The closure of one of Rwanda’s most popular urban radio station, KFM, by its parent company Nation Media Group is likely to send media owners and managers back to the strategy room to mull market penetration strategies.

Thursday’s announcement was explained by the management as part of implementation of a strategic move to position them for the future.

The move saw the merging of television stations owned by Kenya-based Nation Media Group as well as the closure of three radio stations, including Kigali-based KFM.

Media enthusiasts and experts say that the development will serve as a wakeup call to media house owners, managers and journalists to review their business models and embrace digital technologies.

With most of the media outlets across the region yet to fully embrace digital ways of packaging their content, experts say that consumption partners will require them to revise their business models.

Gerald Mbanda, the head of media affairs and communication department at the Rwanda Governance Board, said that the effects of digitalisation are not only shaping media in the region but across the world.

"This is a trend not only in the east African region but across the world. It is a wakeup call for people in the media sector, in both print media and electronic media, which have been largely affected by the digitalisation trend,” said Mbanda.

He observed that consumption and use of media outlets have been changing fast in recent years with online platforms emerging as more profitable as opposed to traditional setups.

Last year, the RGB conducted a print media survey to identify critical factors to the growth and development of the local print media as well as generating data and information which could be used to better inform policy reforms.

One of the recommendations given following the study was the need for media outlets to pool resources to give them strength in skills and finance.

"Developing quality and marketable content requires financial muscle which is hard to put together individually,” Mbanda said.

Gonzaga Muganwa, the secretary-general of Rwanda Journalists Association, said media owners have to come up with strategies that will maintain their relevance by having relevant.

"The other issue is how to get the private sector interested as most of them do not advertise. The media market continues to remain fragile,” Muganwa said.

Media owners who spoke to The New Times said that the nature of the Rwandan market has not made it any easier for them to operate.

Albert Rudatsimburwa, a media house proprietor, explained that other than having a small market, few members of the private sector see the need to use media outlets for advertisement and branding.

editorial@newtimes.co.rw