30 Apr 2026 The Media Council of Kenya has called on media managers to strengthen in-house strategies to remain competitive and sustainable. Speaking at a breakfast meeting, MCK Director of Media Training and Development Victor Bwire urged managers to prioritise internal frameworks that guide business and marketing efforts. “Media houses must invest in in-house frameworks that clarify operations, including business and marketing strategies, to remain commercially viable,” he said. He stressed the value of impactful storytelling, urging a shift to human-centred, solution-driven content. “’s audiences connect more with human-interest stories that highlight challenges and offer solutions to transform communities,” he noted. On professionalism and digital adaptation, Bwire reminded managers to maintain credibility while embracing online platforms. “We must stay professional and fully leverage digital platforms to reach and monetise content effectively,” he added. He also underscored the importance of collaboration and internal investment, calling for stronger partnerships and better staff welfare. “Broadening partnerships and investing in staff welfare boosts morale and enhances organisational viability,” he said. Benedict Ogolla, Director of Radio Yetu, urged sector-wide unity to strengthen resource mobilisation. “We need a unity of purpose by forming strong organisations that can collectively mobilise resources for economic and professional growth,” he said. He warned against internal divisions: “Divisiveness only undermines our shared goals. We must work together to build a resilient, sustainable media sector.” The meeting offered a platform for media managers to exchange ideas and explore practical ways to improve revenue streams and navigate the changing media landscape.