PAY-TV on Boxing Sport in Tanzania: Perspectives from Viewers of VITASA Program on AZAM TV

Choosing how to promote their sports on television has always been a difficult decision for sports organizations. The phenomenal growth of Boxing in Tanzania over the past decade is a tribute to Boxing’s administrators and their capacity to extend Boxing into areas where the game previously had no meaningful support. This study assessed the contribution of Pay-Tv in promoting boxing in Tanzania. Specifically, the study aimed to determine the frequency of covering the VITASA boxing program on AZAM Television and the prominence given to boxing-related programs on Azam Television. The study used a mixed-method approach and a cross-sectional survey design. It relied on a sample of 127 respondents, 104 of whom consisted of VITASA program viewers and 23 of whom consisted of promoters, advertisers, boxers, coachers, and commentators. Data were collected through questionnaires and interviews. According to the results, at least 100 boxing matches take place annually. A total of 180 series of VITASA were shown on Azam TV between 2018 and 2021. The results further indicated that 91% of Azam TV viewers who saw the VITASA boxing programme said they were happy with the show’s overall content. The survey showed that prospective boxers are aware of the VITASA boxing programme and that, as a result of the programme, boxers have been able to obtain business partnerships and, as a result, have increased their income. It was also revealed that the VITASA boxing program, apart from promoting boxing in Tanzania, is also a source of money for boxers. Therefore, it is proposed that the government should encourage boxing at the grassroots level to realize its advantage to the social economic growth of the nation at large.