Uganda has more than 300 licensed radio stations, a vast majority of which are in peri-urban areas. Yet not many of them are profitable.
Radio stations, especially in rural areas, struggle to get advertising revenues even when they could have a robust listenership.
Some of them might have exciting, engaging and educative programming but they lack the structures and know how of how to
This is where the East Africa Radio Advertising Service (EARS), comes in.
Over the last five years, EARS has acted as a bridge between radio stations and advertisers. This relationship so far, has borne some fruits.
Douglas Mutumba, the managing director of EARS, says they rely on research and data to make their preposition to radio owners and managers.
They then bundle together a number of stations and make a case to advertisers.
“We have been able to support even the furthest radio stations like the Voice of Karamoja. They broadcast 16 hours a day. We have been able to improve the functionality of radios to make sure advertisers have more appreciation of the radio,” Mutumba said.
Mutumba said they are currently working with 192 radio stations and most of them have already gotten some revenues.
Alexander Sempf, the chairman of EARS, said radio stations in rural areas play a vital role in informing and educating people that is why they had supported them.
