BUGEMA UNIVERSITY, — Bugema University Journalism students on Tuesday, 29 September 2026, hosted well-known NBS news broadcaster Samson Kasumba for a public lecture at the University’s Main Campus under the theme “Journalism After Campus.”
Kasumba was welcomed to the University by the Vice Chancellor of Bugema University, Prof. Israel Masiko Kafeero.
Known for his distinctive and often humorous news-anchoring style, Kasumba used the lecture to challenge aspiring journalists to rethink the purpose of journalism, personal discipline and their preparation for life after university.
‘Journalism must have a purpose’
Kasumba said he has a major concern with the way journalism often focuses on negative events, arguing that journalists should consider the broader purpose and impact of the stories they publish.
He illustrated his point using an example of traffic along the Kampala–Masaka Road.
“There are over 30,000 vehicles moving across Kampala–Masaka Road, but if all these cars make a successful trip to their destinations, no news is written about it. But in case one car gets an accident, that becomes a news headline.”
He encouraged journalists to pursue journalism with a purpose, particularly one that contributes to the development of Uganda.
Kasumba also challenged journalists to exercise responsibility when deciding what information deserves public attention, noting that not everything is necessarily meant for public consumption.
‘Bring something new to the market’
Speaking to students preparing to enter the media industry, Kasumba described the current generation as one in which young people can distinguish themselves through seriousness, discipline and innovation.
He challenged the students to ask themselves what new thing they can bring to the media industry.
“What’s that fresh thing you will bring to the market and people know you for?” he asked, emphasizing that such innovation should be connected to a meaningful purpose.
He also encouraged young people to think beyond immediate consumption and consider long-term investment.
Using a hypothetical example of investing UGX 9 million in goats, he argued that young people should learn to sacrifice short-term desires for future opportunities rather than spending heavily on items such as expensive phones.
‘Struggle and get to the top’
Kasumba further encouraged students to embrace hard work and perseverance.
“Do whatever everybody doesn’t want to do. Struggle and get to the top because the bottom is too crowded.”
He urged young people to understand that success requires preparation and consistent effort, warning against the desire to enjoy results without putting in the necessary work.
“Many young people want to reap where they have not sown,” he said.
According to Kasumba, personal discipline can make it easier to navigate life’s challenges.
“Life is tough, but if you’re tough on yourself, then life will be easy for you.”
‘Prepare before the opportunity comes’
Kasumba also advised journalism students to take their personal presentation and professional identity seriously.
He encouraged them to dress well, develop their own style and prepare for opportunities long before they arrive.
“Prepare yourself for the job. Look like it, sound like it.”
He challenged the students to broaden their exposure by studying the work of journalists from different parts of the world, including American journalists.
‘Know your purpose’
Kasumba, who studied theology, said he understands his purpose and calling in the world, referencing the biblical Apostle Paul and his mission to the Gentiles.
He encouraged the students to discover their own purpose and demonstrate commitment to their work.
Kasumba said that he approaches his professional responsibilities with a sense of ownership, emphasizing the importance of showing up and giving one’s best.
The public lecture gave Bugema University journalism students an opportunity to reflect on the realities of the media industry beyond the classroom and the responsibility that comes with becoming a journalist.
