Online Reporter
Abigail Mwoyosvi
When I first stepped into the corporate world, my compass pointed firmly toward administration. Marketing wasn’t even on my radar, let alone the media fraternity. But life has a way of flipping the script. The day I joined a leading media buying house, everything changed. From a humble clerk, I grew into a recognised media and marketing personality, a living reminder that fortune truly favours the bold.
Growing up, Zimbabwe’s media was a one-man band. The Zimbabwe Broadcasting Corporation (ZBC) held a monopoly, and television and radio were the heartbeat of the nation. Families gathered around the TV for dramas like Mukadota and Gringo, laughing until their ribs ached. International shows such as The A-Team and WWF wrestling brought global entertainment into our living rooms, while adverts like the Rusike Brothers’ “Ngwerewere Sadza” became part of our cultural fabric.
Print media was equally powerful. My father subscribed to The Herald, faithfully delivered by the postman each morning. He also treasured The Financial Gazette, the famous “pink paper” which carried a certain prestige. Growing up in a high-density suburb, I often went into town to buy it for him, as many neighbours didn’t see its niche value. The Herald was so central that neighbours borrowed copies when they couldn’t afford their own. These were the days when teaser campaigns gripped the nation, with readers eagerly awaiting the next reveal.
Radio carried its own magic. From Radio 1 through Radio 4, each station had a unique flavour. Fridays on Radio Zimbabwe (then Radio 2) brought the much-loved Nguva yevana vadiki with the late Gogo Mlambo, an educational programme that captivated children and adults alike. James Maridadi’s children’s show on Radio 3 (now Power FM) filled the airwaves with joy and imagination. Programmes like Kwaziso and Happy Returns added a personal touch, giving ordinary people the thrill of hearing their names broadcast nationwide. Radio united communities, it was the heartbeat of everyday life.
But time and tide wait for no man. Zimbabwe’s media landscape has shifted dramatically. What was once a monopoly has become a fragmented ecosystem. Today, the spotlight has scattered across countless platforms.
Radio now spans six national stations, including National FM, Radio Zimbabwe, Power FM, Classic 263, ZiFM, and Star FM, plus regional players like Skyz Metro FM, YaFM, Capitalk FM, Hevoi FM, and more. Community stations such as Kasambabezi, Nyangani FM, and Avuxeni add further diversity, while universities run campus radios like Pachikomo FM (UZ) and NUST FM. Online stations like Radio 3000, Heart & Soul and Nehanda Radio complete the mix. Television has expanded beyond ZBC TV to include ZTN, 3KTV, and NRTV.
Outdoor advertising has evolved from static billboards to digital screens, LED trucks, and even inflatable displays. Digital platforms have accelerated this fragmentation, reshaping how audiences consume and interact with media. This fragmentation is both a challenge and an opportunity. Campaigns today demand precision, and geo-targeting, channel selection, and timing are critical. In the “One Voice” era, you could buy a full-page ad in The Herald and be reasonably sure the nation saw it. Today, you might need a hyper-local radio spot on YaFM for mining communities, a LinkedIn campaign for the C-suite, and an influencer on Instagram for Gen Z.
With the right strategy, even limited budgets can achieve maximum impact by reaching the right audience, at the right time, through the right vehicle. The golden days of a single voice may be gone, but a new era has dawned, one defined by diversity, innovation, and choice. Zimbabwe’s media has truly fragmented, and navigating this landscape requires expertise, creativity, and boldness. We must embrace the dynamic energy of “many voices” because, within that shift, lies the opportunity to speak more directly, more personally, and more effectively than ever before.
