Published on 17/01/2025
In the constantly-evolving landscape of media, bold decision-making often separates industry leaders from followers.
Few in the Ugandan market embody this principle as consistently as Next Media, who have now grown to be Uganda’s media powerhouse.
The group’s boldness in starting over, embracing change, and aligning with future prospects has set them apart as a regional trendsetter.
Afro Mobile: Starting Over to Build Better
When Next Media scrapped its popular Afro Mobile app in late 2023 – despite boasting 1.7 million downloads and hundreds of thousands of active users – it wasn’t a decision many organizations would have made.
A visiting team from their partners at the BBC, led by Mary Lusiba, the Head of Business Development, Africa at BBC World Service, described this move as “rare” and a testament to “boldness and commitment to long-term strategy.”
“Most brands would patch things up, compromising long-term gains. What Next Media has done is an example of putting quality first, even if it means taking short-term risks,” Lusiba was quoted as having observed during that recent visit to Next Media Park by the Next Media Head of Corporate Affairs, Desire Derekford Mugumisa, in a LinkedIn post that caught our attention.
The decision to start over wasn’t taken lightly. AfroMobile’s new iteration reflects a deliberate approach: user feedback informed every stage of development, a sleek design promises an improved user experience, and the app’s robust technical foundation ensures scalability. Within just two months of relaunch, the app has already garnered over 50,000 downloads – an early indication that the gamble is paying off.
Realigning for Growth
Next Media’s boldness isn’t limited to its digital platforms. This week, the group made headlines again with an internal memo signed by Board Chairman Rogers Baguma. The memo announced that the entire Top Management Team would take leave, marking the start of a top-down realignment aimed at aligning roles with growth prospects.
“We are entering a period of deliberate transformation to ensure our leadership structure is not only equipped for current challenges but also positioned for future opportunities,” the memo read.
While the public initially misinterpreted this as a mass sacking, the move reflects Next Media’s commitment to strategic realignment rather than reactionary restructuring. By reassessing roles and responsibilities at the highest levels, one can tell that the group is setting the stage for sustained growth in a competitive industry.
Lessons from the Digital Realignment
This isn’t the first time Next Media has made bold decisions to secure its future. In October 2022, the group let go of over 40 staff members as part of its Digital Realignment process. The move, which later saw about 50 other staff members hired in newly-formed digital-focussed roles hired, followed insights gained at the BBC Media Leaders’ Forum in Cape Town, South Africa, where the importance of digital-first strategies was highlighted.
Since then, Next Media has solidified its position as the most intentional media house in the region, leading the charge in digital innovation. The group’s youth-centric focus has birthed platforms like NBS Plus, an online TV station exclusively available on AfroMobile, and Pulse Radio, a visual audio-radio station targeting aspirational youth. Their daily youth-focused bulletin, News4U, breaks down top stories in a language young audiences can relate to, further cementing Next Media’s relevance in the digital age.
Balancing Boldness with Vision
Next Media’s story is one of balancing calculated risk with visionary leadership. The decision to scrap a successful app, let go of staff to pivot digitally, and realign top management reflects a company willing to make tough choices for long-term gains.
In doing so, the group has earned a reputation as an innovator and leader in the region’s media space. Whether through bold decisions or an unwavering commitment to its vision, Next Media continues to set an example of what it means to evolve in a fast-changing industry.
