Welcome to my second chronicle, a continuous series from the first. The absence of a clearly defined agenda in the Tanzanian media sector is a critical challenge to boasting quality, inclusiveness, and sustainability of its content and journalism.
With an agenda, the media has to pick what kind of audience it wants to serve its interests. You can pick an audience geographically (region, rural, city, subculture), demographically (age, gender, education level, income, occupation, religion, social class, etc.), or psychosocially (attitudes, learning, personalities, perception, or lifestyle).
Legacy and digital media share a guilt: in trying to be all things to all audiences, they provide minimal coverage that might set the public agenda, prefer sensation over substance, and bury serious societal issues. We have worked with many media that admitted to not knowing how to set an agenda or create innovative ways around creating content and setting precedence.
How Did We Reach Here?
When private media started 30 years ago, they had to have programming that covered everybody. This means radio stations, TV, and magazines had to carry content, for example, about agriculture, kids, women, fashion, music, sports, entertainment, news, etc. This strategy worked because we had limited choices, and everybody wanted to get a piece of information.
For decades, the Tanzanian media has operated as generalist channels combining news, entertainment, sports, and cultural content.
The advent of new media has not changed this trend. Instead of specializing in a specific domain, most digital platforms mirror traditional media by providing a little bit of everything. This lack of specialization makes it difficult for media outlets to create meaningful, in-depth content that resonates with particular audience segments.
This strategy weakens the media’s capacity to shape public conversations meaningfully. By attempting to cover everything—politics, sports, entertainment—media outlets often fall short of delivering the in-depth reporting needed to cultivate a deeper understanding of important issues.
Moreover, the absence of specialization has hindered Tanzanian media from developing a distinct identity, making it harder for audiences to view these outlets as trustworthy sources for specific topics.
The outcome is the lack of specialization in how the media outlets make money from the content provided. Advertisers would also be drawn to the kind of platform that can help them pinpoint a specific audience that fits well with their merchandise or services.
Most outlets without a clearly defined agenda lose opportunities for partnerships, grants, or even funds that would allow them to survive.
On the other hand, international donors and organizations financing media development tend to prioritise outlets that strongly focus on various social issues, including gender equality, environmental sustainability, and human rights.
Lack of Focus on Special Interest Groups
The most obvious example of a lack of media objectiveness is how special interest groups are underrepresented.
Though the issues of women’s rights, agriculture, and business development are pivotal to the socio-economic status in Tanzania, less media time is devoted to these key issues with a specific focus but rather a general one.
In a country where most of the population depends on agriculture for employment and women face multiple socio-economic challenges, we observed a distinct lack of sustained interest in these issues in mainstream media.
In the media especially, women and persons with disabilities are vastly underrepresented. Gender-based violence, education, technology, digital inclusion, maternal health, economic empowerment—to name a few critical issues—are so seldom in the spotlight for more than quick soundbites and teenage-level scrutiny.
Similarly, agriculture—the backbone of Tanzania’s economy—features occasionally with little focus on policy debates, technological innovations, or the struggles and innovations of local farmers.
Limited Number of Specialized Journalists
The shortfall of focus in Tanzania’s news scene is made worse by the few trained reporters. News work in Tanzania is usually wide, with many writers touching on many topics without gaining skill in any one field.
This wide-ranging approach makes it difficult for the media to provide deep, detailed reports on important matters and contributes to the overall lack of direction.
For example, few Tanzanian reporters focus on areas like farming, trade, tech, or gender matters. Because of this, news about these things is often not deep enough and lacks the skill to give proper understanding or spark public talk.
Specialized journalism requires a strong grasp of the topic, access to related sources, and the skill to turn tough issues into clear stories for everyone.
In addition, the shortage of specialized journalists has made it challenging for Tanzanian media outlets to stand out. When every outlet covers various general topics, it becomes harder for them to establish distinct identities or build dedicated followings.
This lack of uniqueness leads to a growing sameness in the content produced, leaving audiences with limited choices regarding in-depth or specialized reporting.
Lack of Community Support and Engagement
One significant issue caused by the absence of a clear agenda in Tanzanian media is the fragile connection between media outlets and local communities.
By concentrating primarily on national events, government-led ceremonies, and top-down narratives, many media organizations overlook the everyday concerns of ordinary citizens. This disconnect weakens public trust and limits the support media outlets receive from their audience, making it hard to build meaningful engagement.
When media outlets fail to connect with their local communities, they miss the chance to develop loyal audiences and establish sustainable revenue streams.
Rather than addressing the real needs and interests of the public, these organizations often chase fleeting trends and sensational stories, pushing their audience further away. This gap is even more pronounced in rural regions, where media coverage is scarce and rarely touches on local issues that matter to the community.
The Need for Strategic Partnerships Between Media and NGO’s
The strategic partnership between media and NGOs is important because it capitalizes on both parties’ strengths to a more significant effect.
The media offer a strong platform for information dissemination, shaping public opinion, and setting narratives, while the non-profit organizations provide valuable resources, expertise, and content.
It ensures that messages of importance, whether on social issues, development projects, or any other form of public awareness campaigns, reach a wider audience more effectively.
Shared mutual benefit from such partnerships makes non-profit organizations gain visibility while media outlets enrich with quality, relevant information. Such synergy also has the potential to enhance public understanding, mobilization, and advocacy for active change in society.
A Path Forward
Tanzanian media must also rethink its approach to tackling agenda challenges. The industry should shift from a broad, generalist strategy toward a more focused agenda that emphasises quality rather than sheer volume.
Media outlets would benefit from specializing in specific topics—women’s rights, agriculture, business, or local community issues—to produce content that truly resonates with their target audience.
Additionally, media organizations must invest in training journalists to develop expertise in specialized areas. By cultivating this depth of knowledge, Tanzanian media can provide more detailed coverage, earn the trust of their audience, and set themselves apart in an increasingly competitive landscape.
These thoughts led me to think, “How can women in media in Tanzania overcome the gender gap and lack of inclusivity?” This will be the next topic of the upcoming titles.