ZBCTV must engage Hifa

Harare and they invited all the media houses, including ZBCTV.
We even saw ZBCTV journalists that were covering the media briefing and naturally we expected to watch the footage on the main news bulletin at 8pm on that day.
However, much to our dismay the powers that be at Pockets Hill decided to ignore the Press briefing and yet they had assigned journalists to the launch.
I’m told one of the reasons was that Hifa does not advertise on ZBCTV, the national broadcaster.
The other reason, which I am not at liberty to discuss, was that Hifa being a multicultural event might have anti-social material likely to offend other people.
Be that as it may, I think both ZBCTV and Hifa need to find a common ground and perhaps see areas that they can collaborate on.
The issue of covering Hifa on ZBCTV should be openly discussed because the two are aimed at serving the nation.
It is only a disservice to the nation and the people of Zimbabwe
for ZBCTV to ignore such major events that put Zimbabwe on the map.
Hifa is a major arts showcase on the entertainment calendar and it is a pity that for all its efforts to showcase Zimbabwe’s artistic talent to the outside world, the national broadcaster does not recognise it.
If it is the adverts that ZBCTV want I am sure the marketing department at the corporation is not doing its job because Maria Wilson, the executive director of Hifa is there and so is Manuel Bagorro who is the founder and artistic director of Hifa.
Hifa has huge sponsorship not because the organisers are well connected but because they know how to market their product.
It is up to ZBCTV to use Hifa as a vehicle through which they can lure advertisers by way of going into partnership so that they too can benefit from Hifa sponsors.
Surprisingly, this year’s theme for Hifa is: “The Engagement Party” and this calls for greater participation by everyone who love the arts.
The festival is a six-day event but ZBCTV can earn more money before and after Hifa and it appears it’s really a question of business and not politics.
On the other hand, Hifa should identify its strategic partners and one of the key partners is ZBCTV. What’s the point of showcasing Zimbabwean talent to the outside world when that talent is not known locally?
Maybe Hifa organisers think that they do not need ZBCTV coverage since they have always done without them in the past.
I remember asking Bagorro the same question and he told me that it was their wish to make the festival accessible to all Zimbabweans through different forums.
Frankly speaking if Hifa have managed to partner with some of the media organisation they can as well engage ZBCTV as a media partner.
There is so much in store for this year’s Hifa and ZBCTV should at least provide airtime for this popular arts event.
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