Public broadcaster to streamline operations

Rwanda Broadcasting Agency (RBA) is targeting to become a successful business venture in the next few years, according to Director-General Arthur Asiimwe.
Rwanda Broadcasting Agency currently operates from the old Orinfor premises. The New Times/File
Rwanda Broadcasting Agency currently operates from the old Orinfor premises. The New Times/File

Rwanda Broadcasting Agency (RBA) is targeting to become a successful business venture in the next few years, according to Director-General Arthur Asiimwe.

Speaking to The New Times, yesterday, Asiimwe said the institution is in restructuring process and the recruitment of senior directors heading different key departments had been completed.

“We are on track with our restructuring process. We already have line managers who started work this week and others will be recruited starting next month,” he said.

Among the new managers is Aldo Havugimana, the head of Radio Rwanda. Havugimana has formerly headed Radio Salus and Radio Isango Star.

Asiimwe said the institution, which has for years been known as Orinfor, is focusing on self-sustenance and that this will be done through an effective transition.

He expressed optimism that his team will turn RBA into one of the best broadcasters on the continent.

“We are working on a new structure which is almost ready. We are coming up with a new charter for RBA, which includes internal rules and regulations,” Asiimwe said.

He said the recruitment process of senior and mid-level managers is ongoing, with former employees given a chance to compete for fresh roles.

RBA studios 

Asiimwe said the agency is already designing modern studios that are expected change concepts in Africa.

“The studios are equipped with ultra-modern digital equipment. We are working on the setup and outlook now and if all goes well, we will be shifting to our new home by December,” he added.

“Our plan is to run RBA as a business venture. We have hired a contractor to polish our business development plan. Basically, we are setting up an effective and efficient structure of sales and marketing department that will produce results.” 

He said the agency wants to be competitive in terms of programmes and advertisements.

RBA has already finished installing required infrastructure for digital migration that will enable the public to access digital signals, he said.

Rwanda postponed the initial December 31, 2012, deadline to migrate from analogue to digital in TV broadcasting because of lack of digital broadcasting converters.

The scarcity of Set Top Boxes (STBs) that will enable viewers to access digital TV images was still hampering migration from analogue signals.

According to Asiimwe, RBA is still broadcasting in analogue and digital but plans are underway to switch off analogue content as soon as there are enough STBs in the country.

“What is remaining now is for the business community to seize the opportunity that comes with digital broadcasting and import enough STBs for the population,” he said.

He added that the digital signal covers 95 per cent of the country and that people with STBs are able to view high quality digital images.

 

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