As the television market becomes tighter, NTV Uganda has been making shake ups that are designed to pursue Bukedde TV’s market leadership. But a newly released research by Major Media, a reputable research company has shown that in fact NTV is falling to NBS which has caught up with the Serena based station.

Some media experts we talked to said NTV is rolling into a serious problem because it has lost its identity. The research shows other telly stations like WBS TV and Record TV are struggling for viewership.

Government owned UBCTV is doing really badly. Joel Isabirye a media scholar and consultant said “NTV had a clear positioning. It could have been a mistake to localize in a rush. Usually when you lose identity you lose a following. But perhaps it is their goal to completely localize.

However do not rule them out yet, you can never tell what tomorrow will bring. My inkling is they should have started a separate Luganda channel that would directly compete with Bukedde if that was their main concern and keep NTV firmly in charge of the English TV market.” The research covers the month of June 2013.