The Acting Chief of the Uukolonkadhi Traditional Authority, Malakia Shoombe, has urged the Namibian Broadcasting Corporation (NBC) to strengthen broadcast outreach to its areas so that the traditional authority and its community members can transmit information that reaches the masses.

Shoombe highlighted that the NBC remains a blueprint in the media industry and that, once it transmits information, it reaches the masses. He called on the NBC to also diversify television coverage on matters affecting traditional authorities, noting that there are different audiences for each platform, such as radio and online.

The Acting Chief said that, due to work, school and other commitments, reaching their subjects remains a challenge. He added that the situation has contributed to a decline in the adoption and maintenance of cultural norms and values, which need to be safeguarded for future generations.

The traditional authority also highlighted challenges related to a lack of coverage in certain areas, both on radio and television.

Shoombe used the platform to thank the NBC for its efforts in informing, educating and entertaining the nation with the limited resources at its disposal. He further extended words of appreciation to Director General Menesia Muinjo and wished her well in her tenure, highlighting that she should remain impartial and provide NBC platforms to all Namibians equally, regardless of their affiliations and backgrounds, among other points.