Tendai Gukutikwa
Post Reporter
THE Zimbabwe Media Commission (ZMC) has called on community media outlets to broaden their scope, and explore new avenues to enhance revenue generation, other than focusing on the traditional news reporting.
In an interview during a tour of Zimpapers Mutare branch yesterday (Thursday), ZMC chairperson, Professor Ruby Magosvongwe said it is critical that community media adapt to the changing media landscape by diversifying their operations.
She said community media should capitalise on digital opportunities and package their content innovatively.
“Diversification within the media value chain is very important. Do not remain rigid, and dependant on the Press, and old ways of generating revenue in the news business. There is need to take advantage of the digital space that is available and bring in revenue. Newspaper distribution is dwindling, and we must explore the vast digital space to generate revenue. There is also need to diversify the range of services offered, packaging products in different ways, and fostering deeper connections with the communities they serve,” she said.
Professor Magosvongwe said the decline in newspaper distribution is reflective of how obsolete the old methods of revenue generation in the media have become.
“It is important not to remain rigid and reliant on the traditional Press models. For community media to survive and thrive in a rapidly evolving media environment, they must innovate, diversify their revenue streams, and strengthen their ties with the communities they serve,” she said.
The visit to Mutare was part of a broader initiative by ZMC — where a delegation of commissioners who include Professor Magosvongwe, Commissioners Phillip Pasirayi and Aleck Ncube, principal director, Mr Academy Chinamhora — are engaging with media stakeholders and students across the country.
The team was also conducting media accreditation for journalist in Manicaland.
The dialogues aim to gather insights and provide guidance on how community media outlets can navigate the challenges they are facing.
Commissioner Pasirayi said financial difficulties being faced by community media outlets stem from over-reliance on donor funding, a syndrome which he said can undermine long-term sustainability.
He instead advocated for revenue generation from within communities they operate.
“Many community media outlets are run by volunteer staff, but this model is unsustainable in the long run. Volunteers may leave because, despite their dedication to upskilling and contributing to their communities, they also need to support their families. To remain viable, community media must think creatively and establish partnerships with local businesses,” he said.
Commissioner Pasirayi said rather than narrowly focusing on voluntarism, community media must think outside the box, and reach out to local enterprises, such as mining companies and farmers that are an integral part of communities they serve.
“There are local businesses, mining companies and farmers, among others that are doing well in our communities, and community media needs to make them understand the importance of their work, and forge partnerships so that they can remain viable and afloat.
“By introducing programmes that align with the interests of local businesses, such as those focusing on mining, environment, or agriculture, community media can attract specific audiences and ensure their continued relevance and viability,” he said.
