By Spy Uganda
Kampala: The Rural Broadcasters Association (RUBA) has rejected the recent government directive to allow Resident District Commissioners (RDCs) and Resident City Commissioners (RCCs) to utilize free airtime on local radio stations as part of a nationwide campaign to boost national ID registrations.
In a letter dated October 4, 2024, Haji Yunus Kakande, the Permanent Secretary of the Office of the President, instructed RDCs and RCCs to collaborate with NIRA Registrars during the designated one-hour government airtime on local radio stations. This exercise aims to promote awareness and mobilize unregistered citizens in their respective areas to participate in the ongoing 53-day national ID registration campaign.
In response however, RUBA which represents rural (up country) radio station owners across the country dismissed the directive saying the mandate for free airtime overlooks the economic realities of operating independent radio stations, which heavily rely on advertising revenue to cover operational costs.
According to RUBA, radio stations face significant expenses, including staff salaries, electricity, equipment maintenance, and taxes, all of which require a sustainable revenue model and that offering government airtime for free would cut these essential income streams, posing a risk to the financial stability of many radio stations.
”RUBA member radio stations are independent businesses with substantial operational costs, including but not limited to staff salaries, electricity, equipment maintenance, and taxes. These stations rely primarily on advertising revenue; government broadcasts are typically part of this revenue stream. The directive to utilize free airtime undermines the financial viability of our stations and sets a concerning precedent that disregards the economic realities of the broadcasting industry,” reads part of the response from RUBA.
Furthermore, RUBA has called upon the Ministry of ICT and National Guidance to consider a budget allocation for government broadcasts.
”We strongly urge your office, through the Ministry of ICT and National Guidance, to direct the relevant government departments, such as the National Information Registration Authority (NIRA), to allocate the necessary budget for publicity through our stations. This would enable continued cooperation in disseminating government information while ensuring that radio stations can meet operational costs and remain sustainable,” RUBA says.
RUBA also reiterated its commitment to working with the government to foster open communication but emphasized the need for a balanced approach that respects the financial needs of radio stations.
”We remain committed to working with the government to foster open channels of communication, but this must be done in a manner that respects the operational requirements of our stations. We kindly request that you reconsider the position outlined in the circular and instead adopt a more collaborative approach in budgeting for government communication on media platforms,” the Association adds.
RUBA is an Association of regional and upcountry media owners whose work involves promoting the interests of community broadcasting in strategic geographic areas under the Chairmanship of Julius Tumusiime who is also the Director BFM in Bushenyi.
The association brings together over 160 radio stations, online news platforms, newspapers and televisions.
