Zimbabwe’s media sector is at the crossroads. On one hand, there is so much growth potential to satisfy the information needs of audiences – a ready market some of which untapped.
Juxtaposing such growth opportunities with the reality that is confronting the sector, where the national media question is moving from being about sustainability to survival is something that requires interrogation.
Notwithstanding the structural and contextual challenges – be there legal, political or economic, minimal conversations have been steered on some pitfalls that are not necessarily external and within the control of media organisations.
The argument here is not to belittle the environmental challenges, which as a country we need to continue discoursing and raising the stakes in sustaining momentum for reforms.
Rather, this discussion seeks to redefine the focus and thinking of media stakeholders on what really needs to happen for the sector to move beyond survival to viable businesses.
In this past week I had an opportunity to have a helicopter view of some of the key actors in the media sector, thanks to a courtesy and learning visit by a delegation from JamiiAfrica, a regional digital media organisation headquartered in Tanzania.
As the coordinator of a network of journalistic professional associations and media support organisations, my role in this mission was to facilitate engagement meetings of this delegation with Zimbabwean media stakeholders.
Naturally I got to draw some lessons from the mission.
Getting this outside view was critical – not that it revealed any much new information on my part, as part of my vocation is to constantly engage and understand the needs of the sector, but it renewed my perspectives on what could be the solutions to some of the crosscutting media challenges.
What is evident across all media in their diversity is how to navigate the complexities of the online space and how to commercialise the ventures there in.
To be fair, the media is not starting on ground zero. Interesting digital strategies are being deployed depending on the size, focus and stature of media organisations.
Investments have been channelled in varying proportions towards the diversification of revenue and transitioning to the digital market.
Yet, in these engagements — in my view — three issues need to be further explored and unpacked in the context of supporting the media to be sustainable.
For starters, there seems to be a lack of clarity in what the media is actually selling on online platforms.
While the question of what the media sales to advertisers and audiences may seem obvious — the numbers, news and information — the digital age has by and large shifted consumption patterns and audience behaviours.
Source: The Standard Zimbabwe
All Zim News
All Zim News is a central hub for all things Zimbabwean, curating news from across the country so no story is missed.
Alongside aggregation, our team of nationwide reporters provides real-time, on-the-ground coverage. Stay informed and connected — reach us at admin@allzimnews.com.
.
