Chronicle EditorMbulelo Mpofu, Zimpapers Arts and Entertainment Hub
As the curtains closed on Big Brother Mzansi season 5 on Sunday, local media expert and arts commentator, Raisedon Baya sounded the alarm on the state of entertainment content creation in Zimbabwe.
Baya’s observations highlighted the disconnect between mainstream media and social media, urging local producers to revamp their programming and engagement strategies.
In his analysis, Baya noted that reality shows like Big Brother offer valuable insights into human behaviour, making them a fascinating study for writers and content creators.
“The curtain has closed on Big Brother Mzansi season 5, dubbed Umlilo, and what a wild ride it’s been. Congratulations to Sweet Guluva umfana kamaOledi! Some have asked me what’s entertaining about watching ordinary people sleep, eat, play, and gossip 24/7. They think it must be mind-numbingly boring. But they’re wrong.
“For me, reality shows like Big Brother offer a fascinating study of human behaviour under specific conditions. Throw people into a confined space, add rules and conditions, and watch the drama unfold. Big Brother Umlilo season was full of surprises, and I was hooked from the first week,” wrote Baya.
He mentioned that, as a writer, he appreciates the value of reality shows in helping him develop characters.
“Observing human behaviour in different situations is invaluable for crafting authentic, relatable characters. Sweet Guluva staying away from alcohol and still having wild, crazy moments, Uyanda not really becoming wise after taking in the wise waters, and housemates’ reaction to one of them being a rape victim were all great material for the study of human behaviour.
“But what really caught my attention was the intersection between mainstream media (Mzansi Magic) and social media. It’s astonishing how seamlessly social media can complement mainstream media, even influencing viewership.
For producers, social media provides a unique opportunity to gauge audience engagement and feedback — if they’re not talking about your content, then they’re not watching it. The feedback loop is crucial for refining content and increasing its appeal.
“The power of social media was on full display during the voting process. Fans campaigned fiercely on various platforms for their favourite housemates, using every trick in the book to save or propel them to the big money prize. The passion and dedication were palpable.”
He lamented the lack of excitement and engagement surrounding local mainstream media content on social media platforms.
“This experience got me thinking about our own situation, especially how local mainstream media interacts with social media. Unfortunately, it’s clear that this relationship is not being fully exploited. There is still a lot to be done, especially by mainstream media,” he said.
Baya’s comments come at a time when Zimbabwe’s entertainment industry is struggling to produce content that resonates with local audiences. With the rise of social media, the traditional broadcasting model is being challenged, and local producers must adapt to stay relevant. To revitalise the industry, Baya suggests that mainstream media must prioritise programming that captivates audiences and encourages social media engagement.
This can be achieved by investing in high-quality content, promoting audience interaction, and leveraging social media platforms to gauge feedback and refine programming.
Reflecting on her upbringing, the “Rap Gandaganda” hit-maker recalled a childhood shaped by limited access to local media, stating, “Growing up eNkayi we did not have access to ZBC; my father bought a satellite dish in 2002. From then on, I consumed South African content daily, while local shows like Studio 263 and Amakorokoza were merely whispers from my cousins.”
The same satellite televisions and streaming platforms are the ones producing shows like the acclaimed Big Brother Mzansi that kept viewers glued to their phones and television sets for over two months.
By embracing the intersection of mainstream media and social media, producers can create a more engaging and interactive viewing experience that puts Zimbabwean entertainment back on the map.
Zimbabwe, through the Broadcasting Authority of Zimbabwe (BAZ) has launched a number of television and radio stations to diversify content to be consumed by masses, a step in the right direction if the entertainment landscape is to go toe-to-toe with regional, if not international entertainment channels. – Follow on X @MbuleloMpofu
Online Reporter