The Media Development and Diversity Agency in South Africa, a statutory development agency that promotes and ensures media development and diversity has become a major source of empowerment for the country’s community radio sector, through innovative funding.
Through at least 300 broadcast projects, the MDDA has supported between 200 and 270 community radio stations licensed to operate.
“After being granted licenses by the Independent Communication Authority of South Africa, some stations apply for funding to buy equipment and set up studios, and others to upgrade their studios to newer technologies,” said MDDA’s Chief Executive Officer Shoeshoe Ntsoaki Qhu.
“Support, therefore, would include studio equipment, laptops and computers. With the problems of power cuts in the country, some apply for generators and solar power equipment. We also fund workshops for news content and development, technical, governance and accredited training.”
She noted that the agency’s support is mostly geared toward addressing the needs of broadcast institutions, at the point of application, with transmission fees being the most request.
At the same time, she said stations also apply for funding for stipends to support volunteers and those running core functions within the organizations.
“In the last five years, we have supported stations in digitizing, since there are limited skills for using digital technology. We provide social media marketing for radio, the basic development of podcasts, and other aspects related to developing content online. We partner with the National Electronic Media Institute of South Africa, providing media and information literacy training. We offer help developing websites and streaming services, managing social media and looking at ways to monetize those platforms,” she revealed.
The MDDA’s chief executive recounted that despite existing challenges, the agency can now boast of several achievement through their interventions.
“Kanyamazane Community Radio in Mpumalanga is now using its old studio to record and develop local music and drama talent rather than having everyone travel to Johannesburg. Another success story is Radio Zibonele, which started as a TB/HIV information-sharing point established by volunteers at the height of the pandemic. In addition to funding from MDDA, the station has also sustained itself by developing its own media academy to train journalists and other digital skills courses.”
She said researching and innovating new digital funding models to ensure the sustainability of community radio is at the top of her wish list. She also looks forward to rebuilding relationships with private sector partners and building trust in the MDDA’s brand.
MDDA is a partnership between the South African government and major print and broadcasting companies to assist in developing community and small commercial media.