Bulawayo, (New Ziana)- Information, Publicity and Broadcasting Services Minister, Dr Jenfan Muswere has called on local content creators to play a central role in national development, image building and employment creation, saying the creative industry is a key pillar in the country’s drive towards an upper middle-income economy by 2030.
Government has set aside US$10 million for local content creation as part of a major drive to expand television and radio services under the Zimbabwe Broadcasting Corporation, in line with the transition to heritage-based broadcasting.
The funding, which forms part of ZBC’s 2026 budget, is expected to anchor the rollout of new television and radio channels, while stimulating growth in the country’s creative industry.
Addressing content creators and media stakeholders at a Zimbabwe Broadcasting Corporation (ZBC) stakeholders’ workshop, Dr Muswere said the launch of the National Development Strategy 2 (NDS2) by President Emmerson Mnangagwa placed broadcasting and the creative industry at the heart of economic transformation.
“These are key pillars that are going to assist us as a nation in achieving an upper middle-income society by the year 2030,” said Dr Muswere.
He described broadcasting as a critical ecosystem capable of stimulating macro-economic growth across all sectors, adding that public broadcasters carry a constitutional mandate to inform, educate and entertain, while projecting the country to the world based on facts and ethics.
Dr Muswere said notable progress had already been recorded in the media and broadcasting sector, including the introduction of the country’s first integrated media policy, which promotes local content production and inclusivity.
“The new integrated media policy also speaks to our 16 recognised languages, leaving no one and no place behind,” he said.
He also noted that the ZBC stakeholders’ workshop was aligned with Government policy on the creative industry and would help shape the future of public broadcasting content, particularly as the broadcaster prepares to launch a second television station, ZBC TV 2.
“For us to be able to achieve the second station, we need the content — and the content is to come from all of you in Bulawayo,” he told delegates.
Dr Muswere challenged independent producers to create patriotic, ethical and development-oriented content that reflects Zimbabwe’s heritage, culture, faith, tourism potential and economic achievements under the Second Republic.
He cited major infrastructure and development projects such as the Gwayi-Shangani Dam, power generation, irrigation schemes, mining, transport infrastructure and industrialisation initiatives as success stories that require accurate and compelling storytelling.
“All these success stories require patriotic, independent producers who are able to tell the true story about our economy,” he said.
Dr Muswere stressed that Vision 2030 is a collective responsibility, adding that government does not hold a monopoly on ideas or expertise.
“Vision 2030 is about each and every Zimbabwean. It is about each and every Zimbabwean’s contribution,” he said.
He also underscored the need for content that supports education, health, agriculture, technology adoption, and the fair remuneration of artists, while enhancing Zimbabwe’s participation in continental initiatives such as the African Continental Free Trade Area (AfCFTA) and the African Union Agenda 2063.
He said the workshop would help set the framework for investing public broadcasting resources back into local creators.
“The same money collected from Zimbabweans should be invested in independent content producers so that we are able to set the national agenda and own the narrative that develops our country.
“It is the responsibility of every Zimbabwean to defend, advance and protect the image of our nation,” Dr Muswere said.
New Ziana
