Investigating the sustainability strategies of independent online media start-ups in Harare, Zimbabwe

Abstract

Globally, the online media startups industry has been increasing in terms of size and reach. This growth has been attributed to various factors, chief amongst them being the advances in technology. In Zimbabwe, the rapid establishment of online media startups seems to be driven by other factors almost unique to this southern African country with one of the continent's tightly controlled media. Since the attainment of independence from colonial rule in 1980, Zimbabwe only has one state-owned television station and a handful of radio stations, most of which are also controlled by the state directly or indirectly. The lack of alternative media platforms has arguably created a void that these mushrooming online media startups are now occupying. However, due to Zimbabwe's harsh socio-economic and political conditions, most media startups find it difficult to survive. To this end, this research aimed to investigate the sustainability strategies of independent online media startups in Harare, the capital city of Zimbabwe. The Individual Innovativeness, a metatheory of the Diffusion of Innovations theory, was applied to understand the impact of innovation on the sustainability of media startups. An interpretative paradigm anchored by a qualitative methodology was adopted, and data were collected from four online media startups and 11 participants through semi-structured interviews. Amongst other philosophical positions, the study highlights that the conditions in Zimbabwe are ripe for online media startups to thrive. The study findings show that sustainability can be achieved through a multivariable strategy that involves creating multiple revenue streams, innovating and adopting innovations early, cost-cutting measures, and having the inert passion for running or being a part of a digital media startup.