Government Adspend: A Lifeline for Community Media
Government spending on communication is a crucial theme in discussions about the sustainability of community media.
State entities spend millions annually on public communication, with a long-standing promise to allocate 30% of these budgets to local and community media.
"I do not know how many years (it has been) that government has failed to legislate the 30% from GCIS that is supposed to come to platforms like ours. For as long as there is no intervention from national level, we can have all the sustainability plans we want, but implementation will be difficult."
A recent report by the Media Development and Diversity Agency (MDDA) proposed a "sustainability model" for the sector, emphasizing effective implementation of the 30% allocation.
Author's summary: Government adspend supports community media.