source of news or entertainment. It now exists as part of a larger media ecosystem. Social media, streaming services, and podcasts have all changed the landscape. But radio still brings the element of surprise. You never know what song is coming next or what discussion is unfolding. That spontaneity keeps it alive.
Q: What aspects of traditional radio are no longer working?
Several things have shifted:
- Death announcements used to bring in considerable revenue. Today, their relevance has declined.
- Having a good voice used to be critical. Now, audio processing technology can enhance any voice.
- Being just a radio personality isn’t enough anymore. Presenters must evolve into multi-platform content creators using radio as a pivot point, not the end goal.
Q: How should radio stations adapt to these changes?
We need to change how people access radio. In the past, people tuned in via physical radios or phones with FM tuners. Today, streaming apps and podcasts are the new norm. Presenters can’t hide behind the microphone anymore—they must be visible, engaging on platforms like YouTube, Instagram, and TikTok.
Also, content needs to be shorter and punchier. Attention spans are shorter now. People want to consume content in quick bursts, so stations must package information in digestible formats. But the core remains: people still want to be entertained, informed, and educated.
Q: How has the advertising landscape shifted?
The advertising budget has shrunk for radio. Previously, radio could command 60–70% of media spend. Today, it’s around 30–40%. TV gets 15%, while digital media, influencers, Google ads, and programmatic advertising command around 50%.
This shift is significant, but it’s not just about digital platforms. Uganda has 311 FM stations serving a population of 49.5 million. Compare that with China, which has a similar number of stations but a population of over a billion. The fragmentation of the Ugandan market, due to 56 languages and ethnic groups, makes revenue generation more competitive and chaotic. It leads to undercutting and a general disregard for rate cards.
Q: Some media houses have gone fully online. Is that the solution?
Not entirely. Going online seems appealing, but many discover that the Ugandan market doesn’t operate like Western ones. Data costs, digital literacy, and the trust people still place in legacy media mean that online-only platforms often struggle to reach the same audience radio does.
Radio still enjoys deep trust. It’s seen as a credible, reliable source of information. Access has grown, and so has consumption. For many, owning a radio is still a significant milestone.
Q: What about radio personalities starting their own online shows?
It’s a sign of increased access and growing options. But interestingly, the audiences still find value in returning to legacy platforms. Something is enduring about the credibility, reach, and intimacy of traditional radio.
Q: What regulatory challenges do broadcasters face?
Regulators often assume every radio station is a big business. Licensing fees are set based on that assumption, which stifles smaller players. Meanwhile, online content creators operate with minimal regulation, enjoying the flexibility we don’t have. This imbalance needs to be addressed to ensure fair competition and sustainability.
Q: Is radio still a profitable business?
In pure revenue terms, it’s not as big as it once was. But it’s still viable, especially if stations expand into digital spaces. Growth today comes from being present across platforms and capturing advertising budgets that have shifted to digital.
Q: What role does AI play in the future of radio?
AI is more of an opportunity than a threat. It improves efficiency in news gathering, editing, and production. It provides data insights, enhances content creation (like animations), and saves time. Embracing AI allows us to do more, faster.
Q: How about livestreaming? Is that a threat to traditional radio?
Not at all. Livestreaming is an opportunity. It’s a way for stations to expand reach and engage audiences interactively. Radio should be taking full advantage of it.
Q: As Chairman of NAB, what is being done to support broadcasters?
We’ve set up a full-time secretariat to support members with compliance, training, and digital transformation. Unlike before (when NAB was a volunteer-run organisation), we now have structured support systems to help our members stay relevant and sustainable.
Q: What does the future of radio look like in Uganda?
Radio isn’t dead, but stations that refuse to evolve will die. Those that embrace change through content, technology, and platform diversification will thrive. There are still many Ugandans saving up to buy their first radio. The love and excitement for radio are still strong.
Q: Any final thoughts?
Radio is the business of time. We help people spend their time while driving, working, and relaxing. That’s why our presenters become friends with our listeners. There’s an intimacy that radio creates that few other media can replicate. What matters now is how we use that relationship moving forward.
