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Government Agencies Asked to Commit Advertising to UBC

A report by the committee observes that the corporation is struggling to generate internal revenue to finance its capital and operational requirements yet it faces limitations in the scope of commercialization as a result of its status as a national broadcaster.
26 May 2017 16:47
Members of Parliament want all Government Ministries and Agencies to commit all their advertisement to Uganda Broadcasting Corporation. The suggestion fronted by the committee of Information and Communication Technology seeks to make the national broadcaster financially viable and self-sustaining.

A report by the committee observes that the corporation is struggling to generate internal revenue to finance its capital and operational requirements yet it faces limitations in the scope of commercialization as a result of its status as a national broadcaster.

UBC currently generates 85 percent of its revenue from on spot advertisements and rental of its masts. However, the reliance of advertisement has put it into direct competition with private players and influenced its content from the unique public service mandate it's envisaged to provide to entertainment based programming.

ICT Committee Chairperson Paula Turyahikayo says that Ministries, Departments and Agencies need to sign a Memorandum of Understanding undertaking to channel all advertisement through UBC instead of using private media.

"The Ministry of finance should ensure MDA's commit to centralize their advertising, and communications budget to UBC for a more cost effective and sustainable public broadcaster" Turyahikayo said.

The committee also calls for urgent provision of a budget of 20 billion Shillings for revamping UBC adding that the fund should be channeled through the Ministry of ICT and National Guidance for effective coordination and supervision of planned activities.

The committee further says in order to increase viewership and achieve financial results; UBC should align its content to the market demands, adding that the 11 UBC FM radios should also be revamped at a later date.

Uganda Broadcasting Corporation was formed as a result of the "Uganda Broadcasting Corporation Act, 2004", which merged the operations of Uganda Television and Radio Uganda. Currently, UBC operates several radio and television channels spread across Uganda.

However, UBC is facing several challenges ranging from nonpayment of staff salary, failure to generate revenue and poor management.