Through my fourth media chronicle, I explore the theme of disruption in the media industry. At Jamii Media, we firmly believe in the power of disruptive business models. We are dedicated to promoting customized fundraising strategies, building and enhancing relationships between Civil Society Organizations (CSOs) and the media, and uncovering the industry’s gaps and challenges. By identifying these issues, we aim to show a clear path forward, helping media organizations navigate the complexities of the modern media landscape and emerge stronger in the face of disruption. By the way did you miss the first, second and third. Click the links.
The media landscape in Tanzania has experienced significant shifts, with traditional revenue models faltering and many outlets facing an uncertain future. Historically, the news business in Tanzania relied heavily on government advertisements.Â
Nevertheless, changing dynamics have created new challenges, disrupting media organizations’ operations. This shift has triggered adverse effects, particularly for privately owned media outlets. Financial instability is one of the most significant impacts, severely affecting the quality of journalism. We’ve seen a rise in ‘brown envelope’ journalism and PR-driven reporting, where ethical standards are compromised for financial gain. This trend leaves news organizations vulnerable, allowing even modestly resourced individuals to influence what gets published, ultimately damaging journalistic integrity.
Previously, private media in Tanzania depended on government ads for a large portion of their income. According to the Yearbook on Quality Media Tanzania 2018, government advertisements contributed 50% to 70% of the revenue for private media outlets, including ads, newspaper supplements, and special event coverage. With their large budgets, government agencies were the primary advertisers, providing a steady income for national and local media outlets.
However, during the 5th phase of government under the late President John Magufuli, this close relationship began to unravel. The government significantly reduced spending on private media ads and redirected resources toward government-owned and state-run digital platforms. This decision had immediate and far-reaching effects on the media industry.
Media’s Dependence on Government Favor
As revenue declined, privately owned media outlets in Tanzania became increasingly reliant on maintaining favour with the government rather than diversifying their audience and advertisers. This over-reliance on government advertising has made media organizations vulnerable to political pressures, eroding their independence.
With the government no longer the primary advertiser, media companies must find new ways to stay financially stable while preserving editorial independence.
Attempts to pivot toward advertising from the private sector or Civil Society Organizations (CSOs) have not succeeded as hoped. The private sector in Tanzania has not played a significant role in media advertising, primarily due to the underdeveloped formal business sector and weak relationships between media advertising houses and private companies. Similarly, while CSOs actively promote various causes, they often lack the financial capacity to support media outlets on a sustainable basis.
The survival of news media organizations in Tanzania will depend on their ability to find innovative revenue streams and diversify their income sources. Media outlets must move beyond traditional income models and adopt new business strategies to secure a steady income.
Way Forward:
The withdrawal of government advertisements has undeniably placed media houses in Tanzania under financial strain. However, this challenge also allows media organizations to evolve into genuinely modern, independent, and free-thinking institutions. This transition can help Tanzanian media navigate the current economic storm and emerge more digitally resilient than ever.
Equally important is strengthening ties with the private sector and Civil Society Organizations (CSOs). Influential stakeholders can provide crucial financial support and content, helping to sustain independent journalism. To ensure long-term survival and success, media houses should embrace new strategies, including:
- Promote Customized Fundraising Strategies: Media organizations must develop tailored fundraising approaches that cater to their unique needs, allowing them to diversify revenue streams beyond traditional advertising.
- Build and Encourage CSOs and Media Relations: Strengthening the relationship between media houses and CSOs will help generate content and funding, creating a collaborative ecosystem that supports both sectors’ goals.
- Uncover Gaps and Challenges and Show the Way Forward: Identifying the existing gaps in media business models and content distribution will help media houses adapt to new realities and find innovative solutions that ensure sustainability. By tackling these challenges head-on, media organizations can position themselves for growth in the digital age.
- Engage Experts to Identify Challenges and Innovative Revenue Models: Media houses should make it a norm to consult with experts in various fields to pinpoint challenges and discover creative, sustainable ways to generate income. This will help them stay ahead of the curve in an ever-changing industry.
- Collaborate with CSOs and Other Corporate Institutions for Revenue Generation: Media organizations should establish mutually beneficial partnerships with CSOs and corporate institutions, creating clear, win-win agreements for revenue generation. This collaboration will help ensure long-term sustainability for both sectors.
- Leverage Technology to Enhance Productivity and Quality through Paid Content: Media houses should harness the power of digital tools and platforms to boost productivity, streamline operations, and improve content quality. By offering paid content, they can create new revenue streams while ensuring high-quality journalism resonates with their audience.
Media houses can overcome financial hurdles and build a foundation for a sustainable, independent media future by focusing on these key areas. Do you have a different perspective? Don’t hesitate to share with me. Let’s meet at the next #TZMediaChronicles, which will be the fifth.