Creative branding, programming a necessity

A collection of journalists from different media houses covering an event. Media houses need to invest in research to enrich practising journalist’s initiative in collection, process of quality news and information. COURTESY PHOTO

What you need to know:

  • Internal disagreements in management of the different mass media has in turn created a perfect competition for the industry.
  • Continued audience segmentation, with very many young men and women, has equally activated the competition for media space; this is evident as some mass media is branded to be for the young while others for the elderly.

Media houses should invest a lot in the research department in order to remain relevant in the media industry.
Duplication of programmes and content shared on the diverse media platforms has jeopardised the spirit of creativity.
The only variation in the content is the methodology and approach in the way of reporting and presenting news but if one takes a critical analysis, most media houses present the same material.

Is citizen journalism the problem? Internal disagreements in management of the different mass media has in turn created a perfect competition for the industry. Internal disagreements in management of the different mass media has in turn created a perfect competition for the industry.. (Advertising and sponsors)

Branding: Several sociologists have studied how different topics compete for the attention of the mass media in what has been called the social problems marketplace or the public attention market.
Continued audience segmentation, with very many young men and women, has equally activated the competition for media space; this is evident as some mass media is branded to be for the young while others for the elderly.

Commercialisation of news and the media is no longer about reporting timely occurrences or events, it is now about packaged broadcast or reports sponsored or paid for by interested parties.
This call goes to all media houses to invest much in research to enrich practising journalist’s initiative in collection, process of quality news and information.

Concerned Ugandan