Community radio stations have been exhorted to embrace sound media viability strategies that explore sustainable ways to remain afloat.
During a visit to Radio Kaya, Media Council of Kenya (MCK) Mombasa Regional Coordinator Ms Maureen Mudi asked the station to re-look at its local content production and weigh it against their audiences' needs.
“Having a sound communication strategy and investing in qualified personnel ensures that your needs are aligned to the current digital ecosystem and creates a seamless working environment for the station”, said Ms Mudi
She emphasised the need for stations to monetise their digital content in order to maximise on their potential.
MCK Manager for Accreditation and Compliance Rebecca Mutiso lauded efforts by the station to remain resilient during the tough economic times.
“Prudent management of scarce resources will help media houses remain sustainable. Innovation, on the other hand, will ensure that you find new revenue models”, she noted.
She told journalists at the station to utilise solution-based journalism to tell stories that resonate with their audiences and offer replicable solutions to sustainability.
MCK Manager for Research, Planning and Strategy Leo Mutisya noted that the station is still modern in the periphery.
“I did not expect such progress in a community radio station. The management is superb and goes a long way to ensure viability in the radio media industry”, said Mr Mutisya.
The Station Manager Victor Ong’wena demonstrated measures it has put in place to ensure continuity of its processes and innovation.
“We are revamping some of our operations and reducing unnecessary expenses by exploring and investing on the digital options that will see us migrate with most of our audiences”, said Ong’wena.
The manager also noted that in the era of fake news, the station has established a fact-checking mechanism to ensure they generate credible news and information for its audience.