Date of Award
2025
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
David Aduda
Department
Graduate School of Media and Communications
Abstract
This study examines the viability of a media content archive with a focus on Vision Group. Amid digital transformation, media organizations face mounting pressure to monetize archives of historical, cultural, and journalistic content. This is particularly relevant for legacy media like Vision Group, which confronts external and internal challenges that threaten sustainability. Externally, digital disruption has diminished traditional revenue streams like print advertising and subscriptions, as tech giants dominate digital ad spaces. Younger audiences prefer free, interactive content on social media and podcasts, while inflation and economic pressures shrink advertising budgets and consumer spending. Internally, reliance on outdated business models, high operational costs, and limited digital strategies hinder growth, compounded by leadership’s slow adaptation to change. Vision Group’s dependence on declining print revenues, competition from digital-first publishers, and regulatory challenges further complicate its position. This study evaluates Vision Group’s archival project by analyzing its technical, financial, and organizational dimensions. As a legacy media company in Uganda with a diverse portfolio spanning newspapers, television, radio, and digital platforms, Vision Group offers a compelling case for this investigation. The study’s objectives are to: 1) assess the technical feasibility of the archival project; 2) analyses its financial viability; and 3) evaluate the organization’s readiness and capability to execute it. A qualitative approach was employed, involving in-depth interviews with stakeholders such as editors, resource center staff, journalists, and IT personnel, as well as document analysis. The findings provide insights into the challenges and opportunities of the archival project, contributing to broader discussions on media management, digital preservation, and content monetization. The study offers practical recommendations for optimizing implementation and ensuring long-term sustainability. In an era of new revenue exploration, this analysis highlights the economic potential of legacy media archives and advances conversations on digital archive monetization.
Recommended Citation
Kirunda,Eva.F.N.(2025).An analysis of the user-needs for premium content subscribers: The case Monitor Publications Limited.(Unpublished)
Included in
Communication Technology and New Media Commons, Journalism Studies Commons, Mass Communication Commons, Social Influence and Political Communication Commons, Social Media Commons
