Saba pioneering a peer review system for African Public Broadcasters Guy Berger 4-5 December, 2006

Maputo Bdcast Reform Initiative 14 – 16 August 2006: Attention should be given towards establishing an African Public Broadcasting Peer Review Mechanism (APB-PRM), This mechanism should be voluntary and with criteria and review team based on consensus amongst those public broadcasters that sign up.

Maputo Bdcast Reform Initiative The process would, like the APRM, proceed with a national self-assessment that would draw in stakeholders like parliamentarians, NGOs, governments, public broadcasting bodies and journalists.

SABA AGM September , Maputo Endorsement of proposal. An Opportunity to address Weaknesses & Enhance Strengths. = A flagship SABA project?

STAY TUNED 1.Emulating the APRM 2.Why’s and wherefore’s 3.How to handle 4.By whom? 5.Anticipating objections and risks 6.So what?

1 Africa & APRM

APRM: African self-monitoring mechanism APRM agreed by Nepad Hds of State, Voluntary : Almost half Africa signed up. Self-assessment with stakeholders, & by emanent Africans. Process is independent and professional. Produces a public report plus recommendations for improvements.

APRM: where’s its value? Accepts different baselines as starting points. Not “1 size = all”. Identifies areas for strengthening. Promotes best practice. Good for public credibility. Can be used to persuade development partners to support recommendations. Builds African unity and pride.

Significance in context Transition from GBS to PBS Challenges of: – Commercialisation: hits & misses – Competition: Spectre of East Europe scenario – Costs of digital migration Ongoing needs for PSB – democratic role (impartial), languages, health, imaging the continent.

2 Why an APRM for PBSs?

Agree on these things A Peer Review Mechanism would set out clear & agreed standards for PBS in African conditions. A technical process to assess participating broadcasters in relation to these standards. NOT a beauty contest to be the best. It is not a defensive cartel by competing players, but an honest sharing by peers seeking progress;.

3 Here’s how: Generic points Broadcasters PBS African PBS

GENERIC: Drawing from APRM Good Corporate Governance principles and indicators Quality management standards

1- Are there job descriptions in place for all the personnel? 2- Is there a formal system in place for the yearly evaluation of performance? 3- Is the training of the personnel well adapted to the needs? Self- Assessment Tool Human Resources (sample) Not At All /Never Small / Sometimes Strong / Often Very Strong / Always

BROADCASTING: Certimedia These standards do not judge actual content but what lies behind the output – i.e. a broadcaster’s systems and processes. How each broadcaster organises itself to meet the standards of such systems is not prescribed = avoids one size fits all.

It measures how you meet: Universal access; Audience & citizen participation ; Avoidance of one-sided reporting and programming in regard to religion, politics, culture, race and gender. Existence of an editorial charter and codes for programmes, advertising & ethics. Etc.

TOTAL SOUTH AFRICA Quality of Information Users Providers Experts 1- Social Relevance 6- Diversity of Contents 3- Audience Satisfaction 5- Proximity to Cultural Identities 7- Accessibility to the Media 8- Competence of Broadcaster Staff 11- Ethics & Policies 4- Independence & Transparency 13- Participation & Interactivity 9- Vision, Values, Mission 10- Creation & Innovation 12- Corporate Social Investment

10- Quality of Contents 7- Quality of Information 9- Diversity of Contents 8- Social Relevance 15- World Perspective 21- Quality of Equipment 17- Corporate Social Investment 20- Women Empowerment 19- Programmes Scheduling 18- Religion 16- Competence of Staff 11- Citizen Empowerment 12- Education 13- Participation & Interactivity 14- Pluralism Some Certimedia indicators 1- Independence & Transparency 6- Innovation & Creation 3- Minority Representation & Proximity 5- Accessibility to the Media 2- Ethics & Policies 4- Audience Satisfaction

PBS: International Bench-marking (8 countries ) KPIs comparable across each broadcaster; 4 categories of benchmarks for broadcast: –Quality –Distinctiveness –Efficiency –Universality

ABC performance irt the International Benchmarking Group.

AFRICAN PBSs A peer review is not : a certification system, or a benchmarking. But it can profitably draw from these. Need to add African specifics: –Contribution to languages –HiV-Aids policies –Xenophobia policies –Educative-developmental –Training and tech policies

And refer to African Standards African Charter on Freedom of Expression; African Charter on Broadcasting; SADC election standards (& Misa-SABA declaration) And: prioritise for a manageable system.

4 By whom?

Structures modelled on APRM 1.Participating SABA broadcasters constitute selves as PR Forum → 2.Appoint PR Panel of eminent persons. 3.→ Country review teams set up by Panel 4.Secretariat 5.Each broadcaster sets up a self- assessment committee.

eg. BBC self- assessment cttee

Stages modelled on APRM 1.Panel appointed, drafts criteria → 2.Criteria amended & adopted by Forum. 3.Panel appoints country team (CT). 4.Broadcaster does self-assessment with stakeholders, report goes to CT. 5.→ CT then does independent review. 6.CT report goes to Panel; → Panel adds recommendations → goes to Forum. 7.Final report made public.

5 “no!” & “what if”

Possible problems Objections –“this is outside interference” –“national bias is likely” –“we don’t want criticism” –“we have something to hide” Responses: –Good faith needed –Bona fides of SABA –Rise to an opportunity.

6 So what?

Historic chance A unique & credible process. Can be global leader for transitions. Homegrown definitions & control. Help identify how to deal with challenges of new environment of pluralism, etc. Enabling rather than prescriptive. Helps mobilise resources for progress.

Headlines 1.Capitalising on the APRM. 2.Value of PR irt SABA’s context. 3.How: levels of criteria – generic, etc. 4.5 Structures, 7 stages. 5.Concerns and fears. 6.A real opportunity. Thank you