The Aga Khan University Graduate School of Media and Communications (GSMC) has said the media innovations centre is aimed at shaping the future of the media industry in Uganda. Prof. Lawrence Pintak, Dean of GSMC, said the Media Challenge Initiative Media Hub is a regional project that supports innovators and explores new ideas and opportunities to support the mainstream media transition to the next phase. He stated: "This is part of GSMC’s role as a resource for East Africa’s media industry. Media in Uganda, like the rest of the world, are grappling with the twin challenges of digital transformation and the changing audience, which affects the bottom line. All of this has been made even more dramatic by Covid-19".