5th National Dialogue Report

THE 5TH ANNUAL NATIONAL DIALOGUE ON MEDIA
DEVELOPMENT
Theme:
A reformed media: Building Capacities to Exploit Opportunities
11 & 12th December, 2013
Media High Council

P.O. Box 6929, Kigali Rwanda
Phone: +250 252 570 333/4
E-mail: info@mhc.gov.rw
Website: www.mhc.gov.rw
All rights reserved. No part of this publication may be reproduced in any form or by any means
without the written prior permission of the MHC
Contents
EXECUTIVE SUMMARY ...................................................................................................................................................................1
BACKGROUND .....................................................................................................................................................................................1
OBJECTIVE .............................................................................................................................................................................................2
SPECIFIC OBJECTIVES:.......................................................................................................................... 2
PARTICIPANTS ..................................................................................................................................... 2
OFFICIAL OPENING CEREMONY................................................................................................................................................3
OPENING SPEECH: CHIEF GUEST, HON. JAMES MUSONI, MINISTER OF LOCAL GOVERNMENT,
REPUBLIC OF RWANDA ....................................................................................................................... 3
OPENING REMARKS BY MR. LAMIN MANNEH, UN COORDINATOR & UNDP RESIDENT
REPRESENTATIVE ................................................................................................................................ 6
SPEECH BY MR. PEACEMEKER MBUNGIRAMIHIGO, EXECUTIVE SECRETARY, MEDIA HIGH COUNCIL .. 7
SPEECH BY MR. COLLIN HABA, MD NEW TIMES NEWSPAPER AND ASSOCIATION OF RWANDA
JOURNALISTS ...................................................................................................................................... 9
DAY 1 .....................................................................................................................................................................................................11
SESSON 1: PROFITABILITY OF THE MEDIA SECTOR: KEY TO ENHANCING PROFESSIONALISM .......11
PANELLISTS REMARKS:..................................................................................................................... 11
SESSION DISCUSSIONS ...................................................................................................................... 13
SESSION RESOLUTIONS ..................................................................................................................... 14
PANEL PRESENTATIONS .................................................................................................................... 16
SESSON 2: EFFECTIVE ENFORCEMENT OF ETHICAL STANDARDS IN MEDIA: THE ROLE OF THE
MEDIA SELF REGULATORY BODY .........................................................................................................................................23
DAY 2 .....................................................................................................................................................................................................28
SESSION 1: AFRICAN STORY AND INFORMED BY AFRICANS ................................................................................28
SESSION 2: POSITIONING RWANDA AS A BUSINESS AND INVESTMENT DESTINATION IN THE
MEDIA SECTOR ................................................................................................................................................................................42
APPENDIX: CONFERENCE PROGRAMME...........................................................................................................................56
EXECUTIVE SUMMARY
BACKGROUND
The Media High Council (MHC) has since 2009 held an annual national dialogue on media
development, bringing together media owners, experts and other stakeholders. The objective
of this event has been to share scientific knowledge and practical experiences on media-related
aspects, leaving viable recommendations that have contributed to advancing the media sector
in Rwanda.
The 2009 media dialogue was a curtain raiser and provided a foundation on which the dialogue
events in 2010, 2011 and 2012 were based. All the four dialogues, so far held, have made policy
recommendations and proposed strategies meant to build the capacity of the media sector and
to foster its development in Rwanda for the purpose of attaining the stated objectives of the
Rwanda Media policy.
Most of the legal and institutional media reforms that have successfully been implemented in
the Rwandan Media Sector emanated from the recommendations made during these
dialogues. As reflected in those reforms, a lot of challenges that cripple the medias ability to
fulfil its desired role of deepening democracy and accountable governance as a fourth estate
persist.
Some of the challenges relate to the profitability and professionalism of the media sector;
which needs to be improved, enforcement of ethical standards and the challenge of
adaptability to available opportunities such as technological changes brought about by the
digital revolution, among others. The low level of private sector investment in the sector has
also been seen as a contributor to those challenges.
Against this backdrop, the MHC in partnership with the Rwanda Governance Board (RGB), the
Association of Rwandan Journalists (ARJ), the Rwanda Media Commission (RMC - a media self
regulatory body) and the United Nations organised the 5th Annual National Dialogue on Media
Development that was held on 11th and 12th of December 2013 at the Serena Hotel, Kigali. The
Dialogue was themed: A reformed media: Building Capacities to Exploit Opportunities.
Along with celebrating the various success stories of media reforms in Rwanda, the 5 th Annual
National Dialogue on Media Development sought to provide a platform for local and
international participants to share and recommend the possible home-grown solutions to
address the challenges and also harness opportunities in Rwandan media. The event also
culminated in an award ceremony during which high performing journalists received accolades
in accordance to the terms and conditions set by the Rwandan media fraternity.
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OBJECTIVE
The overall objective of the 5th Annual National Dialogue on Media Development was to
provide a platform for open debate and knowledge sharing towards finding possible homegrown solutions to address the specific and identified key challenges that still inhibit the quality
and performance of the media in Rwanda; and also open up to opportunities brought about by
media reforms and shared infrastructure to attract investment flow of private capital in the
sector.
SPECIFIC OBJECTIVES:
Professionalism and skills development as a key factor for a sustainable developed media in
Rwanda to be discussed by participants for effective strategies and
harmonised/coordinated efforts to support initiatives;
Experiences and appropriate approaches to mitigate the unethical conduct of media
practices by the media self regulatory body (Rwanda Media C) and other actors to be
shared;
The necessary actions to be taken towards improved working conditions of media
practitioners to be recommended;
Successful Rwandan media organs to share their success growth stories to inspire their
counterparts;
Media as a viable investment sector will be showcased. Towards this goal, the Dialogue on
media to recommend initiatives to sensitise and attract local and external private investors
to invest in media industry.
PARTICIPANTS
The event hosted about 200 people drawn from but not limited to: Central and local
government representatives; Representatives of Civil Society Organisations; Local, regional and
international media experts; Journalists and media institutions; Local media owners and
managers; Training and academic institutions in the media; Local business entrepreneurs and
others.
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OFFICIAL OPENING CER EMONY

OPENING SPEECH: CHIEF GUEST, HON. JAMES MUSONI, MINISTER OF LOCAL
GOVERNMENT, REPUBLIC OF RWANDA
Ambassadors and High Commissioners;

Esteemed Guests from outside Rwanda;
Distinguished Media Practitioners and Invitees;
Ladies and Gentlemen;
Good Morning,
It is my honour to welcome you to the 5th Annual National Dialogue on Media Development in Rwanda.
Special welcome goes to our esteemed guests from abroad. Feel free to extend your stay beyond the
Dialogue to have a good feel of the Rwandan hospitality.
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The theme of this years dialogue is a reformed media: Building Capacities to Exploit Opportunities.
This corresponds to what Government wishes to see as yields from the media sector.
Over time we have put in place strategic basic infrastructure, or facilitated the setting up of private
ones. For example University of Rwanda School of Journalism and Communication, the Catholic Institute
of Kabwayi School of Journalism and Communication and the recent addition by Mt. Kenya University of
their own School of Journalism. For this reason, now half the number of the over six hundred practising
journalists in the country have had university training.
The investment in training as many journalists as possible has been accompanied by the effort to
encourage investors to put their money in the sector. This is because we understand that training
people is not an end in itself. Job is complete when the graduates get employed, or at least hope to be.
To this end we have witnessed a surge in broadcast media investment. We think it is impressive for a
country with a geographic size of Rwanda and a population of just over 10 million to have 35 radio
stations. Only thirteen years ago this country still had just a single radio station, the formerly state
owned Radio Rwanda.
We know we can do better than only two local TV stations and two daily newspapers out of a total of
about 32. Having said that, the growth trend, even in these two areas is overly positive. Yet the most eye
catching leap has been with the internet based media. Where we had only Igihe.com and Inyarwanda as
the dual online publishers in 2009, just in four we Rwanda now has close to forty regular internet-based
news media outlets.
It goes without saying that the country is hugely benefiting from governments passion about ICT usage.
We have often adopted favourable policies on ICT as well as putting in place required infrastructure
such as the country-wide fibre optic network cable.
To consolidate the above mentioned gains, two and a half years ago government decided to embark on
an ambitious road to transform the media sector. On realizing that our media practitioners had among
them a sizable crop of enlightened elites, we decided it was time to empower them, thus the
introduction of media self-regulation. Government, with support from development partners is working
with practitioners to help them establish functioning systems and structures.
We also thought the post genocide administration had done tremendously well for the nation to the
extent it was figured out the main thing now was to get independent feedback from the people on how
our policies were transforming their lives. That was the idea behind the transformation of the state
broadcaster into a public broadcaster.
We privatized the two state newspapers to eliminate any possible unfair inter-newspaper business
competition. This was intended to fully liberalize the media sector.
Also, understanding that empowered media will need enhanced capacities for journalists to act
professionally, the government institution which formerly handled media regulation, the Media High
Council, took on the capacity development as its sole responsibility.
Last but not least is the enactment of the Access to Information Law now in place: what it means in brief
is that sharing public information is no longer a voluntary action; it is has become a legal obligation,
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complete with pronouncements on which information is to be proactively made open, time limits given,
private bodies required to be compliant and a clear caveat about information that may not be shared for
fear it might destabilize national security.
These reforms have on one hand created opportunities for practicing journalists and media business
operators. Yet on the other hand, they come with expectations. In other words the more we do for
media, the more the media gets indebted to the public to do better. Some of these opportunities ad
expectations have been enumerated by the president of Rwanda Journalists Association.
The challenge I would like to pose to this audience is: are you doing enough to take advantage of the
conducive media environment? When shall some of you completely free yourselves from the notion
that government is majorly to blame for the media businesses which are not profitably operating? I urge
you to use this dialogue, exchange ideas with some of your quite experienced colleagues from across
the continent, to explore ways to create a more rewarding media enterprise.
Distinguished participants
This platform offers us also the opportunity to discuss how we can jointly work together to place the
African media in a global context in terms of its objectives and deliverables. The African media ought to
tell its own story from the continents perspective and in a most fair manner to avoid misrepresentation
by other media. In one of tomorrows sessions you will be discussing on a topic relating to this. We need
to make a collective effort in telling our own story. This is the job of a politician, the editor and the
ordinary consumer of media products.
Allow me share with you some comments drawn from the remarks that my President, HE Paul Kagame
once delivered while addressing heads of Media Organs attending a regional summit organized by the
East African Community Secretariat some last year.
He said;
For far too long the international media, with its own objectives and interests, has dominated the
region and set the news agenda. This often means that they tell our story from their perspective at
best and, at worst, distort it all together. End of quote.
As we gather here, I believe this message can guide our deliberations and orient us towards workable
strategies to make Africas voice, tone and context heard on the international stage, instead of
perpetually being marginalized as the case still is up today.
Distinguished Delegates, Ladies and Gentlemen
In Conclusion, I would like to strongly urge that by tomorrow afternoon you come up with concrete
ideas on how Africas story can be told by Africans themselves. Finding the right strategies, consolidation
of existing capacities, having the appropriate focus, forging workable partnerships and constructing
networks required to achieve this, is the reason we are here today and tomorrow. Equally important,
we need to come up with recommendations that will encourage sustainable and profitable investments
into the sector.
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I would like to end by reiterating my Governments commitment towards sustainable development of

the media sector.
I wish you all fruitful deliberations.
Thank you for the kind attention.
OPENING REMARKS BY MR. LAMIN MANNEH, UN COORDINATOR & UNDP

RESIDENT REPRESENTATIVE
Key points
Honoured and delighted to be at

the 5th National Dialogue on
Media Development.
One UN-Rwanda Team is and has
been a partner of Government of
Rwanda in media sector reforms
and development.
Among other things was the
recent flagship program which
was launched a few months ago,
on deepening accountable
governance, under the leadership
of the Honourable Minister James
Musoni.
We believe that media sector is a
critical component of any functioning democracy. The media sector has been on a
remarkable trajectory since genocide period. We dont need to open old wounds, but it is
useful to recall the negative role that the media played during genocide.
If we put things in perspective, we humbly opine that progress has been made since that
period.
We commend the Government of Rwanda and the leadership for setting ball rolling in the
far reaching reforms in the media sector. We take note of the Access to Information Law
2012 and the journalist self regulation mechanisms. The UN believes that self regulating
media, can promote democracy and sustainable development.
We must think of a number of issues. As long as people themselves dont trust media, and
the media does not reflect their reality, the public will not invest in the media. Media can
transform if people feel they have ownership stake in the media.
We must think beyond the traditional news media, driven through advertisement. Adopting
technology, e.g. the internet has affected how media makes profit.
Innovation is key to profitability. We need to better understand how new technology can be
harnessed.
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Journalists deserve a decent living. Finally, no media can stand on the high pedestal by
public if it doesnt uphold professionalism. Let us uphold professionalism.
Wished all the participants a fruitful debate.
SPEECH BY MR. PEACEMEKER MBUNGIRAMIHIGO, EXECUTIVE SECRETARY,

MEDIA HIGH COUNCIL
Honourable Minister (s);
Excellency
Ambassadors
and
High
Commissioners present,
Distinguished Guests to the 5th Rwandan
Dialogue on Media Development,
Ladies and Gentlemen,
Rwandas media have come a long way.
Revived from the ashes of the 1994 Genocide
against Tutsi in Rwanda in which media
played its perverse role the media sector in
Rwanda still needs to be empowered to
enable it serve as a catalyst of national
development and good governance.
As the old adage goes: Two Heads are Better
than One. From 2009, the Media High
Council has annually held a national dialogue
on media bringing together media experts and other stakeholders to share scientific knowledge and
experiences on media-related aspects, leaving viable recommendations that have contributed to
advancing the media sector in Rwanda. The four dialogues so far held have made policy
recommendations and proposed strategies meant to build the capacity of the media sector to foster its
development in Rwanda for the purpose of attaining the stated objectives of the Rwanda Media policy.
The legal and institutional media reforms that have successfully been done in the Rwandan Media sector
have emanated from recommendations of these dialogues.
As we embark on the fifth national dialogue on media development, a flashback to some key
recommendations from previous dialogue (s) is deemed necessary to examine progress made and tasks
lying ahead. As of we speak, the law on access to information was enacted to ensure the right to inform
and the right to be informed; the media self regulatory mechanism has been put in place to safeguard
media freedoms, and the state broadcaster is turning into a public broadcaster to better serve interest
of the general public, to name but a few.
Despite these important achievements, however, a lot of challenges that cripple the medias ability to
take its desired position of deepening democracy and accountable governance as a fourth estate
remains. Some of the challenges relate to the working conditions of journalists and some media organs
which need to be improved, the growth and sustainability challenges of start-ups and small media
organs which affects their good performance and respect of ethical standards, the challenge of
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adaptability to technological challenges in the digital revolution and environment, etc. The low levels of
private sector investment into the sector as well as professionalism gaps remain to be the suggested
reasons for the existence of those challenges.
It is this perspective that this 5th national dialogue on media development shall offer a platform to local
and international invited participants to share and recommend the possible home grown solutions to
address the challenges and also harness opportunities. The selected theme that is going to guide our
discussions here is: A reformed media: Building Capacities to Exploit Opportunities.
At the end of this dialogue, we expect to have
agreed upon a roadmap for implementation of recommendations to improve the welfare of media
practitioners and the enhancement of ethical standards by the media self regulatory body (RMC),
adopted strategies to sensitize, attract , incentivize , and promote the flow of private investment in
the media sector and feasible mechanisms to support the sustainability of start-ups and small media
enterprises in a competitive media market,
Combined synergies and harmonized efforts to support medias capacity building initiatives,
Enhanced knowledge of Media Reform successes and the way forward.
Allow me to express my gratitude to all our partners and media stakeholders who have sponsored and
facilitated this tremendous event. My heartfelt thanks go to One UN (UNDP), Rwanda Governance Board
(RGB), Rwanda Media Commission (RMC), and Association of Rwandan Journalists (ARJ), and others who
have, in a way or another, contributed to the successfulness of this dialogue.
MBUNGIRAMIHIGO Peacemaker
Executive Secretary,
Media High Council
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SPEECH BY MR. COLLIN HABA, MD

ASSOCIATION OF RWANDA JOURNALISTS
NEW TIMES NEWSPAPER AND
Greetings to you, distinguished guests,

First of all, allow me to say that I am humbled
to be speaking before you today thank you for
this opportunity.
I am also excited to represent Rwandan
journalists today. The timing could not be
better: this edition of the National Dialogue
takes place at a time when our media landscape
is evolving to allow Rwandan journalism to
thrive.
One milestone for journalism was the recent
shift from state regulation towards selfregulation of the media industry. This transition promotes accountability in the journalism community
and protects media freedoms as we uphold a code of ethics that we collectively drafted.
Journalists today operate in an environment where the bar has been raised; where professionalism is
tested, and cases of arrest have ceased.
As the journalism domain develops, the Rwandan public demands higher standards of reporting and
increased quality of content and nothing less.
The determination not to let down our audiences or betray the profession is unquestionable but we
cannot do it alone.
That is why dialogues such as this one are paramount in our quest for excellence: the opportunity to
engage with the Rwandan public allows us to grade ourselves and outline areas for improvement.
And indeed, we see improvement everyday; as an avid radio listener, today I am spoiled for choice from
more than 30 radio stations. This is a leap from the days when we were limited to a handful.
However, improvement is more than just the number of stations: stiff competition has triggered
creativity in radio programming, increased listener engagement, raked in profits for the owners, and
above all, increased the level of accountability.
I will not stand here and say we are there yet. Yes, there has been immense progress, but we still have a
long, long way to go.
Two key areas that we need to address are skills and profitability.
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The low level of skills has left us unable to fully meet the expectations of the public. The increased
access to the Internet and exposure to international digital media makes Rwandan journalism pale in
comparison.
The second issue is that of profitability: How can the young men and women who spend each and every
day producing stories earn a decent living from their profession?
We want to be reporters who are concerned about quality reporting, instead of worrying about where
the next meal is coming from.
While there are opportunities for increased advertising revenues, considering Rwandas growing
economy and increased competition within the private sector, there are challenges as well: print media
has been affected by dropping circulation levels that have, in turn, affected advertising.
How can we leverage these deficiencies to create opportunities?
I will leave these issues up for discussion over the next two days, as I look forward to fruitful dialogue.
As I close my statement, to my fellow journalists: good journalism is very challenging but obtaining the
ideal work environment is a reachable goal that has to be earned nothing comes easy. Let us continue
to work closely together, and we will get there.
I take this opportunity to say thank you to our partners including the Ministry of Local
Government, Rwanda Governance Board and UNDP, without whom we wouldnt be here.
I would also like to thank my colleagues, the various journalist associations who have chosen to
continuously advocate for improved working conditions and stuck to the profession despite the
numerous hurdles.
We have a huge responsibility; let us continue to uphold it.
Thank you very much.
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DAY 1
SESSON 1: PROFITABIL ITY OF
ENHANCING PROFESSION ALISM
THE
MEDIA
SEC TOR:
KEY
TO
Moderator: Mr. Prince Bahati, Voice of Hope Radio
PANELLISTS REMARKS:
PANELLISTS: FL, Ildephonse Sinabubariraga, Samba Cyuzuzo, Phillip Velese and Shyaka Kanuma
Mr. Phillip Velese: Country Manager, KFM Radio

Professionalism and profitability do work together. The starting point should be professionalism. It is
out of professionalism and capacity building that media houses can attract an audience. Based on
that you can get external investment which eventually yields profitability.
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Professionalism is not just about journalism. Its about Building systems, processes and structures
which if you operate optimally will bring about profitability e.g., processes of hiring and recruiting,
sales and marketing, business management, content generators and presenters, etc.
Structures ensure a well functioning media house that designs products in the market to attract
audiences and develop systems of pricing the products competitively.
In Rwanda, the first challenge is the human resource/personnel. People in Rwanda need a chance to
be trained. Media should invest in training of personnel, through periodic training programs.
Profitability comes from understanding the demand side. What does the market need? Market
segmentation and targeting is critical in creating demand-driven content.
Mr. Samba Cyuzuzo, Owner, UMUSEKE.COM

The world is going digital. We should ask why everyone is investing in digital media. Online media is
something new in Rwanda therefore we are not expecting too much profitability in these initial
stages.
Profitability in online media is low because of the mentality of local private sector. Making them
understand that the world is on a digital trend is a big challenge to the profitability of the online
media.
Rwanda has opportunities as it is open to business. Advertisers from the Region are changing the
mindset of the local private sector. Many of the advertisers in web portals are foreigners.
The influx of foreigners is helping to change the mindsets of Rwandans towards online news
platforms. New media is like hot cake. We have hope of increased profitability in the future.
Mr. Shyaka Kanuma, Owner of the Rwanda Focus Newspaper
We need to temper hopes of profitability with a dose of reality. Eroding profitability of print media is
something that is happening globally, and Rwanda is no exception.
We cultivate close relationships with the private sector, and guard them jealously. The question
then is about how to safeguard professionalism and ethics while dealing with key advertisers.
You cannot survive in Rwanda by working only with private sector, you have to work with
government as well; cultivate relationships with them.
Other countries have the luxury of not being close to advertisers. In Rwanda, the government is
already highly intolerant to corruption, therefore, close ties with government doesnt really
adversely affect media ethics.
Taking care of journalists welfare is critical. When you are professional, you build reputation and
good name with the public and advertisers. Contentment of the workforce breeds professionalism.
** See presentation for details
Mr. Ildephonse Sinabubariraga, Ishingiro Community Radio
We need profits in order to run our community stations.
Community stations serve geographical communities e.g. provinces, so we know the specifics of our
audience.
The owners are the associations where the community is represented.
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Our money comes from our partners. It is upon us to increase partners and maintain them. With a
partner there is a win-win relationship.
Biggest challenge of community radio is the RBA pylons. Import taxes from Western countries are
very high. Government should be more willing partner with community radios.
Government should increase support for community radios as they will gain more through the
community radios in comparison with commercial radios.
** See presentation for details
SESSION DISCUSSIONS
If you dont work with government, you cant really work.
You dont sell circulation, you sell the brand.
A participant fields a question to the panellists.
Questions were raised about how best to attain profitability in Rwandan media industry. Some
participants argued that media profitability in Rwanda was dependent on government media
budgets and that it is difficult to be profitable without getting government advertising.
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Participants raised concern over the low circulation numbers in print media arguing that low
circulation impedes profitability. It was however countered that newspapers should first build their
brands. It was said that strong newspaper brands attract advertisement revenues. Newspapers sell
their brand and not their circulation.
Participants suggested that the key to professionalising the media in Rwanda is media owners
allowing business professionals to run their businesses and not journalists themselves. It was argued
that journalists do not necessarily make good businessmen and should focus on their trade and let
business professionals operate the media entities.
It was also argued that the remuneration of journalists and other support staff is a crucial tool of
ensuring motivation, professionalism and profitability of media organisations. To improve the
welfare of journalists in Rwanda, it was suggested to set a minimum remuneration level for all
journalists.
It was suggested that market forces of demand and supply should determine how many media
stations can survive or operate in Rwanda, and that no ceilings should be set.
SESSION RESOLUTIONS
Media managers and owners should consider cultivating close relationships with the advertisers,
without compromising on media independence and ethics, as a way of ensuring sustained revenue
flows and profitability.
Media owners should endeavour to reinvest their earnings/profits in their staff to keep them
motivated and enhance professionalism and subsequent profitability.
Journalists welfare is critical. A content workforce yields professionalism. Professional journalists
build a good name for the media house among advertisers.
Though professionalism and profitability go together, the starting point should be professionalism.
Professionalism helps media houses capture audiences, which in turn can attract external
investment and eventually yield profitability.
Journalists are not necessarily good businessmen. Media owners should invite business
professionals to run their media businesses. Consolidating efforts and resources to form few but
strong organisations may be the way to go for the industry.
Print media should consider also going online, to build readership, presence and compete on the
online space.
To improve the welfare of journalists in Rwanda, it may be necessary to set a minimum
remuneration level for all journalists.
Build the Brand, not the numbers. The newspaper circulation numbers are not necessarily an
indicator of profitability. Media should focus on building strong brands as a prerequisite for
achieving profitability.
Industry players should consider conducting collective/joint research studies to learn the market
and understand audience and readership dynamics.
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Attitude is key. Overly negative reporting is highly likely to adversely affect revenue flows from key
advertisers. Constant negativity by Rwandan media is an impediment to profitability.
In the future, vertical growth of media through convergence and operational synergy is a viable way
of ensuring long term profitability and survival of media enterprises in Rwanda.
Rwandas media organisations should move from homogeneous to differentiated products, so as to
increase their profit potential. Relying on support for business sustainability is often short lived.
Revenues should be earned; not granted.
Government needs to expand its budgetary allocation to media spending to increase the revenue
pool accessible to all media houses.
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PANEL PRESENTATIONS
PRESENTATION 1:
PROFESSIONALISM
PROFITABILITY
OF
THE
MEDIA
SECTOR:
KEY
TO
ENHANCING
Shyaka Kanuma, Publisher and Chief Editor of The Rwanda Focus weekly newspaper
Ladies and gentlemen
Talking as the owner and publisher of The Rwanda Focus newspaper, and from the perspective at least
of my medium print media I am glad to report that the situation, as far as the income the newspaper
generates is concerned, is not as bad as it was, say, four years ago.
As recently as four years ago we shared the same fate as many of our fellow publishers of newspapers
or magazine very irregular publishing schedules due to very poor revenues. A magazine that claimed it
was a monthly at times got published maybe three times a year. A newspaper that alleged it was weekly
most likely saw the light of day with an edition maybe once in three weeks that is if it was doing well!
At other times a publication would disappear from the newsstands for several weeks then pop up, out of
the blue when it was being forgotten. A good number of magazines or newspapers saw only a single
edition before folding, forever!
To state the obvious, work conditions at these publications have not been conducive for the growth of a
professional media corps in the country. They tend to attract only the lowest quality journalists. Why?
Because they can hardly afford to pay salaries, which, to begin with, are very poor indeed (how can
someone work when the agreed upon salary is 100,000 Rwandan francs for those of you who may not
be familiar with Rwandan franc exchange rates, that is roughly 150 US dollars or, to put it in some
perspective, barely enough to rent a residence in a slum neighbourhood, and that is if you are not
planning on eating, or other necessities of life?) Poor, or non-existent pay only attracts poor quality
staff, which further leads to poor quality journalism, meaning loss of readers, ultimately leading to no
advertisements because no one will advertise in a publication with a readership of 50 people if I may
state the obvious. It is a self-perpetuating cycle of failure and one that we at The Rwanda Focus spotted
long ago and resolved to avoid.
But before I go further I will point out that a very few publications seem to have reached upon their own
formulas to persist in our small media market (yes, the smallness of the market takes a large share of
the blame for why so many local media houses start-up and fail quickly. But we cant dwell on blame, we
have to find solutions!) There has been visible progress over the past few years in Rwandan media,
despite the persistence of the fore-mentioned problems. There are more FM radio stations going strong.
Even private TV companies are coming up to challenge the monopoly of the state broadcaster. But
whether these audio-visual media are attracting professional staff or making money, they know much
better than I. However the fact that they are constantly on air is in itself a very positive development
which can only bode well for the future of a professional media in the country.
Overcoming entrenched challenges
Getting back to print, here too three or four newspapers and magazines seem to be successfully
breaking the historical mold of irregular, poorly published, and poorly designed products. The sceptical
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may point out that it is only those few newspapers published with government support that seem to be
doing better, have more frequency of publication and as thus enjoy better visibility.
Yes. But it is no longer unheard of for a private print media organization to find a way to persist in this
market, and here is where I will share with you our experience at The Rwanda Focus.
Let me first inform you that much as we have persisted we still are a small publication, as compared to
publications in even slightly more developed media markets. (But we are not so small in Rwanda, which
says less about The Rwanda Focuss stature and more about how much work we in the media still have
to do to haul the media up as a profitable field trodden by professionals).
We have high circulation figures (compared to counterparts in the local private print media); we have
more journalists working for us (again in comparison to same), and according to our research we pay
the best salaries (again as per local comparisons). Does all this mean we are doing great? No. We seem
only to be doing well in a situation that is only beginning to improve after historically difficult
problems to surmount.
Are we making a profit? Again, no. I am on this panel to talk about profitability, but I will only be glad to
tell you The Rwanda Focus barely manages to cover its costs print, salaries, rent, electricity and other
operational expenses and that, ladies and gentlemen, is great progress! If just a few years ago no print
media house (except those with state support) could sustain an operation and here we are today as a
private newspaper, meeting its expenses week after week, month after month, year after year, that is
progress to be celebrated.
Are we going to make a breakthrough and become a truly profitable operation? It is really hard to tell in
todays environment whereby print media even in more advanced media markets than ours have been
severely tested by the advent of the Internet. But we still think in a country like Rwanda where not
everyone is connected or online 24 hours a day, there is still a future for print media.
How have we managed to make the progress we have as a small, private newspaper in the Rwandan
setting? Extremely hard work for starters. Investigating and publishing the kind of public interest
investigative stories that the public rewards by buying in bigger numbers and talking about. Building a
name as a publication with well-written stories. And we have capitalized on this with relentless outreach
to advertisers in an environment that is already offering ever newer opportunities with the entry of
more and more investors in the country, Skol Breweries, Tigo, Airtel, new banks that need to reach out
to new customers et cetera, and all these in addition to already established private sector institutions
like MTN, Bralirwa, Bank of Kigali. There are opportunities but one has to work very hard to take
advantage of them.
A media owner may open himself up to accusations of being in bed with the corporates, but if these
corporates seem to be doing nothing wrong, and in fact are busy competing to offer best services to the
public, a media house can assume it is safe to offer good press coverage to events organized by the
corporates, attend their cocktails et cetera. Enough of this kind of work helps in securing contracts with
them. (But obviously you cant offer the kind of media coverage for corporate partners or potential
partners with poor, unprofessional journalists).
Page | 17
Additionally, it has to be kept in mind that you dont just say to a corporate, Ok, we offered you good
coverage, so give us an advertisement contract! It cant work like that. You have to write down detailed
business plans, talking of your circulation figures, advertisement rates (and how competitive they are vis
a vis others), and so on. Again I may seem to be saying something obvious, but it is surprising how many
small media owners here seem to think you can demand an appointment, say at Airtel, ask to see the
manager and without presenting anything demand for a contract!
Strategies to attract a better media workforce
Working only with private sector companies in Rwanda however can only get a media house so far. In
Rwanda if one hopes to succeed building a viable media house, there is no way it can be done minus
partnerships with government institutions, or government affiliated companies. And again, as with the
private corporates, we have employed the same methodology with government institutions, which, it is
very important to note, too are eager for media coverage since the governance environment in Rwanda
demands transparency and best governance practices.
Ethically for a media house, one feels much easier offering positive coverage to government institutions
or affiliated companies because the levels of corruption or theft of public funds are so low in this
country. Yes indeed there may be malfeasance and embezzlement, and we have done our part exposing
incidents of rot. But all in all, on balance it is not cringe inducing to constantly report the good work
going on in our public institutions. And through relentless outreach to these public institutions, offering
of competitive advertisement rates, and so on, we have secured a good number of contracts.
Finally, the most important secret: The Rwanda Focus shares most of the money we earn, with our
journalists and support staff! Thats right. After we are done paying the print costs, the rent, the taxes
and so on, we give as much of what remains as possible to our staff as salaries and allowances, while
keeping a little for contingencies such as replenishing internal equipment and so on. In other words, it
will never do for you the owner to appear to be doing quite well while your staff are getting peanuts!
Staff getting a better share of the money not only contributes to them being motivated, hence more
hard-working, it also attracts decent journalists. That way, we are succeeding in germinating the seed of
a professional media workforce at The Rwanda Focus.
For the rest, we will depend on RDB to keep doing the work they do so well, which is attracting more
investors to this country, whom we then shall tap into for more income!
Thank you very much!
Page | 18
PRESENTATION 2: PROFITABILITY OF MEDIA: KEY TO ENHANCING PROFESSIONALISM - CASE

STUDY OF COMMUNITY RADIO STATIONS
Ildephonse Sinabubariraga, Managing Director, Radio Ishingiro 107,5 FM.
Definition of community radio station
Community radio is a radio service offering a third model of radio broadcasting in addition to
commercial and public broadcasting. Community stations serve geographic communities and
communities of interest. They broadcast content that is popular and relevant to a local, specific
audience. They are generally non-profit and provide a mechanism for enabling individuals, groups, and
communities to tell their own stories, to share experiences and to become creators and contributors of
media on a volunteer basis.
e.g.: RADIO IZUBA in Eastern Province, Ngoma District; RADIO HUGUKA in Southern Province, Muhanga
District; RADIO ISANGANO in Western Province, Karongi District and RADIO ISHINGIRO in Northern
Province, Gicumbi District.
Profitability of Media , key to enhancing professionalism
As community radio stations are low budget and their owners (Associations) dont have money
to invest in them, The Stations Managers and Staff have to work very hard to get sources of
funding through sponsorship and partnerships with local Government, Local NGOs and INGOs
based in the area of coverage and listenership of these stations.
Actually, the success story is that community radio stations pay on time salaries for their few
members of the staff, cover on their own their expenses for covering news, radio programs and
talk show as well as other activities such as service to the community.
Profitability and professionalism
Without enough budget to cover field reporting, covering activities expenses, there cant be
professionalism because an unpaid journalist is easily to be used for the individual interest
rather than community interest.
Strength and opportunities of community radio stations to be profitable.
They have a specific coverage and listenership.
They are part of the community and local NGOs, INGOs and local government know that the use
of the community radio stations is the only way to get access to the community rather than
using commercial or public broadcasters.
Page | 19
The staff are committed as if they dont make aggressive marketing, their radio stations will
close their doors.
The community is involved in the programming.
Challenges and Hindrances
Lack of willingness by some of local Authority to use these media for mobilising their
community.
These community radio stations have not access to Kigali where every partner has its offices.
The rent of tool/pylon is a very big hindrance.
The shortage of frequencies also another hindrance as to now, there is no frequency remaining
in RURA.
Import taxes over electronic equipments needed by radio stations such as Transmitters, STL,
Filters, microphones, etc.
Recommendations
Government should encourage local government to be a strong partner of community radio

stations and does so for its JADF Members.
RURA, MHC and RMC should let or facilitate community radio stations and all other non-profit
radio stations to have their pylons.
There is a need to get back some frequencies from Radio stations that have many with a low
power and let the opportunities for new community radio stations.
Exoneration over electronic equipments for broadcasting such as transmitters, STL,

Microphones, Headphones, etc.
THANK YOU,
MERCI,
ASANTE,
MURAKOZE!!!!
Page | 20
PRESENTATION 3: PROFITABILITY OF MEDIA: KEY TO ENHANCING PROFESSIONALISM A CASE

OF ONLINE MEDIA
Samba CYUZUZO, Owner, UMUSEKE>COM
I. Introduction
Media sector plays a key role in social and economic development that every country of the globe
endeavours. This role is only possible when the media sector acts professionally in its place in
between the society and state.
Professionalism is the key for Media to achieve its role in social and economic development.
Rwanda, a country on a fast road toward social and economic development needs a professional
media to gear up on this development highway.
In the new era of Rwanda 20 years now, Rwanda has remarkably grown its social and economic
areas, the media sector has been however moving slowly to professionalism.
Taking a deep sight into media sector in Rwanda you will realize social and economic development
yielding greater and has grown considerably than media sector, which should have its hand in this
important development.
II. Professionalism in Rwandan media sector
Rwandan media sector is unique because of the history of the country. However its uniqueness does
not differentiate it from international standards of professionalism where the rule of facts and
source apply.
To reach the facts (from field), to get to the source of information and to make a professional report
the media needs financial ability to run the activity.
Whenever the media sector will be dependent of the source of information it will not be
professional and will not be useful in the social and economic development of the country.
To boost professionalism, media sector needs growth and profitability for its dependency and it role
in the society.
II.1. Challenges of Profitability of the media
The Rwandan society is one of the challenges; due to history and role of media in 1994 Genocide
against Tutsi most of the Rwandans have a negative attitude towards media practitioners and media
in general (though this trend is descendent today).
After the Genocide, this mindset has been a challenge against profitability of media sector in
Rwanda because of the bad face of media in the public, the private media was then too low.
Since then and today, many of the Rwandans have not yet believed that it is no longer necessarily to
advertise on Radio and TV station, the private sector in the country doesnt believe in new online
media which is growing in terms of followers and visitors with the revolution of Internet.
Page | 21
Today, a big number of people are switching to online that feed them up with news instantaneously
than Radio and TV scheduled programs.
This is hardly believed by a businessman who has worked with a radio station since 80s or 90s.
The profitability of this new and influential media sector in Rwanda turns then difficult and its
professionalism in jeopardy.
The private sector is not that low to not make living. Mindsets are the challenge.
II.2. Available opportunities
The government strategies to ease the start of business in Rwanda especially for international and
region companies, the private sector of Rwanda is on an ascending line and it is globally remarkable
by the annual ranking of Doing Business reports.
This trend is a big opportunity to the media sector in Rwanda because the new heads and minds
coming into the country need and know the power of any sort of media to promote what they bring
on Rwanda market.
Today or tomorrow as the business field in Rwanda grows faster, media sector profitability will also
move up as the new business competition fight to reach the market.
Another opportunity is the behaviour of the government vis vis media sector, the new self
regulation law, the media capacity building in public institutions are such initiatives that promote
professionalism.
III. How to boost Profitability in media houses?
To reach professionalism, Rwandan media houses have to fight to increase their financial income
from the available sources and opportunities mentioned above.
Though the growing private sector needs media houses to reach their market, the media
practitioners have also got to prove their best of services, reach to the audience and maximum of
professionalism they could.
Businesspeople do not throw their money anyhow to media just because they have offices, they
have to be working and also marketing their services to those who need them.
Media houses have got to prove their consistency, accuracy and the maximum of professionalism
they can to attract private sector which will increase their profitability and make it possible service
to the society on the development way.
THANK YOU!
Page | 22
SESSON 2: EFFECTIVE ENFORCEMENT OF ETHIC AL STANDARDS IN

MEDIA: THE ROLE OF T HE MEDIA SELF REGULATORY BODY
Moderator: Mr. Alphonse Nkusi, RMC
PANELLISTS REMARKS:
PANELLISTS: FL, Alphonse Nkusi, Emma Claudine Ntireganya, Fred Muvunyi and Christopher Kayumba
Mr. Fred Muvunyi, Chairman of RMC
The RMC Chairman made a presentation outlining the formation and mandate of the newly formed
Commission.
He emphasised that the media needs to support the RMC, otherwise the commission will not work.
Ms. Emma Claudine Ntireganya, Radio Salus
She explained, in detail, the complaint handling procedures of the RMC, and shed light on the role of
the RMC as the court of first instance in handling media related complaints and dispute.
Page | 23
Dr. Christopher Kayumba, RMC Consultant

Mandate of the RMC is to work with media to ensure that media regulates itself.
Effective enforcement of standards set by the media fraternity. How can RMC ensure ethical
standards are met?
Ethical standards mean good journalism with accuracy, balanced stories and protection of the
privacy of citizens.
Effectiveness means success in achieving a desired goal. I.e., ensuring that the media regulates itself.
Ensuring that media consumers are not abused in the media, while seeing to it that media freedom
is protected.
Self regulation will require 100% voluntary adherence by journalists to regulations and standards
and support of RMC.
The Rwandan media has shifted from political, legislative and now self regulation. The RMC needs
goodwill ambassadors in all sectors; its Legitimacy is crucial to the achievement of its objectives.
Two main sources of Legitimacy:
i.
Internal: RMC must be seen to have competence through a strong secretariat, to handle
complaints against the media.
ii.
External: RMC must build external links and trust with the police/prosecution and gain their
support. The commission should also actively protect the rights and freedoms of journalists.
RMC must ensure its own financial sustainability if it is to be taken seriously. It needs to pay its bills
for it to be independent. It should come up with proposals to set up business ventures that promote
press freedom e.g. Press clubs, printing press, etc.
Page | 24
SESSION DISCUSSIONS
If media doesnt regulate itself, somebody else will.
Without the support of journalists, the RMC will not work.
Ethical standards should be enforced. It means having teeth and power.
Floor discussions commenced with a round of presentations on media self regulation

experiences by experts from Kenya and Tanzania.
Dr. Roukaya Kasenally-Director of Programs, Africa Media Initiative (AMI)

One of our major pillars is in leadership and ethics. Our
focus of intervention is at the level of media leadership, i.e.
Media owners themselves and not the journalistic scope.
Africa Media Leaders Forum is an Industry driven

practice that AMI launched in 201, and has been rolled out
in 25 countries, including Rwanda. It is voluntary.
We are moving into developing a leadership and

guiding principles index and to measure ethics and good
governance among media entities. It will be more like a
peer review that allows for the learning from the mistakes
or the good examples of others.
It is also important to debunk around ethics ad what

are ethical values. The term ethics is often highly theoretical, abstract and intellectual. When
setting up standards of ethical values, they need to have direct meaning and value to those who
are putting it into practice. Its therefore vital to marry the theory of self regulation and what is
practically applicable.
Pili Mtambalike Media council of Tanzania
Media self regulation in Tanzania started 18 years ago,
and has gone through many trials and challenges, and
successes that have led to the development of a
prototype of self regulation.
The Media Council of Tanzania (MCT) was started in

1995 by the journalists themselves who recognises
the advantages of self regulation.
How have we been relevant and achieve efficacy?
We should make the process of mediation services
between the public and the media clear, fast and
efficient.
Being proactive is important. We should not always
Page | 25
wait for public to come with complaints. Monitoring of media is important in identifying and
addressing any ethical lapses that arise from the media.
We give feedback to media.
For Media Council to be effective, it should provide guidance. Media monitoring points to areas
that require the creation of guidelines on reporting of various topics.
Standards and benchmarks for the training of journalists have been set up by the media council.
Victor Bwire Deputy CEO, Kenya Media Council

Kenya uses co-regulation which is Self regulation with
government funding.
This allays fears that Government involvement

necessarily translates to state interference. If you dont
want to do business with government, how do you
survive?
The Council receives funding from government,

previously from the Information Ministry but now
directly through the Kenyan Parliament making the
KMC accountable to Parliament.
One of the biggest functions of the KMC is to

advise Government of media policy.
Based on the experiences from Kenya and Tanzania, it was suggested that Rwanda should
borrow from the success stories and learn from the mistakes of her neighbours in the journey
towards self regulation
It was affirmed also that the Rwanda Media Commission (RMC) is shaped by the history of
Rwanda, but also borrows from the experiences in Tanzania and Kenya.
It was clarified that the RMC is not a Court of law. It exists to safeguard the standards of
journalism in Rwanda as outlined in the code of ethics. Its legitimacy is derived from the vote of
journalists and the Media Law.
Rwandan Media was advised to support the RMC in self regulation and forestall State
regulation. If media doesnt regulate itself somebody else will.
SESSION RESOLUTIONS
There is need for peer review and consultation between the RMC owners and editors of media in
Rwanda to help it understand the issues and gain support of the journalism fraternity.
RMC is not a court. It exists to safeguard the standards of journalism in Rwanda as outlined in the
code of ethics. Its legitimacy is derived from the vote of journalists and the Media Law.
The RMC is shaped by the history of media in Rwanda, but also borrows from best practices
elsewhere.
Media should support the RMC in self regulation to enable it to function and avoid state regulation.
If media doesnt regulate itself somebody else will.
Page | 26
Being proactive is key for self regulation. Monitoring of media is important in identifying and
addressing any ethical lapses that arise from the media.
State financing in media self regulation can work as it does not necessarily translate to interference
e.g. the co-regulation model of the Kenya Media Council.
Page | 27
DAY 2
SESSION 1: AFRICAN S TORY AND INFORMED BY AFRICANS
Moderator: Dr. Christopher Kayumba
PANELLISTS REMARKS:
PANELLISTS: FL, Andrew Mwenda, Marcel Museminari, Jenerali Ulimwengu and Charles Onyango-Obbo
Mr. Charles Onyango-Obbo, Nation Media Group
He made an analysis of the coverage of the African story, backed by statistical data on regional and
global trends.
The first challenge to telling the African story is that we just dont tell enough stories. The first thing
we need to do is to tell more stories.
The Rwanda genocide story does not feature on the global news map. Why is this so?
** See presentation for details.
Mr. Andrew Mwenda, The Independent
The question is, what is the African story, who are the Africans to tell the story and what is their
view of the world and of Africa, and how was their view shaped?
Just because most of the African stories on global media is negative, doesnt mean that the solution
is to have Africans tell the story.
The view of the West is mostly negative, poverty, famine, deprivation, etc. By and large the African
story, as told by the global media is negative.
Page | 28
Its not the global media that created the wars, the famine, disasters, etc, these are part of our
African reality but not the entire story of Africa.
From the colonial history, the problems and solutions for Africa have always been determined by
outside powers without the active participation of Africans themselves. Africans usually are passive
recipients of this aid. The challenge therefore is to tell of African weaknesses as problems that
need to be solved and not as who we are.
African elites have an idealistic view of the success of the Western democracies.
A lot of African problems are local and the solutions to these problems are locally generated.
To tell the African story requires a significant mind shift of those telling the story. Create an
intellectual ecosystem that inculcates a sense of responsibility, and a high love and sense of self.
Mr. Marcel Museminari, Owner of Business Daily Newspaper
Do we understand our past?

History is getting redefined. The Internet is going to be the most significant platform for telling the
African story and frog-leap into the 21st Century.

Mr. Jenerali Ulimwengu
The African story is about Africa describing herself to herself and the rest of the world.
Africa is the cradle of mankind, yet very few Africans are involved in the telling of the African story.
In Africa, we are probably more used to telling fables than news grounded in solid knowledge. Thats
a big problem.
Most of what is told about Africa has been defined by foreign influences. The African story has not
been told. We have many PhDs in African history but very few African historians. Our history has
always been written by non Africans.
It is imperative for any group of persons who have an ambition of becoming a people to define
themselves by their own existence and original identity.
We need to recreate ourselves. To remember ourselves and define ourselves in our own
perspectives and refuse to be validated by others.
Is it that the African story is negative or is it that there is no story to tell?
Page | 29
SESSION DISCUSSIONS
The World does not owe Africa anything.
The shortest route to starvation is to become a writer on the African continent. We have no reading
culture.
Is it that the African story is negative or is it that it is not there?
There are more mobile phones being sold in a day than there are children being produced.
There are many bureaucrats who make it hard for African journalists to tell the African stories. Our
leaders are inaccessible to the media deliberately or inevitably. However, shutting out the media
opens the door to rumour mongering.
Up to 99% of what is generated about Africa is not written by African media.
Aggregation would be a way to go. Getting content from various media outlets. One media for Africa
model has been passed by time.
We dont crate the African story. The story is there, it is not up to the media to create the African
story. Civic education should be included in our curricula to inculcate a reading culture of
constructive material.
African media can tell its own story. What we need is the imperative to use effective communication
in languages that can be understood by a wider African audience.
We need training and value education for journalists to enable them to tell the African story based
on solid facts. The ICT revolution provides an even dire need for sophisticated journalists.
SESSION RESOLUTIONS
The first challenge to telling the African story is that we just dont tell enough stories. The first thing
we need to do is to tell more stories.
Seize the opportunities of multimedia, be brave and venture into the blogosphere.
The African story will have to be a much younger story, A lot more female, social (blogs and social
media), digital and on a mobile platform.
It is imperative for any group of persons (Africans) who have an ambition of becoming a people to
define themselves by their own existence, history and original identity.
To tell the African story requires a significant mind shift of those telling the story. Create an
intellectual ecosystem that inculcates a sense of responsibility and a high love and sense of self.
Our leaders are often inaccessible to the media, either deliberately or inevitably. However, shutting
out the media opens the door to rumour mongering and likely distortion of the true African story.
African media can tell its own story. But we need effective communication in languages that can be
understood by a wider African audience.
We need training and value education of journalists for them to tell the African story based on solid
facts. The ICT revolution provides a dire need for sophisticated journalists.
Page | 30
PANEL PRESENTATIONS
PRESENTATION 4: THE AFRICAN STORY CHARLES ONYANGO OBBO
They do little about us & we do little about

ourselves
Page | 31
Every day, we
create 2.5 quintillion
bytes of data so
much that 90% of
the data in the
world today has
been created in
the last two
years alone
Where does this
data come from &
what is Africas
slice of the pie?
Social media explosion & the boom of mobile devices
If Facebook was a country, it

would be the 3rd most
populous on Earth
There are more iPhones
or Samsung Galaxies
sold than babies born in
the world every day
Page | 32
Pointers
Only 0.5% of
world's scientific
publications are
produced
by African sources
& less than 5%
of content
downloaded
globally is from
Africa
Why should Africas story matter?

Its good business
$860 Billion
Africas combined consumer spending in

2008
$1.4 Trillion
Africas consumer spending in 2020
Page | 33
Weve some eye-catching digital records
M-Shwari is a fairly new
banking product by Kenya telco

Safaricom that allows you to save
and borrow money through your
phone while earning you interest on
money saved.
M-Shwari hit 1 million

customers faster than
Facebook did
Weve some eye-catching digital records
Kenya has
the highest
mobile
money
usage in
the world
68% of the
population
Page | 34
By end of 2013 Lagos will

have overtaken Cairo to
become Africas largest city.
Within 10 years Lagos will
have 16m people; and
Kinshasa 15msignificant
for the Great Lakes.
By end of this year over
half of all city-dwellers in
Africa will be under 18.
Weve
problems that
will need to
draw from
the collective
knowledge of
the world to
solve
African cities are now the

most informal economies in
the world in 2013. Some
70% of workers live on their
wits. Untenable!!!
NonAfrican
rivals are
beating us
to our
story
Opens
Johannesburg
bureau: Unsual
move for BR
Launched 2012.
Has expanded its
Africa staff over
last year from 12
to 160and
growing.
Launched BBC
Focus on Africa TV
programme in 2012
24-hour business
& financial news
broadcaster, In 11
countries, plans to
be in 20 countries
by 2014.
Postpones Kiswahili channel, going for Pan-Africa

strategy by launching South 2 North hosted by
South African broadcaster Redi Tlhabi.?
Launched with offices in

Nairobi & Johannesburg. To
spread west & north soon?
ARISE TV, plans to broadcast

in Africa and other parts of the
world. Launched by Nigerian
publisher and tycoon Nduka
Obaigbena
Page | 35
Global sports giant Boxscore World Sportswire

opened Africa News bureau in Nairobi to cover
SSA sports
THE BIG MEDIA

RACE FOR
AFRICAS
ATTENTION
SEEMS TO
FINALLY BE ON
BUT WHILE
WE ARE STUCK
ON POLITICS
OTHERS
ARENT
Page | 36
SOME PRACTICAL
STEPS, INSIGHTS
AND EXAMPLES
Gender Politics of NMG

Sites
Percentage of male vs female
visitors to:
nation.co.ke 50/50
africareview.com 40/60
theeastafrican.com -35/65
55% of the traffic to NMG sites
is via mobile devices cellphone
& tablets
SEIZE THE POSSIBILITIES OF MULTIMEDIA,

BE BRAVE & TEST THE FRONTIERS
Pay attention to
what the girls are
reading this time,
or PERISH!
Nigerian Bella Naija

blog by Uche Eze is
believed to be worth
at least $400,000.
As a blogger, she has
a functional office in
Maryland in the US,
and Lagos
Page | 37
Linda Ikeji, has become one of

Nigerias youngest millionaires
through her blog. The lindaikeji blog
is estimated to be worth $250,000.
The Future Africa Media

World & Story Will Be
MUCH YOUNGER
A LOT MORE FEMALE

SOCIAL
DIGITAL
MOBILE
Page | 38
PRESENTATION 5: AFRICAN STORY, TOLD AND INFORMED BY AFRICANS - BY MARCEL DAMAS

MUSEMINARI, CEO BUSINESS DAILY LTD.
Questions?
What is our story as Africans?- Worldview: Undertones of African/ Culture afro-centric. We

accuse others, especially the West of distortions; but do we understand our past?
Why do civilizations rise & decline?
British mid 20th Century historian Toynbee in his compilation of Study of History gives
reason as : failure of a creative minority through moral or religious decline to meet certain
challenges rather than economic or environmental causes. cause and effect
Yet Aid tied to LGBTs rights and we keep quiet
Era of Asia Pacific Rim and Africa, Rwanda?
Korea compared with Rwanda
Same level of GDP per capita in 1960 of 79 $ complete with Nyakatsi (grass thatched
houses)
Had a major civil war in 1950-53 and 3M people dead
Now Korea who are Rwandas chosen model are 12 th on HDI, moreover have large untaxed
income (disposable income)
15th largest world economy as a centre of Asia- Pacific Rim era
Rwandas opportunity in ICT and media
Reap from advances in technology (esp. ICT)
Rwanda can be most internet linked nation in Africa (4G) with help of Korea (most internet
linked nation on earth)
Since we missed on the printed newspaper, desktop, laptop, Ipad computers; TV with
ubiquitous broadband internet, Rwandas media as well as every other sectors can frog-leap
into 21st century
ICT has metamorphosed newspapers
Page | 39
We can now fly beyond the heavy boot of the censor; the nuisance of newsprint and ink and
timelines, smoke-filled newsrooms etc.
The challenge of content
Most of media have very drab content
Look at the Lukwago, Kiiza Besigye saga in Ugandan media reported ad nauseam. You
would think they are saints about to hanged by Pres. Museveni
Rwandan media tell of wars long gone or at least tell prophecy of war.
Yet valid stories of hunger (when a man bites a dog in Rwanda it is not a story!)
MINAGRI,RBA
ICC & Uhuru Kenyatta? Rich, powerful offenders?
Media: Watchdog or lapdog?
or
Journalists are disoriented /bought over by corporate clients and become lapdogs of politicians
and other moneybags and abdicate our noble role as watchdogs for society.
Legislation
Access to Information law was the most progressive in the world until the caveat of the
ministerial decrees that made it an albatross
Now it can best be described as a media state of emergency e.g. you can not query a
questionable treaty with a foreign government or organization or embarrass the state.
Requests not respected by the institutions e.g. Business Daily & RGB.
Ndi Umunyarwanda
I am Rwandan
Page | 40
So what? political rhetoric?
There are still criminals in public and private sector
Genocide survivors told to wait until April!
Human rights abuses and lots of despair around e.g. <1$ per day wages.
I am EAC (Jumuiya)..THANK YOU
Page | 41
SESSION 2: POSITIONING RWANDA AS A BUSIN ESS AND INVESTMENT

DESTINATION IN THE M EDIA SECTOR
Moderator: Arthur Asiimwe, Director General, RBA.
PANELLISTS REMARKS:
Haresh Vyas, Director, Autograph Ltd MAURICETV.COM
He gave his experiences in running an Internet TV station in Mauritius.

Being a small country is a positive thing. We do our own business plans and strategies.
Mauritius is about to be a finance hub of Africa.
There are tremendous opportunities in Internet TV.
The future of TV is internet (IP) TV.
Mr. Joseph Mpunga, RDB
6 opportunities in the media sector. Radio internet TV,

newspaper, printing machinery
This week have registered printing project. Expected to
revolutionise newspaper printing business.
Media training centres.
If you register a project under investment code, you are eligible
for tax exemptions on capital expenditure.
Media owners can look at how to register as investments to take
advantage of the tax incentives offered by the Rwanda
Development Board.

Louis Kamanzi Radio Flash
Private sector is actually taking over the Radio market in

terms of Ad spend.
Lack of enough skilled labour in Rwanda is a challenge. It

is not easy to import labour. But that problem is slowly receding.
Fundamental market changes are pushing radio stations

towards an uncertain future.
Page | 42
Kensi Mugabe - Radio 1
He shared the success story of Radio 1, a new

station, in the Rwandan market.
Radio 1 decided to be a local station that

responds to local needs. The secret was in going to
the people.
The station targeted the small & medium

enterprises (SME) market and tailored products for
that market and incentives for the businesses who
work with the station. E.g. free classified Ads.
Within one month we are able to be almost

on the same platform as our bigger peers.
Success was initially built on small and

medium clients. No major corporate clients came until 8 months later.
Dont over-rely on government funding. Media owners should be creative in deriving incomes from
the private sector. E.g. targeting SME business clients Radio 1.
Radio 1 has signed MOUs with seven media houses for content sharing.
SESSION DISCUSSIONS
The key to success in Rwandan media is in knowing your audience...
Corruption in the media must be completely stamped out.
There should be some regulation on online broadcasting for the media.

Producing high quality local content or giving international content with a local angle is a crucial step
to attracting wider audiences.
Some Participants raised the issue of the uniform mast rental pricing, terming it unfair. They asked
for price discrimination on mast rentals to be fair to the smaller players.
Response from RBA was that there arent any more radio frequencies to lease out but the
government is negotiating with ITU to have more frequencies allocated to Rwanda. However some
radio stations were said to have underutilised frequencies.
RBA has 5 community radios and has no intention to expand, but work to make the current ones
more commercially viable.
Advocacy on the digital migration is not only the responsibility of RBA. Journalists in general should
be part of the effort to sensitize the public on the digital migration.
SESSION RESOLUTIONS
Page | 43
The radio market in Rwanda is small but not too small for the wise to survive on it.
Key to success in Rwandan media is in knowing your audience and building your own unique brand
and tailoring products to specific market segments.
Media owner should be creative in deriving incomes from the private sector and not over-rely on
government funding E.g. targeting SME business clients Radio 1
Page | 44
PANEL PRESENTATIONS
PRESENTATION 6: POSITIONING RWANDA AS A BUSINESS AND INVESTMENT DESTINATION IN
THE MEDIA SECTOR RWANDA DEVELOPMENT BOARD
Contents
Country Profile
A business friendly Government
Why the media is important for Rwanda.
Private investment in the media sector
Government committed to reform the media industry to attract more investments
Some domestic and regional brands
Investment opportunities
Way forward.
RWANDA
A Business friendly Government
Rwanda has gained global recognition as a country on the move, one that has achieved
economic growth and private investment being a contributory factor to growth.
Page | 45
Rwandas ease of doing business is evidenced in increase of both local and Foreign Direct
Investments.
Major reforms have been made in starting a business, hiring labour, investor protection,
construction permits and paying taxes.
And above all, Rwanda is the most competitive place to do business in East Africa and 3rd in
Africa (Global Competitive Index Report 2013-2014)
Why Invest in Rwanda

1. Rwanda is growing fast:
Sustained average GDP growth rate of 8% p.a.
Among top 25 fastest growing economies in the world
One of five hottest countries for investment
2. Untapped business opportunities in:
Knowledge based sectors of media, ICT, BPO & Financial services
Real estate & construction
3. Access to Markets:
Growing middle class estimated at around 20%
A hub for rapidly integrating East African Countries
East African Community common market of over 130M people
THE MEDIA
Why the media is so important for Rwanda today
The media today has played significant role in strengthening the Rwandan society as opposed to
the past.
Media has played a critical role in shaping our national, regional, and global business and politics
changing Rwandas image to the outside World.
Enabled to share news about products and services with people that are out of reach.
Helped spread information across the spectrum. People can now access information
irrespective of their location due to improved IT infrastructure
Private Investment in Media Sub-Sector
Page | 46
No
Investment/project
Origin
Nation Holding Rwanda
Kenya
Tele 10/TV Channel
Rwanda
Contact FM
Rwanda
Star Times
China
Flash FM
Rwanda
Amazing Radio
USA
City Radio
Uganda
In the last 10 years private business companies and individuals have registered over 8 projects
of a total value of USD 13.6million,
In the last 10 years private business companies and individuals have registered over 8 projects
of a total value of USD 13.6million,
+ Freshly registered Printing Project MDP Print International Ltd

More projects expected to register if Rwanda fully integrates to digital migration by 2015.(ITU Deadline)
Government committed to reform the media industry to attract more investments
Media in Rwanda is among the fastest growing industries, but the sector has not commanded
the level of financing that is required to unlock its full potential.
Government of Rwanda has invested in establishing both soft and hard infrastructure to
facilitate the growth of the media sector.
Reviewed the media law to encourage more investments in the industry i.e. both print and
broadcast media are self and partially regulated.
Government plans to completely switch off analogue transmission to digital in TV broadcasting.
GoR has embarked on a process of promoting the use of ICTs which has opened a window for
investment opportunities.
Domestic and regional media brands
Rwanda has witnessed significant increase of both local and foreign media with regional brands
all coming to establish office in Rwanda.
Page | 47
i.e. Nation Media Group, Igihe.com, StarTimes, DSTV, New Times, Royal Media Services (Citizen TV),
Kigali Today
Investment opportunities
Print Media-The opportunity
Press printing machines-The opportunity
Offset printing machines
Digital printing machines
Page | 48
Need to reduce offshore printing to cut the burden of transportation and cost
Other investment opportunities
Digital media and creative industries
Media training centres
Radios
Online media and advertising
Way forward
More reforms needed to attract valuable investments in the industry and reduce costs.
PPP approach for more media training centres to reduce the existing skills gap.
Private sector engagement is key to the development of the media industry.
Improved information sharing and communication
Page | 49
Rwanda Development Board, Confidential Not to be reproduced or distributed
Thank You
Page | 50
PRESENTATION 7: POSITIONING RWANDA AS A BUSINESS AND INVESTMENT DESTINATION IN

THE MEDIA SECTOR RWANDA DEVELOPMENT BOARD
Radio Flash FM
89.2FM
90.4FM
95.7FM
Kigali
Mutara
Karongi
Louis B Kamanzi
CEO
Page | 51
Our Coverage
Mutara
Kigali
Karongi
Organisational Structure
CEO
Programs
Department
15
Sales &
Marketing
06
News
13
Technical
Department
05
Accounts
03
Page | 52
Radio Revenue contribution by sector 2013

MONTH
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
PUPLIC /
GOVERNMENT %
45
18
53
54
54
47
35
44
24
20
16
PRIVATE %
55
82
47
46
46
53
65
56
76
80
84
Graphical Representation of Revenues

Comments:
Generally Private sector has a
highest contribution
90
Percentage Contribution
80
Between March and May, the

government Sector is closing
budget activities in
preparations for the new
budget thus an increase in
expenditure
70
60
50
40
PUPLIC %
30
PRIVATE %
20
10
0
Month
Page | 53
Key Challenges
Key challenges are being caused by declining demand for
radio offerings due to lifestyle changes, the wide
availability of substitutable audio platforms, and the
primary content currently being offered.
Inconsistent power supply to our up country sites this
in turn leads to Equipment breakdown and in turn high
costs of operation through access and equipment
replacement
Friction with Government Officials / Media Regulatory
bodies over content being/to be published on air
Challenges contd..
Poor Market perception towards

marketing/Advertising especially the Government
Sector;
It is hard for a government department to accept a proposal;
As much as the government institutions have got the budget it is not easily
accessible
Lack of enough Skilled Labour in Rwanda; not

easy to import (language barrier for imported
labour given most shows/programs are hosted in
Kinyarwanda
Page | 54
Conclusion
Fundamental market changes are pushing radio
stations towards an uncertain future and managers
and owners need to begin developing strategic
responses to developments in their industry.
Repositioning radio again will not be a simple task,

but it is one the industry needs to begin undertaking
now.
Thank you!
Page | 55
APPENDIX: CONFERENCE PROGRAM ME

THE 5TH ANNUAL NATIONAL DIALOGUE ON MEDIA DEVELOPMENT
Theme: A reformed media: Building Capacities to Exploit Opportunities
Master of Ceremonies: Ignatius Kabagambe, RGB

Conference Rapporteur: Timothy M. Mwangi Consultant, WordCore Communications Limited
Tuesday, 10th December 2013

Flying in of international invitees
Wednesday, 11th December 2013
Morning sessions
Time
Item
Responsible
7h30-8h30 AM
Arrival and Registration of Participants
Protocol: MHC
08h30-08h40AM
Welcome Remarks
Mr. Ignatius Kabagambe,

RGB
8h40-8h50 AM
Introduction Remarks
8h50-09h00 AM
Remarks
Mr.
Peacemaker
Mbungiramihigo, MHC
Mr. Collin Haba ARJ
09h00-09h10 AM
Remarks
Mr. Lamin Manneh,

UN Coordinator & UNDP
Resident Representative
9h10-10h00 AM
Chief guest and official opening and Group Photo
Minister of MINALOC
10h50-11h50 PM
11h50-12h20PM
Session 1:
Profitability of the media sector: Key to
enhancing professionalism.
Panellists:
Mr. Philip Velese Country Manager of KFM Radio
Mr. Samba Cyuzuzo, Owner of UMUSEKE.COM
Mr. Shyaka Kanuma, Owner of The Rwanda Focus
Newspaper
Mr. Ildephonse Sinabubariraga, ISHINGIRO
Community Radio
Discussions
Resolutions of the session
12h20h-14h00
Lunch
10h00- 10h50 AM
Moderator:
Mr. Prince Bahati,
Voice of Hope Radio
Mr. Prince Bahati,

Mr. Ignatius Kabagambe
and Mr. Timothy Munuku
Mwangi
Hotel
Page | 56
Afternoon sessions
14h00-14h50 PM
14h50-15h20PM
15h20-16h20PM
16h20-16h40 PM
Session 2:
Effective enforcement of ethical standards in
media: The role of the media self regulatory
body.
Panellists:
Mr. Fred Muvunyi, Chairman of RMC
Ms. Emma Claudine Ntirenganya, Board Member
of RMC
Dr. Christopher Kayumba, Consultant of RMC
Health Break
Discussions
Resolutions of the session
Day Two: Thursday, 12th December 2013

Morning sessions
7h30-8h30 AM.
Arrival and introduction of the day
Session 1:
African Story told and informed by Africans.
08h30-09h20 AM.
Panellists:
Mr. Charles Onyango-Obbo, Nation Media Group;
Mr. Andrew Mwenda, The Independent;
Mr. Marcel Museminari, Owner of Business Daily
Newspaper.
Mr. Jenerali Ulimwengu, Tanzania
09h20 10h20PM
Discussions
10h20-10h40 AM.
Health Break
Session 2:
Positioning Rwanda as a business and
10h40-11h30 AM.
investment destination in the media sector
Panellists:
Ms. Vivian Kayitesi, Head of Investment
Promotion at RDB;
Mr. Arthur Asiimwe, Director General of RBA
11h30-12h30 AM.
Discussions
12h30-12h50 PM.
Recommendations and Resolutions.
12h50- 13h00PM
Closing Remarks
13h00-14h00 PM
Lunch
Evening Session
17h00
Development Journalism Awards
Friday, 13th December 2013
Fly out of foreign invitees.
Mr. Alphonse Nkusi,

RMC
Hotel
Moderator
Mwangi

Moderator:
Mr. Jenerali Ulimwengu
Moderator
Hotel
Moderator:
Mr. Emmanuel
MHC
Mugisha,
Moderator
Mwangi
Mr.
Peacemaker
Mbungiramihigo, MHC
Hotel
ARJ and RGB
Page | 57

5th National Dialogue Report

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THE 5TH ANNUAL NATIONAL DIALOGUE ON MEDIA

11 & 12th December, 2013

Media High Council

OFFICIAL OPENING CER EMONY

Ambassadors and High Commissioners;

I would like to end by reiterating my Governments commitment towards sustainable development of

OPENING REMARKS BY MR. LAMIN MANNEH, UN COORDINATOR & UNDP

Honoured and delighted to be at

SPEECH BY MR. PEACEMEKER MBUNGIRAMIHIGO, EXECUTIVE SECRETARY,

SPEECH BY MR. COLLIN HABA, MD

NEW TIMES NEWSPAPER AND

Greetings to you, distinguished guests,

Moderator: Mr. Prince Bahati, Voice of Hope Radio

Mr. Phillip Velese: Country Manager, KFM Radio

Mr. Samba Cyuzuzo, Owner, UMUSEKE.COM

A participant fields a question to the panellists.

PRESENTATION 2: PROFITABILITY OF MEDIA: KEY TO ENHANCING PROFESSIONALISM - CASE

Profitability of Media , key to enhancing professionalism

Profitability and professionalism

Strength and opportunities of community radio stations to be profitable.

They have a specific coverage and listenership.

The community is involved in the programming.

Challenges and Hindrances

The rent of tool/pylon is a very big hindrance.

Government should encourage local government to be a strong partner of community radio

Exoneration over electronic equipments for broadcasting such as transmitters, STL,

PRESENTATION 3: PROFITABILITY OF MEDIA: KEY TO ENHANCING PROFESSIONALISM A CASE

III. How to boost Profitability in media houses?

SESSON 2: EFFECTIVE ENFORCEMENT OF ETHIC AL STANDARDS IN

Moderator: Mr. Alphonse Nkusi, RMC

Dr. Christopher Kayumba, RMC Consultant

Floor discussions commenced with a round of presentations on media self regulation

Dr. Roukaya Kasenally-Director of Programs, Africa Media Initiative (AMI)

Africa Media Leaders Forum is an Industry driven

We are moving into developing a leadership and

It is also important to debunk around ethics ad what

The Media Council of Tanzania (MCT) was started in

Victor Bwire Deputy CEO, Kenya Media Council

This allays fears that Government involvement

The Council receives funding from government,

One of the biggest functions of the KMC is to

Mr. Marcel Museminari, Owner of Business Daily Newspaper

Do we understand our past?

** See presentation for details.

They do little about us & we do little about

Social media explosion & the boom of mobile devices

If Facebook was a country, it

Why should Africas story matter?

Africas combined consumer spending in

Africas consumer spending in 2020

Weve some eye-catching digital records

M-Shwari is a fairly new

banking product by Kenya telco

M-Shwari hit 1 million

Weve some eye-catching digital records

By end of 2013 Lagos will

African cities are now the

Postpones Kiswahili channel, going for Pan-Africa

Launched with offices in

ARISE TV, plans to broadcast

Global sports giant Boxscore World Sportswire

THE BIG MEDIA

Gender Politics of NMG

SEIZE THE POSSIBILITIES OF MULTIMEDIA,