Government allocates UGX74bn for the media industry
The government allocated Shs74 billion to boost the media industry in the current financial year 2024/2025 for advertising. However, sector players have called for professionalism and the recruitment of loyal audiences if media houses are to remain relevant in the changing landscape. The East Africa Radio Advertising Service Limited, an aggregator of radio stations' advertising space, says radio is by far the most popular media in Africa and will play an important role in digital disruption. Therefore, it needs innovative solutions to connect national and international advertisers to a large, untapped population of rural listeners.
