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Media Markets in Europe, Middle East and Africa (EMEA)




Summer	
  Term	
  09	
                      Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     1
Media Markets in Uganda




Summer	
  Term	
  09	
                    Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     2
Uganda	
  




Summer	
  Term	
  09	
     Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     3
Ugandan	
  Facts	
  
Area 	
  	
  
     236.040	
  sq	
  km	
  	
  
	
  
Area	
  –	
  compara2ve	
  
     Slightly	
  smaller	
  than	
  Oregon	
  
     	
  
Popula2on	
  
     32.369.558	
  
     	
  
Popula2on	
  growth	
  rate	
  
     2.692	
  %	
  (2009	
  est.)	
  
     	
  
Popula2on	
  growth	
  rate	
  compara2ve	
  -­‐	
  USA	
  
     0.975	
  %	
  (2009	
  est.)	
  

Age	
  Structure	
  
       0-­‐14	
  years:	
  50	
  %	
  	
  
       15-­‐64	
  years:	
  47.9%	
  %	
  	
  
       65	
  years	
  and	
  over:	
  2.1%	
  %	
  	
  (2009	
  est.)	
  
       	
  
Median	
  Age	
  
       Around	
  18	
  years	
  !!!	
  (2008	
  est.)	
  
       	
  	
  
Summer	
  Term	
  09	
                                              Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     4
Ugandan	
  Facts	
  
Languages	
  
     English	
  
     (official	
  na*onal	
  language,	
  taught	
  in	
  grade	
  schools,	
  
     used	
  in	
  courts	
  of	
  law	
  and	
  by	
  most	
  newspapers	
  and	
  
     some	
  radio	
  broadcasts)	
  
     Lugandan,	
  Swahili,	
  Arabic	
  	
  	
  
     	
  
Literacy	
  
     Defini*on:	
  age	
  15	
  and	
  over	
  can	
  read	
  and	
  write	
  	
  
     Total	
  popula*on:	
  66.8%	
  %	
  (2002	
  cencus)	
  	
  
     	
  
Capital/largest	
  city	
  
     Kampala	
  	
  1.353.236	
  inhabitants	
  (2005	
  est.)	
  
     	
  
Government	
  type	
  
     Republic	
  
     	
  
Economy	
  
     GDP	
  $35.88	
  billion	
  (2008	
  est.)	
  
     	
  
Economy	
  compara2ve	
  –	
  Kenya	
  
     GDP	
  $61.83	
  billion	
  (2008	
  est.)	
  	
  	
  
	
  
	
  
Summer	
  Term	
  09	
                                           Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     5
     	
  
     	
  
Ugandan Impressions	
  




Summer	
  Term	
  09	
     Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     6
Overview	
  -­‐	
  Media	
  Market	
  
           	
  	
  
           	
  	
  
	
  
	
  
	
  
„The	
  media	
  sector	
  in	
  Uganda	
  has	
  expanded	
  tremendously	
  in	
  the	
  past	
  five	
  years.	
  This 	
  
expansion	
  has	
  been	
  made	
  possible	
  by	
  the	
  liberalisa*on	
  of	
  the	
  airwaves	
  and	
  the	
  print
                                                                                                                         	
  
media	
  by	
  the	
  Na*onal	
  Resistance	
  Movement	
  (NRM)	
  government	
  from	
  the	
  mid-­‐1990s             	
  
onwards. 	
  
	
  
                                                                                                                Dr.	
  John	
  Wotsuna	
  Khamalwa	
  
	
  




Summer	
  Term	
  09	
                       Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
                                         7
Overview	
  -­‐	
  Media	
  Market	
  




                   8	
  %	
            1	
  %	
            1	
  %	
                          83	
  %	
                       1	
  %	
        0,3	
  %	
           21	
  %	
  

                   TV	
         Satellite	
  Dish	
     Cable	
  TV	
                      Radio	
                      Computer	
        Internet	
        Mobile	
  Phone	
  




Summer	
  Term	
  09	
                                            Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
                                                  8
Broadcas2ng	
  

• 	
  UBC	
  TV	
  	
  -­‐	
  public,	
  run	
  by	
  Uganda	
  Broadcas*ng	
  Corpora*on	
  	
  
• 	
  WBS	
  	
  -­‐	
  private,	
  operated	
  by	
  Wavah	
  Broadcas*ng	
  Service	
  	
  
• 	
  Pulse	
  TV	
  -­‐	
  private	
  	
  
• 	
  Na*on	
  TV	
  (NTV)	
  -­‐	
  private	
  	
  
• 	
  East	
  Africa	
  TV	
  –	
  private	
  



	
  
	
  
	
  
	
  
	
  
	
  
Percentage	
  of	
  Ugandans	
  owning	
  a	
  TV-­‐Set:	
  8	
  %	
  (but	
  66	
  %	
  in	
  the	
  Capital	
  Kampala)	
  	
  
Summer	
  Term	
  09	
                             Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
                   9
Print	
  

• 	
  New	
  Vision	
  	
  -­‐	
  state-­‐owned	
  daily	
  
• 	
  The	
  Monitor	
  	
  -­‐	
  privately-­‐owned	
  daily	
  	
  
• 	
  The	
  Weekly	
  Observer	
  	
  -­‐	
  privately-­‐owned	
  




Compared	
  to	
  other	
  African	
  Countries	
  quite	
  a	
  literate	
  society.	
  	
  
Summer	
  Term	
  09	
                              Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     10
Radio	
  

• 	
  UBC	
  Radio	
  	
  -­‐	
  public,	
  run	
  by	
  Uganda	
  Broadcas*ng	
  Corpora*on	
  
• 	
  Radio	
  Simba	
  -­‐	
  private	
  	
  
• 	
  Capital	
  Radio	
  -­‐	
  private	
  	
  
• 	
  KFM	
  	
  -­‐	
  private,	
  operated	
  by	
  Monitor	
  Publica*ons	
  
• 	
  Radio	
  One	
  -­‐	
  private	
  	
  
• 	
  Sanyu	
  FM	
  -­‐	
  Uganda's	
  first	
  private	
  sta*on	
  	
  
• 	
  Central	
  Broadcas*ng	
  Service	
  (CBS)	
  -­‐	
  private,	
  operated	
  by	
  Buganda	
  Kingdom	
  	
  
• 	
  City	
  FM	
  -­‐	
  private,	
  operated	
  by	
  ruling	
  Na*onal	
  Resistance	
  Movement	
  	
  	
  
        	
  	
  
	
  




Summer	
  Term	
  09	
                         Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
         11
Online	
  Media	
  

• 	
  Percentage	
  of	
  Ugandans	
  owning	
  a	
  Computer:	
  1	
  %	
  

• 	
  Percentage	
  of	
  Ugandans	
  saying	
  they	
  have	
  ever	
  accessed	
  the	
  Internet:	
  3.4%	
  

• 	
  Est.	
  Internetusers	
  per	
  100	
  Inhabitants:	
  6.48	
  

	
  	
  	
  	
  




                   Cybercafés	
  




Summer	
  Term	
  09	
                          Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     12
Mobile	
  Media	
  

• 	
  Mobile	
  Phones	
  in	
  Use:	
  4.195	
  million	
  (2007)	
  
• 	
  One	
  in	
  five	
  Ugandans	
  claim	
  that	
  they	
  own	
  a	
  cellphone	
  	
  	
  
• 	
  Percentage	
  of	
  Ugandans	
  owning	
  a	
  mobile	
  phone:	
  21	
  %	
  

• 	
  Landlines	
  per	
  100	
  Inhabitants:	
  0.53	
  
• 	
  Mobile	
  Phone	
  Subscribers	
  per	
  100	
  Inhabitants:	
  13.58	
  
• 	
  Comparison	
  (High	
  Income	
  Countries):	
  112.42	
  

	
  	
  



                           $
Summer	
  Term	
  09	
                               Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     13
Case	
  Study	
  




Summer	
  Term	
  09	
     Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     14
Wrap	
  Up	
  

         	
  	
  
• 	
  Mobile	
  cellular	
  service	
  is	
  increasing	
  rapidly,	
  but	
  the	
  number	
  of	
  main	
  lines	
  is	
  s*ll	
  
deficient;	
  e-­‐mail	
  and	
  Internet	
  services	
  are	
  available.	
  
	
  
• 	
  Preparing	
  for	
  digital	
  transi*on	
  like	
  high	
  defini*on,	
  set-­‐top-­‐boxes,	
  etc.	
  -­‐-­‐>	
  but	
  s*ll	
  
very,	
  very	
  briefly.	
  
	
  
• 	
  Liberalised	
  broadcas*ng	
  ajracts	
  increased	
  levels	
  of	
  adver*sing	
  which	
  is	
  accelara*ng	
  
the	
  expansion	
  of	
  the	
  private	
  sector	
  free-­‐to-­‐air	
  broadcast	
  market	
  (mobile	
  operators	
  are	
  
usually	
  among	
  the	
  top	
  5-­‐	
  or	
  at	
  least	
  among	
  the	
  top	
  20-­‐spenders).	
  
	
  
• 	
  Slow	
  change	
  from	
  producer	
  to	
  service	
  economy	
  causes	
  a	
  steady	
  rise	
  of	
  a	
  middle	
  class	
  
that	
  has	
  more	
  disposable	
  income.	
  
	
  
	
  
	
  
Summer	
  Term	
  09	
                                 Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
                   15

	
  
Wrap	
  Up	
  




Summer	
  Term	
  09	
     Michael	
  Wal*nger	
  |	
  Media	
  Markets	
  in	
  Uganda	
     16

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Media markets in Uganda.

  • 1. Media Markets in Europe, Middle East and Africa (EMEA) Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   1
  • 2. Media Markets in Uganda Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   2
  • 3. Uganda   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   3
  • 4. Ugandan  Facts   Area     236.040  sq  km       Area  –  compara2ve   Slightly  smaller  than  Oregon     Popula2on   32.369.558     Popula2on  growth  rate   2.692  %  (2009  est.)     Popula2on  growth  rate  compara2ve  -­‐  USA   0.975  %  (2009  est.)   Age  Structure   0-­‐14  years:  50  %     15-­‐64  years:  47.9%  %     65  years  and  over:  2.1%  %    (2009  est.)     Median  Age   Around  18  years  !!!  (2008  est.)       Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   4
  • 5. Ugandan  Facts   Languages   English   (official  na*onal  language,  taught  in  grade  schools,   used  in  courts  of  law  and  by  most  newspapers  and   some  radio  broadcasts)   Lugandan,  Swahili,  Arabic         Literacy   Defini*on:  age  15  and  over  can  read  and  write     Total  popula*on:  66.8%  %  (2002  cencus)       Capital/largest  city   Kampala    1.353.236  inhabitants  (2005  est.)     Government  type   Republic     Economy   GDP  $35.88  billion  (2008  est.)     Economy  compara2ve  –  Kenya   GDP  $61.83  billion  (2008  est.)           Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   5    
  • 6. Ugandan Impressions   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   6
  • 7. Overview  -­‐  Media  Market                 „The  media  sector  in  Uganda  has  expanded  tremendously  in  the  past  five  years.  This   expansion  has  been  made  possible  by  the  liberalisa*on  of  the  airwaves  and  the  print   media  by  the  Na*onal  Resistance  Movement  (NRM)  government  from  the  mid-­‐1990s   onwards.     Dr.  John  Wotsuna  Khamalwa     Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   7
  • 8. Overview  -­‐  Media  Market   8  %   1  %   1  %   83  %   1  %   0,3  %   21  %   TV   Satellite  Dish   Cable  TV   Radio   Computer   Internet   Mobile  Phone   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   8
  • 9. Broadcas2ng   •   UBC  TV    -­‐  public,  run  by  Uganda  Broadcas*ng  Corpora*on     •   WBS    -­‐  private,  operated  by  Wavah  Broadcas*ng  Service     •   Pulse  TV  -­‐  private     •   Na*on  TV  (NTV)  -­‐  private     •   East  Africa  TV  –  private               Percentage  of  Ugandans  owning  a  TV-­‐Set:  8  %  (but  66  %  in  the  Capital  Kampala)     Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   9
  • 10. Print   •   New  Vision    -­‐  state-­‐owned  daily   •   The  Monitor    -­‐  privately-­‐owned  daily     •   The  Weekly  Observer    -­‐  privately-­‐owned   Compared  to  other  African  Countries  quite  a  literate  society.     Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   10
  • 11. Radio   •   UBC  Radio    -­‐  public,  run  by  Uganda  Broadcas*ng  Corpora*on   •   Radio  Simba  -­‐  private     •   Capital  Radio  -­‐  private     •   KFM    -­‐  private,  operated  by  Monitor  Publica*ons   •   Radio  One  -­‐  private     •   Sanyu  FM  -­‐  Uganda's  first  private  sta*on     •   Central  Broadcas*ng  Service  (CBS)  -­‐  private,  operated  by  Buganda  Kingdom     •   City  FM  -­‐  private,  operated  by  ruling  Na*onal  Resistance  Movement             Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   11
  • 12. Online  Media   •   Percentage  of  Ugandans  owning  a  Computer:  1  %   •   Percentage  of  Ugandans  saying  they  have  ever  accessed  the  Internet:  3.4%   •   Est.  Internetusers  per  100  Inhabitants:  6.48           Cybercafés   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   12
  • 13. Mobile  Media   •   Mobile  Phones  in  Use:  4.195  million  (2007)   •   One  in  five  Ugandans  claim  that  they  own  a  cellphone       •   Percentage  of  Ugandans  owning  a  mobile  phone:  21  %   •   Landlines  per  100  Inhabitants:  0.53   •   Mobile  Phone  Subscribers  per  100  Inhabitants:  13.58   •   Comparison  (High  Income  Countries):  112.42       $ Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   13
  • 14. Case  Study   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   14
  • 15. Wrap  Up       •   Mobile  cellular  service  is  increasing  rapidly,  but  the  number  of  main  lines  is  s*ll   deficient;  e-­‐mail  and  Internet  services  are  available.     •   Preparing  for  digital  transi*on  like  high  defini*on,  set-­‐top-­‐boxes,  etc.  -­‐-­‐>  but  s*ll   very,  very  briefly.     •   Liberalised  broadcas*ng  ajracts  increased  levels  of  adver*sing  which  is  accelara*ng   the  expansion  of  the  private  sector  free-­‐to-­‐air  broadcast  market  (mobile  operators  are   usually  among  the  top  5-­‐  or  at  least  among  the  top  20-­‐spenders).     •   Slow  change  from  producer  to  service  economy  causes  a  steady  rise  of  a  middle  class   that  has  more  disposable  income.         Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   15  
  • 16. Wrap  Up   Summer  Term  09   Michael  Wal*nger  |  Media  Markets  in  Uganda   16