Request for Proposals – Study on Regulatory and Market-Based Solutions for Media Sustainability in Zambia

Job description

1. SUBMISSION OF PROPOSALS

Candidates should response to this invitation by submitting:

An application form Appendix 1;
The supplier information and declaration form using Appendix 2;

Address to which they must be sent to: recruitment@zm.bbcmediaaction.org

The contract title (Study on Regulatory and Market-Based Solutions for Media Sustainability in Zambia) must be clearly indicated on the email subject line.

Failure to submit a proposal containing all the required information and documentation within the deadline specified may lead to the rejection of the proposal.

2. BACKGROUND

BBC Media Action is the BBC’s international development charity. It believes in the power of media and communication to help reduce poverty and support people in understanding their rights. Its aim is to inform, connect and empower people around the world. BBC Media Action is registered as an International Non-Governmental Organisation (INGO) in Zambia and has its Secretariat in London, UK. BBC Media Action works around the world to:

Raise awareness of development issues among mass audiences and opinion-leaders.
Influence awareness, attitudes, and behaviour amongst less privileged communities through a wide range of educational programming.
Build capacity in the media sector in developing and transitional countries.

Together with its partners, BBC Media Action has been exploring local solutions to media sustainability in Zambia, focusing on reducing costs and increasing revenue for media outlets. BBC Media Action now seeks to commission a study that examines regulatory reforms, market-based solutions, and sustainable funding models to support both media outlets and the Media Regulation Council of Zambia (MRCZ). This study will engage policymakers, media owners, advertisers, and media regulators to assess proposed solutions and recommend practical reforms and interventions that can be implemented in the short, medium, and long term.

3. OBJECTIVES

The study aims to identify both regulatory and market-based solutions to support the medium- to long-term financial sustainability of the media sector in Zambia. Specifically, it will:

Assess potential regulatory reforms, including targeted subsidies, tax incentives, and a more flexible licensing framework. Potential solutions include tax exemptions for media production equipment, a tiered licensing fee system considering media size and location, regulatory approval for digital monetisation (allowing media houses to earn from social media and online platforms through Zambia Information and Communication Technology Authority (ZICTA)), and government-backed initiatives such as subsidies for public-interest content through existing funding mechanisms such as Constituency Development Fund (CDF). The study will compare Zambia’s framework with successful models from other countries.
Identify market-driven solutions, Understand the advertising market, including the role of large advertising agencies, the allocation of adverts, commission structures, and payment disbursement to media outlets. Examine the share of online advertising, identifying what strategies have worked and what have not. Analyse the proportion of advertising income in the total revenue of media outlets. Explore solutions such as standardised advertising rate cards and self-regulation mechanisms to prevent price dumping and unfair competition. The study will also assess the potential for collective advertising deals negotiated by MOAZ or other industry bodies or agents, as well as successful revenue-generation strategies in Zambia that could be made more accessible to media outlets.
Explore sustainable funding models for MRCZ, ensuring its independence and long-term viability.

3. SUGGESTED METHODOLOGY

a) Literature review

Review existing media viability research, tax policies, and Zambian licensing frameworks, among other legal frameworks with potential for reform that could support cost reduction for media outlets.
Assess market-based solutions and trends in online and traditional media advertising market in Zambia, and alternative revenue streams that could support better income generation.
Analyse international best practices on sustainable funding for self-regulation bodies like MRCZ.

b) Stakeholder consultations on all the above

Government and regulators (Ministry of Information and Media, ZICTA, IBA, ZRA, etc.).
Advertising agencies and corporate clients.
MRCZ and media associations (MOAZ, MISA Zambia).
Media outlets including digital content creators.

c) Data collection and analysis

Conduct a survey of media houses on advertising, financial challenges and revenue strategies.
Analyse income generation models.
Analyse advertising market.

d) Stakeholder validation workshop

Organise a half-day workshop to review findings and refine recommendations.

4. DELIVERABLES

4.1 Inception report – Outlining the methodology, work plan, and stakeholder mapping.

4.2 Rapid assessment report – Summarising findings from desk research and stakeholder consultations.

4.3 Policy recommendation report – Presenting proposed regulatory and market-based solutions.

4.4 Stakeholder engagement report – Capturing key insights from consultations and the validation workshop.

4.5 Final study report – Incorporating feedback and outlining practical policy and industry recommendations.

Download the full terms at: TORs – Research on media sustainability in Zambia – March 2025 readvertised