By Kin Kariisa – Group CEO, Next Media
Uganda has officially entered yet another political season, and with it comes heightened scrutiny of every institution that serves the public. In moments like these, the media is often put under the sharpest spotlight.
The stories we choose to tell, the airtime we allocate, the angles we explore… all of these decisions are dissected and, often, politicised.
As the Group CEO of Next Media, I have over the election cycles come to understand this scrutiny fairly well. And I also fully understand the duty we carry. For NBS, that duty is a commitment to our motherland Uganda, not a single candidate or party.
That is firmly embedded in our mission to Inform to Transform (Uganda), and that is a mission that guides us especially in moments like these when tensions rise and trust in information is tested. To fulfil this mission, we made the decision to be on the side of Ugandans, ensuring that citizens can access all voices, hear all candidates, and see the full picture for themselves.
Journalism Beyond Partisanship
Uganda is home to diverse voices, perspectives, and aspirations. It would be a betrayal of our responsibility as journalists if we amplified only one of them. Balanced coverage does not mean silence on the uncomfortable issues, nor does it mean giving undue weight to one side.
It means telling the story of Uganda in all its fullness, the progress, the challenges, and the competing visions for the future.
This is why we do not measure our success by which party praises us or criticises us on a given day. We measure success by whether Ugandans are better informed, whether they can make decisions at the ballot box armed with facts, context, and clarity.
It is true that in such a setting, some days one side will feel NBS is for them, and on other days the same side will feel we are against them. That is balance, not inconsistency as some have chosen to look at it sometimes. Journalism, especially when done right, is rarely comfortable for those in power.
Access for All, Powered by Technology
Our vision is about practice, over and beyond principle. We have invested heavily in the tools and platforms that allow us to reach Ugandans where they are. Through television, AfroMobile, digital streams, and real-time coverage, NBS ensures that Ugandans across the country, and even our relatives and friends in the diaspora, can hear directly from all candidates, in all positions.
For us, this is not an abstract ambition. It is a deliberate strategy to make sure that access to information is not the privilege of the few, but the right of all.
When a debate is held, we want every citizen, whether in Kampala or in Karamoja, to follow it live. When candidates share their vision, we want Ugandans to hear it unfiltered, and then decide for themselves what resonates.
Technology is our ally in this work. It allows us to cut through distance, through barriers, and even through suspicion. It enables us to show, not just tell. That visibility is critical in a democracy because trust is built by opening the doors wide, not by hiding.
The Weight of Balance
Of course, this positioning carries weight. Balanced journalism is rarely met with universal applause. There will be moments when one side feels that we are hostile to them, and moments when another feels we are biased in their favour.
I am under no illusion about this reality. I know that balanced reporting will mean we live with criticism from all sides. But I also know that the greater good - informed Ugandans, a level field for candidates, and a democratic process rooted in truth - is absolutely worth it.
This is the cost of standing on the side of Ugandans, and it is a cost I am willing to bear.
Our Duty, Our Vision
As we enter this political season, one thing you can be sure about is that NBS will not be on the side of any candidate. We shall be on the side of Ugandans.
We shall continue to tell the full story, live and in real time. We shall open up our platforms so every voice can be heard. And we shall hold fast to the conviction that Uganda is best-served when its citizens are informed, empowered, and trusted to make their own choices.
That is our calling. That is our contribution. That is our promise – Live. Balanced. ALWAYS.
