How can the Liberian media remain professionally reliable and economically vibrant so as not to skew the contents of their reportage towards bias is the biggest question that has dogged professionals in this risky field. Well, that question is about to be answered, with the formal launch of USAID’s Media activity five-year project in Liberia. According to Press Union of Liberia President Charles B. Coffey, the project will bring countless dividends to Liberia, because it is designed to boost human and institutional capacity of the media sector, while advocating for and maintaining current media freedoms to reliably carry out responsible journalism, drive reforms, and increase revenue.
Making the statement at the formal launch of USAID’S Five Year Media Activity Project in Monrovia on March 17, 2022, Mr. Coffey said, by meaningfully enhancing media capacity, the project will also improve media ability to produce reliable, proper, and factual news that will serve as a conduit for information dissemination among citizens, and government. Most importantly, the financial sustainability of community radio stations is key to the five-year project.
“Most community radios lack adequate funding to address their broadcast needs. As required 30 radio stations including community radio and commercial stations will be supported by the USAID Media Activity. This is a positive step forward in developing the capacity of the Liberian media. These initiatives are intended to increase collaboration in executing planned, strategic USAID media activities and strengthen the enabling environment for free media.
“As you may be aware, the program approach focuses on innovation and local ownership that incorporate cross-cutting themes relevant to USAID Mission in Liberia, which of course include promoting gender mainstreaming, youth empowerment, enhancing rural voices, and improving essential services to marginalized communities,” Coffey noted, however acknowledging that economic factors are often cited as constraints to media development.
“As experience has shown, the independence of the media can be fragile and easily compromised, if it lacks financial freedom or independence. I am of the conviction that business training and other support like loan, will help news outlets committed to responsible journalism become commercially sustainable, believing that only financially independent news media can stay editorially independent over the long term.
“Currently, the Liberian media is struggling in the areas of finance, content and professional capacity development. Highly related to a lack of media capacity in the Country, is generally socio-economic under-development, coupled with bad media taste. Perhaps, media investment is a low priority for state actors and media consumption may not be a priority for the poorer segments of the population. Most media outlets therefore may not target news towards these segments of the population. Political ownership of the media is also contributing to the bad taste being experienced by the public.
“Not all, but some politicians are using their media institutions as political weapons. It must stop, because trust is being invaded and the public perception depicting high levels of unprofessionalism in the media is growing. There is also a problem with the issue of trust and credibility in the media. The subject matter of “fake news” and hate speech is tied to journalistic professionalism and capacity,” Mr. Coffey noted.
Providing a synopsis of the current media development landscape, Coffey said a nationally owned media development program aimed at complimenting donors media development initiatives, is urgently needed to employ in-depth reforms across the media.
“Consequently, we need collaborative efforts, involving the Ministry of Information Cultural Affairs and Tourism (MICAT), Ministry of Finance and Development Planning as well as all other relevant individuals and institutions managing Liberia’s resources to look in the national coffers to ensure exhaustive reform. These reform mechanisms will fully facilitate fellowships targeting thematic areas, like rural development, health, education, water, sanitation, women and children protection, governance and rule of law. These sustained initiatives may help improve content across the media. Furthermore, investing in the media will attract professionals who have left to return to the newsrooms.
“The Press Union of Liberia (PUL) and other national media development organizations are in full front, presently working with the administration of President George M Weah towards the improvement of the legal operating environment of the media. The drafting of an independent media commission bill seeking state regulation is in progress while at the same time maintaining the national media council of the press union of Liberia. The Council is a self- regulatory framework instituted to ensure professionalism and dispute resolution emanating from media products.
“This system of regulation is conducive to freedom of expression, pluralism and diversity of the media. It will further provide an opportunity for an appreciable level of economic playing field and transparency of media ownership,” Coffey stated.
Expounding further, the PUL president said, as a lack of media capacity, information accuracy becoming a problem.
“Accurate, balanced and fair information is a perfect recipe for an independent and free press which is at the core of equitable development. The public looks up to a professional, credible and objective media to expose corruption, and keep check on public policy by throwing a spotlight on government action. The media let people voice diverse opinions on governance and reform, and help build public consensus to bring about change.
“Moreover, the media facilitate trade, transmitting ideas and innovation across boundaries. The media is also important for human development, bringing health and education information to remote villages.
“However, economic factors are often cited as constraints to media development. As experience has shown, that the independence of the media can be fragile and easily compromised, if it lacks financial freedom or independence. I am of the conviction, that business training and other support like loan, will help news outlets committed to responsible journalism become commercially sustainable, believing that only financially independent news media can stay editorially independent over the long term,” Mr. Coffey enjoined.
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