Media in an economy is crucial and ranges from promoting national identity and cohesion to spur the resolution of people in achieving development milestones. Media also referred to as “medium” / communication channels through which news, entertainment, education, data or promotional messages are disseminated. This include broadcasting and narrow casting medium such as; Newspapers, magazines, Televisions (TVs), Radio, Billboards and internet among others.
In Uganda, except of the state-owned media networks (UBC, Radio Uganda and New vision publishers), a number of players especially in the private sector participate in the media such as NTV, NBS, Top TV, BBS, KOTV (televisions) and Radios such as Radio one, Sanyu, capital FM, K-FM, Top Radio, Impact FM among others. Besides this, digital media has taken a central position in changing the lives of society especially millennial such as computers, the internet, mobile phones and the social media.
The new development paradigm requires that the development process is democratized, transparent, and participatory. The media is a link through which people can communicate with Government. This kind of two-way communication is required for effective development to take place. With the help of the media, poor living conditions have been exposed thus aiding government action against poverty through its projects such as Operation Wealth Creation which has extended its services all over the country to enable people in all regions access certain services and also be able to improve their standards of living.
There is need for the media to empower people with economic information, as well as information that highlights innovation, to help the public monitor and evaluate government programs and policies.