ZBC urged to build national consciousness

The recapitalisation of the Zimbabwe Broadcasting Corporation (ZBC) is essential for the national broadcaster to fulfill its mandate of fostering national consciousness and promoting heritage-based broadcasting, Information, Publicity, and Broadcasting Services Minister Dr. Jenfan Muswere has said.

Dr. Muswere made the remarks on Friday during the commissioning of 25 vehicles and new broadcasting equipment for radio and television transmission at ZBC, acquired as part of a broader effort to modernize the institution. The recapitalisation initiative, valued at over US$2 million, was funded through contributions from the Ministry of Finance, Economic Development and Investment Promotion, private donors, and the Ministry of Information, Publicity, and Broadcasting Services.

"This recapitalisation effort is part of the Government of Zimbabwe's commitment to ensure that ZBC takes its rightful place in building national consciousness," Dr. Muswere said. "This includes heritage-based broadcasting, which reflects our values, ethics, and the critical role ZBC plays as a national institution."

The minister outlined his vision for ZBC's turnaround, highlighting the importance of implementing a robust strategy to achieve profitability. Key interventions include a debt restructuring programme and boosting revenue generation through advertising. Dr. Muswere underscored the importance of efficient management and the role of human resources in driving the transformation.

"The turnaround strategy should include the importance of human resources management and organisational development," he said. "We need to restore a culture of hard work, honesty, and unity, while eliminating greed and inefficiency. Every employee must contribute to cost containment measures to ensure the broadcaster's sustainability."

He further stressed the need for ZBC to move away from over-reliance on Treasury support. "You cannot be running around with begging bowls everywhere. Treasury has its responsibilities, and institutions like ZBC must take ownership of their management. With the expertise we have, a diversified board, a competent executive, and the dedication of all employees, we can achieve a successful turnaround," Dr. Muswere said.

The newly acquired vehicles and broadcasting equipment are expected to significantly enhance ZBC's operational capacity. Dr. Muswere emphasized that the resources should be directed towards improved content creation and revenue generation.

Acting ZBC board chairperson Advocate Lewis Uriri welcomed the additions, saying they would enhance the broadcaster's technical capabilities and mobility. "The addition of these motor vehicles will significantly improve our ability to manage demanding travel schedules and operational requirements," he said.

Uriri also noted that the equipment would elevate ZBC's capacity to deliver quality content that aligns with its mandate to inform, educate, and entertain. "ZBC must remain the most reliable source of accurate, factual, and verifiable reportage in a media environment where disinformation poses a serious threat to national security and unity," he said.

The recapitalisation marks a key step in revitalizing ZBC and strengthening its role in shaping Zimbabwe's identity and promoting cohesive national development.