As the local media industry continues to face stiff competition, television broadcasters are moving to embrace foreign content to widen exposure for their audiences.

In the same development, Century Sun International, a Chinese broadcasting giant, has agreed to sell content broadcasting rights to the Uganda Broadcasting Corporation, Nile Broadcasting Services and Top Television, to cause flexibility in programing.

Through the local media, Century Sun will introduce over 360 Chinese television series, business documentaries and social films onto the local audience with content being sub-titled in English and Luganda.

The programme licensing agreement permitting the rights to local broadcasters was authenticated by the Century Sun sister firm StarTimes Uganda.

StarTimes chief executive officer Kevin Chen said the deal serves as an opportunity for the local media industry to deliver diversified content about China in terms of business and cultural dynamics.

There are over 22 Television broadcast stations in Uganda serving over 1,785,000 TV sets.

The major pay TV channel is DSTV, offering mostly foreign entertainment and foreign content.

The sector is young and vibrant with a huge appetite for foreign content with a local appeal.

Bukedde TV owned by Vision Group is Uganda's only Luganda TV and is the leading TV in central region. Its flagship news programme Agataliko Nfufu has made it a fan favourite because of its local content and mass appeal.

Charles Musana, the Top TV boss, said broadcasting wide range content will give viewers alternatives in segmenting programmes and attract the Chinese living in Uganda onto the local television platforms.

"Content in terms of numbers and quality is key in attracting audience; and as a media house, if you lack attractive content, you lose audience, if this happens, then you have no business to transact," Musana said