By Tamara Nalubowa
The appointment of veteran broadcaster Allan Kasujja as Executive Director of the Uganda Media Centre is being widely viewed as a turning point for government communication in Uganda, one anchored in professional journalism and audience-centred storytelling.
With years of experience across leading media organisations including the BBC, Capital FM Uganda, Sanyu FM and NTV Uganda, Kasujja steps into the role with a rich broadcasting background.
His career has been shaped in fast-paced newsrooms where credibility, clarity and audience engagement are critical — qualities observers expect him to bring into public service.
Kasujja takes over following the departure of longtime Executive Director Ofwono Opondo, who stepped down in April 2025 after 13 years at the helm to pursue a parliamentary seat representing older persons in Eastern Uganda.
In the interim, Obed Katureebe served as Acting Executive Director and formally handed over office.
Now in charge, Kasujja has indicated that his leadership will be guided by the principles of journalism rather than traditional government public relations.
“Government information is not a PR exercise, it is nation building,” he said, setting the tone for what could become a more transparent, engaging and service-oriented communication strategy.
His extensive media experience is expected to influence several key shifts at the Uganda Media Centre. Analysts point to the likelihood of more timely and accurate information dissemination, improved storytelling that resonates with citizens, and a stronger embrace of multimedia and digital platforms.
Equally important is his focus on human resource development. Having worked in competitive media environments, Kasujja understands the value of skilled personnel and continuous training.
He has pledged to invest in staff development, equipping the UMC team with the tools and expertise needed to operate in a modern media landscape.
However, he assumes office at a time when the institution faces persistent challenges. Limited funding has constrained operations, affecting transport, production equipment and studio capacity.
The centre also remains largely Kampala-based, limiting its ability to effectively reach audiences across the country.
Kasujja’s background in national and international broadcasting could prove critical in addressing this gap.
His experience speaking to diverse audiences positions him to push for a more inclusive communication model that extends beyond Kampala to communities across the country, potentially through localized reporting in different languages.
He has already emphasized that funding must be prioritised if the Uganda Media Centre is to fulfil its mandate as the government’s primary information hub.
As the media landscape continues to evolve, Kasujja’s appointment has raised expectations of a more dynamic and credible institution — one that not only informs but also connects with citizens in meaningful ways.
If his journalism experience translates effectively into leadership, the Uganda Media Centre may be on a path to transformation, redefining how government communicates with citizens in a rapidly changing information age.
