By Rachel Nyambura Mugisha
A few weeks ago, I was stuck in evening traffic somewhere around Ntinda, that kind of Kampala jam where everyone becomes some sort of part-time DJ, scrolling through TikTok, switching radio stations, or even arguing with Google Maps on the quickest route home.
The man in a taxi front seat in the lane next to mine, clearly exhausted, was laughing at a clip of what appeared to be a boda guy who had filmed himself joking about something in Luganda (my Luganda is not the best so I won’t try explaining what I think it was about, LOL).
Thirty or so seconds. Shaky camera. Bad lighting. But the guy was in stitches!
It hit me! That boda guy had more attention from this guy in those 30 seconds than some TV and radio shows get in 30 minutes of airtime!
There was a time when owning airtime meant owning the audience. Brands simply had to buy their way onto screens or speakers to be heard. But today, every Ugandan with a smartphone and a story has a broadcast tower of their own in their pocket, meaning that attention, not just having airtime, has now become the real currency!
As a commercial leader, I’ve seen this shift happen in many a boardroom. Clients who used to ask us, “How many spots can I get?” now ask, “Who will listen?” and “What will they remember?”
That’s a big change. It’s no longer about how many people see you, but how many care. Brands are learning that repetition doesn’t equal relevance.
It’s like that one friend who keeps forwarding the same joke in every WhatsApp group… at some point, you stop reading, right? Same case here.
For us in media, it’s both a challenge and a wake-up call. The old playbook - rate cards, reach, repetition - doesn’t guarantee you impact anymore. We have to become storytellers, data interpreters, and community builders.
At Next Media, this shift has overtime seen us think differently. Over and above selling airtime, we sell meaning!
A talk show that makes viewers feel seen.
A documentary that changes minds.
A campaign that moves hearts.
That’s where true commercial value now lies… it is in how deeply you connect, not just how loud you speak.
What fascinates me most is how in this data-driven world, attention is still deeply human. It’s not just a click or a view, it’s a tiny act of trust. It’s someone saying, “You matter enough for me to stop scrolling.”
That’s simply priceless.
Because when someone gives you their attention, they’re giving you belief.
So yes, airtime still matters. But without attention, airtime is just noise in a crowded room.
As media professionals, our job now is clear:
To not just fill air, but to fill hearts.
To not just chase eyeballs, but to earn belief.
In Uganda’s attention economy, every scroll, every listen, every share is a vote. The brands that will win tomorrow are those earning trust today.
Ms Rachel Nyambura Mugisha is the GM Commercial at Next Media
