The Media Council of Kenya (MCK) has encouraged journalists to tap into digital content production and monetisation as viable paths for income and entrepreneurship in a rapidly changing media landscape.
In a recent online sensitisation session on digital content production, MCK’s Director for Media Training and Development Victor Bwire stressed the importance of moving beyond traditional newsrooms to build content-driven ventures. “Media houses are laying off journalists. Entrepreneurial journalism isn’t just a backup—it’s a business opportunity. Through content creation, journalists can generate revenue, create jobs, and even sell their work to established outlets,” Bwire said.
He highlighted how journalists worldwide are launching successful independent platforms through strategic partnerships, brand sponsorships, and audience-supported models. Bwire urged Kenyan journalists to adapt to this shifting media economy, viewing content not merely as news but as a marketable product. “Journalists don’t need to be tied to a newsroom. Your phone is your newsroom, and your brand is your byline,” he added.
Alex Chamwada, a renowned journalist and founder of Chams Media, reinforced this call for entrepreneurial journalism. He urged storytellers to leverage digital platforms to carve out independent brands. “Choose a niche that reflects your passion and build on it. Your phone is enough to start—just use what you have,” said Chamwad a, whose award-winning show Daring Abroad has become a staple in diaspora storytelling.
Chamwada emphasised consistency and originality, noting that success doesn’t hinge on big budgets but on purpose and creativity. “Good content sells itself. Even if you start small, meaningful work will find its audience,” he said.
He also advised journalists to steer clear of short-lived political alliances and instead forge lasting partnerships with credible institutions, corporates, and NGOs for sustainability. “Political networks are seasonal and unreliable. Build relationships with organizations that have longevity and integrity,” he cautioned.
Chamwada further encouraged journalists to stay attuned to global trends and adapt their strategies accordingly. “Don’t create content just to fill space. Study what’s trending globally, align it with your local context, and craft stories that resonate,” he concluded.