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In the last couple of weeks, as part of building a 2021 strategy (personal + office), I have spent a lot of time evaluating the Kenyan media industry. In terms of both business and content, we are at crossroads and only the most innovative on the two will survive after 2022.
2021 will be an interesting year for the media industry in Kenya given what we have seen this year. Revenues will remain slim unless other sectors spend more on their own rebuild. And as has been the trend, journalists will remain anxious about their jobs over this.
The Kenyan newspapers are currently 5 to 10 years late on getting ready for digital disruption and will thus continue suffering in 2021. The moves by the Nation and Standard are in the right direction. The Star had jumped ahead by 2019 but will be playing catch up in 2021.
Newspapers will have a hard time selling/circulating printed copies if the content continues to be a replica of what has been online and on TV/Radio all day. Newsroom leaders must think of how to repackage their newspaper products beyond hard (what we call missionary) news.
TV, as is happening elsewhere, is in the early stages of digital disruption. Staying linear only may not be a good idea for Kenyan stations and so they must start thinking on how to evolve now and not be caught napping like their sisters - the newspapers.
Prime Time bulletins can no longer be the regurgitating of news that has been consumed all day especially given that most stations have news throughout the day. Like newspapers, TVs must get innovative with the news and focus on more analytical and in-depth content.
As for radio, beyond entertainment and being the most widely consumed form of media, those working there must also add more informative content that helps Kenyans make better decisions especially heading to the elections.
The purely digital media outlets have a chance to beat the big boys in the race for the consumer and Ad spend. But they have to move away from click-bait hollow content. Most of them like Pulse Live, Kenyan Wallstreet and Tuko have built audiences that can sustain them for long.
For the Kenyan media to survive in 2021, before the election-related consumption spike comes, newsrooms and journalists must invest heavily on content. They must think about the breadth of their content as well as what their relationship with consumers is.
At the end of the day, it will boil down to who has the best consumer-first mindset; who is more innovative; who has the best strategic ecosystem (in and out of the newsroom); and who is using their data and talents efficiently.
