Sport and Media are bedfellows

World over, Media can do without sport but sport can’t without the Media! Yet, when the two work hand-in-hand in a well balanced approach, the end product can only get better. The Sport and Media industries have grown to become immensely influential and can be said to be one of the world largest industries. Media companies and journalists have a central role to play in the way sport impacts on the lives of its consumers and the other way round, that’ why with such a state of affairs, media practitioners ought to be treated with high regard—but don’t tell that to anyone in this country! Sport and the Media must surely be the most potent combination of forces amongst the key actors in making the world a better place for each one of us—nothing brings people of different walks, races, skin colour, location name it together the way sport does. The two autonomous industries have a unique appeal as the premier global content with media as the premier partner for sport, and a result of this alliance applied to the world’s most attractive activity, can pull enormous audiences, huge economic influence and power into societies. If conducted openly, responsibly and in the public good, it also brings immense potential for helping create in the long-term a healthier, understanding, inclusive and stable world. Yet, the world of media and sport is full of ifs. Sport has risen to become one of the worlds leading and most powerful industries, but what are the implications for society which is increasingly concerned with only the financial aspect of every the other involvement? Amateurish relationships This being an extensive topic, I would like to confine this discussion on what is actually happening in our own backyard in regard to the relationship between the local media and sport, with football as the case study. Joining the journalism business can only be compared to joining the army. The two are no-go zones for the faint hearted, which is why the work done and those who do it should never be taken for granted by every Tom and Dick. But it hurts, really pains to the borne when fully accredited local sports journalists are not treated with the value they probably deserve. Where have you heard a gate-man or ticket collector at the entrance refusing a certified journalist access to the stadium to cover a local football match simply because the two don’t seem to know each individually? Unfortunately, that’s what’s happening on the ground and you can only feel sorry for the victim, who in this case is the journalist. I’ve personally been a victim of such amateurish relationship with almost all those daft chaps. Who gives these blokes the power to choose which journalist should have free access and who should not? Where do they get the courage to interrogate a professional journalist while on duty? Who employs these guys, some of whom even can’t write their own names properly leave alone read what’s written on a press card? If you’re a local sports journalist, to enjoy unconditional access to local football matches especially those involving Rayon Sport and Kiyovu, you must be working for a certain radio station and you host a sports program in Kinyarwanda or work for the government’s Orinfor—anything else, including your The New Times, you’re out of the equation. It’s that low! And that leads me to the question, what is the role of the professional journalist on the front line of these immense short-comings interfacing with not only sports but also politics? And how could the media be a force for good in sports development in societies like ours? Do something or… For so long, local sports journalists championed by this columnist have complained to the concerned authorities (Ferwafa and clubs) about the persistent, at times systematic and deliberate mode of conduct employed by these ill-mannered ticket collectors but all in vain. Fine, because local clubs depend solely on match-day gate revenues for survival, they’ll give all kinds of reasons for wanting everyone to pay to watch their boring football but in the case of the journalists, a common ground that fits all parties must be forged if we’re going to avoid having to deal with a frosty relationship between ostensibly two bedfellows or they’re born to be. Which, again leads to another question, should accredited journalists pay to cover local sports events in this case football matches or should the event organizers pay the journalist to have their events covered? This is a quite a sensitive topic and I’d like to know what you think and as always, you know where to find me…. Contact: nku78@yahoo.com