Radio stations are being urged to leverage digital platforms to extend their reach and enhance audience engagement.
Speaking during a roundtable forum to commemorate the World Radio Day, Media Council of Kenya (MCK) Mombasa Regional Coordinator Maureen Mudi, urged journalists to remain true to their calling in educating, entertaining and informing the public.
“We already have two press clubs launched in the region to support journalists and create an environment where they can share ideas and create quality content”, she said.
Ms Mudi acknowledged the shrinking revenue streams for traditional media houses as the factor contributing to the closure of some stations.
She implored media managers to adopt strategic approaches in revitalising their businesses, while fulfilling their responsibility of keeping the public informed.
“The radio landscape has reached new digital heights, calling for our willingness to embrace change and keep pace with technological advancements”, she added.
Mombasa Deputy Governor Francis Thoya said despite radio remaining a powerful tool for change, lack of innovation in packaging content remains a challenge.
Mr Thoya advised journalists to focus on human interest stories that can transform communities.
“Let us be creative in packaging information and researching our audience needs and preferences”, he said.
Innovation, Digital Transformation Advisor for the County Government Mr Mahmood Noor, urged media managers to build platforms that effectively serve their audiences.