The AMI Approach The AMI approach to media development combines commitments to ethics, quality and public service with a conviction that economic sustainability is crucial to the sector’s independence and effectiveness. In the AMI view, the private media companies that provide most of Africa’s media output must be at the centre of African media development initiatives. This includes the sector’s own identification of its most urgent needs, the implementation of practical measures to strengthen industry standards, and the creation of a pan-African community of media leaders for mutual support and collaborative advocacy.     AMI’s Overall Goal  The African Media Initiative (AMI) is an independent, non-profit organisation that serves as a resource for the African media sector and it’s partners (in Africa and abroad) who seek to improve the media and communications landscape on the continent.  AMI’s overall goal is to promote the development of pluralistic media as a necessary and critical ingredient of democratic governance, as well as economic and human development in Africa.     AMI Events   The 2010 AMLF will be taking place on the 18th and 19th November 2010 in Younde, Cameroon. Details will follow soon.   Press Releases   World Press Freedom Day   For too long, news about and for Africans has come predominately from outsiders. International media portrayals of Africans have often been unrecognizable to Africans themselves.   Quick Reference   AMI and African development   5 Key Objectives