Africa-Press – Malawi. The country’s broadcasters have been challenged to produce quality content for the digital platforms in a bid to generate enough revenues for their survival amid economic turmoil globally.
Malawi Communications Regulatory Authority (MACRA) Director General Daud Suleman dared broadcasters to walk with the digital world when programming to local viewers and beyond.
Suleman made an appeal to the managers of various electronic media in the just-opened two-day broadcasters conference in the capital Lilongwe. MACRA DG observes that proper usage and creativity of digital platforms generate monies and revenues that can employ more young graduates.
“It’s sad to note that year in and year out many journalists, and broadcasters graduate from public and private colleges and universities but there are no jobs for them. However, TV and radio owners and managers must embrace digital platforms with creative content to generate extra revenues for survival.
“Quality content with creativity attracts viewers to TV and radio programming. Have TV and radio content that can generate more money than the usual approach of the audience. MACRA can licence over 200 broadcasters but we are afraid of their survival”, observes Suleman.
He adds, “With quality digital content, local broadcasters can have bargaining power with digital service providers for revenue collection for radio and TV sustainability”.
In his remarks, Information Minister Moses Kunkuyu agrees with Suleman in embracing digital platforms, “Digital services have taken center stage in driving the economies of countries across the globe. In response to this, the Government developed a National Digitalization Policy to give direction on the usage of ICTs by the people of this country.
“The policy emphasizes the need to reach out to the rural and underserved areas to bridge the communication gap that has existed for a long time between the urban and rural areas. Considering that Malawi’s rural masses account for a higher population that is also active in economic endeavors, it is only sensible to ensure that such a large population is not left behind in the digital economy”.
He said although there are over 90 broadcasters in Malawi, the country will not make meaningful headway if it continues to broadcast foreign content. Kunkuyu observes that Malawians are being fed more foreign content.
The minister therefore urged the broadcasters to generate more local content that promotes hope and not desperation. He however said the future is bright for those broadcasters who create the right content for Malawians.
Under the theme, “Shaping the future of broadcasting through digital technologies,” a two-day conference has attracted managers from electronic media houses including TV, and radio stations across the country.
Malawi Communications Regulatory Authority (MACRA) is hosting a broadcasters’ conference from December 18-19, 2023 at Bigu International Convention Centre (BICC).
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