The World Bank is seeking for media partnership in development in an effort to eradicate poverty on continent.

 The call was made by the World Bank Vice President for the Africa Region, Obiageli Ezekwesili, during a video conference a under the theme "The Role of the Media in Development”, that brings together 26 African countries.

 Ezekwesili said there is need for media practitioners to actively be involved in different studies to enhance quality public debate.

 "Media involvement in development is critical and a key voice for constructive debate, a debate that would determine what works and what doesn’t work for the public,” she said.

 The partnership between media and the World Bank comes after the bank produced Africa’s strategic plan that focused on two pillars that include competitiveness and employment.

The bank has been identified to partner with African civil society, governments, private sector and universities.

Subsequently, last week, a similar video conference was held bringing together all African civil society and Think Tanks to garner their views on how they wish to partner with the bank.

Under private sector, the priority will be media and Think Tanks, who will interpret messages and develop sound and evidence based policies respectively.

"I am really interested to know how World Bank can partner with media to play the fullness role that is urgent for economic growth,” she said.

Ezekwesili is optimistic that once the media is capable of holding institutions accountable, creating the basis of public opinion will lead the direction of policy makers.

Some of the challenges raised by African media practitioners evolved around lack of capacity, both financial and skills capability and access to quality information held by public offices.

The implementation of a 10-year strategic plan will be implemented through cooperation and integration at the regional level. The approach is said to offer the prospect of larger scale and lower costs on the provision of infrastructure.

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