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Monday, June 13, 2016

AMI, World Bank three-day workshop on media on agriculture opens

 A three-day workshop on media on agriculture opened Monday in Yamoussoukro, Côte d’Ivoire by the country’s Minister of Agriculture, Mamadou Coulibaly Sangafowa, who was represented by a director in the ministry, with over 50 media practitioners in attendance across Africa, reports NaijaAgroNet.

The meeting expected to last till Thursday, June 16 seeks indepth and informative media coverage on development themes was notably uninformed.

NaijaAgroNet reports that in addition, there have suspected superficial, perfunctory or lacking altogether in media across most of Africa, according to the organisers, the World Bank Group and the African Media Initiative (AMI).

They also said that the objective is to expand and deepen media understanding as well as coverage of agriculture and related issues by media on the continent.

The Chief executive, AIM, Mr. Eric Chinje, said the mission is to support the media to play a more decisive role in promoting democratic governance, economic growth, social development and citizen empowerment in Africa.

“It seeks to narrow the gap that currently exists between media content and national development agendas,”

He also said that AMI has two strategic pillars namely strengthening African media houses through viable business, models, technology use, effective audience measurement, and improved ethics, and improving media content by reinforcing the capacity of reporters to cover development stories, establishing platforms for program exchange and cross-fertilization, and identifying incentives for writers and other content producers. Its strategic goal is to reduce the gap between media content and the development agenda of countries on the continent.

Chinje also said that the organization supports the emergence of a media sector that is professionally proficient, financially sustainable, technologically efficient, and socially responsible so that it can best serve the public interest and informs the Africa narrative.

Thus, AMI seeks to engage, empower and strengthen the capacities of African media owners and operators by tackling key constraints to media action, and to drive the development content agenda through a programme of specialization among journalists in the critical sectors of the economy in Africa.

On the collaboration with the World Bank Group, he said, AMI look out to mainstream media coverage and promote content that enriches the continental dialogue on agriculture and its related issues. Both will work together with other relevant partners to develop training packages and generate the resources necessary to build a critical mass of media specialists to focus on agriculture, a sector that is critical to growth in national economies.

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