Abstract
This study explores the effect of technology on journalistic practice in NBS Television, Uganda. The sample of 65 participants were drawn using Slovene’s method of sample size determination. Findings confirm the overwhelming consensus among respondents that media organisations must investigate digital integration, analyse technology's impact on audience engagement and assess technological challenges highlights the need for innovation and adaptation to the changing digital landscape. Based on these findings, the study calls for the need to encourage media companies to invest in cutting-edge technology and software to expedite editorial workflows and content development. More so, there is need to track user interaction metrics across digital platforms and customize content strategies to audience preferences with audience analytics tools. Finally, there is need to create cross-functional innovation teams in media organisations to explore new technologies and respond quickly to digital disruptions, promote experimentation and risk-taking in media organisations by encouraging staff to try new technology and problem-solving methods. Keywords: Journalism practice, Technology, Digital integration, Audience engagement, Media landscape
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