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>Fiji Times, 26/2/04, p 6 > >20 February 2004 > >Letters to the Editor column > >Re: Media in Fiji > >Sir/Madam > >Allow me to share my perspective on recent comments >about the mainstream media, particularly in reference >to the Prime Minister’s opening speech at this week’s >CBA conference. > >Since the 1980s (possibly even earlier) government >policy has enabled a de-regulated media market. We >have seen the increase in the number of newspapers and >commercial publication, the deregulation of the >‘airwaves’ has increased in the number of radio >stations, mostly broadcasting a commercial format, and >the advent of television, as well as and numerous >other new media. The agenda set by government for this >media environment has certainly enabled media >consumers in Fiji to enjoy a very vibrant and >commercialised media, which is very different from the >concept of public service or community media. > >A commercial media environment creates vigorous >competition between the various media organisations >from ‘breaking news stories to programming content’ >and results in ‘ratings hype’, much of this is >perceived to be for the benefit of advertisers whose >‘funding’ is required to maintain operations, keep the >media organisations commercially viable and profitable >for their ownership. I say perceived, because media >executives may argue that their organisations do >provide a people-centred approach but require this >income in order to survive and that their formats or >content is driven by their organisation’s aims, >objectives and missions which take into account their >target demographics. > >So where does this leave the media consumers or the >target demographics? >We have to admit that we have remained collectively >passive as these media reforms have taken place in our >country, and it seems that as we are challenged to >face the realities of the development needs in our >country, especially in a situation of post conflict >reconstruction, we are being frustrated by the lack of >space in the commercial, mainstream media to exchange >viewpoints, highlight our issues, and to see a true >reflection of Fiji’s realities in the press and >programmes that we receive. >Or is it there and we are just not happy about our >inability to control what we receive as media >consumers? > >I fear that attempts to control the media, through >legislative regulation would not actually enable media >consumers to claim our space for our issues, our >concerns and our experiences. There are a number of >forums, including the Fiji Media Council, Fiji Media >Watch, and of course the women’s movement and other >civil society groups, which can provide a collective >platform for discussion and dialogue for all >stakeholders – which actually must include the media >consumers and civil society groups, and not just >government and media organisations. > >However, recent experiences have increased my >disappointment of the mainstream media especially when >issues are raised by individuals or concerned groups >forums, seem to attract a ‘we cannot please everyone’ >attitude. > >This has really been the experience of many of us who >work towards a more equitable and balanced portrayal >of women’s issues and images (but then that’s a whole >other letter!). Many of us, in the women’s movement >have moved on to create our own media spaces, so as >not to be limited by the commercial mandate or media >policy constraints, however we also realise that we >cannot work in isolation and therefore in order to >‘mainstream’ our issues there is a need to understand >EACH media organisation’s policy – rather than making >blanket judgements. > >So there is a very practical need for the media >executives in our country to respond to the concerns >being expressed. How will you be able to take into >account the needs and sentiments expressed by your >target demographics, and maintain your commercial >agendas? How will you be able to balance entertainment >driven content with the realities of the education and >information needs? > >Freedom of information and freedom of expression, and >a right to communication, is not just about the rights >of the media industry to inform, educate and >entertain. It is also about ensuring equitable space >for all people to be able to feel valued for the >contributions they wish to make through the media and >to be able to do this in a safe environment. > >Legislative reforms and tighter government control I >fear, would not enable this. It is therefore up to all >the stakeholders to work towards creating a media >environment that can service the needs of all the >people of Fiji – it is certainly a challenge, but if >there is true commitment to this issue, it needs to be >done. After all this is an important part of our >country’s reconstruction ….working towards sustainable >development for a  peaceful, prosperous Fiji. > >Vinaka-Shukria, Peace >Sharon Bhagwan Rolls >P O Box 2439 >Government Buildings >Suva

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