Rédaction Africa Links 24 with Daniel Steyn
Published on 2024-03-28 11:54:05
The Media Development and Diversity Agency (MDDA) has undergone significant management and financial challenges in recent years, but a new CEO, Shoeshoe Qhu, is determined to lead the agency in a new direction. Established under the MDDA Act, the agency receives funding from the government as well as mandatory levies paid by large broadcasters.
In the 2022/23 financial year, the MDDA allocated R151 million, with R88 million in grants going to 23 radio and TV stations, and 10 community newspapers. The agency also provides support through workshops, training, and capacity-building sessions for the community media sector. Qhu, a seasoned journalist and former executive at Primedia Broadcasting, expressed her deep passion for the community media sector and her commitment to its growth.
However, Qhu faces significant challenges as she takes on the leadership of the MDDA. The agency received a qualified audit opinion from the Auditor-General for the 2022/23 financial year, citing various financial discrepancies and internal control deficiencies. Previous conflicts between former CEO Zuki Potye and the MDDA board chairperson have further complicated the agency’s operations.
Despite calls for change from organizations like Corruption Watch, MDDA’s governance issues persist, leading to ongoing financial challenges, legal fees, and limited support for community media outlets. Qhu aims to implement an audit action plan, strengthen internal controls, and rebuild relationships with private-sector partners to address these issues.
In light of the evolving media landscape and changing funding models, the MDDA faces the challenge of adapting to support a diverse range of media platforms, including podcasts and digital content. Print media outlets, in particular, have struggled to pay levies due to shifts in the advertising business model and the rise of social media.
Qhu acknowledges the need for the MDDA to expand its support beyond traditional media formats and facilitate negotiations to help community broadcasters navigate financial challenges. While the agency’s budget may not cover the entire sector, initiatives like training, research, and collaboration with industry stakeholders may help sustain community media outlets.
Despite the obstacles facing the MDDA, Qhu remains optimistic about the agency’s potential for growth and improvement. By prioritizing training, research, and collaboration with industry stakeholders, the MDDA aims to support the print sector and address the evolving needs of the media landscape.
With a focus on building trust with partners, strengthening internal controls, and adapting to the changing media environment, the MDDA under Qhu’s leadership seeks to overcome past challenges and pave the way for a more vibrant and inclusive media sector in South Africa.
Read the original article on Daily Maverick
