The Malawi Communications Regulatory Authority (MACRA) has urged broadcasters to adopt digital technologies to capture emerging markets and expand their listenership.
This call comes as broadcasters convene in Lilongwe for a two-day annual broadcaster’s conference themed “Shaping the Future of Broadcasting through Digital Technologies.”
In an interview with MIJ Online, Daud Suleman, the Director General of MACRA, emphasized the significance of broadcasters recognizing the evolving landscape shaped by new media and internet penetration.
Suleman stressed that broadcasters need to prioritize digital technologies in their operations and place them at the core of their strategies.
“It is very important that we realize that the landscape is changing. The way our listeners consumed news 20 years ago is not the same way that they are consuming news today. So, the arrival of new media, as well as the penetration of the internet in the country, are developments that we in the broadcasting industry must pay attention to” said Suleman.
Meanwhile, Roselyn Makhambera, Broadcasting Service Manager at MIJ FM Radio, disclosed plans for the institution to align its services towards digital platforms to deliver content that will have a meaningful impact on the country.
“The broadcasting industry is now moving towards digital. So, we are trying to help each other in coming up with very good content that is going to make a difference.” said Makhambera.
In the meantime, Moses Kumkuyu, the Minister of Information, has encouraged the broadcaster to disseminate messages that will instill hope among the people of Malawi.
“If we can together collaborate in ensuring that we don’t just send negative messages out there, we should produce messages that re giving hope to Malawians” said Kumkuyu
Currently Malawi Has 83 broadcasting licensees of which 56 are Radio and 27 are Television stations.
