Representatives of African broadcasters say barriers to content sharing can be overcome through collaboration, arguing that existing agreements and bureaucratic processes should not stand in the way of cooperation.
Head of News and Current Affairs at the Namibian Broadcasting Corporation (NBC), Peter Denk, says memorandums of understanding often remain unimplemented, despite the need for formal agreements in corporate environments.
He believes broadcasters can still collaborate at an individual level, particularly through platforms such as the Russia-Africa Media Forum in Moscow, where content can be shared with less bureaucracy.
Denk cited Ruptly, a video news agency offering free footage and news materials to international media representatives attending the forum, as an example of opportunities to share African stories and advance the narrative of “Africa on the move”.
Sebastian Maganga, Head of Content at Tanzania’s Clouds Media Group, agrees that while broadcasters face policy limitations, content sharing is possible when material is relevant to different African markets.
He says successful collaboration depends on similarities in product type, quality and value, warning that African broadcasters are competing in an increasingly intense content market.
“As much as we are producing content in Africa, Africa also receives content from different places across different nations, and we have to admit that some of these places are highly resourceful in terms of financial resources and technology,” Maganga says.
He believes greater cooperation and a shared understanding among broadcasters could help address these disparities.
Emmanuel Munyarukumkumbuzi of Rwanda Television Channel says content production is expensive, making it even more costly when broadcasters fail to share material across the continent.
He argues that greater exposure to other African countries through media content can encourage tourism, investment, educational opportunities and employment across borders.
Munyarukumkumbuzi adds that most African broadcasters have relatively few restrictions preventing them from showcasing other African countries.
Managing Director of the Kenya Broadcasting Corporation, Agnes Nguna, says the priority is not another declaration, but a practical system for exchanging content.
African media organisations, she says, need a reliable pipeline with clear rights, dependable deadlines and compelling stories that editors will be willing to use.
The media executives were speaking on the sidelines of the Russia-Africa Media Forum in Moscow, held alongside the third Russia-Africa Summit and Economic and Humanitarian Forum.
Report: Frances Shaahama
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