Top media players from around the region are converging in Kigali for the 5th Media Dialogue, which is expected to help make sense of the real challenges facing the country’s media sector with view to devising appropriate solutions.

The media industry in Rwanda has had a troubled history. Like most of the other sectors, it is still trying to find its footing.

Since the 1994 Genocide against the Tutsi, in which the media played a tragic role, the industry has evolved, and understandably the road has been bumpy.

But today one can see light at the end of the tunnel. The overall media environment, and particularly the legal framework, has never been friendlier. The recently enacted Access to Information Act, the first of its kind in Rwanda; the Media Law; and the Self-Regulation Mechanism present an unprecedented opportunity to media players to take the sector to the next level.

A couple of challenges do exist. And to overcome them, the media will need a great deal of goodwill from other players, including the government, academia, and businesses.

Despite the opportunities that come with the recent media reforms and the growth of the private sector, there is still a general reluctance to invest in the Fourth Estate. Limited skills among practitioners is another major challenge.

These are critical issues that need urgent attention because they have a far-reaching effect on the sector.

They undermine the prospect for a vibrant and competitive media industry. In some cases, media workers have gone without pay for months. This directly impacts negatively on the quality of content, fuels unethical journalism, and in some cases failure to publish or closure altogether.

Participants at the media dialogue need to genuinely dissect these challenges and draw a roadmap, with clear indicators and tasks to specific actors.

We must be in position to see a difference when the next media dialogue is convened.

Most importantly, media managers and practitioners need to uphold professionalism. A good product sells itself. There can never be justification for such unethical practices as blackmail, extortion and slur.

Journalism is not a short-cut to wealth.

Like any other commercial undertaking, journalism runs on business principles. When you observe the tenets for business you succeed in it.

And, like any other business, reputation is a critical strategic asset for media organisations.