The Media Council of Kenya (MCK) has called on media broadcasters to adopt strategic collaboration for sustainability.
MCK CEO David Omwoyo said the liberalisation of frequencies led to a surge in media houses, many of whom are still struggling to pay their license fees.
He mentioned that the rise in numbers has also impacted adherence to ethical practices and the quality of content.
“We need to advocate for sustainable media that delivers quality content”, he said at the Future Broadcasting Conference organised by the Digital Broadcasting Association in Nairobi.
Mr Omwoyo advised the broadcasters to consider strategic mergers, acquisitions and collaborations.
“Having honest discussions and critically assessing the quality and ethics of broadcasting can produce impactful content that aligns with our national values", he noted.
Kenya Broadcasting Corporation (KBC) Managing Director Agnes Kalekye elaborated on how the integration of online platforms has transformed broadcasting, opening new opportunities as well as challenges due to limited internet access among Kenyans.
“We are working with the government to ensure that internet access is expanded to reach more people”, she said.
Communications Authority Assistant Manager for Broadcast Content-Managing and Innovation Ms Rosemary Mwangi said media consumer habits had shifted, with television and online platforms playing an increasingly significant role. This, she said affected industry’s sustainability.
“The media landscape in Kenya has undergone significant shifts over the past decade. Radio usage has declined while television has seen a remarkable increase over the same period. Online media has experienced the most significant growth”, she said.
She urged broadcasters to stay tuned to the evolving consumer habits stating that it can be achieved by integrating QR codes to gauge audience feedback.
She implied that adopting such strategies will enable them to focus on shorter content to curb declining attention spans, conduct surveys and respond to viewers concerns.
The Digital Broadcasters Association (DBA) Chairman Joel Karanja stressed the need to engage proactively in identifying opportunities for the future of broadcasting.
“We need to conduct data-driven studies to stay abreast with the current media consumer trends. The future of broadcasting should focus on meeting the consumer needs”, he said.