COVID-19 & its impact on the East African media environment

The COVID-19 pandemic has brought about serious challenges for the media industry in East Africa, with media owners seeking government support to stay afloat. Giant media houses in Kenya are already implementing pay cuts for their staff as they navigate the financial impact of the crisis. Eugene Anangwe, CEO of TV 47 Kenya, highlighted some of the key issues facing journalists during this time. Anangwe mentioned the difficulty of reporting from home, emphasizing that journalists need to be on the ground to cover stories effectively. While some programs have been prerecorded or done live from journalists' homes, there have been significant challenges in traditional reporting methods. In Kenya, journalists have been classified as essential workers, allowing them to move around. However, the concern for their safety remains a top priority, as they are not immune to COVID-19. This dual challenge of reporting effectively and staying safe while on the job has been a major hurdle for the industry. The decline in advertising revenue has also posed a significant threat to media sustainability in the region. As businesses shut down, many media houses are facing revenue losses, leading to pay cuts and unpaid leave for employees. Anangwe stressed the need for creativity in finding new opportunities for revenue generation. For instance, some media houses have started airing church services, tapping into a new market as religious gatherings are restricted. However, Anangwe cautioned that relying solely on this strategy may not be sustainable in the long run. He called for government intervention to support the industry, suggesting incentives such as reducing power bills and signal distribution costs. The Media Owners Association has already sent a letter to the government advocating for these measures to be implemented. Anangwe highlighted the crucial role of the media in disseminating information during the pandemic, emphasizing the need for government support to ensure the industry's survival. Despite the challenges, the spike in media consumption due to social distancing measures presents an opportunity for industry players to leverage this increased viewership. Anangwe pointed out that understanding the new audience's needs, such as children and university students who are now at home, is essential. Adjusting programming to cater to this audience can help media houses attract and retain viewers during this period of heightened media consumption. By adapting to the changing needs of their audience, media players can capitalize on the current spike in viewership and potentially gain a new following.