A new local private television station, Flash TV, is expected to go on air anytime soon. This will increase the number of licenced private TV stations in the country to over 20 on top of dozens of radio stations and newspapers. The proliferation of media outlets is an indicator that the media sector in Rwanda is becoming more vibrant, and has potential to attract more private investors.

It also offers consumers of the media a variety to choose from, but most importantly, it raises the bar high for the media organisations to survive the ever-growing competition.

In the face of these developments, media organisations have to ensure that they innovate to remain relevant, and to satisfy the needs of the consumers who have become more sophisticated with the onslaught of social media, accelerated by Information Communication Technology.

As more media houses open shop, the industry will get more competitive and only those media organisations that offer value for money will survive.

This calls for media outlets to adjust accordingly. The starting point is for media houses to conduct regular market research on consumer needs and preferences. This will help them to offer services or content that is relevant to the needs of their audiences. Media outlets should also invest in skills development and modern equipment to offer the best services. Readers, viewers or listeners vote with their pockets and to do this they must appreciate value for money.

The current trend in the media sector clearly shows that the days of mediocrity have no place in today’s dynamic media sector.

It’s up to the media actors to rise up to the occasion or lose out.