Authorities say they will continually support media houses make returns from the social media by marking monetization levels for Malawi.
The stance by the Malawi Communication Regulatory Authority (MACRA) was highlighted when Mibawa Televsion marked ten years of operating in the country and at the launch of Kanema Mmanja Application.
According to MACRA Director General, Daud Sulemani, media houses now need to make massive investments in the social media saying there is a lot of untapped potential.
He said: ‘’ As MACRA, we believe that these social media platforms will not segregate any group of people in as far as income generation is concerned. Malawians will most definitely realize benefits from their content,’’
On his part, Mibawa Executive Director, John Nthakomwa, described the move by MACRA as worthwhile towards ensure that media houses survive the heat.
For instance, he said Mibawa expects to make substantial returns from Kanema Mmanja Application, which is accessible through Play store because it is an innovation and that the investment has been huge.
He said in the ten years, the station has met challenging situations which required collective effort most of which borders of the fact that most content is shared at a low or not cost at all.
‘’That is why we expect the regulator to assist in areas that require us. As of now, I can say we are just starting the journey. When we start monetizing, we will start recovering from our losses,” he said.
Mibawa Television is famed for quality programming couples with viral airings on social media.
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