International media urged to rethink their behavior in Africa

BBC. International media are under pressure to report ethically in Africa

Foreign media could soon let local journalists run their African business. 

Participants in BBC’s Africa Media Debate held in Kenya’s Multimedia University in Nairobi yesterday urged international media to consider changing the way they conduct business in Africa. 

Themed on enhancing the relevance of international traditional media in the competitive Africa media market, the event attracted media audiences, practitioners, entrepreneurs and scholars drawn from diverse backgrounds. 

“African media has grown tremendously over the years. Nevertheless, the international media comes in handy in filling voids left by local media,” said Salim Amin, Chairman, A24 Media.  

He faulted the Kenyan media in its cautionary approach to the 2013 General Elections. These sentiments were common amongst the panelists and the audience. 

But there was a general feeling amongst participants that international media are not living to the expectations of the African media consumer. 

Foreign media are disadvantaged in telling the African story, according to Mohamed Adow, Aljazeera’s roving correspondent for Africa. 

“Journalists parachute into African countries they know very little about and send out half-baked truths about Africa,” he said.

Sentiments on foreign journalists being less objective and more inclined towards infusing policies of their home countries to Africa were common across the audience.

“The problem with international media is that they tell the African story from an opinionated position,” contended Tony Gachoka, a Kenyan media strategist. 

When told by locals, African stories assume the required empathy, a participant observed.

In addition, participants felt that stakes by media owners were significant in explaining the apparent antagonism between local and international media in Africa. 

Responding to these issues, Peter Horrocks, head of BBC World Service, accentuated that the organization was keen to ensuring that it continues serving the African media market. 

BBC’s Africa Media Debate comes at a time when the international media are facing stiff competition in the African market. Mushrooming of local media that resonate with the masses, for instance, drives foreign media to adjust their behavior. 

Starting 2014, BBC World Service will no longer receive funding from the government. Instead, it will depend on proceeds from license fees.


With increased need for accountability, BBC needs to increase its relevance in global markets.