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South Africa — Shoeshoe Ntsoaki Qhu is chief executive officer of South Africa’s Media Development and Diversity Agency, a statutory development agency that promotes and ensures media development and diversity in the country. It is a partnership between the South African government and major print and broadcasting companies to assist in developing community and small commercial media.
“I was thrilled to take on the challenge of leading the MDDA with my new colleagues and the board in the next phase of the diversification and development of the media,” Qhu says. MDDA Board Chair Prof. Hlengani Mathebula says that in selecting Qhu as their top candidate to take over in January this year, the MDDA acknowledged her wealth of experience in the media industry and deep understanding of digital media, marketing, brand management and community media.
Qhu says 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.
I spoke with Qhu to learn more about how the MDDA supports community radio development in South Africa.
John Masuku: Your portfolio, among other things, supports broad aspects of community media, but let’s focus on your work with community radio stations.
Shoeshoe Ntsoaki Qhu: We have supported between 200 and 270 community radio stations licensed to operate in South Africa. Some are on the air, and some are off the air for noncompliance or issues around transmission costs. MDDA does not support all of them. Including television, it has supported over 300 community broadcast projects.
Masuku: More specifically, what does MDDA fund the stations for?
Qhu: 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. 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.
Masuku: How is funding determined between MDDA and applicants?
Qhu: The support we give is often dictated by the needs at the point of application. The most significant request is transmission fees because some stations self-distribute while others distribute via Sentech, the South African Broadcasting Corporation’s signal distribution company. Signal distribution is a high cost, as is the cost for employees. Stations 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.
Masuku: Why do the stations apply for MDDA funding when they can raise it through community projects?
Qhu: We should look at the nature of community broadcasting in South Africa and why there is a need for diversification in community media. We come from a history of having only the SABC as a state broadcaster, Multichoice as a monopoly satellite TV broadcaster and a few independent radio stations. The democratic dispensation after 1994 introduced a three-tier structure, namely public, commercial and community broadcasting, to ensure that the latter is fully supported for independent ownership and diversity. Unfortunately, MDDA funding is limited, allowing us to support a limited number of projects each year.
Masuku: How sustainable are South African community radio stations?
Qhu: Sustainability is a big challenge in the community radio sector. We are looking at developing a sustainable model. We researched the economic sustainability of the community media sector, which showed what drives the sector’s lack of sustainability and where opportunities are. The biggest challenge is the sector’s heavy dependence on the MDDA. Advertising budgets have shrunk, and there has been a shift from traditional media broadcasting to supporting digital advertising. We need to ensure that there are enough skills to drive and professionalize the sector.
We have supported between 200 and 270 community radio stations licensed to operate in South Africa
Shoeshoe Ntsoaki Qhu
Masuku: Are there success stories out there despite your highlighted challenges?
Qhu: 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.
The author is a BBC-trained veteran Zimbabwean journalist and radio trainer who has worked for both public and private media. He has profiled radio and television stations and prominent personalities as well as the impact of changing media trends in Zimbabwe and sub-Saharan Africa since 1975.
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