MBABANE – The University of Eswatini (UNESWA) lecturer heading and supervising the Department of Journalism and Mass Communications radio station, UNESWA FM, Ncobile Ndzinisa-Dlamini, said online advertising uptake presents strong competition for advertising market which then works against the sustainability of legacy broadcast media.
Ndzinisa-Dlamini raised the concerns ahead of the Eswatini Communications Commission (ESCCOM) introducing various regulatory fees.
Speaking at the Hilton Garden Inn during a stakeholder engagement meeting, she said broadcast media, particularly radio and television stations such as UNESWA FM, struggle to compete with the rapid shift of advertisers to digital and social media platforms.
“The shift in advertising trends is badly affecting us.
“Advertisers are now investing heavily in online platforms, leaving traditional media with limited income,” she told the Commission officials.
She called on ESCCOM to urgently reconsider the current E300,000 annual licence fee imposed on broadcasters, warning that high costs could lead to the collapse of many communication houses.
“If nothing changes, we risk losing credible, regulated voices in our media landscape,” she said.
Ndzinisa-Dlamini also stressed the need for a policy framework that ensures fresh graduates are absorbed into the broadcasting industry.
“Many young graduates struggle to find opportunities due to the lack of a structured policy to support entry into the sector,” she said.
She urged the Commission to collaborate with institutions and industry players to develop strategies that promote job creation and sustainability in media.
Ndzinisa-Dlamini’s call for policy reform and reduced licence fees resonated strongly at the meeting, emphasizing the urgent need to protect and grow Eswatini’s media and broadcasting sector.
Others who were supporting the sentiments included Sbuko Acres co-founder, Mangaliso Dlamini, the international advertisers dominating the local market should be regulated and the advertising revenue be reinvested in the local industry.
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