Khayelitsha: The Deputy Minister in the Presidency, Kenny Morolong, has called for a collaborative effort among policymakers, businesses, and civil society to ensure the sustainability of community media. Speaking at the Media Development and Diversity Agency (MDDA) Community Media Consultative Forum held at the Khayelitsha Thusong Centre, Morolong emphasized the need for collective support and resources to secure the future of this vital sector.
According to South African Government News Agency, the Forum aimed to unite government, community media, industry partners, and regulatory bodies to reflect on the contributions of community media over the past 30 years of democracy in South Africa. The event also addressed current challenges, such as sustainability and digitalisation, to prepare the sector for future demands.
The Deputy Minister praised the sector’s role in promoting identity, unity, and local awareness, noting its importance in shaping public opinion and reinforcing democracy. ‘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,’ Morolong stated.
Morolong underscored the platform community media offers for individuals to share their stories, providing a counterbalance to mainstream narratives and ensuring that all citizens have a voice, irrespective of their socio-economic status. Despite its significance, the Deputy Minister acknowledged the sustainability challenges the sector faces, emphasizing the need for robust governance, financial innovation, and strong stakeholder support.
He pointed out that many community media organizations lack the skills, policies, and resources necessary for effective governance. To address this, Morolong suggested investing in training board members and leaders in strategic decision-making and resource management. He also highlighted the need to simplify compliance proces
ses, as complex regulatory frameworks can hinder small operations.
Financial instability remains a significant challenge due to the diminishing viability of traditional advertising models. Morolong encouraged community media outlets to seek creative revenue streams such as partnerships with local businesses, grant funding, and membership programs. He also suggested that community events and workshops could serve as both revenue sources and opportunities to strengthen community ties.
In closing, Morolong highlighted the critical role of community media in empowering, educating, and uniting communities, as well as supporting democracy and safeguarding marginalized voices. He stressed that failing to address sustainability risks silencing these essential voices.