Viability takes shape as local media establish advertising agency

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At least 16 local media houses in Kenya have come together to establish an advertising agency.

The agency, Grand Wave Consortium (GWC), is targeted at spearheading viability of the members.

Through the support of DW Akademie, the members of the consortium managed to register the entity, and trained members on its operationalization.

DW Akademie is a German organisation for international media development that supports the development of free and transparent media and quality journalism, and also offer programmes to boost media skills.

16 member consortium

The members of the consortium include; Mmust FM, Radio Nam Lolwe, Radio Lake Victoria , Gulf Radio, Radio Amani, KBC Kisumu, Radio Mambo and Radio Sky FM.

Others are; Upendo FM, Sauti ya Pwani, Radio Kaya, Pwani FM, Vihiga FM, Sayare FM, Radio Mitume and Lake Region Bulletin.

By using the power of numbers,  the consortium creates new and untapped opportunities for member stations including revenue opportunities,  capacity building and bulk negotiations

Lillian Mukoche

Speaking during the launch of the entity in Nairobi last week, consortium Chair Lillian Mukoche said the agency will be reaching out to potential clients and bargaining on behalf of members.

“By using the power of numbers,  the consortium creates new and untapped opportunities for member stations including revenue opportunities,  capacity building and bulk negotiations,” said Mukoche.

Mukoche is the head of Masinde Muliro University of Science and Technology radio station (MMUST FM).

MCK’s Teddy Evans flanked by the board of GRC during his address at the launch of the consortium. (Photo: Courtesy)

Roles of the consortium

She said the move will see the radio stations wade through the murky waters of financial strain which compromises the role of the media.

“Greatest challenge facing the small media houses is financial constraints since they reach a smaller audience. This is the reason that gave birth to the consortium.  With this, the stations can compete big media houses,” she said.

The consortium will undertake the recruitment and retention of members through incentives and engagements to member station.

Greatest challenge facing the small media houses is financial constraints since they reach a smaller audience. This is the reason that gave birth to the consortium.  With this, the stations can compete big media houses

Lillian Mukoche

The entity will also lead revenue generation through profitability for sustainability of the media houses, tapping on opportunities that bring revenue to the consortium for the benefit of its members

The members are expected to facilitate the marketing to enable the Consortium be known as well as meet the demands of the clients.

“This venture is in line with the agenda of the government of the day of promoting small businesses,” added Mukoche.

Teddy Evans of MCK during the launch of GWC. (Photo: Courtesy)

Media Council of Kenya agenda

Teddy Evans, the Media Council of Kenya (MCK) Nyanza/Western Regional Manager who represented the CEO David Omuoyo during the launch said the consortium has the full support of the council.

As a council, our main goal is to see quality journalism, and through this initiative, we foresee the consortium promoting that

Teddy Evans

“As a council, our main goal is to see quality journalism, and through this initiative, we foresee the consortium promoting that,” he said.

He noted that the council has been running a number of programs in support of media houses and individual journalists, and that the formation of the consortium works towards facilitating the collaboration between the member stations and the council.

“When the stations get enough money, they will pay their journalists well, and this will go a long way in addressing some ethical issues which have been reported among media practitioners,” he said.

Kevine Omollo
Kevine Omollo
Lake Region Bulletin is your one stop multi-media platform for news from Lake Region Counties of Kisumu, Siaya, Homa Bay, Migori, Kisii, Nyamira, Vihiga, Kakamega, Busia, Bungoma, Trans Nzoia, Nandi, Kericho and Bomet. Email: komollo@lakeregionbulletin.co.ke omollokevine@gmail.com

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