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The ability of journalists to report on critical issues of public interest and of media to operate freely is inextricably linked to the business of media. The commitment and capability of media houses to enable journalism to be practiced in an editorially sound and economically independent environment is vital to the production of responsible and quality content and the fulfillment of their watchdog and information provision roles. High standards around corporate performance, capacity and productivity are also fundamental assets to improving media businesses’ bottom line.
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Economic sustainability does not automatically lead to increased quality content or management, and often the opposite is true as media businesses pursue content solely to drive short-term sales and profits. Yet the existence of successful quality models coupled with expanding media markets among rural, poor audiences can combine to encourage a generation of media leaders to pursue profits and quality, relevant content in equal measure. For this to happen, it will need the buy-in of socially responsible owners and operators.
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AMI’s leadership work is specifically geared towards supporting a growing cadre of African media leaders committed to high standards of corporate governance and social responsibility. In this work, AMI will aim to expand a discussion that has often focused narrowly on journalism ethics, codes of conduct and hostile relationships with governments to one that looks at a comprehensive and relevant owner and operator set of standards. AMI will work to help high standards be seen as integral to the bottom line and to the successful implementation of the Declaration of Table Mountain.
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This priority area is overseen during the pilot phase by a Management, Ethics and Social Responsibility Program Lead, appointed as a dedicated ICFJ Fellow and funded separately through ICFJ’s Knight International Fellows Program.
AMI’s 2011-2013 Pilot Outputs will be:
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Development of “Leadership and Guiding Principles” followed by Activities to promote their Adoption and Implementation
AMI will facilitate an industry-led process to develop Leadership and Guiding Principles for African Media Owners and Operators. This process will commence quickly with five regional consultations of approximately ten media leaders each and will then be led by a smaller Executive Committee to prepare draft Principles for review and adoption at AMLF 2011.
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The process of developing the Leadership and Guiding Principles will build on existing codes and principles including the Declaration of Principles for Freedom of Expression, the Universal Declaration of Human Rights and the International Labour Organisation’s Declaration of Fundamental Principles and Rights at Work. It will also draw from both African benchmarks on corporate governance outside the media sector and international models such as the UN Global Compact and the Code of the Society of Professional Journalists, but as applied to owners and senior managers.
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In designing the reporting and oversight of such a set of Principles, attention will be given on how to generate maximum buy-in and effective -- but not overly expensive -- oversight. Development of indicators and some form of public reporting system, most likely online, would be explored as well as peer assessment systems used elsewhere in Africa.
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Once adopted, AMI will condition membership based on organisations’ endorsement of the Principles and will lead a marketing campaign to recruit media owners and operators into it. It will also set the scene for the consideration of the Principles as an AMI “kite mark” in future years, and will explore the development of online training materials to support this work.
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AMI is pleased that Dr. Christopher Kolade, pro-Chancellor of the Pan-African University in Lagos and lecturer on Ethics, Leadership and Governance in Media has indicated a willingness to Chair this process. Dr. Kolade is the former Director-General of the Nigerian Broadcasting Corporation; former Chairman of Cadbury Nigeria; and previous Nigerian High Commissioner to the United Kingdom.
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Piloting of a Media-Specific Business Incubator
Over the 2011-2013 Pilot Phase, AMI will work with six media businesses in 6 countries to support the development of improved business plans and to increase their capacity to attract funding and revenues.
Elements will include:
(a) new revenue and distribution models,
(b) technology adaptation and innovation, and
(c) corporate governance & professional management.
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AMI will solicit applications from AMI members that will be selected based on criteria jointly developed with a small Advisory Group (including leadership of the Media Investment Circle and AMI) to include diversity in size, region, media platform and needs. Advisory services will be built from a selection of leading professionals and institutions, and will be provided through a combination of concerted, on-site and remote mentoring.
The aim of these pilots is to:
(a) increase the capacity of a specific number of AMI members to access financing and/or increased revenues;
(b) create shared learning and case studies for AMI members through access to this process on the technology platform and at the 2011 and 2012 AMLFs; and,
(c) lay the foundation for the creation of a sustainable advisory service through membership fees or other support models.
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This activity would be managed by the Management, Ethics and Social Responsibility Lead, and implemented with support from a cadre of 3 highly skilled business consultants with demonstrated track records in the media sector management. The program curriculum will draw on ICFJ’s extensive international experience in the field of media management training, including making use of online training materials previously developed by ICFJ management fellows. The program would be developed in close collaboration with the Access to Finance Priority Area advisors and Program Lead, in order to foster shared objectives and to ensure that organizations participate with a goal of ultimately being considered for financing opportunities.
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