MBC launches World Cup broadcast campaign
Taxpayer-funded Malawi Broadcasting Corporation (MBC) has set the hype for the 2022 Qatar Fifa World Cup by launching its broadcast campaign with a cocktail at Sunbird Mount Soche in Blantyre on Monday.
The once-in-four years global showpiece, considered the biggest sporting event, will run from November 20 to December 18.
MBC used the event to woo the corporate world to partner it,
MBC director general George Kasakula said the public broadcaster will ensure that Malawians follow the proceedings as they unfold through the newly-launched MBC TV on the Go and MBC Radio 2FM.
“MBC is bringing the World Cup to the common man in every corner of the country. It is an exciting time for the nation,” he said.
Kasakula also said a 2019 National Statistical Office survey attested that MBC has the highest viewership with 54 percent.
He said: “This, therefore, gives our partners an opportunity to reach out to potential and existing customers and also market their products.
“As MBC, we are very committed to our customers. We have a duty to entertain Malawians.”
MBC controller of commercial services Theresa Sungani said companies have a chance to increase their brand visibility and credibility by partnering the public broadcaster as the World Cup attracts an audience of 3.6 billion viewership worldwide.
She said: “As a market leader, we are the only local broadcaster with exclusive broadcasting rights for this big event.
“MBC, therefore, offers you a grand opportunity to leverage on. [So], partner with MBC, partner with the market leader. We are offering rates that are highly competitive to suit your budgets”
Sungani also said they expect their viewership to increase by 50 percent during the 22nd edition of the World Cup.
Football Association of Malawi president Walter Nyamilandu hailed MBC for securing the broadcasting rights, saying although Malawi did not qualify, millions of Malawians will follow the event passionately.
He said: “We have fans that are supporting different teams. Youngsters and clubs will be out to learn some tactics and imitate their idols. Great to see that the national broadcaster is progressive minded by optimising value from football.”
National Bank of Malawi head of client coverage Wilkins Mijiga said: “The most important insight going through the presentation is that the World Cup will be accessible to the populace and we have got a responsibility to support the cause.
“This initiative goes beyond commerce. It will also help the youth develop interest in football because football is big business and many athletes are making a career out of it and a good example is Tabitha Chawinga who is now based in Italy.
“So, for us as corporates, it’s something that we have to support.”
Apart from Mijiga, other high-profile personalities at the event included Electricity Supply Corporation of Malawi chief executive officer Kamkwamba Kumwenda, presidential press secretary Anthony Kasunda and FAM vice-president Jabbar Alide.
During the event, MBC unveiled local football legends Peter Mponda and James Sangala as its pundits for the global showcase.
