Shaffie Weru Reveals New Intrigues Behind Mass Firing In Media Houses

Celebrated media personality, Shaffie Weru, has dismissed any chance of venturing into the media industry in Kenya for business out of the belief that it is slowly dying.

Speaking during the premiere of his show 'Shafted' on Tuesday, January 31, Shaffie revealed that radio stations for example are dying due to competition from alternative sources of media, which is granting advertisers who used to bring money to the stations more options. 

He added that he would not be able to invest in advertising his business through radio or television (TV) due to the exorbitant rates being charged towards clients.

“If today I was making a business plan or a media plan for any of the big products out there, there is no way I can put money on TV or radio because you cannot afford the rates which are so high.

"A lot has changed, when we started there was no other way of advertising. Then agents realized they are spending a lot of money in paying for adverts but making less hence withdrawing from media,” he said.

He further lamented how the media space has changed over the years, noting that radio used to enjoy monopoly ways in the past before the modern-day disruption caused by influencers and digital platforms.

Shaffie added that it is the same disruption that has seen advertising agents turn to other platforms offering friendlier rates to the mainstream media, a decision that hurt its businesses and resorting to laying off staff.

"I know it's a struggling media, everything has moved and things have shifted, and that is why you see every single day guys getting fired.

"As you see right now, I just came off a conversation with one of my ex-colleagues and I'm asking them why they have not been fired because everyone is already on notice. It's not only at Radio Africa, it's everywhere," he added.

Explaining the purpose of the show, Shaffie revealed that he came up with it to address those who have been disrespected in life or that society owes them something.

He further criticised Kenyan journalists for asking unnecessary questions during interviews instead of tackling issues head-on, because of the fear of repercussions by their bosses.

“It has been two years of soul searching. I have been approached by many people asking to interview me but I believe in myself and no one can handle me as I expect. The last time I was interviewed I felt the interviewer did not ask what I want to be asked,” he noted.

“I have done only one interview since I was fired just because she was someone I had mentored into media. I helped her get a job, moulded her from Insider, she came to Radio Africa and became the best and youngest editor of the Star Magazine."

The radio king was terminated from the Radio Africa Group radio station alongside Neville Musya, now attached to Trace Radio, and popular Disc-jockey Joseph Munoru alias DJ Joe Mfalme after their remarks triggered a nationwide uproar.

He disclosed on November 24, 2022, that the comments which involved a Nairobi man who pushed a woman off the 12th floor of a building during a date and has since been found guilty, were not the basis of his ouster as something deeper and more complicated took centre stage.

According to him, the customers of the companies that had sponsored him owing to his premium status in the Kenyan radio industry had turned on him and directed their anger at the companies affiliated with him.