The government has urged the Zimbabwe Broadcasting Corporation (ZBC) to play its role in the national rebranding exercise through programming that markets Zimbabwe as a safe investment destination as the country moves towards attaining the upper middle class economy by 2030.

This was said by the Minister of Information, Publicity and Broadcasting Services, Cde Monica Mutsvangwa when she toured the ZBC Montrose studios in Bulawayo today where she also pledged the government’s support for digitalisation.

Minister Mutsvangwa was accompanied by the Permanent Secretary, Mr Nick Mangwana on the familiarisation tour, where they witnessed that most studios have since been refurbished but are yet to get the necessary digital equipment.

“The government is committed to providing the necessary support to ensure that ZBC performs its mandate. The task at hand therefore demands the utmost level of professionalism and commands great quality for productions to be able to match up to the region’s standards and audience’s expectations. Our programming and service delivery should now shape up and position us towards our goal. The national broadcaster should take center stage and help rebrand Zimbabwe through correct and professional dissemination of information,” she said.

Mr Mangwana weighed in saying his ministry has set up a framework which will see them reaching their target of improving the operations of public media.

“We continue to hope that the familiarity which we are building today will continue and we will deliver what we want to deliver in the industry,” he said.

The Minister of State for Bulawayo Metropolitan Province, Cde Judith Ncube said ZBC plays a pivotal role in marketing the potential of the region to investors across the globe.

“It is interesting to note that we have a capable human capital from this side. We also have a lot to offer in terms of investment opportunities. ZBC becomes critical in selling brand Bulawayo as we gear for the reindustrialisation of the city,” she said.

The ZBC management is currently implementing a turnaround strategy that seeks to ensure that the national broadcaster is ready to hold its own in the face of competition in the broadcasting terrain.