By KPC Reporter
The Media Council of Kenya (MCK) has urged media managers to sharpen internal strategies to stay competitive and financially sustainable in a rapidly evolving industry.
Speaking during a breakfast meeting, MCK Director of Media Training and Development Victor Bwire called on media leaders to strengthen internal systems that guide both business and marketing operations.
Also Read
“Media houses must invest in in-house frameworks that clarify operations, including business and marketing strategies, to remain commercially viable,” he said.
Bwire emphasized the growing importance of meaningful storytelling, encouraging a shift toward content that resonates more deeply with audiences.
“Today’s audiences connect more with human-interest stories that highlight challenges and offer solutions to transform communities,” he noted.
On professionalism and digital transformation, he urged managers to safeguard credibility while fully embracing digital opportunities.
“We must stay professional and fully leverage digital platforms to expand reach and monetise content effectively,” he added.
He further highlighted the need for collaboration and internal investment, pointing to staff welfare and partnerships as key drivers of sustainability.
“Broadening partnerships and investing in staff welfare boosts morale and enhances organisational viability,” he said.
Benedict Ogolla, Director of Radio Yetu, echoed the call for unity across the sector, urging media players to work together in strengthening resource mobilisation.
“We need a unity of purpose by forming strong organisations that can collectively mobilise resources for economic and professional growth,” he said.
He cautioned against fragmentation within the industry: “Divisiveness only undermines our shared goals. We must work together to build a resilient, sustainable media sector.”
The meeting provided a forum for media managers to exchange ideas and explore practical strategies to boost revenue streams while adapting to the shifting media landscape.
-This story was first published by the Media Council of Kenya (MCK).
