Promoting Uganda at all costs in the UK

Ronnie Sempa, commonly known as, Ronnie Musik is known to most Ugandans in UK because with his team they run Pearl Chat, an online TV, platform. This focuses on entertainment, and documentaries about Ugandans in the diaspora and Uganda
Born in Kampala, however, he is passionate about telling a Ugandan story from a success and inspiring view.
“We had a channel here but we felt like it did not speak for (to) everybody, only a marginal few. So, Nancy Ndagire and I, two years ago thought of creating a channel that speaks to all Ugandans; one without rules and regulations but something that can equally communicate to those in the diaspora and those in Uganda.”
Though the original idea was to focus on lifestyle, work, and livelihood to emphasise to Uganda that those living in the diaspora are not what they think of them (individuals on the streets doing odd jobs); Pearl Chat TV wound up as a predominantly entertainment channel.
Checking out the Pearl Chat website, you cannot miss a stream of YouTube videos of Ugandan Standup Comedians speaking in a heavy British accent whose several jokes are relatable to Uganda. Then, there is a line of up celebrity interviews including artistes Grace Nakimera on her music, and Jose Chameleon about his song, Wale Wale. Also, Bella Mubiru who won best artiste in diaspora of Uganda Entertainment Awards, Mc Moseh, and Lily Kyeyune

Purpose
Musik looks at this platform as a networking and connecting medium for those at home and diasporan Uganda.
“If you might not know, there is a big divide among Ugandans in the diaspora. You find the northerners, the Baganda, Bakiga/Banyankole working in little sects,” he explains.
However, from time to time they will come together for a concert, reflecting how entertainment brings them together. In terms of coming together as a people, “it is quite difficult,” he says. The reason they do entertainment is because people gravitate to it a lot and they always need a bit of fun.

Operations
A team of eight; six of whom are based in the UK while two live in Uganda run this platform. The team focuses on giving information based in the UK and generating information from home about majorly artistes and politicians. They interviewed Dr Kizza Besigye on his recent visit to London.
According to DJ Andy Skillz, their official DJ and promoter (Uganda-based) who promotes the platform in Uganda, they have not stuck to diaspora only. “Pearl Chat TV came to Uganda, spoke to major artistes, shot several documentaries that I believe other diaspora-based Ugandan networks would not do.”
He believes that the future is bright even though they are not yet at the level of other channels such as NTV. It is not solely entertainment but also about the community.
Recently, with Teddy Tinka Nalule, the public relations person/presenter, Musik and DJ Andy Skillz they interviewed a woman who teaches young girls boxing. “Boxing matches for girls would otherwise be ignored and receive little support from communities or even government,” says Musik. This, Tinka who has been practicing broadcast journalism, says is a milestone. “Since I joined Pearl Chat in April, I have worked on many exciting projects. I tell the many untold stories surrounding us unlike what other media offers about our country. I go to villages and meet successful farmers, handicraft makers and no one is celebrating their success,” she says adding, Uganda is a gem.
Caroline Namugabi, a presenter, says
“Pearl chat TV is doing great things in the diaspora community and people are recognising the great work and dedication to the community.”
Cleopatra, Edd and Edgar, the camera men help tell about developing Africa and Ugandans who choose to work their way to better livelihood without going for handouts.

Challenges
While the Internet (unlike in Uganda) is the least of Musik’s worries, and even though he is aware of the digital-first dynamics, he frets that they have about only 800,000 views. But he is optimistic that these will eventually increase.
Despite the goal to share with the world what is happening in the Ugandan community in the UK, Uganda Vision on Sky, has similar content, even though they work for older folk. Pearl Chat creates content for the urban/young generation.

Funds, winning trust
The website is solely individually funded. He does not have advertisers or sponsors to boost the content online. He also notes that is a challenge filming Ugandan in London, not many are celebrities there (and are not popular at home). It is equally hard finding professionals in film that can generate the visual content the channel needs.
“Often it is difficult to get people to trust you, thinking you support a particular politician,” he said with reference to the Besigye interview. “Others think you are funded by the government, which is not the case. They say “oyo wa Museveni” (That is Museveni’s supporter) because you are a Munyankole, yet you are only trying to make something work for the good of your country.”
In Ndagire’s words, “Musik has worked hard on getting Pearl Chat where it is today. I’ve seen how things have improved from where we first began.”

quick notes

FUTURE. “My ultimate goal is to come back to Uganda and venture into tourism.” On the long list of aspirations, Ronnie Musik wants to start a Friday late night TV show that is interactive but unlike any in Uganda before.
One of the reasons he wants to create more content from home is because he wants his two children to be aware of their background, so that hopefully make the choice to visit or settle in Uganda.
Starting off his career as a chef at a local restaurant in London, he acquired a degree from the City of London University about nine years ago which earned him his current job. He is a major in Human Management and Resources and studied courses in other fields.