KAMPALA – 24 years ago, Roger Mugisha cut his teeth at Uganda’s Premier FM station Sanyu FM as a presenter 1996.
Mugisha, then a High School teenager would leave three years later in a sojourn that took him places on Radio as a star presenter and manager.
He returns 20 years later to a station that made him, but this time as the man that will be calling the shots as Programmes Director. He spoke to PML Daily about the challenges ahead.
QN: Good morning and congrats are in order for the new assignment. Do you see yours as returning home?
ANS: Yes, this is the place where I cut my radio ribbon
QN: You have been off radio for a while. What were you upto?
ANS: Diversification. I had ventured into content creation after over 24 years of radio. I am also a film producer
QN:Your return to Sanyu FM happens amid all this social media hullabaloo over a recent staff upheaval; does that make it abit difficult for you to focus on a singular agenda?
ANS: Well I have seen this before and I always like to keep my focus on the bigger goal which is getting the listener and the advertiser value for money.
QN: Radio has changed over time, the spaces are too competitive. SanyuFM has remained a standout from the crowd. How do you intend to maintain that?
ANS: SanyuFM has a prevailing brand heritage that has kept it afloat in the last 25 years. It’s a niche radio station that plays urban contemporary music with popular global genres that appeal to an English speaking audience 18-35yrs The only way to maintain that is to keep up with research and continuous innovation which I consider to be my strengths.
QN: Any cards up your sleeve to shift the focus of the station?
ANS: I would be seeking expansion rather than shifting it’s positioning. With over 300 FM stations, you need to have a clear and distinctive position in the market, especially with the profitable segments AB, C1 and C2.
QN: Your last word
ANS: The goal is to create a sleek distinctive sound with some of the best talent available on the Market.