TVR poised for ‘dynamic’ improvement

By Emmanuel Mungwarakarama

Rwanda Television (TVR) is undergoing a number of transformations, including its recently becoming a round-the-clock station. The new TVR Managing Director, Ms Kije Mugisha, granted an exclusive interview to The Sunday Times’ BERNA NAMATA. Below are excerpts.
ST: Would you please briefly give our readers your background?KM: Before I came to Rwanda Television I worked as a media consultant in Rwanda for various organizations. I have been working in the fields of Radio and sales marketing for almost 10 years. My TV and Radio career started when I first joined college in 1993.
ST: Within a short time you have been in office TVR is already operating 24 hours, and that’s a great improvement. Any reaction from the viewers so far?KM: The reactions have been positive. So that’s an encouraging starting point for us. There is a lot to be done, and I think as media colleagues we will work more together and try to make all our agencies and companies better and more productive. So we have a good start. It’s a challenge, but it’s a very good opportunity. The 24-hour programming is a starting point; there is going to be a few things that will be added to diversify the programmes within the 24-hour clock, and that will come one at a time.
ST: What other innovations do you intend to bring to TVR? Apparently, the word on the street is that TVR is not as relaxed in its editorial line as Radio Rwanda: Do you intend to change the editorial line?KM: Well, I have just to say that the innovation that will come to TVR will certainly be an interesting standard as much as we can do with what we have. So that means with our News and local programmes you will be able to view more dynamic issues being discussed, going in-depth with some of the issues that surround the development of Rwanda here at TVR. This will also go in line with some of the new faces that you see here in Rwanda who do not necessarily speak Kinyarwanda but may have a Rwandan heritage. I think we can just see that automatically, with some of the new things we just see just in Kigali and even outside Kigali. So innovation will come in those two areas. I think sooner rather than later, with interns from Rwanda National University, Butare who are going to start next month, we have some people who will be coming to the Top Ten Rwanda Programme who are specialized in specific media areas – TV, Video production marketing, and public relations. I think we should think outside the box and not talk about censorship or anything in particular that may be perceived as not being relaxed or not being forthcoming because with TV, particularly public TV, there are always objectives and we are determined to make sure we meet the objectives as Television Rwanda and ORINFOR.
ST: Talking of the programmes, Rwanda has three official languages. Is there a balance in the broadcast line? KM: Well, we know there are three major languages that are spoken in the country. For sure our programmes will have to cater to all those people; I can say that is part of the mission in vision. That everybody in Rwanda -- whether Kinyarwanda, English or French speaking -- in one way or another will be satisfied.
ST: What has been your experience since you began your term of office as the director of Rwanda Television?KM: It’s been challenging. The people are co-operative, there is co-operation, and the people are forthcoming. My challenge, however, is to use what I have and teach others. I have vast experience: I have worked with several media organizations around the world. I think what we need are people who are specialized. We need to be patient with each other; people should not be intimidated because I have an American accent.
ST: What challenges have you faced so far?KM: There is a lot of talent and creativity in Rwanda. We have what it takes; what we have to do is to utilize it. We have to work harder. DStv is our competitor. They change their face every six months; we could do that. We have to be more innovative and work harder.
ST: What will be your main focus?KM: My main focus is excellence in content and image perfection. This will need everybody to take their work more seriously than ever. It’s a revolution, an introduction of a complete new way, and everybody has to be prepared.
ST: What message do you have for the public?KM: People should be ready to embrace the new Rwanda Television progress. Rwanda Television is a station for them. My mission is to make sure there is excellence. We have to impact the community. As a media house we have a serious role and we have to take our role seriously. We have to take the goals of excellence and image perfection. It will take time, but we have all it takes. Viewers should be encouraged.
BREAKER:“It will take time, but we have all it takes”