MEDIA AND BROADCASTING IN NAMIBIA

by Dr. Ben Mulongeni

Director-General (NBC)

Workshop on National Information and Communication Infrastructure (NICI) for Namibia, 11 - 13 MAY 1998

Introduction

Namibia attained its independence at a time when the concept of a global village is fast becoming a reality. This has been largely made possible by the significant and rapid developments in the telecommunications and computer industries.

These developments have had a profound effect on the information industry. Satellite and digital broadcasting, Internet and websites, to mention but a few, have turned the world into a global village that transcends linguistic, cultural, racial and national barriers and borders.

However, as the world inexorably moves towards globalisation of information, the question we need to ask ourselves, is: who benefits from this globalisation?

This question is particularly relevant and pertinent to developing countries. Given the other priorities, the development of communication infrastructures and accessibility to advanced information technology remains distant in many developing countries, Namibia included.

Our largely rural communities do not have access to this new technology, and the likelihood that they will, in the near future have access to it, is remote. This is a crucial question that needs to be addressed by all stakeholders if Africa is not, yet again, to be left behind -towards to -an Information Society.

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Historical Background

Before independence in 1990, the Media in this country was either government controlled - this was true of the electronic media which was regulated by stringent laws that served the purpose of the colonial government.

The media operated within a legal environment deliberately aimed at curtailing and controlling freedom of expression and free access to gathering and disseminating information. For its part, the independent press that existed was subjected to continuous harassment.

It was not until independence that this situation was to change. Under the Constitution of Namibia, hailed as revolutionary, freedom of expression and the right to information were guaranteed.

The NBC was created by an Act of Parliament of 1991 as an autonomous entity with an independent editorial and programming policy. Although governed by a Board appointed by the Minister of Information and Broadcasting, the Board nor the line Ministry are directly involved in the day to day operations of the NBC, their activities, particularly the Board, largely limited to policy matters.

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Regulatory Framework

The Broadcasting Act of 1991 defines the legal framework that governs broadcasting in Namibia. This Act and the Namibian Communication Commission Act created a liberal environment for broadcasting in the country.

As the public broadcaster, the NBC's radio programmes reach about 97 per cent of the population, particularly rural communities. For a number of years, it was the only broadcaster in the country.

With the liberalisation of the airwaves through the Namibian Communication Commission Act, a host of independent radio stations were created. These range from commercial and religious to community and rural radio stations. This effectively broke the monopoly held by the NBC and its predecessor the SWABC.

Regarding television, NBC remains the only television station in Namibia. However, in keeping with the globalisation of information, satellite and cable television channels are freely available on purchase of the relevant receiving equipment.

The independent print media is well established, although these are basically urban or capital based.

The weak link in Namibia's media chain is the film and video production industry. This still lags far behind most African countries, particularly in the region.

This is especially felt acutely by the NBC being the largest consumer of films and video productions.

It is therefore imperative that the NBC advocates for the establishment of a vibrant Film and Video industry in Namibia and indeed, the region. This is especially true if we are to produce programmes that are relevant to the needs of our communities rather than the often culturally alien programmes that flood our local markets.

We therefore call on the government to accelerate the legislative process to put in place mechanisms and resources that will hasten and encourage the setting up of this crucial industry.

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The NBC: Infrastructural development

The NBC comprises of radio and television services. In both components the Corporation is the major electronic media in the country.

Radio

All radio services broadcast on high power FM transmitters which provide better coverage and reception of radio signals to about 95% of the population. We broadcast in nine languages: Afrikaans, Damara/Nama, German, Lozi, Oshiwambo, Otjiherero, Rukavango, Setwsana and English.

Besides broadcasting news, which is the flagship of the NBC, and educational programmes NBC has adopted an audience participatory policy. All nine radio services actively involve the public in both programme production and determination of content. Our listeners do not only have access to our signals but they are regular and active contributors to the programming content.

Through the popular phone-in programmes, "Chat Show" and "Open Line" offered by all Languages radio services, listeners can and do phone in to air their views and opinions on any issue as long as what they say do not infringe upon the fundamental freedoms and rights of any citizen.

These programmes, "the people's parliaments" as they are named by the listeners themselves, offer a two-way communication channel between the public and political decision makers. To consolidate this two-way channel of communication , another programme "Feedback" is aired on dai1y basis providing. responses to questions raised by callers on the phone-in programmes.

On Fridays, the National Radio has a programme "Prime Minister's Question Time" in which the Prime Minister is responding to questions sent in by listeners, specifically for his attention.

Television

NBC Television reaches about 48% of the population. Although television signals are received around major towns and administrative centres, the long term objective is to reach coverage of the entire country. Via digital satellite technology the people in the remote parts of the country are now able to receive NBC television signals.

As far as our programme content is concerned, we are trying hard to increase our local content. However this is not easy to realise due to the obvious, financial constraints.

On the other hand, NBC television also carries one live discussion programme, Talk of the Nation, with active public participation either as studio audience or by phoning-in. In addition , the two Current Affairs programmes, Public Eye and Channel one, are among the popular local productions.

NBC and Technological development

The challenge today to all media, be it electronic or print, is to keep abreast with the continuous changes in the information technologies. The trend in the world is to change from analogue to digitalized broadcasting. The NBC has already taken a step towards digital broadcasting. A computerised studio has been installed at National Radio and it is part of our strategic plan to computerise the entire Radio Service.

It is also our plan to introduce digital technology to television, in order to improve the production and quality of our programme. Being on satellite, the NBC has resolved to use any affordable information technology in order to enhance the gathering and dissemination of information and educational material.

Broadcasting Global Education Network Africa (GENA) is testimony to NBC's commitment to provide a tele-education service both to Namibia and the African continent.

In order for the NBC to provide listeners and viewers with balanced and accurate information one needs well established sources. Namibia is rated second to South Africa on the African continent as far as access to the Internet is concerned and most media in Namibia have such access.

The introduction of online connectivity to the Internet will launch us onto the information superhighway. This will enable our reporters and producers to source information in order to give balanced reportage and enrich the content of NBC programmes.

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Media and their Responsibility

As a Public Broadcaster, the NBC is tasked to provide the service of informing, educating and entertaining the. society without discrimination or bias. The NBC has to be accessible not only through receiving radio or television signals but also through active involvement of the citizenry in conceptualising ideas for programme production.

However, the challenge before all media, is moving away from their current urban biased stand. And it should not be the urban and elites in the society who have to set the trend of development, but also the rural population who constitute the majority in the country.

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Challenges

In order for the media, and in particular electronic one to be effective in promoting the establishment of an Information Society, they should be ready to face the challenges both at local, continental and global arena.

Liberal market environment

The media in Namibia enjoys the benefits offered by a liberal market system. The emerging media should be seen as a positive challenge to increase the choice and accessibility to a variety of information.

Regulations safeguarding fair competition and guarantee commitment to social responsibility need to be in place. Social and national responsibility could ensured by imposing a quota of local content in programming.

To face competition with confidence the NBC needs to have flexible access onto the commercial market in order to generate resources that would enable it to invest in the production of quality programmes appealing to both local and external taste.

The Urban-bias syndrome

The "Urban-bias Syndrome" in the media industry is a phenomenon not unique to Namibia. The NBC has a slogan that goes "We must take Radio to the people". With Radio we can say with pride that we have achieved that. Now our next objective is to take television to the people of Namibia. We challenge the media in Namibia to get out of this vicious circle that marginalize the majority of our population, the rural communities, who are the most in need of developmental information.

Language dilemma

In order f or the media to be effective in its task to inform, educate and entertain the content has to be carried in the language the people understand. In this the NBC has achieved with radio. Taking television to every house in the country, carrying messages in the languages of the majority of our population who do not speak neither understand the Official language. But it is the challenge we have to face no matter what ever time it will take us to achieve.

Yes, there is an increasing demand from the public that NBC introduces National language programmes on television. This we would like to do, however the problem is compounded by the shortage of funds.

It is incumbent upon all national stakeholders in this regard to take effective steps and ensure that language development becomes a national commitment.

And the media in conjunction with public and private sectors must come up with strategic programmes addressing the problem of illiteracy. In order for literacy campaigns to be effective they must be functional oriented.

At the NBC we embrace the concepts of edutainment and infortainment, simply meaning we are seriously blending our entertainment programme with educational and informational material and visa versa.

Human resource development

In order to successfully launch and develop an Information using the information- -technology? we have to refocusing our education and training policies. The education system must aim at producing technically qualified citizens to develop necessary infrastructures and educate the population in using the information technology for personal and national development.

Fear of the Unknown

Namibia is part of the changing world, and it is demanded of us to follow the trend if we want to remain part of the advancing international community. But as new changes comes so is the fear as to what they are and about to bring.

Only about two decades ago we were talking about the information age, but today we are already talking about digital age especially in broadcasting.

As mentioned above the NBC will shortly start installing it's computer network which will also provide easy access to Internet. It is therefore, our belief that this development will enhance the quality of our service to the nation.

With current developments offering convergence of computer, television and telephony technology one will be able to access any type of information. It is known that generally Web - delivered sites are not subjected to censorship what control measures need to be put in place to avoid a possible degenerative impact on the fabric and moral values of our society?

I am not trying to be a protectionist, but only sounding the drums to all of us to introduce new technology with care and be pro-active. New technology and its enormous potential for broadcasting is a welcomed development.

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Conclusion

In view of growing challenges from our competitors, and the high cost involved in the production of local programmes and our desire to produce marketable products, we f eel a revision and amendment of the Broadcasting Act is necessary, in order to allow the NBC to explore commercial opportunities aimed at generating funds. Only with enough funding will the NBC be able to invest adequately in modern equipment and the development of human resources.

Further it is expected from all media to harness the ever changing and advancing information technology in effectively contribute to the creation of an Information Society and promote the pace of socio economic development in Namibia.

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