Media Council of Kenya (MCK) CEO Mr David Omwoyo has urged media workers and media houses to pursue innovation to navigate the changing media landscape.
Mr Omwoyo who spoke during the launch of the State of Innovation and Media Viability in East Africa report by Aga Khan University and DW Akademie said the media space has greatly changed following global economics and the COVID-19 pandemic.
"By refusing to embrace innovation, we continue to subject people in media houses to stick in their comfort zone", he said.
He urged media stakeholders to look at the findings fairly and objectively, saying innovation is unforgiving and anyone not taking it seriously risks being left behind.
"Media needs to appreciate that most of what they do should add value and be human centered and not profit driven", he said.
Media Complaints Commission Commissioner (MCC) Prof. Nancy Booker stressed on the importance of the research in shaping media operations.
“The overall goal of the research is to use the empirical data from the research to develop intervention workshops for new media organistations, improve innovation for media viability in East Africa and to address current challenges that the media industry is facing", said Prof Booker who is also acting Dean of the Aga Khan university Graduate School of Media and Communications.
Government Spokesman Col (Rtd) Mr Cyrus Oguna who represented the Principal Secretary for Telecommunications and Broadcasting Ms Esther Koimett said the Government acknowledges the various sustainability challenges faced by the media and pledged to support interventions armed at ensuring media viability.