Rethinking media in Africa

In a rapidly changing digital landscape, media outlets across Africa are facing the challenge of remaining relevant and sustainable. The rise of social media platforms, streaming services, and digital content creators has disrupted traditional business models, leaving many media organizations grappling with how to adapt to the new reality. Maurice Otieno, the Executive Director of Baraza Media Lab, shed light on the evolving media landscape in a recent interview with CNBC Africa. Otieno highlighted key changes in the industry over the years, emphasizing the impact of technology on the media ecosystem. One major shift Otieno touched upon is the diminishing monopoly of mainstream media in controlling information. With the advent of social media and online platforms, traditional media houses have seen their influence and revenue streams challenged. As social media influencers and digital content creators gain traction, audiences are increasingly turning to alternative sources for news, entertainment, and information. The success of platforms like Netflix, Spotify, and local players such as Dundo in Kenya has further diversified the media landscape, offering audiences a wide array of options to consume content. Otieno also stressed the importance of trust in media, noting that traditional outlets still hold an advantage in terms of credibility and accountability. Despite facing stiff competition from digital media, mainstream media entities can leverage their infrastructure and adherence to media ethics to maintain audience trust. However, Otieno acknowledged that the media industry has undergone significant changes, with traditional outlets losing their monopoly on information dissemination and the erosion of trust over time. The conversation then shifted to the rise of digital media and its impact on traditional outlets. Otieno acknowledged that digital media presents a dual challenge for traditional media organizations, posing both opportunities and threats. While social media and digital platforms have altered the advertising landscape, traditional media still possesses inherent strengths that can be leveraged for success. Otieno emphasized the need for traditional media to adapt to changing audience preferences and consumption habits. By investing in quality content and understanding shifting demographics, mainstream media can remain competitive in a rapidly evolving media landscape. The discussion also touched on the financing models of media organizations, with Otieno highlighting the need for innovation in revenue generation. In a market where government entities are key advertisers, media houses face risks to their independence and editorial autonomy. Otieno called for a reimagining of media business models, suggesting that media should be treated as a public good. This would require innovative approaches to funding and monetization, moving beyond reliance on traditional advertising revenue. Finally, the conversation turned to media independence in Africa, with Otieno emphasizing the diversity of media landscapes across the continent. While some countries have made strides in ensuring media freedom, challenges persist in many regions. Political interference, ownership ties, and self-censorship continue to impede the full independence of African media outlets. Otieno underscored the importance of fostering a culture of independent journalism and safeguarding press freedom to uphold credible and reliable information dissemination in the region. As the media industry in Africa continues to evolve, stakeholders must navigate the complexities of a changing digital landscape while upholding the principles of transparency, accountability, and independence.