LUSAKA, Zambia – Azam Media Zambia Limited, trading as Azam TV Zambia, has announced the appointment of renowned media executive Cliff Sichone as its new Country Manager, effective 1 July 2026.
The appointment marks a significant milestone for the Pay TV provider as it positions itself for accelerated growth, expanded market presence, and improved customer experience across Zambia.
Cliff Sichone Brings Over 23 Years of Industry Experience
According to a statement issued by Azam Media Zambia, Sichone joins the company with more than 23 years of experience in the Pay Television and media industry, making him one of the country’s most experienced professionals in the sector.
Throughout his career, Sichone has held several senior leadership positions, including serving as Head of Sales and Marketing at MultiChoice Zambia, where he played a key role in growing DStv’s subscriber base and strengthening its leadership in Zambia’s Pay TV market.
He later joined Top Star Communications Company Limited as Vice President, where he helped establish the business and led its initial market expansion efforts.
Azam TV Confident in Sichone’s Leadership
Welcoming the appointment, Azam Media Zambia Director Simon Bota said Sichone’s extensive experience makes him the ideal person to lead the company’s next phase of growth.
“We are delighted to welcome Cliff Sichone to the Azam TV Zambia family. Cliff brings a unique combination of industry knowledge, commercial leadership and hands-on experience gained over more than two decades in the Pay TV sector,” Bota said.
He added that Sichone’s proven track record in growing subscriber numbers, building strong distribution networks, and leading successful market expansion initiatives positions him well to drive Azam TV Zambia’s future success.
Group CEO Highlights Market Expertise
AZAM Media Group Chief Executive Officer Jacob Joseph also expressed confidence in Sichone’s appointment.
He said Sichone possesses a deep understanding of subscriber behaviour and market development, which will be critical as the company continues expanding its footprint across Zambia.
“We are confident that his leadership will strengthen our position in the market,” Joseph said.
Expansion Plans Underway
The appointment comes at a strategic time as Azam TV Zambia prepares to expand its operations nationwide.
According to the company, key priorities under Sichone’s leadership will include:
Expanding Azam TV’s presence across Zambia.
Enhancing customer experience.
Strengthening distribution networks.
Introducing innovative digital solutions.
Expanding quality entertainment offerings.
Sharon Kabwita Welcomes Appointment
Award-winning actress, producer, and Azam Media Zambia Director Sharon “Cassie” Kabwita described Sichone’s appointment as a positive development for both the broadcasting and creative industries.
She said his extensive understanding of the Zambian market places him in a strong position to support the growth of local content while creating more opportunities for creative professionals.
“I wish him and the Azam TV Zambia team every success in this exciting new chapter,” Kabwita said.
Sichone Ready for New Challenge
Speaking after his appointment, Cliff Sichone said he was honoured to join Azam TV Zambia during such an important period in the company’s development.
“I am honoured to join Azam TV Zambia at such an exciting time in its journey. Azam TV has established itself as a strong and respected brand across Africa, and I look forward to working with the team to grow the business, expand our reach, strengthen partnerships and deliver quality entertainment and value to our customers throughout Zambia,” he said.
Company Looks Ahead to Next Growth Phase
The Board, Management, and Staff of Azam Media Zambia congratulated Sichone on his appointment and expressed confidence that his leadership will help steer the company through its next phase of growth and market development.
With decades of experience in Zambia’s highly competitive Pay TV industry, Sichone’s appointment is expected to strengthen Azam TV Zambia’s position as it seeks to increase market share and deliver innovative broadcasting solutions to customers across the country.