Zimbabwe Broadcasting Corporation Board chair Dr Josaya Tai has said that the corporation was aware that it has a damaged image which needs to be rebranded.
Tai made the remarks while appearing before the Parliamentary Portfolio Committee on Information, Media and Broadcasting Services chaired by Prince Dubeko this Friday. Tai said:
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We are aware of the damaged brand. We are in the process of rebranding ZBC. We are working on employing a Public Relations (PR) personnel who will be in charge of managing the image of the cooperation. The transformation will take time, we are cognisant of the fact that we need to rebrand.
These remarks are made when there are calls, mainly by opposition political parties, for media reforms. ZBC is accused of being impartial and biased towards the ruling ZANU PF.
The opposition MDC often accuse the broadcaster of not giving the party enough airplay, particularly during elections.
Zimbabwe alleges that it is currently implementing a cocktail of reforms including economic, political, media, and legal. These areas have been argued to be very essential for the enhancement of democracy in the country.
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