I recently saw a very simulating programme on the relevance, importance and contribution of community-based media in today’s society on television which I am sure corporate media moguls are forced to contend with.
My interpretation of community-based media be it in the sphere of print, radio or television is that they produce local content and demographics which is of interest to specific groups of societies in designated geographical locations. In the case of the print medium, there is the added bonus of the newspaper being delivered to your doorstep free of charge.
Chatsworth is home to two leading brands who both boast a circulation of over 50 000, The Rising Sun from the Caxton stable and the Chatsworth Tabloid from the Tabloid Newspaper group. These have become a part of life for our people, from bargain-hunting housewives, to irritable husband’s looking for special deals at their favourite liquor outlets. Job seekers and home hunters too, seek out their pages for opportunities. Letters to the editor are published which serves as a catalyst for robust and constructive debate. Tempers flare in households who don’t receive a timely dose, it is all part of a weekly sabbatical.
In a world full of space constraints, editors work on inches, columns and the number of words. These publications depend solely on advertising to get the product cost-free to households. For advertisers, it means reaching their target markets with brand growth, increased sales and profit margins. Both these competitors pride themselves with quality print, editorial excellence and an efficient distribution network. While religious and political leanings are hidden discerningly, there is quite a fair amount of transparency and responsible journalism.
When this ambitious and innovative plan came into action over thirty years ago, little did we know that its birth was going to be a bandit for the media-age and has turned out to be engrossing and multi-generational. Mainstream media in South Africa has come under the spotlight recently with lots and lots of journalistic manqué’ at play.
While some investigating journalists have done truly amazing jobs with aggressive research and skulduggery, unearthing the wrongs of our politicians, others have been hauled over the coals for exaggerated and irresponsible reporting based on conjecture, innuendo and scuttlebutt, like the story concerning the woman who allegedly gave birth to 10 babies.
Local radio stations like Hindvani and Al Ansaar also get a community thumbs up. Emotion is what makes a radio station or newspaper great, from how your employees truly want to come to work by making them feel empowered, to how your listeners and readers emotionally connect with your brand. In any work environment there should be established benchmarks for professionalism.
For decades now, community media has proved to be a big hit with communities and societies overseas. They penetrate the heart and soul of ordinary citizens, bringing betterment and upliftment to the lives of denizens. It is hoped that the same is happening here in SA.
Kevin Govender
