President Samia Suluhu Hassan has appointed Asha Dachi Mbaruk as the new Director General of the Tanzania Broadcasting Corporation (TBC), marking a leadership change at the state-owned broadcaster.The announcement was made through the Directorate of Presidential Communications, following standard protocols for government appointments.

Mbaruk, previously Managing Director of Tanzania Standard (Newspapers) Limited (TSN), brings extensive experience in managing government-controlled media operations.Her appointment replaces Dr.Ayub Rioba, whose tenure concluded without specific details provided.

TBC, a key national broadcaster, faces challenges from private media and digital platforms, requiring modernization while maintaining its public service mandate.

Mbaruk’s role includes overseeing editorial direction, financial management, and strategic planning for TBC, which operates multiple TV and radio channels across Tanzania.The move aligns with President Hassan’s efforts to reshape institutions by appointing experienced professionals.

Observers will assess her impact on TBC’s programming, audience engagement, and ability to balance editorial independence with state ownership in a competitive media landscape.