In Uganda’s fast-evolving media landscape, few figures have made as much of an impact as Isaac Katende, widely known as Kasuku. Having built his career in mainstream media through his work at Dembe FM and contributions to the gossip columns of Red Pepper, Kasuku honed his skills as a sharp-tongued commentator and engaging storyteller. Now, Kasuku has successfully transitioned to the dynamic world of social media, where his unapologetic style and thought-provoking interviews have gained him a massive following. By interviewing influential and eccentric personalities like the late Tamale Mirundi and the late Kato Lubwama, as well as celebrated figures in entertainment, Kasuku has cemented his reputation as a voice that cannot be ignored. But does his rise signal a shift away from mainstream media, or is there still room for traditional platforms in Uganda’s political and advertising spaces? Let’s explore 10 reasons why the answer is both yes and no.
Why Mainstream Media Still Matters
- Broad Reach Despite the popularity of social media, mainstream media channels like NBS TV, NTV Uganda, Bukedde Newspaper, and CBS Radio continue to reach a wider audience, particularly in rural areas where internet penetration remains low. According to recent statistics, Uganda’s internet penetration stands at around 26%, which means a significant portion of the population still relies on traditional media for information. Politicians and advertisers can’t afford to ignore this segment.
- Credibility and Authority Mainstream media is often perceived as more credible, thanks to editorial oversight and regulatory frameworks. Politicians looking to solidify their legitimacy and advertisers promoting high-value products often lean on this trustworthiness. Politicians, in particular, trust that well-regulated mainstream media outlets like NTV Uganda or Bukedde Newspaper will deliver their advertisements accurately and professionally, ensuring that their messages resonate effectively with the intended audience and gain public trust.
- Structured Content Delivery Unlike the spontaneous nature of social media, mainstream media provides structured programming. This predictability ensures that content reaches audiences at optimal times, especially during peak hours. However, most YouTubers come from social media and know how to schedule their videos to go live during these peak hours, ensuring maximum engagement and visibility.
- Regulatory Protection Traditional media outlets are protected under specific laws and regulations, shielding them from sudden deplatforming or censorship—a common risk on social media. For instance, some YouTube channels can face deplatforming for saying the wrong thing, leading to account suspensions that can last days or even months. This disruption not only affects the creators but can also result in advertisers losing significant revenue during the downtime.
- Cross-Generational Appeal Older generations who are less tech-savvy still rely heavily on traditional media. For politicians aiming to reach all demographics or advertisers selling products that appeal to this group, mainstream media remains indispensable. With the 2026 presidential and parliamentary elections approaching, reaching these demographics through well-established platforms like NBS TV and CBS Radio will be critical for political campaigns seeking to connect with a diverse voter base.
Why Social Media is the Future
- Interactivity and Engagement Social media thrives on real-time interaction. Platforms like YouTube, TikTok, and Facebook allow audiences to comment, share, and directly engage with content creators like Kasuku, making the experience more personal and impactful.
- Cost-Effectiveness Running an ad on TV or publishing in a newspaper can be expensive. Social media, on the other hand, offers affordable options with precise targeting features that allow advertisers and politicians to reach specific audiences.
- Viral Potential A single social media post has the potential to go viral and reach millions within hours—something mainstream media struggles to achieve. Kasuku’s interviews, often packed with sensational revelations, exemplify this power.
- Freedom of Expression Social media platforms offer creators like Kasuku greater freedom to explore topics that might be deemed too controversial for traditional media. This unfiltered approach appeals to younger, progressive audiences. However, in a highly moralistic society like Uganda, the Uganda Communications Commission (UCC) may crack down on these freedoms. In fact, TikTokers and other social media influencers have faced arrests for discussing powerful figures within Uganda’s political and social hierarchy, highlighting the precarious nature of relying solely on social media platforms.
- Data-Driven Insights Social media platforms provide detailed analytics on audience behavior, enabling politicians and advertisers to refine their strategies. Mainstream media lacks this level of precision.
The Balancing Act
While Kasuku’s meteoric rise showcases the undeniable influence of social media, it’s clear that mainstream media remains relevant. The choice between the two depends on the goals and target audience of politicians and advertisers. For a politician campaigning in rural areas, a radio broadcast might still be the best bet. Conversely, an advertiser looking to promote a youth-centric product might find greater success with a trending TikTok video or a YouTube interview.
Ultimately, figures like Kasuku demonstrate that the future of media lies in synergy rather than rivalry. By leveraging the strengths of both traditional and digital platforms, politicians and advertisers can achieve unparalleled reach and impact. As Uganda’s media ecosystem continues to evolve, it will be fascinating to see how influencers like Kasuku shape the narrative—and how mainstream media adapts to remain relevant.
