Kin Kariisa, a leading figure in Uganda’s media industry, has sounded the alarm over the rapid growth of digital content creators, warning that their rise could bring about the downfall of traditional media outlets in Uganda. The NBS TV boss claims that the surge of bloggers, YouTubers, and social media influencers has dramatically altered the media landscape, diverting audiences and advertising revenue away from licensed media houses that have long upheld professional journalism standards.
Kariisa believes that the so-called “digital migration” has brought about a new era of media consumption, where consumers increasingly turn to online platforms for news, entertainment, and advertising. While this shift is a natural progression in the digital age, Kariisa argues that it has left traditional media struggling to compete, as independent digital creators operate outside formal regulatory frameworks. “We were attacked by digital migration,” Kariisa remarked, noting how established media outlets are now fighting for their survival in an industry flooded with content that lacks accountability.
The financial consequences of this shift are evident, according to Kariisa. While traditional media used to enjoy a steady pool of advertisers who understood the value of verified, professional content, many businesses are now splitting their budgets between established outlets and unlicensed digital creators. These creators, who often operate with minimal overhead, attract large audiences and advertisers, leaving traditional media houses at a disadvantage. Kariisa called for urgent regulatory intervention, urging the Uganda Communications Commission (UCC) to enforce licensing requirements for all online creators to level the playing field.
Kariisa emphasized that regulation is not an attempt to stifle creativity but a necessity to ensure that digital content maintains high standards of accuracy and accountability. He acknowledged the contributions of digital creators, who often bring fresh perspectives and engage younger audiences, but argued that their work must adhere to professional journalistic standards. Without regulation, Kariisa warned, misinformation could proliferate, undermining the integrity of Uganda’s media landscape.
The traditional media executive also pointed to the growing trend of advertisers engaging directly with unlicensed creators, often unaware of the regulatory risks involved. This, he argued, only deepens the financial crisis facing licensed media houses that abide by the rules. He also raised concerns about the long-term survival of Uganda’s media industry, stressing that many outlets rely on advertising revenue to sustain their operations and support quality programming. Without intervention, the entire sector risks downsizing, resulting in job losses and a reduction in content quality.
Kariisa’s call for action is not merely about financial survival but about protecting the ethical standards that have long defined professional journalism. He pointed out that traditional media outlets invest heavily in investigative journalism and community-focused reporting—efforts that many digital creators bypass in favor of sensational, unverified content. The lack of regulation, he believes, creates an environment where ethical reporting is compromised, putting the public at risk of consuming inaccurate or harmful information.
While Kariisa recognizes that digital content is here to stay, he stressed the need for a balanced approach that supports both innovation and regulation. He argued that the future of Uganda’s media industry depends on creating a framework that ensures all players are held to the same standards, contributing fairly to the growth and sustainability of the sector. Without such a framework, traditional media outlets could be overshadowed, and the public could lose access to the reliable, accountable journalism that has long been a pillar of democracy.
In closing, Kariisa urged the UCC and government authorities to collaborate with all stakeholders, including digital creators, traditional media houses, and advertisers, to establish a regulatory system that fosters fairness and accountability. He concluded by reminding the public that media evolution is inevitable, but it must be managed carefully to ensure that Uganda’s media sector remains robust, ethical, and sustainable in the digital age.
