AFC: Music broadcast media in Botswana

em
Botswana has experienced a slow start in terms of media development. As of 2017, there were five radio stations, one national TV channel and about 12 newspapers. Despite substantial financial investments, the country is yet to reap the digital migration dividend, while local content producers are finding a challenge in selling their content to the government-owned Botswana TV (Btv) channel. This article looks at the various components at play in the media sector and how this impacts the music industry.

By Modirwa Kekwaletswe

Botswana's music broadcast industry has much room for improvement.

A brief history
The broadcast media (radio and TV) sector has grown exponentially since the late 1990s, after a long lull in the 1970s and 1980s. Available statistics show that households own more radios than TV sets, especially in the rural areas.
There are currently two government-owned stations (Radio Botswana 1 and Radio Botswana 2) and three privately owned channels (Yarona FM, Gabz FM, and Duma FM). Radio is by far the most accessible medium in Botswana and the most popular source of information for the majority of the country's citizens[1] None of the radio stations have been licensed as talk stations and music forms at least 40% of daily programming on all radio stations.

State radio stations
Botswana operates state and private media. Historically, the doyen of radio in the country, Radio Botswana (RB), was the first radio station launched in 1961 from a small transmitter in the interim capital of Mafeking (known today as Mahikeng in South Africa). It was renamed Radio Botswana and became part of the Department of Information and Broadcasting Services (DIBS) in 1966, when it moved to Gaborone upon independence. The station carries news and development content. It broadcasts in both English and Setswana, with a substantial amount of music in its programming. RB was the only radio station in Botswana during independence and it continued to enjoy a monopoly until 1997.
The other government-owned channel is Radio Botswana 2 (RB2), which was launched in April 1992. RB2 complements RB programming by concentrating on youth-based issues. It initially catered for Gaborone and surrounding areas, but went national in 2001 to cater for a contemporary audience, young urban professionals and the business community. RB2 competes directly with private commercial stations for advertising. Because it is youth-oriented, it is seen as having an impact on the development of music in the country.  
The Botswana government is yet to license a community radio station despite the fact that the country’s broadcasting polity provides for such licences. The main reason advanced by the government is that community radios have the potential to sow discord and divide the nation along tribal lines, as it has happened in other African countries[2].

The advent of private radio stations
In 1997, the government of Botswana deregulated the airwaves. A new body, the National Broadcasting Board (NBB), was given a mandate to issue broadcasting licences. RB2’s domination over youth entertainment was challenged when three Gaborone-based private stations – Yarona FM, Gabz FM, and Duma FM – were licensed. The new stations provided a wider platform for artists in Botswana to get airplay.
All three commercial stations initially began operating in a 60km radius covering Gaborone and the hinterland. In 2008 they were licensed to go national. This enabled them to increase their footprint while significantly boosting their listenership figures and advertising revenue. In general, the three stations offer more or less the same programming. With the exception of Yarona FM, Gabz FM, Duma and RB2 compete for the same demographics and advertisers. The major advertisers for commercial radio are cellular companies, which run various competitions throughout the year.

Quick radio facts (commercial stations)
Yarona FM
  • First private radio station to air in Botswana in August 1999.
  • The station had a rocky start but gradually improved its programming and business offering.
  • The station has positioned itself as a platform for young people and their issues.
  • Music accounts for more than 70% of its programming.
  • Programming includes pop music with a street edge.
  • Hired a programme manager to develop a broadcast format and maintain consistency.
Gabz FM
  • The station started operations in 1999.
  • It officially broadcast in English but most guests, some presenters and callers insist on using the vernacular (Setswana).
  • Programming consists of a mix of 30% talk and 70% music.
  • It positions itself as a leading adult commercial radio station in Botswana.
  • Its target audience is the economically active 25-49 age group.
Duma FM
  • As of 2017, it was the last radio station to be licensed in Botswana
  • Positioned itself to attract the more mature listenership (same target audience of Gabz FM and RB stations).
  • According to the BTA Audience report (2009), Duma FM listenership was 58% male and 42% female.
  • Although it has not been licensed as a talk radio station, Duma FM’s comprises 60% talk and 40% music.
  • It broadcasts in English but faces the same challenge as Gabz FM – where guests and callers insist in using Setswana.
Btv and music
The state-owned Btv is the only national broadcaster in the country. It began broadcasting in July 2000 and beams on both analogue and satellite, reaching out to several southern African countries. As a government broadcaster, Btv does not place strong emphasis on generating advertising revenue. The station is reliant on government funding for its operations.
Music features dominantly in Btv’s programming. One of the most popular programmes on Btv is Mokaragana, which features local artists. The 50-minute show is broadcast on Saturdays and features various artists. Flava Dome, which airs on Friday evenings, is another entertainment programme featured on Btv. It combines short interviews, live performances, live DJs and music videos. There is also Melodi Ya Kgalaletso (Melodies of Praise), a gospel programme that broadcasts on Sundays. Btv also plays local music videos as fillers in its programming.
The impact of TV on music goes beyond playing music videos and live performances as in the case of Mokaragana and Flava Dome. Btv has also been the host of a music show, My African Dream (MAD), which sought to unearth talent. The station also broadcast My Star3, another music talent show modelled on Idols. As a government initiative, all the major activities of the President’s Day Competitions are broadcast live on Btv, providing a platform for new and established artists to showcase their music.
Btv competes directly with South Africa's eTV and SABC channels, which are accessed locally through the Philibao satellite decoder. About 77% of the population watches TV from home and another 15% from someone’s house, according to the Botswana All Media and Production Survey (BAMPS)[4]. The SABC channels are popular largely due to their soap operas and football coverage that enjoys a large following in Botswana.

Criticism of Btv
Despite these efforts, Btv is widely criticised for failing to buy content[3]. In the case where Btv acquires and plays music videos, it is known for late or non-payment to the Copyright Collecting Society of Botswana (COSBOTS). A case in point was during the 50th independence celebrations. The Ministry of Youth Empowerment, Arts and Culture Development announced that for the entire month of September 2016, RB, RB2 and Btv (under the Department of Broadcasting Services) would play only local music. Many artists celebrated, expecting bumper royalties. By September 2017, the Department of Broadcasting Services had still not paid what was due to artists[5].
As there is no viable private TV station in the country, there are few other options for artist to get airplay. The second free-to-air terrestrial channel is eBotswana (formerly GBC), which was launched in 2010. It broadcasts from a small transmitter in Gaborone and can only be accessed from a radius of 50km. While it plays music as part of its programming, the motivation for providing it with content is low due to its limited footprint and low rates.

The future of Botswana music on Btv
The lack of alternatives means that advertisers can promote their products only with Btv. The station still lags behind in terms of airing local content and is reliant on sourcing foreign productions. Efforts have been made by independent producers to create local productions, but they claim that Btv’s offers fall short of the market and are unprofitable, as they are unable to cover production costs.
The only surviving productions are those that are produced in-house by the station as well as those that are able to acquire sponsorships. Btv sells prime time to independent producers. In some instances, the station trades with producers. Prime Time Live and First Issues, both of which focus on the business community, are such examples. The station has significant ‘dead time’ and ‘prime time’ that could be used by independents, an area aspiring content producers could explore in the future.

Resources and citations:
______________________________________________
Source:
https://www.musicinafrica.net/magazine/music-broadcast-media-botswana

Comments

Post a Comment