By Fred Kakooza
Since the liberalization of the broadcast sector in Uganda a number of commercial stations totaling to over 300 for radio and about 36 Television have come up. The country has one government broadcaster Uganda Broadcasting Corporation (UBC) that is supposed to provide public service broadcasting. Public service broadcasting means having a specific remit to broadcast material in public interest, which is a must for a Public broadcaster (Article 19)
However, there is a question of whether commercial stations can provide a public service function in their programming. Some arguments have been that programmes that encourage public service are not profitable therefore stations cannot venture into them.
As competition for audiences in the Television industry continues to grow to extents of snatching personnel and providing similar programming among stations, I have noted a lead to quality programming through various programme segments that touch peoples livelihood perhaps public interest in a bid to woo the audiences.
What is trending now in Uganda is community television where more local voices are involved in the information or programme packages about issues surrounding people. NTV for instance has a slot calledYogera Naffe (speak out) in their luganda news bulletin where they travel to various areas in Uganda seeking for the local opinion on the performance of the local leadership and a host of topical issues hence amplifying their voices. Another package Tukutuseeko (here for you) issues in various areas or districts of Uganda are showcased and solutions sought. Various development issues including agriculture, health, and trade among others are tackled.
On Bukedde TV, the luganda news package has various news features including Manya akabuga ko (Know your town) which assess the extent of development and what is happening in various towns around the country and what needs to be done. Goba Obwavu (fight poverty) is about various income generation opportunities from which the community can replicate to better their livelihood. Goba Enjala(Fight hunger) provides a series of successful farming stories and practices, which can be used by the community to ensure agricultural sustainability and food security.
Such people centered programming emphasizes the media’s role in a country’s development through citizenry engagement. If policy makers paid attention to such issues from the community and directed policies to address them the country would gradually get better. All these programme segments point to the public service function in commercial broadcasting environment and it is worthy to note that they are all sponsored.
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