Date of Award


Document Type


Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Prof. Nancy Booker


Graduate School of Media and Communications


This study explores Nation Media Group Uganda’s digital transformation and revenue diversification efforts in response to challenges in the evolving media market. Employing a mixed methods approach, including in-depth interviews with 7 key stakeholders, an online questionnaire distributed to 43 respondents, and document analysis, the study offers nuanced insights into NMGU's digital landscape. The key focus areas of this study are first - organizational culture, technology, and digital competencies. NMGU faces resistance to innovation rooted in a focus on traditional revenue streams, creating bureaucratic hurdles and a generational gap. Addressing these challenges requires a proactive approach to technology integration and targeted training initiatives. Secondly, despite advocating for a digital-first content strategy, NMGU leans towards analogue practices in contentgathering, processes and distribution. Challenges in multimedia content production, mobile platform optimization, and user-generated content incorporation call for strategic attention and a cultural shift. Third - Revenue Generation Models: The study identifies promise in the subscription model with a focus on audience engagement. Delayed adoption of the paywall is recognized as a missed opportunity. Weaknesses in digital marketing and a lack of loyalty programs for retention are acknowledged. Various revenue models are explored against challenges such as pricing issues and competition with social media platforms. Conclusion: The study emphasizes NMGU's pivotal need to diversify revenue streams for longterm viability. Ethical considerations are prioritized, offering nuanced insights into the challenges and opportunities in NMGU's digital transformation. Findings contribute to a broader understanding of the significance of embracing digital transformation for media organizations globally.