Alupo Calls for Greater Media Freedom to Drive Social-Economic Transformation

Vice President Jessica Alupo has said that media freedom is not only a democratic necessity but also a powerful driver of social and economic transformation.

She was speaking on Tuesday at the opening of a two-day broadcast and digital media convention held at Four Points by Sheraton in Kampala.

The event brought together key players in Uganda’s broadcast and digital sectors, including heads of media houses, content creators, policymakers, regulators, and technology providers.

Discussions centred on innovation, emerging commercial opportunities, and industry challenges in the digital era.

“Media freedom is very important and a potential force for the social-economic transformation of our country,” Alupo said in her opening remarks.

She urged both government and private sector players to support an enabling environment where the media can thrive professionally and independently.

The forum also highlighted the rapidly changing media environment, with speakers addressing how digital platforms and artificial intelligence (AI) are shaping content creation, delivery, and audience engagement.

Prof. Lawrence Muganga explored the growing influence of AI on modern journalism.

He spoke about how emerging technologies are redefining the way news is produced and consumed, urging journalists to adapt quickly. “AI is not replacing journalists—it’s challenging them to evolve,” he said.

Ben Mwine, Head of Corporate Affairs and Partnerships at Next Media, addressed the transformation of content delivery across digital platforms.

He underscored the growing demand for adaptable content strategies that speak to diverse audiences in real time.

Fred Otunnu, Director of Corporate Affairs at the Uganda Communications Commission, pointed to the changing nature of content distribution in the age of converged media and smart algorithms.

“The rise of the internet, converged platforms, and artificial intelligence is redefining how content is produced, distributed, and consumed,” Otunnu said.

“This shift in the media structure challenges us to remain agile, continuously build capacity, and adopt frameworks that protect consumers, promote innovation, and ensure media diversity.”

The convention also served as a platform for networking and collaboration across the digital and broadcasting fields. Participants exchanged insights on trends and shared innovations aimed at strengthening the resilience and sustainability of media in Uganda.

This year’s event focused particularly on artificial intelligence and its transformative impact on journalism. Industry leaders shared case studies on how AI tools are enhancing audience targeting, automating workflows, and helping newsrooms stay ahead in a competitive digital space.

Organisers said the goal of the convention is to promote dialogue and foster partnerships that can steer Uganda’s media towards growth, inclusion, and professionalism in the face of technological change.