Prime Minister Anastase Murekezi has called on the continent’s media houses to come up with concrete ideas on how African media can become more authoritative on issues concerning the continent. 

The premier, who was opening a three-day regional conference on digital media technology in Kigali, yesterday, said while digital migration continues to experience smooth transition with the availability information and communication technology infrastructure, the broadcast media sector in Rwanda and across Africa in general still faces many challenges, especially in contextualising African content.

"For instance, here in Rwanda, the increase in the number of TV stations has not sufficiently translated into high quality content for the viewers,” he said.

"Quite often, the audience is fed with foreign soaps and news as if, we in Africa, lack our own stories to tell.

African media organisations, investors and practitioners need to come in and fix this African problem.”

The meeting, dubbed "The Third Africa and Digitalisation Conference and Public Media Alliance Regional Meeting for Africa,” attracted participants from 14 Southern African Development Community (SADC) countries and three member states of the East African Community (EAC); Kenya, Uganda and Rwanda.

It is being held under the theme, "Opportunities for Africa Beyond the Digital Deadline.”

The conference is an initiative of South African Broadcasting Association (SABA), Public Media Alliance and is being hosted by Rwanda Broadcasting Agency (RBA) .

Participants are deliberating on how the broadcast sector can best leverage available infrastructure to be effective in disseminating information.

Murekezi said the forum provides a great opportunity for public broadcasters and governments to explore ways to maximise the dividends presented by digital broadcasting.

"Although there have been many conferences and speeches on the need for Africa’s voice to be heard on the international scene, the results are not yet satisfactory. African media should and must tell Africa’s stories. You must come up with concrete ideas on how the African content can become a reality, not only to our local screens, but also in the international media,” the Premier urged participants.

"Africa is not about disease, despair and disaster. Africa is about the progress made in expanding our markets through regional integration; it is about the progress made in advancement of good macro-economic policies that are reducing poverty levels. It is about the investments we are making in ICT, and the good tourism attractions we have. Yet, it is a pity that we often don’t see these stories. The onus is on us to change this narrative and it begins today, not tomorrow,” Murekezi said.

Elle Nanuses, the secretary-general of SABA, was optimistic that the meeting would set the pace for the future of media content from the African continent.

Clement Mshana, the acting president of SABA, said media fraternity in Africa should also ensure that the stories told are aimed at bringing peace and harmony.

His comments were echoed by Sally-Ann Wilson, the chief executive of Public Media Alliance, who said that the public broadcasting is changing but the future lies in becoming effective multimedia organisations.

"There is need to remain professional and tell true stories,” Wilson said.

The Public Media Alliance, formerly known as Commonwealth Broadcasting Association, is the largest association in the world of public broadcasters with 105 members in 56 countries across the world, including RBA.

Wilson said Africa was home of storytelling; however, good and high quality content remains a goal yet to be attained by African broadcasters.

RBA’s director-general Arthur Asiimwe said the meeting should ensure that the infrastructure available enriches the community by bringing modern television packaged local content.

"We should use this digital age to give Rwandans the right content. Our TV channels have to reflect the culture, transformation, and aspirations of the Rwandan people,” said Asiimwe.

editorial@newtimes.co.rw