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28 EAST Africa Tanzania – A dynamic and evolving media market Tanzania has been described as “one of the least developed countries which has great potential.” Tanzania is a portmanteau of Tanganyika and Zanzibar. The population was estimated to be about 53 470 000 in 2015. 82,5% of the population is under 40 and there are approximately 158 ethnic groups. Kiswahili and English are the official languages. Starkly, the World Bank Group reported in 2012 that approximately 28.2% of the population lived below the poverty line. However, GDP growth has been strong, driven by several fast growing sectors – construction, transport and financial service. Tanzania was the first country in East Africa to complete the migration to digital terrestrial TV. Whilst this migration can be viewed as a positive development for accessibility and diversity of programming, the higher costs (set top boxes and fees) have made TV less affordable for the masses. According to Tanzania Communication Regulatory Authority (TCRA) figures, there were 700 000 decoders as of December 2014. There is still a dual broadcast of digital and analogue signals, although the latter only reaches certain regions. Ipsos data indicates that TV viewership dropped from 36% to 15% after the switch. Kantar-GeoPoll Media Measurement provides daily audience measurement for TV using a mobile methodology. Q1 2016 ratings showed little change from the previous quarter. ITV, Clouds and East Africa TV lead the ratings, followed by TV1, Star TV and Channel 10. The African Media Barometer (AMB) is an in-depth and comprehensive description and measurement system for national media environments on the African continent. The 2015 Report shows that mobile telephony has taken THEMEDIA AFRICA ANNUAL 2016 See page 30 n


THE MEDIA AFRICA ANNUAL_digital
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