AS you read your copy of Muslim Views during Ramadan, and as you listen to your favourite Muslim radio station, I want you to sit back and reflect as to how the newspaper arrived in your hands, and as to how the radio got to your ears.
If you weren’t an advertiser or sponsor, you probably paid for nothing. SABC licence fees are for the SABC only, and Muslim Views is distributed free of charge.
In other words, you are the recipient of a freebie. Without contributing one cent, you have a dedicated community monthly newspaper and a radio station at your beck-and-call 24-7.
Admittedly, our media outlets have been social institutions more than corporations with corporate interests. But – and this is the question right now – can they run on fresh air forever?
With shrinking ad-spend and steeply rising running costs, the hard truth is that Muslim community media in South Africa – the most vibrant in the sub-continent – is under huge threat.
Given burgeoning price rises for things such as transport, electricity and food – it’s my harsh prediction that Muslim Views, Voice of the Cape (and Radio 786) will struggle to survive the next five years, let alone the next decade, without serious losses in revenue.
Recent political trends have not been kind either: this is because our community media will be the most vulnerable to the sinister Protection of Information Bill.
Then there is the issue that community media is also forced to pay commercial rates for broadcast signals and other basic services – in fact, everything that it does.
The market-place makes no distinctions, and our media opposition are the mainstream outlets. Our radio stations and newspapers are fruits of democracy, yes, but its bosses have to fight to water the orchard.
Proudly independent, but solely reliant on the open-handedness of generous advertisers, Islamic media survival is testimony to behind-the-scenes tenacity, gritty management and the dedication of its workers.
It’s been a service that has energised, informed and educated the community. It has exposed injustice, reported on history and been part of history – and in the case of Muslim Views, is one of the longest surviving “alternative” media outlets in the country.
Our radio stations – their shared frequencies a broadcasting anomaly – have made massive strides, but without the tools – human resources, technical and training – it will be difficult to progress further.
The biggest problem, by far, is seeing to human resources, the most costly part of any enterprise.
And therein lies the rub: if one can’t afford competitive salaries, or at least – decent wages – it’s difficult to maintain a core of professionals to keep the wheels turning. Staff turnover rockets and productivity suffers, as each time people have to be trained.
These are the stark realities that a community media manager has to face.
And in the post 9/11 era I’m sure nobody needs a reminder of what a critical role dedicated Muslim media has to play. We’re in a position to report on a world view that doesn’t always get good press.
But the situation becomes a lot more serious when one begins to realise that, as budgets shrink, our community media will not be able to offer people the prospect of careers any more. Unable to support themselves, or their families, the professionals will be forced to move on.
This means that standards will drop, and with no experienced people to deal with sensitive issues – potential PR disasters loom for the local Muslim ummah.
I’ve been a “professional” in this milieu for more than 20 years (40 years experience in media and education) and have, unfortunately, reached a dead-end. And when I say this, I say it with all respect: I’m not pointing at anybody’s manager or trustee, but a situation.
Working proudly as a Muslim journalist I’ve won national and international awards, most of them in the name of Muslim Views, or Voice of the Cape. But today, it deeply distresses me that I have to admit defeat.
I’ve enjoyed it, loved every minute of the job, and given it my all – but the thought of the very real burdens that my family has had to carry with me, haunts my conscience. For how much longer can I subject them to it?
I know that I’m not alone in my sentiments, and I hope that as you listen to the radio, or page through Muslim Views, that you appreciate all those who’ve made the sacrifices.
im with you on this . i differ on the ad spend etc . muslim media and more specifically radio is not developing with market trends and listener needs . if voc and 786 were doing what they were supposed to why do you find that national satellite stations have a large amount of sponsors and subscribers. i feel that the radio stations are stuck in an era where they are just good enough for the 5 awqaat and ramadaan . furthermore they stagnate on program content and presentation style with every piece of content being a interview. muslim media must compete with 5fm and primedia and not with each other as is the case . The western cape needs a relook on itsmuslim radios and my personal opinion is that one goal must be set for it . To be a broadcaster . Not a welfare or a social club
ReplyDeleteHow do we rid ourselves of our 'fard kifayah' mentality? I only had the chance to read this blog now, and am deeply saddened at the real plight outlined by Shafiq. How do we get ourselves to think strategically as a community? for years I didnt bother about the media as I was satisfied that professional people like Shafiq were involved and looking after it. ( is still dont listen to the radio except perhaps if I cant physically get to a jumuah on a friday) Thousands of people are like me- and are guilty of this fard kifayah mentality.
ReplyDeleteIt is however time that we mobilise and use all our excellent resources. Isnt it striking that no matter which state dept, corporation etc we enter, we find a muslim present? This is a remarkable resource, and we havent tapped into it.
HELP!!! muslims need a strat plan
It's the same everywhere these days Brother Shafiq. I think the main problem is the government and their economic policies that has placed you and so many of us in this kind of predicament. So many people have to choose between feeding their families and servicing the community. A choice this community doesn't make easy because very often community workers are expected to work for free or for next to nothing. They do the most important work but have the least financial stability or very often are unable to feed their families and so are forced to vacate their roles as community workers, a position they love, in favor of a job that pays more. Unfortunately, very often the job that pays more is also the job that only enriches already rich people. The problems are far reaching and the reforms would have to be drastic. The heart of the problem, in my opinion, is greed. I recall reading Ghandi as saying that there is enough in the world for everyone but not enough for one greedy person. What we have is a handful of greedy people spending their money on useless things for their entertainment and then a majority of people that are almost dead. Allah has blessed the Muslims with wealth (or maybe it has become a curse) and so there is really no need for institutions like these to suffer. If a lot of us who live it large are prepared to live a slightly meeker lifestyle I'm sure not one single Muslim person or organization that is doing a good service would suffer sustainability issues. My parents always said to us food enough for one is enough for two.
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