Programming content of broadcast media in Tanzania: a case study of Independent TV, Clouds TV and TBC 1

This study investigates the broadcast media in Tanzania specifically television broadcast, taking into account the strong influence this media has on the community. It analyses one public and two private free-to-air television stations. The study focuses on the nature of the programming content with emphasis on the amount of local content as compared to foreign content as well as determining the element of good taste and decency as stipulated in the Tanzania Code of Ethical Practice for Broadcasters. Moreover, it evaluates the effectiveness of the regulatory system in ensuring the stations adhere to the required standards and also looks into the public awareness and their rights associated with the regulations that are in place. The data were collected through questionnaires, in-depth interviews to media professionals and subjecting the television stations through content analysis. The study findings establish that the level of indigenous content as compared to foreign content for all the three television stations is above the minimum required though some of these programmes are copycats of Western programmes and, consequently, defeat their purposes. Also, the quality is very poor and lacks creativity; as a result, this poor jeopardises viewership. The standard of good taste and decency in the programming content is not totally adhered to. This laxity is much more pronounced in music programmes that are leading culprits of fomenting of bad taste and indecency and this trait cuts across both local as well as foreign music content. The findings further show that, not many people are aware of their rights as consumers of the broadcast media and this ignorance gives a leeway to the broadcasters in adhering to the required standards. The study recommends that self-regulation as well as state regulation should go hand-in-hand to enhance freedom of expression as well as protecting the society from potential negative impact of this media.