From August 2023 to July 2024, I had the privilege of leading a process of imagining the future of the media sector in Tanzania in 2050. Supported by International Media Support (IMS) in Tanzania, we convened a group of diverse media stakeholders in a series of four residential workshops, each running for 3-4 days, to imagine the future of media freedom and independence in Tanzania by 2050.
This futures-thinking process began with a comprehensive analysis of the picture of now of the media sector in Tanzania, followed by identifying the key driving forces and using these to develop plausible scenarios. We concluded the exercise by applying the causal layered analysis (CLA) to identify strategies for realising the desired scenarios and preventing the undesired ones.
In this article, I summarise the state of Tanzania’s media in 2023/24. Using an extensive review of literature, data analysis, heated discussions, observations, interviews, and focused group discussions with both media producers and consumers, we have highlighted an industry under immense strain.
Financial struggles, declining public interest, and a severe loss of trust characterise the current media environment in Tanzania.
Controlled, captured, and compromised
Despite having a vibrant news media landscape with ownership and outlets diversity, Tanzania’s media remains largely controlled and compromised. The period between 2015 and 2021 is widely regarded as one of the most repressive eras for the country’s media.
During this time, the government enacted several controversial laws that were criticised for stifling media freedom. Among these were the Cybercrimes Act of 2015, the Statistics Act of 2015, the Media Services Act of 2016, and regulations governing online content in 2018 and 2020.
The Media Services Act (MSA) criminalised sedition and “false news,” while the Cybercrimes Act granted the state sweeping surveillance powers over online publications. Before its amendment, the Statistics Act made it illegal for journalists to publish data without approval from the National Bureau of Statistics.
These laws created an environment of fear and censorship, with many journalists forced to self-censor to avoid punitive actions.
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Although President Samia Suluhu Hassan, who succeeded John Magufuli, initially showed signs of fostering greater media freedom, most of these restrictive laws remain in place. Many journalists feel that true media freedom is yet to be realised.
The constitution’s guarantees of freedom of expression are undermined by narrow interpretations of these laws, empowering authorities to penalize journalists for content deemed offensive.
The safety of journalists is another pressing concern. The Union of Tanzania Press Clubs (UTPC) has documented numerous cases of physical attacks, threats, and intimidation against journalists, particularly those covering politically sensitive issues.
Government officials, security forces, and police officers are frequently identified as the main perpetrators. Civil society organisations have pointed to a culture of impunity that allows these offenders to avoid accountability, fostering an atmosphere of fear that stifles journalistic work. By the end of 2023, the Media Council of Tanzania (MCT) had recorded over 20 cases of press freedom violations, a slight increase from the 18 cases reported in 2022.
From the government’s perspective, concerns over a perceived lack of media ethics among journalists persist. The government then uses these concerns to justify their actions and decisions on media actors. This tension between the government and the media further complicates the sector’s efforts to operate independently.
A failure to represent women
Tanzania’s media has often failed women, both within and outside the newsroom, reflecting broader societal gender inequalities. Inside newsrooms, women face significant barriers, including underrepresentation in leadership and decision-making roles.
While women participate in journalism, they are often relegated to lower-level positions or assigned to cover “soft” news topics like lifestyle and entertainment, rather than politics or hard news. This marginalisation limits their influence and career advancement.
Female journalists frequently face workplace harassment and discrimination, further discouraging them from pursuing leadership roles. A 2019 report by the Media Council of Tanzania (MCT), titled Challenging the Glass Ceiling, found that women are significantly underrepresented in senior management positions within newsrooms.
It also noted that men are more likely to hold permanent, full-time contracts and are assigned to cover a broader range of stories.
Outside the newsroom, the media often perpetuates harmful stereotypes about women. Coverage tends to focus on sensational stories rather than substantive issues like gender-based violence or economic inequality. Women’s voices are also underrepresented in news coverage, with male perspectives dominating important discussions. This lack of representation shapes public perceptions and limits women’s influence in societal narratives.
While some efforts have been made to improve women’s representation in Tanzanian media, significant gaps remain in both newsroom practices and content. These shortcomings mirror broader societal challenges in achieving gender equality.
A financially broken industry
Economic sustainability is one of the most significant challenges facing Tanzania’s media industry. Financial struggles have left many outlets unable to invest in advanced technologies or produce high-quality content, both of which are vital for any successful media organisation. Over the past eight years, the traditional revenue model of advertising has nearly collapsed.
Magufuli’s fiscal discipline measures, which drastically reduced government spending on media advertisements, played a significant role in this decline. When government offices did advertise, state-owned media outlets were often favoured. This is particularly problematic given that the government remains the largest advertiser in the country.
A 2022 survey by the Africa Centre for Media Excellence found that advertisements are the primary income source for most Tanzanian newsrooms. Disruptions to this revenue stream—whether due to government policy or global phenomena like the COVID-19 pandemic—have had severe consequences.
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The pandemic further slashed advertising revenues, deepening the financial woes of many media firms. In response, media houses have attempted alternative revenue models, such as hosting events and seeking public donations, but these efforts have yet to yield significant results. The lack of financial stability has left many outlets vulnerable, struggling to maintain operations and retain their audiences.
Losing public interest and trust
Public trust and interest in Tanzanian media have reached alarmingly low levels. Media consumption has dropped, with fewer people tuning in to radio or buying newspapers. The media’s influence has waned, as much of what is broadcast or published fails to resonate with the public.
Public support for media freedom has also diminished. When journalists face harassment, the public often remains indifferent, viewing the media as self-serving (“Machawa”) and disconnected from their interests.
Meanwhile, social media influencers have overtaken traditional media in terms of public engagement, commanding larger audiences. This shift reflects a growing preference for entertainment-focused content over serious news and investigative journalism.
The Maasai protests in August 2024 exemplify this disconnect. While traditional media largely avoided covering the protests, they extensively reported on the government’s decision to reverse its removal of social services and the deletion of villages in Ngorongoro.
Social media users heavily criticised traditional media for failing to give adequate attention to the plight of the Maasai, further eroding public trust.
Struggling to keep up with technology
The rapid advancement of technology has left Tanzanian media struggling to keep pace. While global media increasingly shifts toward digital platforms, many local outlets face significant challenges in adapting.
READ MORE: Headwinds Media in Switzerland and Tanzania Face
Limited internet access, particularly in rural areas, hinders the media’s ability to reach broader audiences. In urban areas, where digital infrastructure is better, low digital literacy further limits the audience for online content.
Financial constraints also prevent many media outlets from investing in modern technology. The costs of maintaining equipment, hiring technical staff, and developing digital platforms are often prohibitive, especially as global tech giants like Google and Facebook increasingly absorb advertising revenue.
Additionally, restrictive media laws designed for traditional outlets have stifled innovation, making it difficult for local media to compete with global digital competitors.
As international platforms like YouTube and Facebook gain popularity, Tanzanian media outlets struggle to match the quality and convenience of global content. These challenges create a difficult environment for local media, threatening their relevance in an increasingly digital world.
Conclusion
Tanzania’s media industry is at a crossroads, grappling with government control, financial instability, gender inequality, technological challenges, and declining public trust. Media outlets are increasingly unable to sustain themselves financially, facing shrinking revenues and fierce competition from digital platforms.
Public engagement has also dwindled, with many Tanzanians perceiving the media as neither free nor independent, often influenced by political or corporate interests. The rapid pace of technological advancement has further exacerbated the challenges, leaving traditional media struggling to adapt to new digital trends. Additionally, the sector’s failure to represent and address issues affecting women has widened gender disparities in coverage and leadership.
While there are ongoing efforts to reform and improve media freedom, significant obstacles remain. Advocacy and reform are essential to fostering a more independent, sustainable, and inclusive media environment that can better serve the Tanzanian public.
READ MORE: Tanzania’s Media Services Act: A Manifestation of the Man With the Hammer Syndrome?
The benefits of a free press are obvious. Free and independent media plays a crucial role in promoting democracy, transparency, and accountability. Independent media serves as a watchdog over government actions, ensuring that power is not abused and citizens’ rights are protected.
By providing access to accurate, unbiased information, independent media fosters informed public debates and decision-making processes. It also amplifies marginalised voices, enabling communities to share their concerns and hold authorities accountable.
Independent journalism exposes injustices, corruption, and violations of law, pressuring governments and organisations to act ethically. Without a free press, societies risk becoming less transparent, more susceptible to corruption, and less democratic, making independent media a vital pillar for freedom and progress worldwide.
Dr Baruani Mshale is the Director of Learning and Strategy at Twaweza East Africa. He can be reached at bmshale@twaweza.org or on X as @BMshale.
