Conference warns SADC broadcasters of losing integrity

The Southern African Development Community (SADC) public broadcasters have been warned against damaging their brands and reputations by broadcasting fake news and state propaganda.

The globally-acclaimed Public Media Alliance told Southern African Broadcasting Association members in Windhoek that damaged media brands are almost impossible to resuscitate.

Public broadcasters are pondering strategies to stay financially afloat and attract viewers. They have also been warned to adapt and stay relevant to their particular environments and audiences if they want to survive.

“There isn’t one size fit all. The clear consensus at our Caribbean summit was that broadcasters are like plants. You plant it at another environment it dies. You must respond to your particular, relevant circumstances,” said CEO of Public Media Alliance, Sally-Ann Wilson.

The financial plight of SADC broadcasters has been blamed on lack of creativity and innovation.

“You don’t want to create your own content. You go to Europe to copy from people who studied with you. You’re hiring consultants instead of doing the job yourself; it doesn’t make sense,” said Namibia’s Tjekero Tweya.

Concerns have also been raised about broadcasters not reaching out to rural audiences and communities.

Wednesday 27 September 2017 19:05

Manelisi Dubase