Media operators aligned with the National Broadcasters Association (NAB) strongly emphasized the need for local artists to prioritize creating high-quality content to secure significant airtime on Ugandan airwaves. This recommendation was presented during the session with the parliamentary Committee on Information, Communication, and Technology (ICT) as part of the NAB’s input on proposed amendments to the Copyright and Neighbouring Rights Act of 2006.
During the session, NAB’s secretary general, Mr. Joseph Beyanga, refuted claims made by some local artists regarding their content being overlooked for airplay.
Beyanga highlighted the necessity for local artists to produce content that is not only competitive but also of high quality, aiming to overshadow the foreign content they often complain about.
He urged local artists to surpass their foreign counterparts in terms of quality. Beyanga emphasized the importance of catering to audience preferences, which sometimes lean towards foreign content. He stressed that meeting the audience’s tastes and preferences is crucial in the media industry, asserting that quality should never be compromised for the sake of fulfilling a quota.
Beyanga underscored the business aspect of the media, emphasizing the need to attract the highest number of listeners and viewers for success.
Mr. Andrew Irumba, representing online media at the NAB, echoed these sentiments, stating that a significant portion of locally produced content tends to contain profanity, thus impacting its eligibility for substantial airplay.
