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Royal Media Services is Kenya’s largest private broadcast network and a leading media house in East Africa. Headquartered in Nairobi, it employs more than 1,000 staff and operates 14 radio stations and three television channels. In recent years, RMS has expanded beyond traditional broadcasting with digital products, including video-on-demand services, and its content reaches audiences across the region, from Kenya to Tanzania and Rwanda. RedTech spoke with Fred Afune, ICT and radio director, on how bridging technology and programming is driving growth at the broadcaster.
RedTech: Could you tell us about your career journey — how you entered audio broadcasting and what led you to your current role?
Fred Afune: I began in accounting but quickly shifted to advertising, where I rose to creative director. That experience taught me adaptability and sparked my passion for media. More than 20 years ago, I joined Royal Media Services, then a single radio station, and became part of its transformation.
Since then, I’ve helped guide RMS into Kenya’s largest broadcast group. I have overseen the launch of multiple radio and TV brands, built digital platforms and worked to nurture talent across the company. Today, as ICT and Radio Director, I bridge technology and programming to drive both innovation and growth.
RedTech: How do your responsibilities in ICT and radio intersect in your day-to-day leadership?
Afune: The roles may seem distinct, but they are highly interconnected. Our operations depend on leveraging technology. As the ICT director, I oversee networks, data and security, all of which directly impact our radio and TV services — from scheduling software and automation to traffic reports and broadcasting consoles. I must ensure the technology is up to date and running smoothly. With the right team in place, I develop and oversee the organization’s ICT strategy, aligning it with business goals, identifying and mitigating ICT-related risks, and staying on top of trends.
On the radio side, I am responsible for developing the overall programming strategy, including content development, talent management, scheduling and analyzing both independent and internal research data to remain competitive and engaging.
The strategic plans for both roles are intertwined. For example, using data analytics — an ICT function — helps us understand audience trends, which is a radio function. Integration of new broadcasting technologies, such as digital streaming and podcasts, also falls under my portfolio.
In addition, I must ensure compliance with licensing regulations, data security and cybersecurity, covering audience data, proprietary data, employee records and financial information. I provide leadership, training and staff development, and foster collaboration across teams to achieve business goals. I lead both technology and creative units.
Standardized technology, such as playout systems, content management, and analytics, makes maintenance, training, redundancy and data sharing easier, and improves decision-making.
RedTech: How do you balance strong brand identities across multiple stations while ensuring operational efficiency?
Afune: It comes down to centralized oversight and decentralized execution. Each brand must have its core values and mission, and I empower managers to develop content that aligns with their audience, with specific target groups and local nuances. There are brand guidelines on language, music, editorial approach, talk shows, tone of voice, consistency and audience engagement. This fosters brand ownership among listeners.
Operational efficiency is supported by centralized back-end resources, including human resources, accounts, transportation, security and IT, to lower overheads. Standardized technology, such as playout systems, content management, and analytics, makes maintenance, training, redundancy and data sharing easier, and improves decision-making. Finally, crossteam collaboration is key, through regular meetings, team-building and close consultation.
RedTech: What does the technical infrastructure of Royal Media Services look like today, and how has it evolved over the past decade?
Afune: Our infrastructure has evolved from analog and hardware-centric systems to digitally integrated ones. The rise of the internet, growing reliance on data and increasing mobile penetration among our audiences have compelled us to respond with centralized management, remote capability and streamlined workflows.
We have blended terrestrial with digital IP-based systems. We utilize cloud-based storage, scheduling and distribution, as well as live-streaming of all our stations across major social media platforms. Additionally, we employ online audio distribution, the latest mixing consoles and automation systems, alongside our legacy transmission systems. The focus has shifted from simply broadcasting a signal to delivering a full multiplatform experience. We are not yet where we want to be, but we are well on the way.
RedTech: What are the unique technical and regulatory challenges of running large-scale radio operations in Kenya and East Africa?
Afune: Technologically, the main hurdles are a lack of consistent and reliable infrastructure, particularly outside major cities, including power supply, internet connectivity, the cost of alternative power and the expense of upgrading to modern broadcasting equipment. East Africa has yet to roll out DAB+.
On the regulatory side, the landscape is fluid. Overzealous officials can wield significant influence over licensing and content, and opaque or outdated rules complicate operations. That said, the environment has improved dramatically in recent years, and we are optimistic about further progress.
RedTech: How does RMS ensure robust broadcast coverage in rural and remote regions, given Kenya’s diverse geography?
Afune: We have invested in 49 transmission sites nationwide, using strategically placed FM transmitters on elevated, approved sites to reach as many Kenyans as possible. Streaming services supplement this, as more people consume content via the internet on mobile phones. This hybrid approach ensures our content is widely available.
We’ve diversified into several new ventures, including a subsidiary sports betting company, an e-commerce platform called “Citizen Duka,” and industry-focused events such as farmers’ forums.
RedTech: With the affordability of devices and data still a barrier in parts of Africa, how does this shape your approach to FM and digital distribution?
Afune: FM remains our main and most critical distribution channel, especially in rural areas. We continue to optimize it as data costs fall, and as we look forward to the rollout of DAB+. At the same time, we are mobile-ready with a digital, mobile-first approach to network building.
RedTech: What role do mobile platforms play in your overall strategy?
Afune: Mobile platforms are central to our growth strategy. They serve as both a distribution channel and an engagement tool, facilitating feedback through calls and messaging. Through our online platforms and apps, audiences can catch up and listen on demand, regardless of FM signal coverage. This engagement generates data that helps us refine content and stay competitive. Mobile platforms also open new commercial revenue streams beyond traditional radio advertising.
We’ve diversified into several new ventures, including a subsidiary sports betting company, an e-commerce platform called “Citizen Duka,” and industry-focused events such as farmers’ forums. We’ve also established an experiential marketing division to create brand activations for both existing and new clients. Each of these initiatives builds on the strength of our broadcast brands, offering trusted publicity and valuable brand association for our partners.
RedTech: RMS has a strong tradition of community connection — how are you using technology to maintain this intimacy while scaling digital services?
Afune: Our strategy is to use mobile platforms and social media as extensions of FM, not replacements. We encourage real-time, two-way engagement on all major social platforms, our apps and local chat groups via messages, voice notes and active participation in conversations on air and online.
We are creating a virtual town hall that captures issues important to our communities. We increasingly use listener-generated content such as voice notes and polls to keep audiences engaged and feeling part of the station. This blend of traditional and interactive tools enables us to scale while preserving the community connection that defines our brands.
RedTech: Finally, what advice would you offer to emerging African broadcasters seeking to build resilient and innovative radio services for the future?
Afune: Focus on a dual-platform strategy. Leverage the strengths of both traditional radio and digital media. Master the basics of FM broadcasting — deliver a strong, clear signal, invest in modern equipment and top talent, create consistent and locally relevant content, and connect with the community. FM radio remains the most accessible and affordable medium on the continent.
At the same time, embrace digital as a complement. Encourage two-way conversations on social media, create on-demand content for younger, digital-native audiences, such as podcasts and challenges. This approach will help maintain a broad, loyal audience and future-proof brands in a fast-evolving media landscape. Radio today is more than just audio.
This article first appeared in the January/February 2026 edition of RedTech Magazine. You can read or download this edition for free here. You can access past editions of RedTech Magazine, also for free, here.
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