Date of Award


Document Type


Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Dr. David Muturi


Graduate School of Media and Communications


This study about niche marketing for a radio operator in Uganda, CBS FM, is set in the context of an altered media landscape in which shifting fortunes and emergent opportunities present the need for new product development, spurred in part by the pressures of balancing the interests of a multiplicity of stakeholders, whose needs outpace the station’s broadcasting and revenue-generating capacity. Faced with intense competition, a disruptive set of new media operations, as well as an aggressive buyer’s market, CBS FM must now consider tapping into the capabilities availed by technology, to serve its clientele better. The first chapter explores related literature on the subject of niche marketing, its definitions, and its origins, and offers different perspectives on its benefits. In Chapter Two, this study sets out to establish the perception of online media consumers of an approach involving niche content being distributed through station-owned online sites. It also seeks updated views of existing and potential advertisers and juxtaposes these two key stakeholder views with those of CBS FM management, to draw conclusions about the opportunity at hand. Chapter Three makes recommendations based on the results of the mixed-method research study conducted, which points towards the existence of revenue-generating opportunities for radio broadcasters who adopt a similar model. The study winds up with a summarised proposed project plan, which if adopted and executed efficiently, would open up new revenue streams, supported by media consumers, leading to a reduction in the reliance on advertiser revenue alone.