Kenya Media Predictions Report Launched

Kenya Media Predictions Report Launched

The Aga Khan University Innovation Center has launched The 2020 Kenyan Media Predictions report.

The environment in which Kenyan media is operating in has changed tremendously over the years particularly in the age of digital disruption that has caused us to rethink journalism and the media business. Audiences have changed their news consumption habits and disrupting the traditional advertising business model. In this report, The Aga Khan University Innovation Center interviewed journalists, media practitioners and academics with aim of exploring what to expect from Kenyan media in 2020. This report therefore builds upon a deep introspection of 2019 while combining decades of journalistic experience to produce distilled predictions for this year.

Our interviewees predicted the focus on newsrooms’ leveraging on Big Data and Artificial to better understand Kenyan audiences. We predict that technology will continue to accelerate media evolution and the legacy media will focus more on evidence-based journalism supported by data. Artificial Intelligence (AI), audience metrics and analytics will shift from monitoring the journalist to understanding the audience. With this evolution, the content creators who recognise this vortex and authentically seek to segment, understand and measure their audiences will be in a position to shape conversations and set the agenda for their communities.

Aga Khan University Vice Provost and Interim Dean, Graduate School of Media and Communications, Dr Alex Awiti, noted the importance of anticipating the future of journalism from industry experts drawn from the different disciplines to provide a holistic approach to addressing the digital disruption.

“The challenges mainstream media faced in 2019 will persist in 2020. Huge segments of the reading public, especially youth and women, are alienated by media content they judge as not speaking to their issues. Business as usual models will sink revenues deeper. The focus must be on understanding audiences, providing relevant content, and through the formats audiences prefer,” said Dr. Awiti.

The report highlights the views of 34 thought leaders including award-winning editors, journalists, researchers, academics, member of the civil society and film-makers.

You can access the full report here.