Information, Publicity and Broadcasting Services Minister, Dr Jenfan Muswere, has called on African broadcasters to take charge of the continent’s narrative by producing content that reflects the region’s identity, aspirations and values, as the continent moves deeper into the digital era.
Speaking during the Southern Africa Broadcasting Association (SABA) Convention 2025, underway in Victoria Falls, Dr Muswere said the gathering was an opportunity for media stakeholders to re-define the role of African broadcasting in shaping development and unity.
He said SABA should serve as a platform for creating and promoting African-driven content that informs, educates and inspires regional integration.
“This convention speaks to how best we can create content that truly represents who we are. We must define the role of SABA, not just as a broadcasting body, but as a platform that preserves our identity, informs our people, and unites our region.”
Dr Muswere said Africa must move away from being an importer of content and instead focus on developing home-grown productions that tell the African story.
“If African trade is less than twenty percent within the continent, then SABA should be the platform through which we grow our regional and supportive economy. We must preserve our memory and our history, while ensuring that our stories are told through African voices.”
The Minister said the convention comes at a time when the global media landscape is being reshaped by the Fourth Industrial Revolution, artificial intelligence, and the rapid growth of digital platforms. He warned that while these technologies bring opportunities, they also raise important questions about control and ownership.
“The advent of artificial intelligence and social media compels us to ask who owns and controls these algorithms? As we generate content and express our views, who controls the narratives that influence how the world perceives Africa?” he said.
Dr Muswere urged African broadcasters to leverage digital innovation to tackle key social and economic challenges such as xenophobia, communicable and non-communicable diseases, and misinformation.
Turning to Zimbabwe’s progress, the Minister highlighted the strides achieved under Vision 2030, which seeks to attain an upper-middle-income society by the end of the decade.
He said the country had made remarkable achievements in agriculture, infrastructure development, tourism, and economic stabilisation through sound fiscal and monetary policies.
We have surpassed agricultural targets, built new infrastructure, revitalised tourism and ensured market stability,” said Dr Muswere.
“By early next year, we will invite all media houses to Zimbabwe so that they can witness first-hand the progress we are making under our national vision.”
The SABA 2025 Convention, being held at Safari Lodge in Victoria Falls, has brought together regional broadcasters, media innovators and policymakers to deliberate on the future of broadcasting in Southern Africa.
Delegates are discussing the use of emerging technologies, artificial intelligence, and digital tools to strengthen collaboration, promote cultural preservation, and enhance African storytelling.
