The Deputy Minister in the Presidency, Kenny Morolong, has urged policymakers, businesses, and civil society to work together to secure the future of community media, by providing the necessary support and resources.
Morolong delivered a keynote address at the Media Development and Diversity Agency (MDDA) Community Media Consultative Forum at the Khayelitsha Thusong Centre, on Tuesday.
The Forum aimed to bring government, community media, industry partners, and regulatory bodies together, to reflect on community media's contributions in the past 30 years of democracy in South Africa, while also tackling challenges facing the sector today. These include sustainability and digitalisation, to fortify the sector for the future.
The Deputy Minister highlighted the contributions of the sector in the past 30 years of democracy, while emphasising its role in promoting identity, unity, and local awareness.
“The sustainability of community media is not just a sectoral issue; it is a societal imperative. Policy makers regulators, businesses, and civil society must work together to provide the tools, resources, and framework necessary for community media. As a sector community media is far more important,” Morolong said.
The Deputy Minister also highlighted that community media serves as a platform for people to share their stories in their own words, balancing mainstream stories and ensuring that every citizen has a voice, regardless of their socio-economic status.
He described the sector as a key instrument in shaping public opinion and reinforcing democracy.
“Community media provides a platform for people to tell their stories in their own words, fostering identity, unity, and awareness of local issues. It serves as a counterbalance to centralise narratives, upholding the principle that everyone deserves a voice, regardless of their socio-economic status,” he said.
However, the Deputy Minister acknowledged the pressing challenges facing community media, particularly its sustainability. He stressed that its survival hinges on robust governance, financial innovation, and strong stakeholder support.
“Strong governance is the backbone of community media sustainability. It ensures accountability, transparency, and ethical management. These are essential elements that we trust with communities. Unfortunately, many of our community media organisations lack the skills, policies, and resources to implement effective governance.
“To address this, sector bodies must invest in training board members and leaders in strategic decision making and resource management. Simplifying compliance processes is equally essential, overly complex regulatory frameworks hinder small operations, diverting resources from the primary mission,” he said.
Financial insecurity remains the greatest challenge facing the sector, he noted, as traditional advertising models become less viable.
He also urged community media outlets to explore creative revenue streams, such as partnerships with local businesses, grant funding, and membership programs.
“The greatest challenge facing community media is financial insecurity. Traditional advertising models are no longer viable, necessitating creative revenue streams partnering with local businesses leveraging grant funding and implementing membership programs can provide much needed financial stability,” he said.
Additionally, he added that community events and workshops could serve as both a source of revenue and a way to strengthen ties with the communities they serve.
“Community events and workshops not only generate revenue but strengthen the bond between media outlets and the community they serve.
“Community media is not just a medium of information, it is an instrument of empowerment, it educates, informs, unites and plays a crucial role in supporting democracy and safeguarding marginalised voices. It contributes to the social framework though which social and political formations are shaped. Failing to address its sustainability risks silence of the vital important voices,” the Deputy Minister said. – SAnews.gov.za
