After the first four media chronicles, I finally came up with the fifth chronicle. This time with a focus on Technology and Media.Â
Technology has brought so much hope for journalism and media, but it has also created some complex challenges.Â
The digital revolution has arrived, and like the ripples of a stone thrown into a still pond, its impact is spreading far and wide—especially in Tanzania’s media landscape. What we once knew as the “traditional media” ecosystem, dominated by print, radio, and television, is no longer the same. This transformation isn’t just about new gadgets or trends; it’s about the very essence of how information is created, shared, and consumed.
We must ask ourselves now: Are we simply spectators of this shift, or can we turn this disruption into an opportunity to lead?
For Tanzanian media, the digital age is both a challenge and an invitation to rethink everything. Technology doesn’t just change what we do—it changes who we are. And in the world of media, this change is profound.
The Disruption in Content Creation
Once upon a time, producing news meant writing articles for a newspaper, recording a segment for TV, or creating a radio show. These methods, while tried and tested, came with limitations. Print had its spatial constraints; radio and TV had the ticking clock of deadlines and programming slots. Everything was linear; everything had a fixed boundary.
But the digital world has thrown those boundaries out the window. A journalist can create a story in text, video, audio, interactive graphics, or even a live-streaming session. The content we produce no longer has to wait for tomorrow’s print run or the 6:00 PM broadcast slot—it can go live as events unfold.
This is a double-edged sword, though. While the freedom to create and distribute content is exhilarating, it has exposed the skills gap among Tanzanian journalists. Despite their passion and experience, many of our media professionals lack the technical know-how to thrive in this new era. Skills like video editing for social media, managing a multimedia website, or engaging with an audience in real-time through platforms like Twitter or Facebook are not universally available.
So, what happens when traditional media houses, with their legacy models, fail to adapt? They risk losing relevance and falling behind in the digital space, where the competition is fierce and relentless. Yet, even though the writing is on the wall, there’s often resistance at the top. Leaders within media houses are slow to shed outdated models and embrace the digital-first strategy essential for survival.
The digital revolution doesn’t wait. Those who hesitate—those who simply republish print editions online without truly understanding how online audiences behave—will find themselves losing the race to newer, more agile, digital-first media startups.
The Disruption in Distribution
Gone are the days when the physical delivery of newspapers or the broadcast transmission of TV and radio programs were the sole means of spreading news. Today, information flows freely, 24/7, through the vast internet network. Websites, social media platforms, and streaming services have replaced traditional media outlets as the primary news and entertainment source.
In Tanzania, as in much of the world, the rise of mobile technology has shifted the balance. Print circulation has dropped as more people turn to their smartphones for information. TV and radio stations watch their viewership slowly erode in favour of on-demand streaming services and podcasts.
This digital revolution has left many Tanzanian media houses scrambling to find viable business models. The traditional advertising revenue that sustained them for decades is no longer as reliable as it once was. Without a clear strategy for digital distribution, these institutions risk fading into irrelevance.
The Changing Consumption Habits
We now live in an era of instant gratification. The way we consume news is no longer bound by time slots or waiting for the morning paper. Instead, it’s all about immediacy. Platforms like Facebook, Twitter, and Instagram have become our primary news sources. They break stories faster than most traditional outlets can manage, and people are consuming news unprecedentedly.
The short attention spans we’ve developed—thanks to an overload of information at our fingertips—mean that long articles or lengthy TV news segments no longer cut it. In their place, bite-sized updates, quick videos, and interactive content reign supreme. Platforms like YouTube, TikTok, and Instagram are becoming the go-to places for breaking news, offering a new world of engagement and content delivery.
For Tanzanian media, this shift is a wake-up call. The days of relying on static news formats are over. To stay relevant, media houses must adapt to the rapid pace of digital consumption. Unfortunately, many media outlets are led by individuals lacking the technical skills to create content that resonates with today’s audience. This makes it hard for traditional media to keep up with the fast-moving digital-first startups.
Monetizing Digital Media in Tanzania: The New Frontier
If the digital shift has changed how we consume news, it has also fundamentally altered how media companies make money. Previously, advertising revenue from print and broadcast was the golden ticket. But as digital platforms continue to steal the limelight, media houses have been forced to rethink their approach to monetization.
The rise of digital advertising—primarily through social media platforms like Facebook, Instagram, and Twitter—has given advertisers more power than ever before. The ability to target specific audiences based on interests, behaviours, and demographics has made digital ads a powerful tool. However, just as TV viewers found ways to skip commercials, digital audiences are improving at blocking or avoiding online ads.
Tanzanian media outlets need to diversify their revenue streams to thrive in the digital age. It’s not just about advertising anymore—it’s about subscriptions, branded content, hosting live events, and more.
Misinformation, Disinformation, and Fake News: The Dark Side of Digital Media
However, as much as the digital age offers exciting possibilities, it also comes with serious challenges. The rise of digital media has led to an alarming surge in misinformation, miscommunication, and fake news. In Tanzania, like elsewhere in the world, anyone with an internet connection can share a story—true or false—with the click of a button. This has given rise to “citizen journalism” that lacks the accountability and editorial standards we expect from traditional media outlets.
Misinformation spreads rapidly, often faster than the truth. With social media platforms like Facebook, Twitter, and WhatsApp becoming primary news sources, it’s easy for rumours, half-truths, and outright fabrications to take root. And unlike traditional media, which typically operates under some form of editorial oversight, much of the content online is unregulated.
This situation creates a dangerous cycle: fake news is shared, it gains traction, and it becomes hard to distinguish from credible information. It damages public trust in legitimate news sources and sows confusion, fear, and division.
Tanzanian media outlets, already struggling with the digital transition, now face the added burden of navigating this new landscape filled with misinformation. It’s not just about producing content—it’s about ensuring that content is accurate, well-researched, and ethically produced. In a time when people increasingly turn to online sources for their news, the challenge becomes even more significant.
The real danger lies in manipulating information for political or financial gain. Fake news is often weaponized to influence elections, destabilize governments, or profit from sensationalized content. For media houses, the need for ethical standards and fact-checking has never been more critical.
The Road Ahead: Embracing the Digital Revolution
The transformation of Tanzanian media is not a future event—it is happening now. The traditional media models that once ruled the industry are no longer sufficient to guarantee success. But with this disruption comes immense opportunity.
The future is bright for media organizations willing to evolve, invest in digital capabilities, and adopt new revenue models. The key is adaptability. Media managers must equip their teams with digital journalism skills to thrive in this ever-changing environment.
The future of Tanzanian media depends on one thing: how quickly and effectively it embraces digital transformation. The companies that resist will find themselves outpaced. Those who adapt and innovate will define the next chapter of journalism in Tanzania.
The choice is clear. Adapt, or risk becoming irrelevant.