Conference Programme
Tues 20th April
21. New Opportunities, New Obligations: Public Broadcasting in the Era of Choice
Keynote: Mark Scott, MD ABC
In the chair: Phil Molefe, A/Group Executive, News and Current Affairs
0900 - 0930
Technology opens up a galaxy for Public Broadcasting
By Matona Fatman, South Africa
The advances made in technology in the 21st Century have opened up a galaxy of possibilities that never before existed. The face and voice of broadcasting, as we know it, will never again be the same, and as the Managing Director (MD) of the Australian Broadcasting Corporation (ABC), Mark Scott, puts it, “If we want things to stay the way they are, things have to change.”
Today, one no longer has to wait for the prime time news bulletin to see the latest share prices, and you certainly don’t have to wait for tomorrow’s newspaper to find out if you’ve won the lottery or not.
click to read more
With the touch of a button on your computer, you are transported to a global information highway that gives you access to a bewildering world of choice, and such is the case with television. Scott says for any public broadcaster to stay relevant and compete with their commercial counterparts, they not only have to embrace technology, but change as their audiences do.
“Without being innovative, the challenge of being a public broadcaster in the digital age simply cannot be met. We are progressively pursuing new ways of delivering on the traditions of public broadcasting that have served Australia so well for so long - to inform, to educate, to entertain. It is why we still have such great support from the Australian people and why we continue to play such an important role in Australian life,” says Scott.
Going digital As South Africa’s public broadcaster, the SABC has started in earnest with efforts to embrace technology by way of implementing the digital terrestrial television (DTT) project. SABC’s content is also available in online platforms, and the corporation has made great use of social networking sites, such as Facebook and Twitter, to stay relevant and connected to its worldwide audiences.
Scott says such a move cannot be underestimated, as audiences are now making more use of new technologies that are a diversion from traditional TV. Yet, staying connected to your audience has become that much more important.
“We’re making it easier for them to use our content in a place and format that suits them
best… (That is) why we continue to merit the significant public investment in the work we do,” says Scott.
Staying relevant
Competition from commercial broadcasters has often brought into question the relevance of public broadcasters. Scott says public broadcasters have to bear in mind their need to appeal to a broad audience, and bridge the gap where commercial broadcasters play an insignificant role.
“When making content decisions, take account of what is being offered by commercial
and community broadcasters,” says Scott.
However, Scott says this cannot preclude public broadcasters from entering into fields where commercial broadcasters already have a presence. He illustrated his point by recalling commercial broadcasters’ resistance to the ABC offering a children’s network, on the grounds that they already gave such programming. The ABC has since launched a children’s channel, which has enjoyed critical acclaim and unrivalled success.
“(The) service was available to all Australian households – not just those three in 10 with pay television. The success of the new channel, ABC3, has been clearly demonstrated. Since its launch last December, it is now the most popular channel for 6-12-year-olds in the country,” says Scott.
The role of public broadcasters in today’s environment, with so much competition from commercial broadcasters, is clear - programming that continues to educate, inform and entertain is precisely what audiences expect. The wide appeal to millions who do not have access to pay TV is what keeps the pulse of public broadcasting going. And for many more years to come, this is what the SABC will continue to be to its growing audiences – whether they switch on a TV set, or go online.
click to close
22. Media Freedom Challenges in the Commonwealth
Live discussion.
Azhar Abbas, MD Geo News, Pakistan; Mano Wickramanayake, Group Director, Capital Maharaja Organisation Ltd of Sri Lanka; Kay Osborne, GM, TV Jamaica.
In the Chair: Paul Cutler, Director News and Current Affairs, SBS.
0930 - 1100
Coffee 1100 - 1130
23. Media Freedom Challenges in Africa
Live discussion.
Tabani Moyo, Advocacy Offcer, MISA, Zimbabwe; Chris Maroleng, Head of eNews Africa; Dr Ivan Thomas, DG Sierra Leone Broadcasting Service; Usman Magawata, DG Nigerian TV Authority; Patrick Khoza, DG, Malawi Broadcasting Corporation.
In the chair: Phil Molefe, A/Group Executive, News and Current Affairs
1130 - 1300
Lunch 1300 - 1400
Focus on Content: The technology has evolved but what about the content? (25-26a)
25. Keeping PSB fresh, engaging and relevant.
Live discussion
Moneeza Hashmi, International Relations, Hum TV, Pakistan; Xoliswa Sithole, founder /director ‘Nayanaya’, award winning producer of international documentaries; Leh-Chyun Lin, Director, International Department, Public Television Service, Taiwan.
In the chair: Sally-Ann Wilson, Deputy Secretary-General, CBA
1400-1500
Gender still an issue in modern media
By Matona Fatman, Johannesburg, South Africa
Public broadcasters the world over are tasked with the objective of representing the aspirations of their viewers. Whether they do this equally or not for their audiences is a question still heavily characterized by gender issues, a subject of great concern for Moneeza Hashim, the General Manager of Pakistani network, Eye TV.
Hashmi was one of the panelists at the 28th Commonwealth Broadcasting Association conference in Sandton, Johannesburg.
Gender representation in modern television is still a significant concern that informs much of what we see on TV -- from commercials to movies, hardly anything goes on air without being put through the gender equality wringer. If not, lobby groups will be waiting on the sidelines with clipboards and red pens ready to check content for gender sensitivity and imbalances. Although television images today may not overtly depict the notion of a male-dominated world, Hashmi believes a few key issues remain
click to read more
"Gender issues are universal. Education and awareness are the foremost subjects relevant to women, not only in Pakistan, but throughout the whole world. Being informed is key to transformation. That's what we're talking about -- access to information. Once you have that, you can begin your own quest to try to improve your life and be empowered. That’s the key to social justice," says Hashmi.
A balancing act
Gender representation and the depiction of women, whether on television or any other medium, is a challenge that continues to plague all broadcasters – public and private. Public broadcasters face the exceptionally difficult task of striking a balance between the responsibility to educate and the need to cover costs. Factoring in gender equality in broadcasting adds a complex dimension.
"Broadcasters – public and commercial – are the big stakeholders that set the agenda in terms of what people get to see on TV. Public broadcasters are driven by government, and the commercials by the market and consumers – it’s all about numbers and making money. Worldwide, there are men running these organizations. In fairness, there are men trying to drive the agenda for women but not enough progress is being made," says Hashmi.
She goes on to acknowledge that this kind of development takes decades, even though tremendous progress has been made. She charges the younger generation to take up and continue the battle.
Asked whether the sexual objectification of women is a step back in the gender equality battle, Hashmi says the decision for women to participate in videos that might be perceived as demeaning is an individual choice.
"It's not only music videos. Look at the advertisements, modelling and fashion – even the soap operas. I must hold the women themselves responsible. No one can make you do things you don't want to. The reasons can be economic need, if you have a hungry family to support. Do you agree to be used as a sex symbol? That's up to you. If you say no, someone else will get the job and the money. In Pakistan, there are women who say no. They refuse to say certain things in a drama because it's degrading," says Hashmi.
The road to development is never short, and it's certainly never easy. Hashmi says as difficult as it may be to balance the needs of commercialism and gender equality, public broadcasters have to bear in mind their directive to be a reflective voice for the audiences they serves.
"If the producers have to make a choice between making money and telling human stories, it’s hard. But we need to ask ourselves what value our broadcasts are giving to our audiences. We need to move away from the concept of immediate gratification. That's the difference between being a public broadcaster and a private one. You need to give audiences quality programmes, where you can look back and say 'I did good'," says Hashmi.
click to close
26. Presentation and Discussion: The challenges and opportunities of major international co-productions, 'Why Poverty? Why the Gap?'
Presentation and discussion.
'Why Poverty? Why the Gap?' A presentation of the next global broadcasting project, following on from 'Steps' and 'Why Democracy?'
Nick Fraser, Editor, BBC Storyville; Don Edkins, Steps/Why Democracy.
In the Chair: Duraid Qureshi, CEO. HUM TV.
1500 - 1550
26a. 'WorldView'
The CBA launch of the next phase of the CBA-DFID Media Scheme
Speaker: Sally-Ann Wilson, Deputy Secretary General, CBA
1550 - 1600
26b. The Institute for Broadcasting Development in Kuala Lumpur
Speaker: Javad Mottaghi, Director, AIBD, Kuala Lumpur.
1600 - 1605
Tea 1605 - 1630
Nominations close for the CBA committee
Nominations close for the CBA committee. All forms should be handed in to the Secretariat.
1630
27. Awards Dinner
Presenter: Xolani Gwala, SABC
Speakers: Abubakar Jijiwa, President of the CBA and Gary Linnane, Head, ABC Secretariat.
Hosted and presented by the SABC
1900 | Sandton Hilton Ballroom
Go to top of page
