Launched in 1994, ITV-Independent Television Limited was among the pioneer TV stations in Tanzania. ITV has brought professionalism and choice in television broadcasting, currently airing 62% of its programs locally produced and in Kiswahili -the national language. ITV has rapidly grown from its modest beginning to become a giant in the electronic media. With an actual share of 63% of viewership of the Tanzania population, ITV has made its mark as the undisputed market leader in the country. More importantly its audience are composed of a cross section of the population cutting across race, gender and economic status. ITV transmission is accessible both terrestrially and via satellite reaching more people and more locations than any other TV in East and Central Africa. The following key points are ITV’s operation philosophy. INNOVATION……. This pioneering station was launched in 1994 with a program mix that has remained unsurpassed .It had the latest and best dramas, comedies, sports and movies as well as the most up to date news and information. TECHNOLOGY…… ITV has always maintained technology as being of paramount importance in television. This has enabled the most efficient expression of the creativity of our staff as well as ensuring that we enjoy the widest coverage and greatest reach in the country using our satellite uplink facility. VISION……. ITV has bold and ambitious plans for future .We fully intend to consolidate our established position as a major force in the region, and in conjunction with other broadcasters we plan to became a major player on the continent. ITV is an independent station owned wholly by IPP Limited.