Last month the mass media marketplace became more competitive. The issuance of three national radio licences has given a new complexion to the broadcasting terrain. It has been a long haul to the National Broadcasting Board's decision to award national licences to Gabz FM, Yarona FM and Duma FM. The foundation though was laid eight years ago when the first private broadcasting licences were issued. Back then the beneficiaries were the same Gabz Fm and Yarona Fm to operate regional stations. Previously broadcasting had been the exclusive preserve of the state. As commentators have acknowledged, the lightning rod that sparked the process of broadcasting liberalisation was Patrick Gunda who brought action against the government for its refusal to grant him a licence to operate Radio Gaga. The position of government was that it lacked the enabling legislation to issue broadcasting authority. The subsequent court ruling, however, pronounced it unconstitutional for citizens to be denied private broadcasting licenses. This led to the enactment of the Telecommunications Act of 1996, which provided for the establishment of the Botswana Telecommunications Authority.
It then fell on the BTA to licence Gabz Fm and Yarona Fm. Subsequently, the Broadcasting Act was enacted in 1999 and created the National Broadcasting Board (NBB), which is now presiding over the latest wave of liberalisation. The new licences mean that for the first time in the domestic broadcasting sector, private entities will be able to broadcast nationally. The action of the NBB is historic, and means the monopoly of the state over the national airwaves has ended. This is a remarkable development because radio is the most influential medium of mass communication in the developing world. Even then, challenges lie ahead. It is still early days to determine if they will fulfil the demands of national coverage. But the new players are expected to provide an additional platform for diverse voices and cultural products. Although Gabz FM and and Yarona FM have experience as regional broadcasters, it remains to be seen if a national audience will be as receptive to their content.
All three stations have their work cut out when factors such as the cost of the infrastructure to roll out nationally are taken into account. But the most critical question facing the entrants is whether the local advertising pie is large enough to support three new national broadcasters. It must be noted that besides the lofty ideals of providing a diversity of voices, commercial broadcasters exist primarily to turn a profit.
Unlike the state broadcaster, which is largely funded by government grants, the sole source of revenue for private broadcasters is advertising. But advertising follows audiences. With three stations to choose from, an advertising market which is largely homogenous, only the radio station with the most creative and appealing content will attract the listening public. The advertising imperative means the three stations will primarily cater for the urban and peri-urban audience. In terms of content, the popular format followed by FM stations is to offer talk radio involving studio discussions, phone-ins, political issues plus entertainment and music. Expressed differently therefore, the relationship between the three stations is going to be defined by fierce competition for advertisers and audiences. Another challenge will be local content. Existing broadcasting regulations recommend a quota of 40%. Although artists and producers hope the three stations will promote their cultural products such as music, this quota is inclusive of all programming. There is ambiguity regarding the amount of local music to be played. Imposing quotas for music is a controversial subject the world over.
In some quarters it is viewed as pandering to the interests of producers and artists without regard to the quality of output. Listeners tend to vote with their dial and switch to foreign stations if they are force-fed what they perceive to be mediocre local recordings. In any case, the NBB has not demonstrated it can monitor the quota obligation it stipulates to broadcasters. Another challenge is that in a climate of intense competition, broadcasters have been known to test the parameters of acceptable content. Without stifling creativity, the existing regulations must be able to enforce ethics and adherence to standards of broadcasting. Commercial radio must not become a theatre for divisive and extremist views.
Because radio provides a public sphere for the contestation of political issues, accusations of bias and unfair reporting will be commonplace. It remains to be seen how the new stations will handle such grievances, legitimate or otherwise. But all things considered, the three stations are set to create more economic opportunities and unearth new talent. Their arrival on the national stage is a development that will promote media pluralism and deepen diversity of expression in a democratic society.
