Video Jockeys (VJs, Veejays) are popular in Uganda, and are an integral part in the advancement of television local content. However, the current definition of local content does not recognise the work of VJs, and treats them as a threat to the industry. Yet, these contribute to the country’s popular culture, through influencing consumption of audio-visual content and the meaning of local content to the audience. This paper argues that VJs have re-defined local content and that it might be a mistake to disregard them. It examines their contribution to the industry, which contribution is ignored and sometimes even fought because of the current definition of local content. Despite a general feeling in local content regulation that VJs are illegal and infringe on copyright and in many cases promote foreign content, this paper argues that formalized and properly regulated VJs can promote local content, if the concept is revisited. This paper is a result of 5 key informant interviews (KIIs) with key players in the television industry, and four focus group discussions (FGDs) with television viewers. Guided by Paul du Gay’s Circuit of Culture, I discuss how the meaning of local content is shaped by the VJ’s, and why a re-definition may lead to the achievement of local content quotas.