Mwananchi Communications Limited goes fully digital

What you need to know:

  • Changes made by Mwananchi Communications Limited (MCL) in improving the accessibility of online content are aimed at making readers find what they need wherever they are

Dar es Salaam. Mwananchi Communications Limited (MCL) has made a 100 percent digital transition to leverage the shift in audience tastes and advancements in digital technologies, according to MCL Executive Editor Victor Mushi.

The aim of exerting more weight on the production of online content, he noted, is to widen the scope for consumers by giving them the certainty of getting what is produced by MCL when they need it.

Mr Mushi made the remarks on Tuesday, January 23, 2024 during an interview with Clouds FM in which he spoke about changes made by MCL, including how to access information through the Mwananchi, The Citizen and Mwanaspoti websites.

Through improvements made on those websites, some content now requires readers to pay a small amount of money in order to read the detailed analysis done within the relevant news story.

"We are now creating a new way of doing business, so we will not give you everything for free. You should contribute something small. Your contribution will enable the company to continue giving you the best," said Mr Mushi.

He explained that the changes and the ease of accessing the content through mobile phones does not, however, mean that access to information through print editions of Mwananchi, The Citizen and Mwanaspoti has ceased.

Among MCL newspapers, it is only The Citizen newspaper that has undergone changes since January 9, 2024 by discontinuing publication of its print editions on Saturdays and Sundays, according to Mr Mushi.

"We used to publish The Citizen seven days per week, but it is now coming out from Monday to Friday. On Saturdays and Sundays, it will be available on The Citizen website with the same weight. This is one of the general strategies for building our ability to prepare content and distribute it through digital systems because that is where the world is," he said.

He further explained that MCL content production is a value chain because it involves searching for stories, editing, adding value and distribution.

It also involves receiving readers’ feedback, working on it and improving the content accordingly.

During the same interview, MCL Online Content Editor Zourha Malisa reiterated that with these changes, users of The Citizen, Mwananchi and Mwanaspoti websites will now be required to contribute a small amount of money in order to access prime content.

Users can pay Sh500 per day, Sh3,000 per week, Sh15,000 per month, or Sh91,000 for an entire year.

"We are available online every day. On weekends, readers can access The Citizen newspaper online.

We have added value to our news reporting by including videos and infographics, which would be difficult to find in the newspaper," said Ms Malisa.