Assessment of TBC performance in a liberalized broadcasting industry in Tanzania.

The main objective of this study was to assess the performance of Tanzania Broadcasting Corporation in the United Republic of Tanzania and later propose strategies for improving its performance. The research focused on four areas of study i.e. financial performance, quality of programs being transmitted, employee and customer satisfaction. The researcher used questionnaire approach in collecting data. The documentary reviews originated from TBC strategic business plan and from the TBC board of directors' reports on audited financial statements for three (3) years were also used in making comparison with the results obtained from the questionnaires distributed and came up with a summarized conclusion and recommendations. The study concluded that on financial performance there were contradictions of the results obtained from the questionnaires and TBC documentary review. The qualities of programs being transmitted generally were found to be good. Moreover the study revealed that the majority of TBC employees are not satisfied with the environment of work. And also the study exposed that on the issue of customer satisfaction, majority of TBC customers are satisfied with the services offered by TBC. Finally the study ended by focusing on three areas of recommendations i.e. recommendations to further improve the research, recommendations on solving problems faced during execution of the research and recommendations on solving several problems found by the research itself which are to be put in place by TBC in order to improve its performance in this liberalized broadcasting industry era in Tanzania for the goodness of TBC and the country as a whole.