OPINION: In a significant shift for Uganda’s government communication machinery, veteran broadcaster and former BBC lead presenter Allan Kasujja has stepped in as Executive Director of the Uganda Media Centre, injecting fresh energy, international polish, and strategic vision into an institution long viewed as reactive and defensive.
Appointed by President Yoweri Museveni in late 2025 and having officially assumed office in early 2026—succeeding Ofwono Opondo, who retired to pursue elective politics—Kasujja brings over three decades of media experience, including 13 years at the BBC World Service where he hosted flagship programmes and told Africa’s story with credibility and depth.
His arrival has marked more than a routine leadership change. It signals a deliberate effort to modernise how Uganda communicates both domestically and globally, especially as the country pursues an ambitious 10-fold economic growth agenda—from a $50 billion economy to $500 billion by 2040.
From BBC Credibility to Government ServiceCritics were quick to question the move, with some describing it as a “career descent” from impartial international journalism to government communications.
Kasujja himself dismissed such commentary as “nonsense,” underscoring his strong sense of loyalty and commitment to contributing at home.
Yet, early signals from his leadership suggest a pragmatic and forward-looking approach rather than mere propaganda.
In recent engagements, Kasujja has spoken of building a “robust, coherent and effective institution” that serves as the vanguard for Uganda’s development story.
He has emphasised moving away from silence or reactive firefighting toward proactive, strategic storytelling. “We cannot win in silence,” he reportedly stated while unveiling plans for a bolder reset at the Centre.
Revitalising the NarrativeUnder Kasujja’s watch, the Uganda Media Centre—tasked with articulating and defending government positions—is expected to evolve.
Plans include enhancing collaboration with bodies like the Uganda Communications Commission, leveraging his global media expertise to improve Uganda’s international image, and shifting from defensive PR to confident, fact-based communication that highlights progress in infrastructure, investment, tourism, and regional stability.His background as a respected voice on African affairs positions him uniquely to bridge local realities with international audiences, countering negative narratives that have sometimes overshadowed Uganda’s achievements.
Supporters, including young Ugandans who grew up listening to him on local radio like Capital FM, see him as a national resource capable of “blowing the fire” under government messaging.
Challenges and Opportunities AheadThe Media Centre has faced perceptions of being a government mouthpiece, and Kasujja will need to balance loyalty to the appointing authority with building broader public trust.
His international stature could help professionalise operations, attract talent, and foster more transparent engagement with journalists.If he succeeds in transforming the Centre into a dynamic communications hub—proactive, credible, and aligned with Uganda’s Vision 2040 ambitions—Kasujja will have given the institution not just new leadership, but genuinely new life.
In an era where information shapes economies and reputations as much as policy does, Allan Kasujja’s tenure could prove pivotal. Uganda’s story deserves to be told boldly, accurately, and compellingly.
With a seasoned journalist at the helm, there is genuine reason for optimism that the Media Centre will rise to that task.
The coming months will reveal how deeply this renewal runs, but the early signs point to a refreshed chapter for government communication in Uganda—one rooted in experience, strategy, and a determination to speak up rather than stay silent.
By: Musamali Arnold Freeman Investigative Journalist, News Analyst, Radio Presenter, Researcher and CEO FreemanNewsUG
Posts
0 Comments