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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