Tanzanian regulator says 75 percent of national TV stations flout broadcast rules

Experts have cautioned that failure to comply with such guidelines may result in stations airing unscheduled or unsuitable content, potentially driving audiences away.

They called on broadcasters to abandon the “business-as-usual” approach and instead invest in audience re-search to better understand viewer preferences.

While only three of the 16 television stations failed to submit their programme line-ups, most struggled to ad-here to their approved schedules.

According to the TCRA report, 12 TV stations did not follow the submitted programme schedules.

National radio stations fared slightly better. Out of 12 stations, three did not submit programme line-ups, while four failed to adhere to the approved schedules.

However, performance was commendable on the local content front. Both radio and television stations recorded full compliance with the mandatory 60 percent local content quota. The content, produced in Kiswahili and English, reflects Tanzanian culture, language, and interests.

The TCRA said the content monitoring exercise covered several key compliance areas, including submission and adherence to programme schedules, news presentation within 90 minutes, content diversity, educational pro-gramming, and local content compliance.

“National broadcasters are mandated to provide detailed programme schedules indicating timing, order, and dura-tion, and to strictly follow the submitted line-ups,” the report noted in part.

In the area of programme diversity, three TV stations were found to be non-compliant. Another three stations failed to meet the requirement for educational content, while a further three fell short on timely news presenta-tion within the designated 90-minute window.

The TCRA underscored the obligation of national broadcasters to help maintain a balanced and informative media environment. “National broadcasters must uphold the standards to ensure content is relevant, informative, and culturally appropriate for the Tanzanian public,” reads the report.

Despite the uptick in non-compliance, the broadcasting sub-sector also registered positive developments, includ-ing wider service availability, improved signal coverage, and increased user access.

Speaking to The Citizen, Dr Mary Kafyome, a lecturer at the University of Dodoma’s Department of Arts and Media Studies, described the lack of audience research among broadcasters as worrying.

“Many broadcasters today don’t conduct adequate audi-ence research. As a result, programming is heavily skewed towards entertainment and lacks variety. When asked about this, they often claim it’s what the audience wants—but have they actually asked the audience?” she posed.

Dr Kafyome acknowledged that financial challenges fac-ing media houses could be a factor but insisted that con-ducting audience research need not be expensive. “Social media platforms provide an accessible way to engage with the public and collect feedback,” she said.

She urged broadcasters to stop making assumptions about audience preferences and instead place more em-phasis on developmental content.

“We keep advising students to use scripts when present-ing programmes. A well-prepared script enhances clarity and consistency,” she added.

On his part, Dr Egbert Mkoko, a lecturer at the Univer-sity of Dar es Salaam’s School of Journalism and Mass Communication, called for broader awareness among broadcasters regarding regulatory obligations.

“It’s possible that rising levels of non-compliance stem from inadequate awareness. Frequent leadership changes at some stations may result in new managers being una-ware of the need to submit schedules to the regulator,” Dr Mkoko said.

He urged the TCRA to strengthen its awareness and engagement initiatives. “If the regulator enhances en-gagement, I believe the situation can improve. But if both the regulator and station owners remain passive, non-compliance will continue to rise,” he warned.