by Peter Bahemuka, Uganda, November 1999
THEME = MEDIA
Radio broadcasting is still of great
importance in many parts of Africa.
The author takes a look at
what's happening in Uganda
In 1987, the National Resistance Movement (NRM) government introduced an economic liberalisation policy. December 1993 saw the birth of two Kampala-based private FM radio stations, and thus the airwaves in Uganda changed significantly from being a government- controlled monopoly.
After the entry of Radio Sanyu on 88.2 MHz and Capital Radio on 91.3 MHz, to compete with the state-owned Radio Uganda, the country has never looked back. The Central Broadcasting Service (CBS) on 88.8 MHz and Radio One on 90.0 MHz, both Kampala-based, joined the radio market in July 1996 and September 1997 respectively, to intensify the competition for audiences. Five other radio stations are operating in Kampala City and seven others in other towns. More have been licensed but are not yet operational.
The FM stations are independently owned and they target different audiences and appeal to different classes. For example, Sanyu is urban youth-oriented, CBS caters to traditionalists of the Buganda kingdom, Radio Simba appeals to rural folk in Buganda, while others like Voice of Toro, Radio West, Voice of Teso, and Radio Paidha cater for audiences in western, eastern and West Nile regions respectively. Power FM and Impact Radio target the Christian community.
CBS is owned by some officials of the Buganda kingdom and strikes a cord with the Baganda people, focusing on Buganda issues in particular. Capital Radio is jointly owned by William Pike, the British expatriate editor-in-chief of Uganda's largest daily newspaper, the government-owned The New Vision, and Patric Quarcoo, a Ghanaian businessman. On the other hand, Radio Sanyu was, until September 1999, wholly owned by an indigenous Ugandan family headed by businessman Thomas Katto, before a majority stake was sold to Sudhir Ruparelia, a banker and hotelier. It has since been renamed Sanyu 2000. Power FM is owned by a consortium of five Churches, including the Church of Uganda and Kampala Pentecostal Church.
Radio France International (RFI) and the British Broadcasting Corporation (BBC) are also broadcasting 24-hours- a-day on FM to Ugandan audiences on 93.7 MHz and 101.3 MHz respectively.
The FM radio stations, whose mainstay is music, have introduced a whole new image of entertainment-driven broadcasting in Uganda. The latest music in Africa, America and Europe, as well as music down through the ages, is in vogue in the radio stations. Each radio station has tried to define itself according to the musical tastes of both the young and old audiences it targets. The appreciation of jazz, zouk, country, classical, and gospel music among Ugandans is on the upward trend.
The radio stations also provide hourly headlines or full news bulletins in different languages on both local and foreign events and issues. Some stations have press reviews on a daily basis, while others have weekly news round-ups. Besides the talk shows and live phone-in programmes involving opposing viewpoints, a new development in Uganda's broadcasting history, have enabled public officials, professionals and experts to address and debate key issues, while at the same time allowing listeners to respond to or raise pertinent issues and questions. During the time when Ugandans could only listen to Radio Uganda, there was no such feedback from the audiences. What Ugandans needed were radio stations that enabled listeners to participate in programmes, thus making the dissemination and digestion of information much easier.
Capital Radio has, for example, been hailed for its programmes: "Desert Island Discs", hosted by Pike; and "The Capital Gang", hosted by Quarcoo. "Desert Island Discs" enables listeners to get first-hand insights into the private as well as public lives of important personalities in society, their backgrounds, ambitions, aspirations, achievements, failures and musical tastes. President Yoweri Museveni, King Ronald Muwenda Mutebi of Buganda, Baroness Lynda Chalker, former British Minister for Overseas Development, and other local and foreign business persons, sportsmen, artistes, politicians and journalists have all been hosted on the programme.
On the "explosive" "Capital Gang" talk show, social critics and analysts debate issues of national importance, especially concerning politics, economics, and international relations, and public officials speak on issues of national concern or controversy.
The "Capital Doctor" and CBS' "Dr. Ssenga" health-oriented programmes have, for example, attracted premium rating of both positive and negative criticism as regards the language and issues discussed. Those initially against the programmes, said they would spoil children and erode morals because of the "obscene" language used. Those in favour of the programmes argued that by "calling a spade", the presenters and the doctors enable people to understand the critical issues of disease, particularly Sexually Transmitted Diseases. The programmes have sensitised people against careless casual sex and promiscuity, particularly in the face of the AIDS scourge that has devastated Uganda.
On the business side, the entry of the FM radio stations whose geographical coverage of the country differs from place to place, has had lasting impact on the broadcasting business. The changing economic and expanding capabilities have allowed for tough competition for the advertising business and attracting audiences. Only six years ago, all such business programmes were exclusive to Radio Uganda; now the other radio stations have taken over.
CBS has, for example, dug deep into and captured Radio Uganda's market of personal and death announcements, to reap huge revenues.
The radio stations have tapped into lucrative advertising contracts with big companies such as Nile Breweries Ltd of the Madhvani Group, the largest single manufacturing group; Uganda Breweries Ltd; Century Bottling Company (bottlers of Coca-Cola); Crown Bottlers (bottlers of Pepsi-Cola); the Mobile Telephone Network; Celtel Uganda Ltd (both providers of mobile telephone services), among others.
The FM radio stations are also a good selling point and have been effectively used to market products and services through sponsored programmes that reward listeners with prizes such as trips abroad, cars, radio sets, and other items.
Radio Uganda has had to working out how to beat off the competition posed by the licensing of more FM radio stations nationwide. This was a big blow, since Radio Uganda was the only station broadcasting nationwide, but now it had to adapt to tough competition.
Private radio stations have operated without facing any explicit government interference or pressure to control programme content. The government has, however, mainly complained about the lack of professionalism in the radio stations and irresponsible journalism in handling sensitive issues. One serious complaint, however, comes from the radio stations, in that a levy of some Uganda Shillings 5 million (about US $3,500) has been slapped on each stations by the Uganda Communications Commission as an annual operating fee. The stations have protested, saying this fee is too high and is in addition to the high taxes they are already paying to the state.
There are, however, serious concerns that in so fiercely competitive an environment, the profit motive and a desire to please business interests, are playing a major role in determining how the news is covered on FM radios. The radio stations are accused of incorrigible waywardness in selling the news to advertisers as pressure for profit is perverting journalism. Most of the news bulletins on radio are sponsored by the giant Nile Breweries Ltd, thus defeating sound journalistic sense.
Another concern is the irresponsible journalism at these radio stations, stemming from lack of professional training which equips journalists with the tools and skills to practice journalism. They have often employed people without adequate exposure to newsroom environment and practical experience, coupled with a lack of professional ethics. The stations have no clear policy on training reporters in order to adhere to the professional standards of objectivity, fairness, balance, accuracy, thoroughness in fact-checking, and respect for privacy. Some of the FM stations seem to lack the awareness that ethics are crucial in bringing about a professional, credible, fearless press.
END