BRIDGING THE GAP: INNOVATION AND PLATFORM INTEGRATION FOR COMPETITIVE NEWS GATHERING, PRODUCTION, AND DISTRIBUTION IN TANZANIAS LEGACY MEDIA

The current study Therefore the study explores how Tanzanian media harness disruptive technologies to maintain competitiveness.It specifically,sought to establish the best competitive model for mainstream media journalism to practice in the country. The lack of platform integration and innovation can be a barrier to media viability. Through surveys (n =174)and qualitative interviews(n=18)with key media houses in Dar es Salaam,the research highlights opportunities for innovation, including content diversification and revenue restructuring. The findings advance the discourse on media sustainability in Sub-Saharan Africa, providing practical recommendations for media practitioners and policymakers to navigate the challenges of a rapidly changing digital landscape.