Date of Award


Document Type


Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Prof. George Nyabuga


Graduate School of Media and Communications


This research delves into the phenomenon of media convergence within Vision Group, concentrating on key factors influencing its implementation. Employing a cross-sectional approach, the study employs both quantitative and qualitative methods to collect data from Vision Group staff and audiences. The primary objectives include assessing staff perceptions of content quality post-convergence, examining the organizational response to convergence, and scrutinizing audience consumption patterns. The results demonstrate a notable enhancement in content quality, with journalists in a converged system exhibiting improved output. Positive outcomes are also attributed to organizational and cultural changes that support convergence, including staff training, promotion of collaborations, and consistent communication about the benefits of convergence. Despite these advancements, audience consumption habits have not undergone significant changes, though audiences acknowledge a noticeable shift in published content. An examination of current content preferences among different audience demographics reveals that older audiences express satisfaction with the existing news content, while younger audiences are drawn to multi-platform content, especially digital formats. However, a commonality among all audiences is the abundance of choices due to similar trends in the competitive media landscape in Uganda. Although overall audience growth is yet to be realized, there are indications that audiences may grow in future. While media convergence is deemed a positive progression, challenges impeding swift success persist. Limited cohesion among senior journalists, insufficient support for and motivation of journalists, inflexibility among senior journalists, inadequate investment in tools for delivery, and a general lack of enthusiasm to embrace the transition are identified as key obstacles. Despite these challenges, the research underscores the notable achievements of convergence within the Vision Group.