Disability is not Inability

:: KTN and KBC top on local television, radio content

By Jason Nyantino

In a recent address to the winners of the schools and colleges drama festivals, President Kibaki, urged television and radio to increase local content.

He asked them to take advantage of the talent that the youth had displayed during the festival. A couple of years ago, then Information and Communications minister Mr Raphael Tuju directed that at least 20 per cent of electronic media content be Kenyan.

What is local content?

The media vilified him, citing liberal market trends that favour foreign programmes. Subsequently, the matter was dropped without much reflection. Now that none other than the President has revisited the matter, time has come for the issue to be discussed with a view to finding the way forward. The two million dollar questions are: What exactly constitutes local content and how much should be aired on radio and television?

Local content has been defined as that produced under the creative control of a country’s nationals. This definition has raised controversy, particularly over what type and quality of programming qualifies as local and how creative control can be measured.

Canada, South Africa and Tanzania have specified how much editorial control the locals wield, what parts they play in drama and film, where the money comes from and how much of it is spent locally. They have also identified where production and post-production are done, among other things, as key criteria determining what local content is.

Kenya has some catching up to do. It has been controversial whether the emphasis ought to be on geographical or cultural boundaries. This is made more complex by current trends towards regional integration. But then, how much local content do we want on TV and radio?

In Canada, France, Nigeria, South Africa and Tanzania, governments have taken steps to safeguard and promote local productions. This has been done via incentives to producers and broadcasters willing to invest in local content. Another approach has been to institute local content quotas for some or all stations.

Business sense vs development sense

It is indisputable that most media houses air foreign content on TV and radio, and justify this with the argument that the viewer wants it. They add that without this, they would not raise revenue! From their perspective, it makes good business sense. But this is discounted by the fact that some local programmes, have an overwhelming audience and, by extension, advertisers.

KTN leads the pack with an array of popular programmes such as Newsline, Enterprise Kenya and Business Weekly, among others. The national broadcaster, Kenya Broadcasting Corporation, is also on the right track. It has innovative programmes such as Vitimbi, Vioja Mahakamani, Tazama and Kivunja Mbavu.

However, more needs to be done. The emerging culture where Kenyans are more willing to watch or listen to their own needs to send the media back to the drawing board in creating quality programmes by Kenyans for Kenyans. This would spur new national thinking and consciousness.

Renowned writer Ngugi wa Thiong’o says ‘a nation that loses its memory is in danger of losing its soul’. But the more Kenyans see themselves on TV and listen to themselves on radio, the more they retain their national memory and review their socio-economic strategies. This makes development sense!

In any case, content quotas are designed to boost local television and radio production, a business that has been successful in other countries. In Australia, for instance, local content quotas introduced in the 1950s have ensured a growing production industry and audience, translating into a viable international film and television industry.

The media have not responded comprehensively to what the President said. Questions abound why Tuju’s earlier directive was not taken seriously. Maybe the minister should have marketed the idea to the media on the socio-economic and political advantages of more local content on TV and radio instead of issuing a decree.

This is what makes the President’s approach more promising because his is a plea and those concerned should acknowledge the contribution local programmes make to national development.

For instance, they provide a forum for identifying and developing talent, which would not only provide quality and relevant programmes, but also be a marketing tool at the global scene. A good example is the multi-billion US Hollywood story, which moves the American economy.

Local productions provide jobs and boost economic development. Hundreds of Kenyans produce a few local programmes, but more people could benefit with more productions. Local TV and radio programmes boost national consciousness. The economy is growing, but it could do so faster through local TV and radio productions. The Government should give tax breaks on production equipment and other materials, invest in the local culture, encourage co-production between foreigners and locals or strengthen distribution.

The writer is a producer with Media Development in Africa, an NGO that produces local programmes.

Source: Standard Online
Thursday May 10, 2007

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