According to the Uganda Communications Commission, there are over 21.9 million Internet subscribers in Uganda as compared to the over 300 registered radio stations across the country. While radio remains the most affordable media platform with the widest reach across the country, internet penetration stood at 26.2% in January 2021 alone, posing serious challenge not just for radio but all traditional media platforms as this percentage continues to grow on a daily basis as the fastest growing medium both locally and internationally.
This has led to media houses re-inventing themselves by using digital platforms to reinforce their messages and reach their target audiences. Where print media has resorted to online subscription editions to support their sales, TV stations have moved to live streaming on digital platforms like YouTube and other social media platforms, radio has also adopted mobile broadcasting alternatives and this has seen the platform maintain its position as the leading media platform.
So what are radio producers and presenters doing to attract and maintain their audience’s attention?
Danze Edwin, a typical millennial born in 1988, is the Head of Marketing at the Next Media Services who doubles as a radio presenter, TV producer and part time presenter on the popular show “Another Round.”
According to Danze, as a digital marketer, one is bound to become a content creator which is essentially the lifeline for radio.
“A series of fortunate events led to me becoming a radio presenter. With a career in digital marketing, you are inevitably exposed to content creation. At NBS Television, I hosted a tech and lifestyle show called “nbs connect” for about a year and this allowed me to discover a talent I didn’t know I had. I became comfortable on set and in front of a camera,” he says, adding that
“When Nxt Radio launched in 2018, I was more interested in making sure the brand had an online blue print, strong social media platforms and a functional content strategy. I believe it has done just that. Along the way I started working with my now co-host, Renny Byamugisha. Our workmates used to listen to our office conversations and say “why don’t you two take these opinions on air?” The “NXT” step was to do voice tests, get a show name, synopsis, a producer and approval from the Nxt Radio General Manager, Marcus Kwikiriza (Legend in the game) and that is how our office banter evolved into a Radio show called the Nxt RnD (short for Renny and Danze) #NXTRnD.”
Prior to his current job, he worked for various brands such as The Sylvia Owori- African Woman Magazine as a social media manager, Digital Manager at Fireworks Advertising and Brainchild BCW. Danze has received training in Digital Marketing from BBC World Service, Voice of America – U.S Agency for Global Media and DW and studied Industrial and Fine Arts from Makerere University.
With this background, Danze strives to create a balance between the traditional media and new media he interacts which he attributes to the growing global media evolution.
“People listen to radio at their convenience, you have to tailor your content around your audience. When, where and what they want to listen to dictates your content and who you host. There are so many options today, if they aren’t listening to local radio, they’ll be streaming an international podcast. You need to also consider the “when”. During elections, an election podcast is probably the smartest choice of content. When the pandemic hit, journalists that started COVID19 update podcasts were right on the money. During the euros, that was the best format for stream radio. People make appointments with you for specific content!”
Danze’s insight:
- Video content is the most consumed form of content online. With that in mind, this means that brands are seen more, experienced more and interacted with more.
- As much as radio is audio 1st, your audiences want to watch and listen to you now
The Nxt RnD show which airs on Sundays between 6-8pm on Nxt Radio has since itslaunchon 25th October 2020 aired 49 episodes, hosted over 20 guests, premiered over 15 tracks and visited over 6 venues on the road for out of studio experiences.
‘What really stands out for me so far is that I’ve learnt a lot more about myself through the interviews we hold on the show and discovered so much Ugandan and African Music. We share personal experiences, banter about everyday issues, do winners and losers of the week. We however don’t do politics, sports and religion. Radio has taught me how to prepare, be consistent and the importance of an audience,” he says.
‘The unique thing about the show is how much we pay attention to who is currently trending and will bring numbers to the station.
We aren’t the most famous guys out there, but we believe our guests have the clout, so use it to create more awareness for the show, while celebrating them the best way we can, Telling their story in a fun way!”
Letters to My Younger Self: Robinah Siima — “Success Is Quieter, But Richer”Between heading the digital department, presenting on radio, producing a TV show, video gaming and social life, one wonders how Danze manages to create a work life balance.
“I do radio only over the weekend or when I am filling in for someone which is a rare occurrence. I choose to plan my shows earlier in the week meaning I don’t have to obsess over the shows throughout the week.”
To anyone planning to start a podcast or preparing content, Danze advises that they should focus on radio trends and insights derived from the top 10 spoken word audio topics;
- News and Information 62%
- Music 50%
- Comedy and Humor 44%
- Movies/TV 39%
- Sports 38%
- Health 37%
- Food 35%
- Wellness and Self-improvement 34%
- History 34%
- Mystery/Thriller 34%
For more information about radio trends, click #WorldRadioDay: Why radio is still going strong in Africa | Africa | DW | 13.02.2020
To engage with Danze, follow him on
Linkedin: Danze Edwin
Instagram: @deejahn
Twitter: @deejahn
Facebook: Facebook.com/lifeofdeejahn
About Danze Edwin
He is currently the Head of Digital Marketing at Next Media Services.
Part time TV Host NBS TV on Another Round Ug.
He’s worked for various brands such as The Sylvia Owori, African Woman Magazine as a social media manager, Digital Manager at Fireworks Advertising, Brainchild Burson Marsteller in 2017 he joined NBS Television as the Head of Digital Marketing.
Danze is trained in Digital Marketing by BBC World Service, Voice of America – U.S Agency for Global Media and DW and studied Industrial and Fine Arts from Makerere University.
He was born in 1988. Kampala, Uganda
