More than 200 delegates from 39 countries around the world are currently attending the Commonwealth Broadcasting Association (CBA) conference at the Hilton Hotel in Johannesburg, where keynote speakers emphasised the need for broadcasters to promote social justice, media freedom and the use of new media technologies.
“Broadcasters have a crucial role to play in our society in ensuring that they fight poverty, promote participative democracy and the developmental state,” South African minister of communications Siphiwe Nyanda said.
Impassioned plea
Nyanda made an impassionate plea to commonwealth broadcasters not to build their values in isolation, but to have a common desire to work together, have vibrant discussions and share experiences to find solutions to their common problems.
The CBA conference is being hosted by the South African Broadcasting Corporation (SABC), with the financial blessing of the Department of Communications (DoC). The SABC has been involved with the CBA since the dawn of democracy, CEO Solly Mokoetle said.
SABC board chairperson Dr Ben Ngubane said broadcasters need to learn from one another about best practices and establish partnerships, especially about issues of quality content, universality of content, justice, and emphasising the role of media in promoting social justice.
He lauded Twitter and Facebook for promoting interconnectivity around the world, and urged broadcasters to use these new media technologies wisely.
Fourth edition of broadcasting guidelines
It is believed that the CBA will launch the fourth edition of its broadcasting guidelines at this conference, and is also partnering with the UN body UNESCO to find ways of managing good content.
“When the broadcaster struggles, the public suffers,” Ngubane said, perhaps reminding himself of the suffering and troubles his organisation has been through in the past four years or so.
“Broadcasters must give voice to the public and help change policies,” he said, adding that they must provide fair news, analysis and trends, and enhance society's education and entertainment.
The conference, which ends on 21 April 2010, will also provide platforms for debate and workshops around issues of new media technologies and their impact on broadcasting, media's role on fighting climate change, media and social justice, broadcasting regulation, sports reporting, among others.
“Continue to insist”
CBA president and DG of Voice of Nigeria Abubakar Jijiwa, told delegates: “We will continue to insist and raise awareness about freedom of media in every society of the world, and we hope that we will find solutions to help many of our sisters and brothers who are currently facing serious challenges and difficulties in their reporting.
“We will learn from each other to ensure that good broadcasting takes precedence and that democracy is promoted and authorities are held accountable.”
The CBA is our common identity and our common heritage because we share a common story, Jijiwa - who is stepping down at this conference after two terms at the helm of the organisation - pointed out.
Others sponsors of the conference include e.tv, BBC Global News, UNESCO, IRIN, One World Media, Amnesty International, Thomson Foundation, Australia Broadcasting Corporation, Oxfam, Sentech, Commonwealth Games Canada, Commonwealth Foundation and Transtel.
For more, go to www.cba.org.uk.
