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THE MEDIA AFRICA ANNUAL_digital

30 EAST Africa off in Tanzania: “Even those who can’t afford a meal a day will have a mobile phone.” The December 2014 TCRA mobile penetration figure was about 67%. The reason for the popularity of mobile phones is their use for mobile banking. Internet access remains constrained particularly in rural areas. AMB states that by the end of 2014, 11 million people had access, comprising 3.4 million via organisations and institutions and 7.7 million households. Predictably, radio is the most accessible and affordable media in the country. The TCRA records 84 licensed radio stations, with coverage varying from national to regional to community level. Broadcasting is only permitted in Kiswahili and English, but some leeway is given to community stations. The remit of community broadcasters is not clearly defined; they are often owned by local government. In Q1 of 2016, Clouds took the top spot in terms of radio ratings, followed by TBC Taifa, Radio Free Africa and Radio One, according to Kantar-GeoPoll Media Measurement. 854 newspapers, magazines and journals were registered with the Registrar of Newspapers in June 2015. The government owns four newspapers: Daily News, Habari Leo, Zanzibar Leo and Sunday News; the majority of publications are privately owned. Numbers are difficult to come by but the leading daily is Mwananchi (50-60 000 circulation) followed by Nipashe (28 000 circulation). The AMB points out that long distances and poor roads inhibit the efficient distribution of publications. With the government being the biggest advertiser in the country, the need for commercial support frequently impinges on editorial objectivity. Ipsos data shows that readership levels plummeted from 22% in 2008 to 7% in 2012. Russell Stuart, MD of Primedia Out of Home Africa, describes Tanzania as a “surprisingly sophisticated (out of home) market which has been running digital roadside networks for some 3 years already with all the bells and whistles offered, including day part selling and interactive campaigns”. Due to broadcast fragmentation, out of home plays an important role, with marketing directors allocating between 20 to 30% of budgets to outdoor. Established media also face competition from brand activations such as road shows, according to AMB. n Tanzania FAST FACTS Population: 51,045,882, Urban population: 31.6% of total population (2015) Age structure: 0-14 years: 44.34%, 15-24 years: 19.59%, 25-54 years: 29.61%, 55-64 years: 3.49%, 65 years and over: 2.97% Ethnic groups: Mainland: African: 99% (mainly Bantu from over 130 tribes); Asian, European, and Arab: 1%; Zanzibar: Arab, African, mixed Arab and African Languages: Kiswahili (official), English (official), Arabic, many local languages Literacy: 70.6% Income: Share of income of highest 10%: 29.6%; Under poverty line: 36.0% Internet users: 7 590 794 Internet 15% penetration: Mobile users: 33.6 million Source OMG Africa June 2016 ... mobile telephony has taken off in Tanzania: “Even those who can’t afford a meal a day will have a mobile phone.” – African Media Barometer THEMEDIA AFRICA ANNUAL 2016


THE MEDIA AFRICA ANNUAL_digital
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