Kampala, Uganda – 28 May 2025 – Day 2 of the Broadcasters Convention – East Africa spotlighted artificial intelligence, cultural authenticity, and the need to empower local content creators through smart policy, innovation, and strategic partnerships.
Hamid Ouddane, CEO of Babeleye, highlighted AI’s potential to boost African storytelling. “Artificial intelligence is here to help us make the conversation, make the searchability, make the discoverability of content on different technological platforms easier,” he said, calling for AI tools tailored to African languages and digital platforms.
In the powerful opening panel focused on “getting the African narrative right with new and emerging technology, panellists from wide-ranging organisations such as Sputnik (Russia), ARTS TV (Ethiopia), Zanzibar Broadcasting Corporation (Tanzania) and Babeleye emphasised using AI to uplift underrepresented voices; urged stronger partnerships to navigate restricted media environments and seek solutions to ensure African content reaches its intended audiences.
The panel session ended with an important summary: “Africa has stories to tell. African content can be global, and we in the media must make them findable, watchable, and profitable within Africa and beyond.”
The second day of the event delivered important key messages: a) The need for audio-first AI content infrastructure was raised in response to Africa’s oral storytelling traditions and audio-centric media consumption habits. b) The repeated call to address a focused uplifting of local content production with strong and enforceable regulation and favourable government policies that are permanent. “We give our people an opportunity to thrive when we empower them to tell their own stories.” – the conference submits.
The conference also showcases a new and innovative African streaming platform called AfreeTV. Offering a zero-cost digital platform with a 50% revenue share model and AI-powered tools to boost discoverability. Ms. Happiness Mwakalindile, representing the platform, declared: “We are very much about local content and want all the broadcasters to come on board.” With its launch set for June, AfreeTV aims to revolutionise access and monetisation for broadcasters across the continent.
A panel on African content streaming brought the debate over fair compensation for digital content to the fore. Content creators raised concerns about opaque monetisation models, prompting calls for transparency, clear contracts, and adaptable business strategies. “Do not take the revenue share route unless it is very clear that you’ll have access to the books,” warned Martin Munyua, CEO of Dreamcatcher Productions from Kenya.
The day closed with a strategic session on content acquisition. Panelists agreed that commissioning remains the most sustainable model in Africa’s evolving media economy. Industry experts from the BBC, MultiChoice Uganda, and FUFA shared practical insights, strategies, and techniques that might work. The overarching message was that equity, transparency, and alignment with local audience needs must guide Africa’s content future.
As the event concluded, one message remained clear: With the right tools, support, and collaboration, Ugandan, East African, and African storytellers are ready to shape a global narrative on their terms.
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