Primedia Broadcasting was one of the first broadcast media owners who committed to support the noble work of the MDDA (a statutory development agency for promoting, supporting and ensuring media development and diversity, set up as a partnership between the South African Government and major print and broadcasting media companies, in terms of the MDDA Act No. 14 of 2002) in October 2004 for five years.
The five years which has been a successful period for the agency in the pursuit of its mandate led to (amongst other achievements) more than 235 beneficiaries supported with about R75m. All of the MDDA achievements over the last five years are thanks to the Government (whose valuable support for the Agency through GCIS and the Presidency has made its work manageable) and the funding partners of the MDDA [SABC, Primedia Broadcasting, MNet, Kagiso Broadcasting, MIDI TV, Media 24, CTP, Independent Newspapers and Avusa].
Primedia (PTY) Ltd has shown confidence in the mandate and work of the MDDA, became the first one to renew the agreement which will now commence on the 01st April 2009 for as long as Primedia holds individual commercial sound broadcasting licences in terms of the Electronic Communications Act 36 of 2005. The agreement will enable the Primedia (PTY) Ltd to comply with the ICASA Regulation published on the 10th October 2008, prescribing annual contributions of licensees to the MDDA or the Universal Service and Access Fund. Primedia will accordingly contribute 0.2% of its annual turnover, derived from its licence activities to the MDDA. The Agency will allocate 90% of this contribution to broadcast media projects and 10% to administrative costs.
The MDDA welcomes this expression of confidence by the funding partners to the Agencies ability to do its work in accordance with its mandate, commits to continue developing and diversifying the media landscape in terms of the MDDA Act and adhering to the dictates of the Public Finance and Management Act. We look forward to renewing our funding agreements with all the other partners, the print media and the new broadcasting service licensees, strengthen our relationship and work together towards ensuring that each and every South African citizen has access to a choice of a diverse range of media.