New Dawn for the MDDA: CEO Shoeshoe Qhu Embarks on Mission to Revitalize Agency

In a major move to rejuvenate the troubled Media Development and Diversity Agency (MDDA), the organization's newly instated CEO, Shoeshoe Qhu, is poised to lead a transformation aimed at overcoming significant financial and management hurdles. As the head of an entity crucial for the empowerment of community media, her ascension offers optimism for a sector in dire need of reinforcement.

Founded under the MDDA Act, the purpose of the South African government agency is to support community media organizations through funding and development initiatives. Despite the vital role it plays, the agency has been plagued by a series of administrative and financial challenges in recent years. The 2022/23 qualified audit opinion surfaced numerous issues, including underreported grants, overstated supplier payments, procedural inadequacies, late submission to SARS, and a R7 million irregular expenditure due to an unsigned CFO contract.

The entity's former leadership faced serious claims of misconduct. Zuki Potye, the previous CEO suspended in 2021, was accused of victimization and harassment and dismissed in 2023. Board chairperson Hlengani Mathebula was similarly embroiled in controversy, leading to calls for his suspension. Despite these issues, major expenditures such as the R7 million on legal fees persist, further straining resources that could support media diversity.

Coming from a seasoned background in journalism and broadcasting, including an executive role at Primedia Broadcasting, Qhu stepped into the CEO role with an ambitious outlook. Her strategies involve stringent audit action plans, fortified internal controls, and efforts to mend private-sector relationships, all while reinforcing the MDDA's reputation.

With a budgeted R151-million in 2022/23, the MDDA granted funds to a collection of radio, TV stations, and community newspapers, also providing imperative workshops and training. However, given the industry's evolution since the MDDA Act's inception, there's a recognized need to broaden its focus beyond traditional media to emerging digital platforms.

A stark challenge remains the constrained budget allocation for community newspapers compared to broadcasting projects, coupled with an inability to support the entire sector, which boasts over 270 community radio stations. Kate Skinner of the Association of Independent Publishers voices the print and online media's plight, urging for attention and innovative support solutions.

Qhu, overseeing an era where media diversity is increasingly vital, calls for a redefinition of the agency's role to include digital avenues and addresses the growing need for change in funding models—the effects of digital transformation having impacted traditional revenue streams. Emphasizing training and research, there are signs of collaborative discussions pointing to a strategical overhaul aimed at revitalizing the media landscape.

The MDDA's story, underscored by Qhu's appointment, embodies a nexus of financial rectitude, strategic evolution, and a resolute mission to herald an era of balanced media representation in South Africa.