Story by Kenias Chivuzhe
THE Zimbabwe Broadcasting Corporation (ZBC) has moved in to leverage its transformation on content creation and the digitalisation programme.
This came out of the national broadcaster’s strategic review and planning workshop underway in Mutare.
ZBC chief executive officer, Ms Adelaide Chikunguru said, “In 2022. we raised ZW$8.4 billion. In 2023, we are on target to raise profit as our revenue generation is improving. In 2022, we started to see increased spending on content. We however need to develop more content. While our content is largely on current affairs, we also need to create content linked to entertainment, among other genres.
“There is also need to support independent producers who provides 40 percent of content aired by ZBC. We are now in a good position in terms of remuneration but it can be improve. We are now moving to modernisation of TV studios after completion of radio studios.”
ZBC board chairperson, Dr Josaya Tayi spoke on ZBC’s compliance with corporate governance standards as expected by the Second Republic.
“Their guidance and oversight have been crucial in ensuring that we operate with integrity. When the government came up with the corporate governance unit all the parastatals were being mismanaged. The corporate governance unit has come, and we are so happy that it is there. The unit is flexible,” said Dr Tayi.
Chief Director in the Ministry of Information, Publicity and Broadcasting Services, Mr Jonathan Gandari, who represented the Minister, Dr Jenfan Muswere, underscored the importance of investing more towards content creation to increase viewership and listenership.
“ZBC should provide wide range of programmes that attract more viewership. We believe as government that the campus of your programmes should promote family values. We think as government the desire must be to protect the young generation from harmful information. Radio and television should reflect the identity of the nation. We need strong brands created by the broadcaster. We don’t wish that foreign content to have more space than local content that shapes our identity. We need to see the identity of Zimbabwe on the television. Let not your content make people run away from you.”
Government also expects ZBC to forge partnerships, harness technology, produce compelling content, improve compliance for licensing and prioritise the welfare of its employees.
