Upendo TV is a Christian and Religious Television whose service aimed at meeting the needs of a clearly defined and easily identified community within the country. It is owned Eastern and coastal Diocese of Evangelical Lutheran Church of Tanzania and its goal is to spread the word of God to believers and bon believers. 
TV programmes are personal and yet has community implications. It is indigenous and yet multi-cultural and multi-lingual. Upendo TV programmes will meet the aspirations and needs of a significant majority who still consider Faith in God and His Son Jesus Christ, a central part of their lives.Upendo TV.