28 January 2000
The Premier of the Free State Province Winkie Direko
The Mayor of Botshabelo Mr Lefuo
Station Manager Mr Solly Mosala
Chairperson Mr Motlhabane
Representatives of the NCRF, Danida and Kgaso Fund
Members of the Media,
Master of Ceremonies,
Ladies and Gentlemen.
In his book "A Long Walk to Freedom" former President nelson Mandela reflects on the beauty and tranquillity of the Free State. He writes, "the province of the Orange Free State has always had a magical effect on me. With its flat dusty landscape as far as the eye can see, the great blue ceiling above, the endless stretches of yellow mealie fields, scrub and bushes, the Free State’s landscape gladdens my heart no matter what my mood. When I am there, I feel that nothing can shut me in, that my thoughts can roam as far and wide as the horizon."
As a child of this province I’m still captivated by the beauty and calm of the Free State to this very day. More so because this is a place of history. It is a glorious triumphant history of resistance where the people of this province contributed to the struggle against apartheid and said no to Bantustans and it separation of our people, e.g. the Batswana and the Basotho’s.
In this province where the ruling party was founded, a leadership of men and women was born whom, as our President said on Saturday at Cde Nzo’s funeral "gave generously of their talents to lighten our moments of darkness. "They are people like Dr Moroka, Reverent Mahabane and the women who led the Women’s March, etc, who in the struggle for liberation of our country talked about power, about freedom of expression, about resistance and challenging the government of the time.
Today, we have entered a new era; one where political freedom gained must be nurtured, where we can talk about power to build, reconstruct and develop individually and collectively our country and entrench democracy.
It is an era when we enter a new century, the African Century, and a new millennium, where we are expected to strive for the unity of our people throughout the country and the continent; where we are to work together to rid the country and the continent to eradicate poverty and scourges such as HIV/Aids.
For each of us to play a significant role, information is imperative – information is power. Without information, we cannot exercise our vote in the elections; without information about the prevention of HIV/Aids we don’t have a choice in matters of life and death; without information of our government and its programmes and services, citizens will not be able to access these and participate in shaping their destiny.
The values and aspirations of all South Africans as articulated in the Constitution recognises the need for promotion of our indigenous languages, equality of all and non-discrimination which symbolises total transformation of our society.
It is this transformation that gave birth to the Independent Broadcasting Authority. It is under the auspices of the IBA Act that we now have community broadcasting services. I remember the debates around this provision, how some people through that community broadcasting would never thrive in this country. It is true that the sector has struggled, but it has survived.
Mr Mosala, Mr Selokoe, Mr Fokane and Mr kessah (no women station manager!) as the first station managers of these new radio stations you have your work cut out for you.
A broadcaster anywhere in the world must seek to be part of the society in which it exists. In order to be of relevance as a medium of information and entertainment it must take cognisance of the historical origins, the current realities and future aspirations of its people.
This applies equally to these new radio stations. However, the vagaries of our history present us with unique challenges. Prime amongst these is the need to serve a community that has inherited multiple identities. In which a minority identity has dominated all others. To serve a community whose everyday existence is traumatised by crime – rape murder and hijackings. Learning problems. Rural under-development. Gender inequity. These are challenges that face us as a nation. The question for us today as we launch these new radio services is "How is this radio going to help in addressing some of these problems?"
As communicators, your expertise lies in the way you package your message. In the old advertising dictum, "it is not what you say, it is how you say it." Take the issue of HIV/Aids for example. A study commissioned by the Government Communications and Information Services found that the AIDS message is well publicised and people are aware of the message. However, this awareness does not translate into a change in lifestyle. This means that we should reconsider the way we have been communicating the AIDS message. We will have to package it differently and address the lifestyle issues – very much like Coca Cola with its brands.
Radio is not simply about reflecting people’s current realities. Radio is a powerful medium with the capacity to influence what people think. It is therefore important that broadcasters are responsible with the content of their broadcasts; and not only look at the bottom line. This is especially true in the areas of news and current affairs.
In this period of transformation, and the era of re-construction, it should be every broadcaster’s mission to help south Africans relate to each other. To help foster a sense of community and to bring the political, economic, social and religious processes within the reach of the individual in a manner that is accurate and easily understood.
Friends, this new station Mosupatsela, must show us the way. It must address the needs of our emergent society. A society challenged by the demands of a rapidly globalising world. Where technology is growing faster than our ability to muster it.
Madame Premier, we are born in an age where people demand freedom and choice. Where the demands for information are as strong as the need for entertainment. Where the need to develop skills in the industry sits astride the need to be at the cutting edge of technological advancements. Where our duty is to provide a quality service that is also a vehicle for empowerment.
It is my firm belief that the success of this community broadcaster lies in how deep it embeds its roots in this community. In how it responds to the community it serves. Its strength as a broadcaster lies in its business plan. I urge the directors and management therefore to be committed to the highest standards of corporate governance. So that you have a board of directors and a management that is accountable and informed.
The launch of these four stations – Mosupatsela here in Botshabelo; Setsotso in Ficksburg, QwaQwa Community Radio and Naledi in Senekal, which are linked to us via satellite at this moment – is a further step in delivery to the most disadvantaged of our people, a mechanism by which their needs can be articulated and their voices can be heard. These stations must meet one of the principles of government that is about people’s participation. It must assist people.
To all the station managers of these new stations, you have a great responsibility ahead of you. In this period of transformation, and the era of re-construction, it should be every broadcaster’s mission to help South Africans relate to each other. To help foster a sense of community and to bring the political, economic, social and religious processes within the reach of the individual in a manner that is accurate and easily understood.
Mosupatsela and the other community radio stations launched today, should be the heart and soul of their communities – the fulfilment of their struggles and aspirations.
I wish you well, and hope that you turn this opportunity into a broadcasting giant that will serve this community through the African Century.
I thank you.