For more than ten years, some familiar names and faces have dominated political commentary and analysis on Uganda’s media landscape.
Thank you for reading this post, don't forget to subscribe!Virtually, all are male.
You all know them: Andrew Mwenda, Prof. Ogenga Latigo, Mwambutsya Ndebesa, Nicholas Opiyo, Godber Tumushabe, Edgar Tabaro, Ssemujju Nganda, Ofwono Opondo, Sarah Bireete, Dr. Sam Kazibwe, Charles Romushana and a few others.
To many in the public realm, they take this as a sign that the media has failed to find other faces to offer new, fresh perspectives.
To the media executives who run the organizations, the headache of finding new and untested analysts is one they are willing to forego.
It is a dilemma.
Everyone who has worked for a TV or radio station will tell you that the ultimate aim is to get numbers (viewers and listeners).
“It is these numbers that attract advertisers to your platform. Without them, you do not get meaningful business,” said one senior media executive who works at NTV.
He said it is the reason why many local media houses gravitate towards these analysts because of their proven track records and ability to pull numbers.
Take Mwenda and Ofwono as examples. They might be controversial and all but they are usually well-grounded in their perspectives. This lends credibility to media platforms like NTV, NBS, Capital Radio and Radio One aiming to attract informed audiences.
Ofwono is a panelist on NBS TV’s Frontline and Capital Radio’s Capital Gang while Mwenda appears regularly on The Frontline, UBC’s Behind the Headlines, NTV’s On the Spot.
The same applies to Ssemujju Nganda who is a panelist on three weekly talkshows (Frontline, Capital Gang, and on Olutindo on Radio Simba).
A media manager told Bbeg Media that the major reason why they recycle some of these analsysts is because they are readily available and are reliable.
“We have tried to get new analysts but most times they are not reliable. Some are very knowledgeable but have a phobia for the media,” he said.
Indeed, media houses often work under tight deadlines and many producers of talk shows will tell you they need reliable contributors who can deliver insights on short notice.
However, some analysts like Sssemujju and Romushana are preferred in part because they often provide polarizing views that spark heated debates. This dynamic attracts audiences who enjoy the drama and controversy, increasing ratings and social media interactions for the stations that host them.
Downside
While these analysts bring depth, expertise, and controversey, over-relying on them, some say, may stifle diversity in perspectives.
Today, many viewers and listeners know what to expect when certain analysts appear on news platforms. For instance, Mwenda will criticize the opposition as nothing-doers, drift into a bit of intellectualism, harangue the moderator to give him more time, and interrupt other guests on the show.
Ssemujju, on the other hand, will come down hard on the government and throw barbs at President Museveni. He will always find a way of bringing the president into the conversation even when it may not be necessary.
Tabaro will infuse the geo-politics perspective in a local issue. He can invoke Burundi and Rwanda in a debate on rising milk prices in Uganda.
Bireete is about constitutionalism and governance. From one talk show to another Bireete will always repeat this line: “The constitution must be respected.”
Some people have argued that recycling the same analysts limits the scope of public discourse, leaving audiences with a narrow understanding of complex issues.
For instance, Romushana may have a lot to say on security and governance issues but he is surely not an expert on gender-based violence or Uganda’s growing debt burden.
As media houses look for ways of hooking young people to their platforms, they must find analysts who resonate with younger audiences. Many young people (17-30) have since migrated to social media platforms like TikTok and Instagram because they feel the mainstream media is still stuck in the 20th century (80s and 90s).
So, how do media houses make talk shows interesting and engaging for the young generation? It is a tough question with no obvious answers.
However, the starting point is for the news organizations to collaborate with academic institutions like Makerere University, Kyambogo and others to identify scholars who can contribute fresh perspectives on governance, economics, and social issues in a way that strikes a chord with young people.