THE COMMUNICATIONS BLOG

As we approach the 2026 elections, the significance of a strong partnership between the government and the media is more apparent than ever. Recent discussions among industry leaders have highlighted the urgent need for collaboration to educate the public and facilitate a smooth electoral process.

A Critical Partnership
The Chairman of the National Association of Broadcasters (NAB) has made it clear that broadcasters are not merely media platforms; they are essential allies in national development. As the country prepares for one of its most important democratic occasions, this collaboration becomes even more crucial. The media plays a vital role in shaping public understanding and engagement, and it’s time for this contribution to be truly acknowledged.
Reflecting on earlier discussions, the Chairman recalled a significant moment when the Prime Minister sought media support for communication efforts. Regrettably, this request was turned down due to budget constraints, raising a critical question: How can we expect effective communication without prioritizing necessary resources?

Addressing Budget Concerns
Kim Karissa, CEO of Next Media Group and chair of the NAB Board of Trustees, raised alarms over inadequate media funding allocated for essential educational campaigns. In a democracy where informed citizens are foundational, this shortfall is troubling. With pressing issues that demand coverage, the limited financial backing for media initiatives poses serious concerns about the government’s commitment to educating the populace.
Furthermore, there’s criticism regarding the government’s failure to allocate sufficient funds for media while readily providing resources for other logistical necessities. The pressing questions from the discussion echoed widely: How do we equip Ugandans for the upcoming elections in the absence of a strong media presence? Without a doubt, education and awareness are cornerstones of a thriving democracy, and neglecting the media side of this equation only puts this at risk.

A Commitment to Progress
On a brighter note, Mr. Fred Otunnu from the Uganda Communications Commission expressed a commitment to fostering a stronger relationship between regulators and broadcasters. He reinforced the need for fair compensation for media efforts that support government initiatives. This pledge shows promise, but it requires concrete actions and follow-through to be truly effective.

Looking ahead, it’s clear that nurturing the relationship between the government and the media is essential for creating an informed electorate. By working together, we can promote transparency, education, and fair elections—empowering voters and driving civic engagement.