Kenya: Kenya urgently requires a purely not-for-profit public broadcaster [opinion]

Recent reports that companies in Kenya spent more than Sh20 billion in advertising in six months, which is equal to the sum spent in 2008, aroused little, if any, public interest. And yet without advertisers, the prices of newspapers would be prohibitive and inaccessible to ordinary readers.

Thanks to unyielding corporate competition, readers are assured of a never-ending readiness of private companies to continue subsidising their insatiable appetite for news.

 

The captains of industry are not fools; the hefty expense underwriting the reader’s voracious craving for information is calculated to influence people’s choice with regard to company products.

 

The billions spent in advertising enable firms to underwrite key events and capture prime airtime literary making the viewing public prisoners in their very houses.

 

Unfortunately, the relatively high expenditure on commercial content tends to lure the audience away from serious programming.

 

Intriguingly, newspaper readers and broadcasting audience have over the years become merchandise which media owners sell to producers of goods and services. The real competition among media houses is on how best to attract readers and listeners who can afford products that companies advertise.

 

To be more precise, media houses are preoccupied with whipping up a buying mood among newspaper readers and electronic media audience through non-controversial and non-political content than conveying information.

 

While this trend works well for captains of industry, it is bound to undermine journalists’ commitment to providing the public with information.

 

There is always fear that he who pays the piper may start calling the tune, and indeed, there are indications that the media in most Western countries are already heavily influenced editorially by private companies.

 

The passing of the new Constitution may have brought to a stop government power to interfere with freedom of the press to publish information that does not infringe on the freedoms of others.

 

However, a journalist still faces limitations within media houses occasioned by a scramble by newspaper, radio and television owners for advertising revenue. Journalists need the freedom to provide factual information required for making knowledgeable decisions.

 

Indeed, after the implementation of the new Constitution begins, armies of decision-makers will emerge in county assemblies, the Senate, the Lower House, and commissions dying for information on matters of governance.

 

These decision-makers need the services of a vibrant media able to capture the varied events, issues, developments and ideas, and facilitate continuous dissemination of information as well as balanced debate.

 

Unfortunately, practically all FM radio stations in Kenya today broadcast entertainment programmes totally ignoring news, current affairs, documentaries, sports and other quality programmes.

 

This is understandable since airing serious material on health, economics and other serious issues puts an audience in an analytical mood inconsistent with advertising which dwells on fantasy.

 

Since the tenets of democratic government may prohibit arbitrary interventions to compel media houses to carry high content broadcasts, the regulator should consider advising for the creation of a public broadcaster committed to quality programmes.

 

CCK could request funding from the Exchequer, based on a fraction of the anticipated Sh40 billion earnings realised through advertising, to fund a radio and television network mandated to transmit serious programmes countrywide.

 

The new broadcaster will concentrate on matters of policy, and other day-to-day serious issues with the intention of providing replenishing ideas to decision-makers and professionals.

 

The new channel will cover parliamentary committee sessions more thoroughly, as well as speeches and interviews featuring key personalities in the private sector.

 

Furthermore, decision-makers at county level will, through such network, acquaint themselves on how other regions are overcoming various challenges. Professionals will also find a ready platform to discuss topical issues for the benefit of all.

 

-August 16, 2010 by John B. Osoro

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Source:www.nation.co.ke/oped/Opinion/Kenya%20urgently%20requires%20a%20%20public%20broadcaster%20/-/440808/977772/-/cpr9xw/-/index.html (accessed on 17.08.10)