Governance and Financial Sustainability Pillars for Community Media: MDDA Study Reveals Challenges and Opportunities

Johannesburg, South Africa — A recent study commissioned by the Media Development and Diversity Agency (MDDA) has delved into the challenges and future prospects of Community and Small Commercial Media (CSCM) in South Africa, drawing a stark picture of their struggle for sustainability. Conducted in Johannesburg, the study illuminates the fact that 74% of CSCMs are only partially sustainable, pinpointing governance and compliance as crucial areas for improvement that could help bridge the gap towards full self-sustainability.

The study, aptly named "Research and Development of a Sustainability Model for Community and Small Commercial Media," indicates that despite having some necessary skills, many CSCMs are financially strapped. Difficulties in drawing advertisers are notably impacting these organizations, which typically depend on advertising revenue to operate. The dubious perception of CSCM stability and professionalism, coupled with their limited audience reach, poses a deterrent to private sector advertisers. This challenge is similarly faced in securing government advertising, an issue expressed by both CSCMs and the MDDA as local governments appear hesitant to engage.

MDDA Board Member, Hoosain Karjiekar, responded to the findings by reiterating the significance of solid governance for these media houses' futures. Without governance, accountability, transparency, and ethical management fall by the wayside, diminishing public trust and daunting sustainability efforts. Karjiekar stresses the need for greater emphasis on governance practices and a simplification of compliance standards to accommodate the modest operational capacity of community media.

In terms of boosting their revenue generation, Karjiekar illuminated the necessity for CSCMs to diversify their income, considering advertising alone may not be reliable. The recommendation outlined within the report includes a combination of approaches such as community partnerships, grants, crowdfunding ventures, membership programmes, and organizing local events that cater to community engagement and empowerment.

In concluding his response to the study, Karjiekar noted how reinforcing community media sustainability parallels fortifying communities themselves, nurturing democracy, and securing a platform for voices sidelined by mainstream media. He encouraged implementing governance improvements, adaptive compliance measures, and inventive financial strategies so that CSCMs may excel and continue broadcasting the narratives of those they represent — succeeding in their communal responsibilities.

The timing of the study release also serves as a poignant reminder of South Africa's past challenges with media freedom, coinciding with the month marking Black Wednesday's anniversary, a day of infamy when voices of the marginalized were silenced by the apartheid regime.