Media Council of Kenya (MCK) CEO Mr David Omwoyo has underscored the critical place of regulation in ensuring a sustainable media environment.
Mr Omwoyo says that regulation provides a structure that ensures application of standards which offer a predictable field for all players in the media sector.
“A well-designed media regulation is vital for building a sustainable and independent media as it promotes social cohesion and diversity. By providing guidelines and standards, it will then provide a predictable environment for media start up and ensure their long-term viability”, said Mr Omwoyo while at the Sustainable Journalism in Practice Conference held at the Aga Khan University Graduate School of Media and Communications.
Mr Omwoyo further said regulation remains a critical actor in the media ecosystem for protection of all players in the media industry which has grown due to technological advances.
He stressed the need for protection of intellectual property, terming it as a disaster in waiting especially for the original content producers.
“ The reality on the ground is that media houses spend money to create content yet they do not gain from it. There is need for attribution as this will ensure that the original content producer is also paid for the story. This will then create an ecosystem for shared resources”, he said.
Mr Omwoyo emphasised the need for consumer protection and urged media houses to be story-centric in order to cater for their consumer needs.
“Media houses have to take into consideration the needs of their consumers to ensure that they are provided with credible, accurate and timely information. This can help build trust in media start-ups and increase their credibility with audiences”, noted Mr Omwoyo.
Media Complaints Commission Commissioner and Associate Professor and the Interim Dean at AKUSMC Prof. Nancy Booker highlighted the seriousness of media viability in the face of regulation.
“Media viability produces quality journalism in a financially sustainable way. The success of this depends on the regulatory framework on which the media house is operating in”, she said.
She noted that media viability observes six strategies for media houses to adopt to be able to provide financial and technical assistance.
She asked media houses to try different models and accommodate those that work for them before moving on to others.
Nation Media Group Editorial Director, Mr Joe Ageyo said that the behaviour shift which has been advanced by technology has made it necessary for the industry to adopt models that are user-centric to ensure that they give value to their consumers while at the same time guaranteeing sustainability for the media house.
The sentiments were echoed by The New Times Managing Editor Mr James Muyaneza who implored media houses to conduct research, engage in strategic partnerships and undertake internal restructuring aimed at attaining sustainability.