A media financial sustainability assessment conducted by Rwanda Governance Board (RGB) has revealed that 44.5 per cent of staff across all media house categories in Rwanda are paid a monthly salary of Rwf200,000 and below per month.
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The assessment findings were presented by Jean Bosco Rushingabigwi, Head of Media Sector Coordination and Monitoring Department at Rwanda Governance Board (RGB), during the celebration of Africa Day of Information.
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"This is considered not competitive enough to attract and retain skilled and experienced labour,” he said.
The study showed that apart from public broadcasters with staff in key positions, the other categories of media houses lack staff in some key positions such as editors, marketing, finance, administration, and IT.
It highlights that 78 per cent of journalists have Bachelor’s degrees in various domains with 63.8 per cent having degrees in media studies.
According to the assessment based on data provided by 15 media houses, 51.7 per cent of media houses made profits in 2021 while 46.7 per cent made profits in 2022.
It shows that 35.7 per cent did not make profits in 2021 and 46.7 per cent did not make profit in 2022.
"It is worth noting that a big proportion equivalent to 61.5 per cent of the assessed media houses were not able to provide information related to their financial situation,” reads the report.
Rushingabigwi noted that out of 15 various sources of revenue, the most important is advertisement (89 per cent), programme sponsorship and grants (32.4 per cent), live streaming services (27 per cent), videography services, documentary production and supplements making up 21.6 per cent.
The study concludes that "media houses rely on public and private institutions for advertisement and announcements.”
Meanwhile, it noted that more and more educated journalists are joining the industry.
"Both media management and associations share the same management challenges in addition to low salaries in general.”
The report recommends enhancing the governance and management of media houses and media associations. Putting in place and implementing key guiding documents such as strategic plans, marketing strategies, business plans, financial manuals, and human resource manuals to support efficiency and effectiveness in the media houses and associations were recommended.
Aldo Havugimana, the Chairperson of the Rwanda Journalists Association, said while information is a key need in governance and democracy, more initiatives are needed to ensure media houses and journalists’ financial sustainability.
He said 85 per cent of citizens perceive the media as playing a crucial role in enhancing governance and democracy, as well as being key players in development and governance.
While media development and professional capacity are needed, Havugimana said, initiatives are needed to ensure financial sustainability.
He mentioned the ‘media development fund’ that is being worked on.
"Some partners showed interest in supporting the initiative,” he said, pledging that by next year tangible steps towards media financial sustainability will have been made.
On the Africa Day of Information, winners of the 10th edition of the Development Journalism Awards 2023 were also awarded.