RATINGS | Next Broadcasting Service (NBS) emerged as the best English television station for viewers in Kampala and nationwide in a new audience survey in which holding franchise Next Media Group dominated several categories.
Nationally, NBS leads in viewer preference with a 44 percent rating, ahead of rivals NTV at 35 percent and Bukedde at 19 percent.
The Uganda National Media Survey report rankings for the first quarter of the year saw several of Next Media group products and TV personalities such as Samson Kasumba, Canary Mugume, Douglas Lwanga, MC Kats, and Andrew Kabuura soaring in ratings.
Mr Joe Kigozi, the Next Media Group deputy chief executive, said the Naguru Hill-based media empire led by its flagship brand NBS merged on top because the company has been very cognizant of the fact that the trends are changing in the media landscape.
"All our strategies have been designed around understanding our customers," Mr Kigozi, who is also the head of strategy at Next Media, said.
He said he was "not surprised" by Next Media's performance in the survey considering that in the top English current affairs shows or current affairs shows in general, "we have three or four in the top five".
Next Media's premiere current affairs show, Frontline, scored beyond would-be competitors NTV On the Spot and UBC's Behind the Headlines in Best English Language talk-show category, while its Luganda sidekick, Barometer, also returned no competition in the viewers assessment of Best Luganda TV talk-show nationally.
Frontline, moderated by seasoned talk-show host and journalist Charles Mwanguhya Mpagi, remains a staple for living rooms every Thursday night.
The ratings are not by chance, said Chief News Editor Dalton Kaweesa, adding "and we don't take them for granted".
"We strive to deliver results in everything we do, not just the current affairs as the survey captures the impact of our sports and entertainment segments as wel," he said.
Mr Kaweesa, who heads the 'Political Command Centre', the slogan on which NBS TV runs its current affairs, said the Ugandan society is largely politicised.
"The Political Command Centre is attuned to that reality and also cognizant of the fact that there is more to life in our society than politics, which we balance through a range of programming with a national scope to them."
The Uganda National Media Survey report, released on Tuesday, May 14 in Kampala, was conducted by Market Intelligence Group between January and April, covering media consumption trends.
Joel Isabirye, managing director of Market Intelligence Group, said the survey provides insights into the consumption of radio, television, print, and digital media across all districts of Uganda, segmented into sub-regions and the Greater Kampala Metropolitan area.
He attributed NBS's success to its extensive nationwide coverage, live event broadcasts, news events through correspondents and broad viewership across the country.
"I think NBS does a lot more with its content, it has live coverage reporters in almost all sub-regions across the country who give people news updates every day which I have not seen with other media houses," Isabirye said.
In a rejoinder, Mr Kigozi said Next Media as a brand has remained very relevant to its customer. He cited how bureau chiefs focus on creating content within different regions, which builds a sense of belonging across the regions.
"We have segmented all our products, we have conducted customer surveys which have allowed us to understand what our customer is looking for," Kigozi said.
The survey results, Dr Isabirye (PhD) said, helps give advertisers, consumers and policymakers a glimpse into current media consumer trends, thus facilitating the making of informed decisions in engagements with the media.
Nile Post makes headway
English news anchors Samson Kasumba and Canary Mugume were split by their Luganda colleague Zambaali Bulasio Mukasa, who anchors Amasengejje and hosts Barometer (Akasameeme) in a Next Media clean sweep of the current affairs presenters preference.
Mr Kigozi said the talent Next Media has both backend and on-air is largely influential in all aspects of current affairs and online.
The idea is the kind of free-flowing engagement on air, where Mr Kasumba, for instance, can freely treat viewers to light moments away from the stiff collar approach most news anchors are compelled to follow.
"Our talents are very influential in the market, they are brands themselves but also we have given them the opportunity to be creative and to flourish in the market and that has been very critical," he added.
It was another clean sweep for the Naguru-based media multimedia franchise as Douglas Lwanga, Zahara Toto and MC Kats swept the entertainment discs clean.
Andrew Kabuura, host of the daily show, “NBS Sport This Evening” and a weekly show NBS Pressbox, led the sports presenters.
Meanwhile, in a world where media consumption is increasingly driven by digital service, the Nile Post hit the top gear after surpassing traditional leaders Chimpreports as go-click online news media.
One of the brands under the Next Media Group franchise, Nile Post runs round-the-clock current affairs augmenting the ecosystem of the NBS cover to ensure that what views miss on TV is available for reading digitally.
Deputy CEO Kigozi thanked viewers and customers who have supported the brand throughout the journey and making it the most influential and leading brand in the country.
The survey results
The country wide excellent rating show
- NBS stands at 44%
- NTV at 35%
- Bukedde at 19%
Country wide excellent ratings
- NBS - 44%
- NTV - 35%
- Bukedde - 19%
Leading TV Stations (overall) according to the National Sample.
- 1. NBS
- 2. Bukedde
- 3. NTV
Best Tv Central Buganda
- Bukedde
- Radio
- CBS
Best current affairs show - English
- 1.Frontline
- 2. NTV on Spot.
- 3. Behind the Headlines
Best current affairs show - Luganda
- Barometer
- Akabinkano
- Fayiyo ku Meeza
Best Evening Tv show - Entertainment
- 1. After Five
- 2. The Beat
- 3. Uncut
Best current affairs Tv presenters
- 1. Samson Kasumba
- 2. Zambali Bulasio Mukasa
- 3. Canary Mugume
- 4. Adam Kungu
Best Entertainment hosts
- 1. Douglas Lwanga
- 2. Zaharah Toto
- 3. Mc Kats
Best Sports Presenters
- 1. Andrew Kabuura
- 2. David Lumansi
- 3. Powers
Best (most read) Online papers
- 1. Nile Post
- 2. Chimpreports
Highest percentage of consumption as of yesterday
- Internet - 84%
- Television - 77%
- Radio - 59%
- Print - 27%