HomeOld_PostsComing to grips with local content

Coming to grips with local content

Published on

LOCAL content has become the latest buzz phrase as the country nears completion of its migration from analogue to digital.
And by local content we expect programmes that reflect the ideals, norms and cultural aspirations of the indigenes.
We are sick and tired of being continuously bombarded by Western programmes designed to promote repugnant colonial ideas 37 years after independence.
However, the beauty about this migration is the inclusivity that will be brought by digitisation; for the first time every Zimbabwean, from all corners of the country, will receive and enjoy programming from the national broadcaster.
Every Zimbabwean will become part and parcel of the national discourse.
Authorities are determined to have every voice heard, every community participating in national debate and the development agenda.
National debate and discourse will no longer be a luxury of some at the exclusion of others.
Obviously the biggest beneficiary are arts practitioners.
Authorities have stated that the aim of the ongoing digitisation campaigns is to reach out to all who work in the cultural-cum-creative sector and to sensitise them about the need to produce good quality local content which will be required in huge quantities by the 12 broadcast channels which will be operating in the country.
It has been said that content producers will be required to supply at least 40 percent of the local content to feed the envisaged 12 broadcast channels.
It is no secret that foreign programmes currently dominate programming.
For many years, foreign programmes have reigned supreme and in the process foreign views and values, especially Western, have become our preferred views and values.
Our African views and values have been relegated to God-knows where.
Thus, may the programmes being called for focus more on our cultural dimensions.
The current crop of content creators, many having trained outside the country, are stronger on the technical aspects of production and weaker on cultural dimensions.
Will Zimbabwean ideas, ambitions, aspirations and desires be in the content that will be delivered?
The authorities insist the high percentage of local content demanded by legal provisions of the Broadcasting Services Act will jolt the creative industry and create many jobs.
But most important is the production of good quality local content.
Various productions that include films, literature and music are an efficient way of communication.
Films, music and literature are the bedrock of the development of people and nations.
And since film, music and literature are purveyors of culture and all we have mentioned above, it is critical that the content be local, not just in colour, language or location.
These must transmit and showcase our ideals, ideas and values.
Our content creators must birth products that will preserve the cultures of our people, protecting them from eroding away.
We must, unashamedly and unapologetically come up with content that will protect and promote our rich cultural heritage and our national aspirations in the process of development.
In our productions, let us see our food, dressing, music, marriage and burial practices. Through our productions, let us popularise Government policies and our ideology. The Americans, the British and many others elsewhere do it but in Africa we are made to feel that this is wrong; what is deemed right is to promote the agendas of non-governmental organisations.
Digitisation presents us with the opportunity of mass communication to promote ideas of positive social transformation as well as to consolidate relations between cultures and communities.
We must be eager to visit other communities because we know and fully understand what they are all about; the interesting things they have to offer.
We want to know about the everyday heroes and heroines of the BaTonga, the Venda, the Kalangas, the Ndaus, the Nambya and many others.
The envisaged 12 channels and accompanying benefits will not just be a driver of economic growth but an opportunity to bring real prestige to our nation.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest articles

Kariba Municipality commits to President’s service delivery blueprint

By Kundai Marunya IT is rare to find opposition-controlled urban councils throwing their weight on...

The resurgence of Theileriosis in 2024 

THE issues of global changes, climate change and tick-borne diseases cannot be ignored, given...

Britain haunted by its hostile policy on Zimbabwe

TWO critical lessons drawn from the recent debate on Zimbabwe in the British House...

The contentious issue of race

 By Nthungo YaAfrika AS much as Africans would want to have closure to many of...

More like this

Kariba Municipality commits to President’s service delivery blueprint

By Kundai Marunya IT is rare to find opposition-controlled urban councils throwing their weight on...

The resurgence of Theileriosis in 2024 

THE issues of global changes, climate change and tick-borne diseases cannot be ignored, given...

Britain haunted by its hostile policy on Zimbabwe

TWO critical lessons drawn from the recent debate on Zimbabwe in the British House...

Discover more from Celebrating Being Zimbabwean

Subscribe now to keep reading and get access to the full archive.

Continue reading