In a recent exclusive interview with ICK News, Sammy Awami, a prominent journalist with BBC Swahili, shared profound insights into his journalism journey and the current challenges faced by the Tanzanian media landscape.
With a career spanning from local radio to international news at the BBC, Awami’s journey highlights the evolving demands and pressures within East African media, particularly as it navigates the pressures of government control, digital shifts, and financial struggles.
A journey of passion and dedication
Sammy Awami’s journalism career began in 2006, tracing a path through various media roles, including work at religious and community radio stations, national television, newspapers, and eventually BBC Swahili. Having joined the BBC initially in 2015, Awami took a career break for further studies, returned in 2019, and rejoined again in April 2024 after a four-year hiatus.
This journey, he shared, has enriched his understanding of journalism’s value, not only as a career but as a tool for public service.
Awami underscored his loyalty to his audience as the driving force behind his work, noting that, “The loyalty of a journalist should always be to the audience, not to the owner, government, or politicians.”
His experience emphasizes that while journalists work for media organizations, their commitment should primarily be to delivering trustworthy and relevant news to the public.
Awami’s dedication to this principle has taken him across multiple African countries, covering stories that contribute meaningfully to public awareness and community development.
The media landscape in Tanzania
Awami described Tanzania’s media landscape as struggling with financial constraints and stringent government oversight, two issues deeply intertwined.
Tanzanian media organizations often lack the funds to innovate or invest in technology.
Awami highlighted that traditional sources of revenue, such as newspaper advertising, have sharply declined as audiences migrate to digital platforms. “Advertisements, especially for newspapers, were key for income, but people don’t buy newspapers as much these days. They get their news from social media,” Awami explained.
This shift has left Tanzanian media in a precarious financial state, affecting their ability to pay staff, cover important stories, and invest in digital transformation.
The financial struggle of Tanzanian media has been compounded by government regulations that limit press freedom.
Awami noted that the government often cites the 1994 Genocide against the Tutsi in Rwanda as a reason to curtail media reporting on sensitive topics. “Every time they want to shut down the media, they say, ‘If you write these kinds of stories, you destabilize peace,’” he said.
Media organizations risk deregistration if their coverage is perceived as critical of the government. This pressure also extends to private business owners who often control media outlets, limiting their journalists’ freedom to report on issues that could impact their owners’ political or economic interests.
Moreover, Awami highlighted that public trust in Tanzanian media has declined.
As journalists avoid topics critical of the government, audiences turn to independent digital influencers and content creators who, unbound by corporate or political interests, present raw and immediate perspectives on news events.
This shift has left traditional media organizations with diminishing influence, especially among younger audiences who are more digitally connected and critical of mainstream narratives.
Digital transformation: A New Era of Journalism?
Awami’s view of the future of media is one of transformation rather than extinction.
He believes that digital platforms, not traditional formats, will become the core of journalism. “There is a risk for many traditional media to be extinct, but it’s not like the media will die completely,” he explained.
Awami observed that even without physical offices, digital media reporters can reach wide audiences. Some of the most successful digital journalists in Tanzania operate remotely, working from various cities and reporting through smartphones and laptops.
Radio, however, remains an exception. With limited internet and mobile network access in rural Tanzania, radio continues to be a critical source of information for many.
Awami estimates that radio will remain a valuable medium for at least the next decade, especially in areas with limited infrastructure. Newspapers, however, may continue to decline due to digital competition and logistical challenges in rural areas.
The role of governments in supporting media
When discussing the role of government in media development, Awami stressed that governments should avoid intervening in media operations and support free press.
He argued that government advertisements should be allocated to media based on audience reach and journalistic integrity, not on political favor. The practice of directing state-sponsored advertisements to government-friendly outlets stifles independent journalism. Awami believes that impartial government support could allow the media to perform its critical role in democracy.
Awami referenced the ongoing debate around government subsidies for struggling media organizations.
The COVID-19 pandemic worsened financial constraints, and some argue that media should receive government assistance as a public good.
However, he cautioned against this, as direct financial support from the government could lead to greater control over media content. “The best gift the government can give the media is to stay away and let it be free,” Awami stated.
Guidance for aspiring journalists
Addressing aspiring journalists, Awami expressed enthusiasm about the profession’s unique rewards and challenges.
He encouraged them to pursue journalism only if they are genuinely passionate and committed to their audience. He emphasized the importance of integrity, highlighting how a journalist’s reputation is closely tied to public trust.
Awami’s words to young journalists were both cautionary and inspirational: “You are loyal to your audience. Work hard, be passionate, and remember that the audience will appreciate and protect you.”
He shared personal experiences of how his dedication has led to opportunities, allowing him to travel across Africa, meet diverse people, and gain insights from different cultures.
Awami encouraged journalism schools to incorporate practical, real-life experiences into their training, noting the importance of staying updated with industry advancements, especially in mobile journalism.
He recounted an instance when he covered a protest using his phone for BBC’s Instagram, showcasing the versatility required of today’s journalists.
Building a free and resilient Media
In closing, Awami called for intentional support of journalism as a public service, not just a commercial venture.
He advocates for media institutions to prioritize independence, even as they face financial and regulatory pressures. “The audience isn’t stupid,” he stated, “they know the kind of content they want, and if we don’t give it to them, we lose their trust.”
Sammy Awami’s perspective sheds light on the critical need for African journalists to navigate the complex terrain of government control, financial instability, and rapid digital change.
His journey reflects a resilient commitment to truth, a commitment that resonates with journalists worldwide. As Awami aptly put it, “Journalism allows us to serve the public, and in doing so, it shapes not only our profession but our society.”
Photos: Courtesy