edition-dw-akademie-in-the-service-of-the-public-functions-and-transformation-of-media-in-developing-countries-pdf

Part II Mongolia: Achievements Through Public Service Capacity BuildingMoreover, due to the various training activities provided bydifferent actors, MNB staff are constantly becoming more professionaland are slowly beginning to understand their specialmission. Third, the establishment of MNB2 guaranteed accessof information for the country’s minorities and furtherstrengthened MNB’s diversity. And fourth, through the nationalforum, which was organized for the first nominationprocess of the National Council, this process was monitoredand made transparent. Together with training activities for thefirst NC members this ensured more political independenceand thus professionalism of the NC, which in turn had a positiveinfluence on the selection of MNB’s executives and, hence,the broadcaster’s overall functioning.According to the stakeholders interviewed, however, therehave been increasingly negative trends regarding MNB’s transformationprocess in recent years. Some have even argued thatcurrently there is no progress at all. 84 As indicated earlier, theissue of MNB’s funding and the nomination of executives inits governing body entail numerous problems that have to betackled. And despite gradual improvement of the journalisticquality, there is still a lack of professionalism at all levels withinMNB, not only concerning basic journalistic skills, but alsowith respect to the understanding of a public service mandate.And, last but not least, opinion polls show that MNB’s popularityamongst citizens is decreasing, not least because its programmingis often perceived as old-fashioned.Transformation ApproachesThis assessment of achievements and challenges of MNB’stransformation process can serve as a first step for future strategiesand thus further improvements. The following steps areconsidered to be fruitful:First of all, in order to further advance the public broadcaster’stransition it is highly important to ensure – both legallyand in practice – appropriate funding, which minimizes potentialfor political and economic influence. How could this bedone? One consideration could be an increase in the amountof advertising that MNB is allowed to carry, as determined inthe law – though indeed overall limits should still exist. An alternativecould be to require private broadcasters to provideMNB with some portion of their advertising revenues, as a wayof compensating MNB for not competing with them for advertising.85 Another option would be to allocate MNB with a fixedpercentage, up to a specified maximum, of either the nationalbudget, or some other revenue source (like mobile phonecharges or taxes on luxury items). 86 Consideration could alsobe given to increasing the license fees. Although this is neverpopular, they provide a relatively independent and stablesource of funding. Finally, it should be ensured that powercompanies conclude appropriate agreements with MNB regardingthe collection of the fees, without exploiting. Theseoptions should be evaluated by national and internationalexperts and a decision then taken as to whether all or a com-bination of some measures are introduced and how. Smallerand less radical reforms should be realized soon: For example,in order to interrupt the complete dependence on the government,other players should be involved in setting the level offunding, guarantees against reductions in the funding couldbe introduced, and there could be a move to multi-year allocations.87 Undoubtedly, even the smallest positive changes inthis field would enhance the independence and professionalismMNB needs in order to be accountable to the public.Secondly, regarding the appointment of NC members, theprocess determined in the Law is potentially a good one. Thefact, that “civil society” is largely undefined, however, andthat there are no clear regulations regarding the step-by-stepcourse of the process have led to the highlighted problems. Ifnominations by civil society are involved, then these shouldbe established and independent civil society groups, such as acouncil of human rights NGOs or federation of developmentgroups: “Leaving this important matter to individual civil societygroups is likely to lead to manipulation of the sort that hasbeen witnessed in Mongolia.” 88Another approach would be an open appointment processoverseen by parliament, with an opportunity for the public tomake representations, and the publication of a shortlist, againwith an opportunity for public comment. Another optionwould be an appointment committee consisting of leadingfigures in society (not politicians), which makes nominationswhilst parliament or these leading figures themselves, appointmembers. In any case, if the process remains as it is foreseennow, it is very important to organize national forums in orderto give NGOs the opportunity to name candidates and makethe whole process more transparent. Financial support by donororganizations is needed for that.Thirdly, in order to improve the skills and professionalism ofMNB staff, further engagement will be needed. To begin with,each intervention should bear in mind that efforts to foster anunderstanding of general democratic values are still needed.Only through such support can awareness be raised for thesignificance of MNB’s role as a public service broadcaster that80Munkhmandakh Myagmar,Executive Director of the PressInstitute.81Ibid.82All interviewees.83Munkhmandakh Myagmar,Executive Director of the PressInstitute.84Oyuntungalag Tsend,Munkhmandakh Myagmar,Zanaa Jurmed and TserenjavDemberel, in interviews.Of course, the MNB employeesinterviewed for this study emphasizedthe positive developmentsand success of the transformationprocess, while also reflectingon the remaining problems.85Mendel 2010, 8.86Ibid.87Ibid., 7.88Mendel 2010, 8.Edition DW Akademie In the Service of the Public 105