Tinotenda Hove -The Zimbabwe Broadcasting Corporation (ZBC) has named media and corporate communications veteran Sugar Chagonda as its new Chief Executive Officer, with his appointment taking effect from August 1.

The announcement was made on Monday by ZBC Board Chairperson Helliate Rushwaya during a press briefing at the broadcaster’s Pockets Hill studios in Harare. She described Chagonda as a capable and forward-thinking leader expected to steer the corporation into a new phase of relevance and quality programming.

“We are excited to confirm Mr. Sugar Chagonda as the substantive CEO of ZBC. His appointment is part of our broader strategy to reposition the broadcaster as a credible voice that tells the authentic Zimbabwean story,” said Rushwaya.

She acknowledged improvements made to the Pockets Hill and Montrose studios but emphasized that the broadcaster still faced challenges. “While infrastructure upgrades are underway, our real focus is now on revitalising our content. For too long, ZBC has struggled to truly represent the Zimbabwean experience through compelling programming. That must change,” she added.

Rushwaya also highlighted the board’s intention to improve the quality of news reporting, noting that bulletins must become more data-driven and meet international production standards.

Chagonda returns to familiar territory, having begun his media career at ZBC as a reporter in 2004. He later joined the Zimbabwe Tourism Authority, where he served as Head of Corporate Affairs, before taking up a senior communications role at the Zimbabwe Consolidated Diamond Company (ZCDC). At ZCDC, he played a key role in developing the organization’s public image and communication strategy.

In addition to his corporate achievements, Chagonda is well-known in local football circles. He has served as a board member for the Zimbabwe Football Association (ZIFA) and helped establish Manica Diamonds Football Club, where he acted as founding Secretary General.

Academically, Chagonda holds a degree in Social Studies from the University of Zimbabwe, a Master’s in Public Policy and Governance from Africa University, and an Executive MBA from Midlands State University.

His appointment comes at a time when ZBC is under pressure to modernize and regain public trust. With a wealth of experience across media, tourism, mining, and sport, Chagonda is expected to bring a fresh vision to an institution in need of bold reform.