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

– The Council of Observers has to be professionalized.On the one hand, this means adopting a new broadcastingcode that prevents members from being elected forpolitical reasons (see above). On the other hand, electedmembers have to be prepared for the tasks that awaitthem in the Council of Observers – be it with seminarsor study trips to other European broadcasters. Onlythen can the Council fulfill its task of controlling andsupporting the TRM management adequately.– TRM has to stick to the road map for the transformationprocess. Delays in the past have to be analyzed inorder to find out which management structures have tobe amended for more efficient reforms. A steering teamfor the change process has to take a more active role.At the same time, the Council of Observers has to beinvolved in all decisions of the transformation processfrom the beginning. This way, it will be able to supportand monitor TRM’s management much more efficiently.– The quality of TRM’s news and current affairs programshas to be improved, since they constitute thecore competence and the central mandate of a publicbroadcaster. TRM has to strengthen its journalistic competencein key topics, such as the country’s EU associationprocess as well as questions relevant to nationalminorities. Given the current financial situation, TRMhas to shift resources from entertainment programstowards information-oriented programs. This mightalso imply raising salaries or bonuses for journalistsworking on the programs in order to attract the bestprofessionals available in Moldova. This way, institutionalchange could be combined with visible changesin TRM’s content to strengthen public support (in termsof both ratings and civil society support) for the reformprocess. In addition, TRM has to work on structural reformsaimed at introducing citizen participation, forexample through an ombudsperson, and through cooperationwith other media, national and international.– In addition, in order to make these flagship news andcurrent affairs programs successful, TRM needs to adoptand implement a strategy of capacity development. Thishas to include a standard training curriculum for youngjournalists as well as a mechanism for systematic professionalimprovement for all its staff. 79 Should the mediaoutlet express the genuine will to invest in systematiccapacity building, it could attract the assistance of internationaldonors as well as local media NGOs. The IJChas great experience in this sphere thanks to the Schoolof Advanced Journalism Studies it has run in Chișinăusince 2006. At the same time, TRM could invest in professionalizingyoung journalists by forming a partnershipwith the journalism faculties of various universitiesin Chișinău. This could help the broadcaster acquire motivatedand well-trained young journalists. In addition,programs created by students of the faculties could enhancethe diversity of TRM’s content.79Interview with DW Akademie Project Managers.132