By Ayanda Dlamini
Broadcasting leaders from across Eswatini have completed an intensive leadership training programme aimed at strengthening the sustainability, competitiveness and professionalism of the country’s broadcasting institutions.
Organised by the Eswatini Communications Commission (ESCCOM), the training programme brought together leaders from different broadcasting stations to reflect on key issues affecting the industry and to build practical skills that can help their organisations grow and adapt in a rapidly changing media landscape.
Speaking during the closing session, ESCCOM Director of Technical Services, Thulani Fakudze, congratulated participants for their commitment to strengthening the broadcasting sector. Fakudze said the training focused on critical areas that are essential for the success of modern broadcasting institutions.
“The programme covered several important areas including leadership and team management, marketing, branding and monetization, as well as strategy, content and audience development. These are critical elements for the sustainability and competitiveness of broadcasting organisations today,” said Fakudze.
He commended the participants for taking time out of their demanding schedules to attend the training and for actively engaging in the discussions and practical sessions. Fakudze also expressed appreciation to the facilitators who delivered the programme, noting that their expertise and practical approach helped ensure that the training addressed real challenges faced by broadcasters.
According to feedback shared during the closing session, the leadership and team management module allowed participants to explore different leadership styles and examine how leadership influences organisational culture, workplace relationships and performance.
The training also covered regulatory issues such as broadcasting regulations and copyright considerations, while practical exercises on advertising, sponsorship proposals and client relationship management provided participants with hands-on experience in building strategic partnerships.
Participants also engaged in discussions on strategy, content and audience development, where they explored innovative approaches to programming and revenue generation. Emerging technologies, including artificial intelligence, were highlighted as tools that could support sales strategies and help broadcasters attract advertisers.
The marketing, branding and monetization sessions encouraged broadcasters to view their stations as strong brands with clear identities and unique market positioning.
“It is our hope that the knowledge gained here will translate into stronger leadership, improved programming strategies, better audience engagement and ultimately more sustainable broadcasting organisations,” Fakudze said.
The training forms part of ESCCOM’s ongoing efforts to support the development and long-term success of the broadcasting sector in Eswatini.
The programme concluded with a certificate award ceremony for all participants who successfully completed the training.