The Zimbabwe Broadcasting Corporation (ZBC)’s television and radio stations are the leading brands in the Zimbabwe All Media Products Survey (ZAMPS) released by the Zimbabwe Advertising and Research Foundation (ZARF) today.
Leading the pack in the radio segment is Radio Zimbabwe, which increased its listenership by 2% to 51% of market share.
National FM gained 1% over the same period.
“The two radio stations appeal to a cross section of their listeners by broadcasting their programmes in all the country’s vernacular languages,” ZBC Acting Head of Radio Services, Mr Albert Chekayi said.
The main news bulletin remains one of the popular programmes on ZBC TV, with its viewership rising by 3% to 46% in the second half of the last year.
ZBC Acting Public Relations Manager, Ms Firstme Vhitori said the national broadcaster strives to offer viewers locally generated content which resonates well with them.
ZBC TV also dominated direct broadcast satellite Tv and Mutichoice owned DSTv and Econet owned KweseTv with its popularity amongst the ordinary Zimbabweans.
Zimbabweans last year alone spent over US$200 million on Tv subscriptions on these channels and ZBC’s strong position will contribute towards forex savings as more viewers tune in to the national broadcaster, according to Tipline Research Solutions Director, Mr Patson Gasura.
The survey positions each media house in the market and media houses have been urged to effectively make use of these results as they will go a long way in planning and responding well to the needs of their targeted audience.