Multichoice to sponsor Highway Africa 2004

The conference, which is organised by the Department of Journalism and Media Studies at Rhodes University, runs from 16 - 18 September. It is the largest annual gathering of media professionals on the continent.

"Highway Africa's investigation into the interface of technology and society as well as the role of technology in development resonates with our long term strategy to help cultivate an effective and appropriately skilled African media sector," says MultiChoice corporate affairs general manager Lebogang Hashatse.

"Africa's media does not report itself, but rather relinquishes control of its coverage to the international community. The challenge is to raise the bar to such an extent that the continent's media begins to recognise what is required to make it both effective and economically viable. Skills and technology are both crucial drivers towards creating this new vibrant and healthy community," he says.

As part of its media development strategy and broader corporate citizenship efforts, MultiChoice makes regular contributions towards the Niemann Fellowship, the SA National Editors' Forum and the Rhodes University School of Journalism and Media Studies and its initiatives such as the African Media Matrix Project.

"Rhodes welcomes MultiChoice as a partner in helping build media bridges across Africa, particularly its invaluable support of skills training workshops during the conference," says Guy Berger, head of the university's journalism and media department.

"As a media company and active user of technology, we are acutely aware of the challenges faced by African media as well as the steps needed to address its development needs. Our holistic goal remains to restore the human dimension to technological progress, to actively participate in media transformation and in the long run help to create strong and open societies through a vibrant media," says Hashatse.