The MDDA was established as a partnership between the South African Government and major media entities in the country to support community and small commercial media in order to promote diversity and plurality.
"This is a very exciting phase for us. We have spent time putting in place regulations, employing staff and determining the needs to assist us in fulfilling our mandate of creating an enabling environment for media development and diversity. Now we are starting to do the real work," said MDDA chairperson Khanyi Mkonza.
The media agency said it decided as a matter of principle in the first round of grants to provide support to 11 different projects from across South Africa.
These included two small commercial print projects, six community radio projects, a community newspaper and a non-governmental organisation.
It said the support given to these small media ranged from once off injections of funds, meant for purchase of equipment such as printers, scanners and so on, to broader support over a one year period.
"Decisions on a further eight applications have been postponed, pending further interaction with projects to assist them in the application process," the MDDA said.
It said it however had to reject some of the proposals from applicants because of insufficient information provided making it difficult to assess whether applicants met set regulations and criteria for MDDA support.
The MDDA however said its doors remained opened and such applicants could still resubmit improved proposals.
"Such projects are welcome to garner all the necessary documentation and submit a new application," it said.
The MDDA said most applications came from community and small commercial projects countrywide.
But it added: "Whilst most of the print projects publish primarily in English, many of the radio stations broadcast in a range of official languages".
The MDDA first called for proposals in November 2003. Applicants had until 9 January 2004 to submit proposals for consideration by the MDDA Board at its January meeting.
A total of 29 organisations applied for support from the MDDA and requested funding worth almost R30m.
"These requests far exceeded the approximately R5m available for grants in the current financial year. More funds will be available in the next financial year starting from 1 April," said the MDDA.
The MDDA will disburse grants to community small commercial and media research projects in four cycles each year.
"At least sixty percent of its funding allocated to grants will be set aside for community media projects, at least 25 percent to small commercial projects and five percent to research into media development and diversity," the MDDA said. "The remaining 10 percent will be allocated according to need."
The agency is also developing strategies aimed at creating an enabling environment for media development and diversity including dealing with problems including distribution, circulation, audience research and advertising.
It said the first round of applications clearly indicated that many projects were innovative and creative but had insufficient time for the strategic planning necessary to ensure viability.
"The Agency believes that it can play a valuable role in assisting projects in this - and thus contribute to building a vibrant media sector," it said.
People interesting in the MDDA's funding regulations outlining details of its support to community and small media organisations battling against financial challenges can visit its website www.mdda.org.za.
The MDDA can also be visited at its offices in Johannesburg situated on the 2nd floor at the The Mills, no 66 Carr Street, Newtown.
Interested parties can also call Ms Libby Lloyd in the offices of the organisation at number: (011) 492 2003 or Fax: (011) 492-1271.
Article by Thokozani Mtshali, courtesy of BuaNews, www.gcis.gov.za/buanews.
