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

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Based on these considerations we differentiate between variousstate and public service media types (See the box below):media that remain state media, PSM in initial transformation,PSM in advanced transformation and Alternative Public ServiceMedia (APSM).Related to the general functions is the question of whetherthe populace value these services and actively support theirpublic service media: Do people use and trust their state mediaor public service media? And do the organizations thatwork on behalf of citizens, the civil society, act in support ofpublic service media?Our case studies overall show rather different relationshipsbetween the public and the media outlets. The threestate broadcasters in Afghanistan, Myanmar, and Namibiaare accepted by the population to some extent because theystand for national unity and the respect for minorities. At thesame time these broadcasters have little credibility amongthe population. They know that these broadcasters have agovernment bias and accordingly their support for them issomewhat limited. Civil society is in these cases not involvedin the governance of these state broadcasters and not very activein demanding changes.In Mongolia and Moldova civil society is officially part of thegoverning body of the PSM. Both PSM enjoy a good reputationamong citizens, particularly in the rural areas. But in Mongoliathe government has recently made the nomination processmore and more non-transparent, and in Moldova party politicshave a strong influence on the nomination of candidates.RTS in Serbia is more advanced in this respect. It enjoys agood reputation with audiences, despite its history as a propagandabroadcaster. Today independent actors from civil societyare represented in the governing body. In Kyrgyzstan thecivil society organizations are particularly active on behalf ofOTRK. Its supervisory board is one of the success stories ofthis transformation.Initial and advanced transformation – When can a mediaoutlet be considered public service media (PSM)?Based on our case studies of media that have a historyas state broadcasters we differentiate three types of mediaoutlets:Media that remain state media: Their contribution tothe general function of creating a public sphere is generallypoor. Nevertheless they may support the integrationof a society through strengthening of cultural cohesionand expression. They may also offer educationaland entertaining content. These latter functions areimportant as these media often are the only ones thatcan reach the whole population. (See the case studies ofAfghanistan and Namibia.)PSM in initial transformation: More independent contributionsto the public sphere are made by these media.They offer basic information services and forumsfor public debate. They let the opposition speak, andthey offer some societal criticism and orientation. Andthey support the integration of a society through variousfunctions: Education, entertainment and strengtheningof identity, cultural cohesion and expression.They have a legal basis including a public service remitand an independent governing body in which civil societyis represented.(See case studies of Kyrgyzstan and Mongolia)PSM in advanced transformation: These media offerobjective and independent news journalism in acceptableprofessional quality, forums for public debate, societalorientation, and criticism. However, criticism of thegovernment and its administration as well as agendasetting and in-depth journalism may be rare. These mediafulfill many functions relevant to the integration ofsociety, such as education, entertainment, and strengtheningof identity, cultural cohesion and expression. Butthey may not be particularly innovative with respect totechnology or programming. They have a legal basis includinga public service remit and an independent governingbody in which civil society is represented.(See case studies of Moldova and Serbia)In addition to this, we have also assessed cases of exceptionalmedia that differ in origin and purpose, organizationalstructure and content from state media and PSM:Alternative Public Service Media (APSM). These privateor community-based media have developed and expandedtheir services to also fulfill broader public servicefunctions. Some of them are comparable in theirfulfillment of key functions with “PSM in advancedtransformation.” On the other hand, most of the APSMoffer their services only to a selected part of the countryor community. And they usually do not have a governingboard which represents different parts of society.Yet, they have a clear and institutional commitment toprofessional journalism standards and to servicing abroader public. They may take over roles as neutral andindependent actors in society while still pursuing specificcommunity radio agendas or commercial interestsin other parts.(See the case studies from Nigeria (Freedom Radio), Nepal(Radio Sagarmatha), Serbia (B92), and Bolivia (RadioPio XII).)280
Conclusions and RecommendationsRQ 2: Which changes in former state broadcasters provedachievable through media development in the past and whatwere the challenges and limitations of this work?One aim of media development certainly is to achieve measurableand sustainable changes through interventions. Butbesides this, media development should be seen as part of abroader and more complex process where all the factors contributingto this process should be analyzed and evaluated. Sonext we summarize information from our case studies wherechanges in the media took place and where, at the same time,media development organizations were active in one way oranother. And we do this in accordance with the areas of strategicaction of the DW Akademie approach (See chapter 2.4).Political and legal frameworks:Media development actors have in some of our cases helpedto advance legal reform processes: In Mongolia, Kyrgyzstan,Serbia, and Myanmar they have cooperated with civil societygroups and other political actors and thus made more or lessdirect contributions to lawmaking processes and the establishmentof more independent governing bodies controllingthe media outlets. Kyrgyzstan is a particularly promising bestpractice case in this respect. Civil society here has achieved alot, the president of OTRK managed to advance reform and inall of this, consultancy with Internews certainly played a role.In many other cases this kind of work has been neglectedor not done systematically enough. Continuous efforts to supportcivil society and the lobbying for the improvement oflegal frameworks are still rare in media development effortsrelated to PSM.One reason for this is probably that the challenges andlimitations of this work are considerable. It is difficult to continuouslyadvocate freedom of expression and public servicemedia amidst shifting political agendas and power games. Inmany cases media development actors in the past did not toattempt to tackle these important long-term processes.To achieve anything in this area, media development needsstrong partners and a general political climate that is in favorof PSM. In the countries mentioned above, this was the caseand important opportunities were seized. But if the conditionsare less favorable only small steps can be made. Mediadevelopment is faced here with challenges in the area of governancethat, on the one hand, are not unknown to developmentin general. But on the other hand, the issue of liberating mediafrom state control is an issue that requires media developmentactors to build their capacity.Capacity buildingMedia development actors are traditionally very strong inthis area. But most of their activities in the past were shorttermtraining events, and it is uncertain what was eventuallyachieved through them. One exception was the engagementof BBC Media Action with Serbia’s RTS. This was an extensivecapacity-building intervention conducted over more thantwo years. The whole project, which was not simply a series oftraining sessions but a broad capacity-building effort withinthe organization, also had a long-term effect on the organizationalstructures and eventually the quality of the contentproduced.The key to success here seems to have been that beforethe intervention, the groundwork had been laid for reformthrough a new legal framework and also the will within themedia outlet to change the way it operated. During the interventionitself, it was important that several consultants andexperts worked and lived in Belgrade for long periods of time.They became mentors and could help to improve the wholeproduction process. They received full support in this from thesenior management of RTA.In several of the country reports the need for a continued capacity-buildingprocess is stressed, even in those cases wheregood progress has already been achieved. Capacity building injournalism, media management, and the related areas shouldbe developed so that they can be offered continuously. Thisshould not be the only area of work, but it is one with whichtransformation can be made sustainable.In the past, however, most of the capacity building was providedby the media development organizations themselves.Only in a few cases did they attempt to build sustainable structuresin the country for journalism capacity building. In thecase of Kyrgyzstan, the broadcaster was encouraged to set upits own training center, and in Moldova the management is atleast planning to establish such a department. In Mongolia theNGO “Press Institute” has been offered support in its capacity-buildingefforts in journalism by Western organizations.In Myanmar an independent journalism school is currentlybeing built with the help of several international partners. Sooverall the key to sustainable success for media developmentin this domain is to establish mechanisms for staff capacitybuilding, in cooperation with the media organizations, earlyon in the intervention programs.Professionalism and economic sustainability ofthe media sectorIn several cases the work of media development actors focussedon new journalistic formats and on organizational andmanagement reform. In Kyrgyzstan, Serbia, and Mongolia,technical support was granted.In most cases new programs and formats were developedand with them new teams and departments. Dedicated radiochannels for minorities were established (Mongolia and Myanmar),news and current affairs departments were restructured(Serbia and Moldova), networks of regional correspondentswere set up or revitalized (Myanmar and Serbia), youth radioand children’s programs and new multimedia departmentswere set up (Moldova and Namibia).In Mongolia and Serbia structural reform was achievedwithin the media organization, mostly based on new conceptsin programming or ideas for professional capacity building. InEdition DW Akademie In the Service of the Public 281
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PrefacePrefaceA mouthpiece of gover
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Part I: Developing Public Service M
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Part I IntroductionSo the evolution
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Part I Introductionand that this ha
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Part I IntroductionConsequently Ham
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AppendixReferencesACT et al. (2004)
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Part I Definitions and ConceptsTran
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The Strategic ModelPolitical and le
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Research QuestionsTo sum up we now
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Part I Definitions and ConceptsEdit
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Part II Afghanistan: Reform Fear, L
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Part II Kyrgyzstan: Advancements in
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However, thanks to the input of exp
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and that the present situation of t
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AppendixReferencesBertelsmann Found
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Part II Namibia: Multilingual Conte
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live on two US Dollars a day or les
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According to the interviewed stakeh
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Characteristics Status Changes and
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Part II Mongolia: Achievements Thro
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08Myanmar: New Media Freedom, New T
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them Shan, Kayin, Rakhine, Mon, Chi
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The newly launched NRC, broadcast f
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Even though the constitution can be
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population is estimated to live bel
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important that MRTV is reflecting M
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Status of Myanmar Radio and Televis
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General Functions I: Political Sphe
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Part II Myanmar: New Media Freedom,
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Part II Myanmar: New Media Freedom,
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Part III Serbia: Two Very Different
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Function B92 RTS Comment/Conclusion
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International Media Development Par
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Nonetheless, whilst the outlet prid
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Status of Freedom Radio Muryar Jama
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General Functions II: IntegrationFu
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AppendixReferencesAgbakwuru, JohnBo
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11Nepal: Radio Sagarmatha,an Asian
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Today, there are over 250 community
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- To educate the masses in issues o
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The methods that were applied to de
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Despite its mission statement, many
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news, Radio Sagarmatha has subscrib
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- One big issue is financial sustai
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Status of Radio SagarmathaCharacter
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Characteristics Status Changes/Adva
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General Functions II: IntegrationFu
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PartnerAim of the cooperation(e.g.,
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AppendixReferencesACORAB - Associat
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Real Clear Politics (March 29, 2011
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Page 250 and 251: Status of Radio Pio XII, Vokaribe a
Page 252 and 253: Characteristics Radio Pio XII, Sigl
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Page 262 and 263: AppendixReferencesAdlatina.com (Feb
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Page 268 and 269: Thus, the range spans from the phys
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Page 284 and 285: Namibia the state broadcaster under
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Page 288 and 289: support for Radio Pio XII in Bolivi
Page 290 and 291: This list of possible solutions and
Page 292 and 293: In sum, media development actors sh
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Page 296 and 297: Priya EsselbornPriya Esselborn is t
Page 298: About UsDW Akademie is Germany’s
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