by Mariam Papidze, The FINANCIAL
The Regional Election Initiative created a coalition of more than 60 regional media outlets which produced TV, radio and internet coverage of the parliamentary election campaign.
“We have also trained more than 100 journalists in new media content production and we are helping a number of media outlets establish websites and create multimedia content,” Matt Shelley, Country Director, told The FINANCIAL. “This initiative to train journalists in multimedia content production and use of social media will become more intensive in the upcoming (third) year of the project. This is a very ambitious programme and covers a full range of issues important to the establishment and support of independent media. In funding the G-MEDIA Program to this extent (USD 13 million over four years), USAID has established media development as a priority in Georgia,” he added.
IREX is an international non-profit organization providing leadership and innovative programmes to improve the quality of education, strengthen independent media, and foster pluralistic civil society development.
Founded in 1968, IREX has an annual portfolio of USD 50 million and a staff of over 400 professionals worldwide. IREX and its partner IREX Europe deliver cross-cutting programmes and consulting expertise in more than 50 countries.
Q. Independent media is one of the main problems in Georgia. Everyone knows that different TV channels were controlled by different political forces. Bidzina Ivanishvili, who is Prime Minister in Georgia, is an owner of Channel 9. In your opinion, is it right when politicians have an impact on TV channels or are even the owners of TV stations and how does that hamper media independent improvement in Georgia?
A. I can’t necessarily say that a politician’s ownership of a TV station is inherently wrong but common sense tells us that when a media outlet is owned by someone active in politics then the news coverage will likely reflect the interests of the owner. There is no question that political interests have controlled media in Georgia and this is contrary to an independent media sector which is managed according to market forces and where news coverage and programming is based on the interests and needs of the public and not on political factions.
Independent media and journalists should serve the interests and needs of the public rather than special interests, including political parties. A media sector that is controlled by political interests will not have the trust and support of a public which is understandably sceptical and even cynical. Access to information, advertising business, access to public officials and events all become subject to political power. Independent media thrive on transparency, a free and open forum for public discussion and a social and business climate in which people are not intimidated by political powers.
Q. What was the biggest project IREX implemented in Georgia in 2012, can you single out the most successful ones?
A. The largest single project in dollar terms was development of the Multimedia Education Center. This is a tremendous space that offers first class teaching facilities and the latest digital production equipment for student training. It supports teaching for students from the Caucasus School of Journalism and Media Management (CSJMM at GIPA), the Caucasus School of Media, training programmes run by Radio Free Europe/Radio Liberty practical skills in order to prepare them for careers in journalism.
Transparency International has used G-MEDIA support to fund a number of important studies including problems in the advertising sector, difficulties of journalists working in the regional media, and they have been very active in key efforts regarding the must-carry rule, regulations on access to information and transparency in media ownership. GYLA uses IREX G-MEDIA support to defend, consult and train journalists on legal issues.
We support a variety of civil society and media advocacy groups. These groups continue to be an important voice for independent media, working on the safety of journalists, access to information and other issues crucial for development of a free and professional press.
We know that efforts to build independent journalism in Georgia will not be successful unless independent media outlets are sustainable. We are working with a number of (mostly regional) media on business planning and we have trained more than 50 sales and business professionals from media outlets in Tbilisi and the regions. We are also providing support for the first radio audience research project, which will help radio stations sell advertising to businesses in and outside of Georgia. An audit of the TV research system will be done early next year in order to help build advertiser confidence in that system.
Q. What are the upcoming programmes?
A. We are halfway through our four year project. This year we will continue the projects I have discussed but we also have a number of priorities. A key issue facing the Georgian public and media is the digital switchover. This has tremendous implications for how broadcast signals will be provided in the future, who will operate the transmission system and who will have access to it.
We will work with our advocacy organizations to encourage the Government to provide a very public process in which all technical, economic and social issues affected by this change will be openly discussed. We believe the regional media are making progress in terms of their locally-produced programming and we want to support that by providing international trainers to work on-site with their journalists and technical colleagues.
Social media played a significant role in the previous election but we know that many journalists and media outlets are anxious for more training and technical support so we will put new resources into that in the coming year. We are also happy to support radio audience research starting next year. The radio stations have struggled in finding advertisers because they did not have audience data. The IREX G-MEDIA Program has selected a company to start a programme of regular research and that company is working with the radio stations and advertising agencies so the system can be sustainable after our support ends. We also want to help the TV sector by providing an audit of the ratings system.
These systems are typically audited every couple of years but the Georgian TV industry has not been able to afford an audit in some time and we believe that this will increase the credibility of the TV ratings which will be a benefit to the TV stations and advertisers as well.
Original Source: The FINANCIAL
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