It's time for sanity at ZBC

It's high time that this mind-boggling drama at Zimbabwe Broadcasting Corporation (ZBC) should end. We are sick and tired of hearing that ZBC hires and fires so and so. So and so is suspended, and so and so are acting in this and that capacity. What is it that which cannot be solved once and for all to enable smooth conduct of business by the national broadcaster?

 When the substantive Chief Executive Officer (CEO) Happison Muchechetere was suspended on accusations of corruption and mismanagement, we thought that was the beginning of sanity at Pockets Hill. Little did we anticipate that his replacement, the Acting CEO Allan Chiweshe, would be another player in this unending drama that would be pushed away so soon due to the same allegations faced by his predecessor.

 As Zimbabweans we are not impressed by this game plan by whoever is seeking to satisfy certain goals which are at variance with our interests as the viewing public. We are anxious to have the best programming which meets and appeals to our senses done by the most competent people. We are deprived of this by the poor content that we are subjected to daily. This is scaring away most of us to alternatives sources of content, such as, Direct Satellite television (DStv) and wiztech which offers free channels. How will we restore our national identity if the rest of the local viewership is exposed to alien content?

This state of affairs accelerates the spread of cultural imperialism which strives on defeating the local cultures and imposition of foreign cultures which would be dominant on the local landscape at the detriment of our local identity.

But I should like to believe that the major problems faced by ZBC are anchored on scarcity of cash. Under normal circumstances, ZBC as a broadcasting entity is supposed to accrue sufficient revenue adequate to sustain all its operations from selling airtime to advertisers, and screening of sponsored programmes by the corporate world or any other interested persons that wish to. However, the qualities of programmes screened by ZBC are not attractive enough to accrue sufficient number of audiences which they in turn, can sell to potential advertisers. This flight of audiences could have been averted if someone rational was in charge of issues at ZBC.

It is regrettable that ZBC appoints CEOs with no traceable record of managing business entities in their life time. Muchechetere had no record of running a business entity and registering profits. The same applies to his successor, Chiweshe as the Acting CEO. Therefore, deposing of Muchechetere was merely moving from one disaster to another led by a different face?

I think it is prudent that ZBC flights an advert inviting competent and properly qualified persons to fill the post of substantive CEO. The same should also apply to all the key appointments in the corporation. One would wonder how ZBC would appoint Chris Chivinge to act as General Manger News and Current Affairs. On what merit is he positioned to work in that capacity? Does Chivinge have the correct background professionally to lead in that vein, let alone the suitable qualifications? As I see it, this is another suicidal action which will ensure that ZBC is run down to the ground.

I am sure that we are all aware that there are numerous colleges and universities that are training media practitioners, and business executives that are well qualified to lead such strategic national institutions. But how come ZBC continues to recycle dead wood when we can have a better selection from the whole nation?

There is urgent need for massive skills audit at ZBC to avert the looming complete razing down to the ground of the national broadcaster. Incompetent persons are entrusted to run the affairs of the corporation. It needs resuscitation sooner than later!
We need sanity now at ZBC! We can't wait any longer!