Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Thrity Engineer

Department

Graduate School of Media and Communications

Abstract

Globally, the manner in which people are communicating and interacting has changed mainly due to social media. This change has affectedtraditional media that is print and broadcast because part of the audiences have shifted to Social Media Platforms (SMPs) like Facebook (Meta), Twitter (X), WhatsApp, YouTube, TikTok, Instagram and others where they get all the information. This shift has negatively impacted the revenue base of the traditional media because advertisers have also turned to SMPs to advertise their goods and services. The goal of this study, therefore, was to explore strategies broadcast media houses can use to generate revenue from the SMPs with Galaxy FM Radio in Uganda as the case study. The study took a qualitative approach, where the researcher made a systematic, factual and accurate description of the facts based on the interviews and questionnaires given to the 18 respondents. The study established that Galaxy FM uses seven SMPs namely Facebook, Twitter, Instagram, WhatsApp, LinkedIn, YouTube and TikTok, where content in various formats is posted and various factors like type and format of the content, its length and language, the time when it is posted, copyright restrictions from platform owners are some of the determinants on how the audience interacts or engages with the content. The study established that although the online audience interacts with the content posted on the SMPs, challenges such as ignorance about their impact, especially among the managers of big corporate companies, the type of content posted, and lack of training continue to bar the radio station from generating revenue. The researcher also recommended strategies which could help Galaxy FM overcome this obstacle.

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