PART A: SUSTAINABILITY
Sustainability is a central concern about all media, and indeed Community radio stations. In view of their not-for-profit status, financial challenges are always a concern. It is important that a community radio station continues to be a strong going concern in the short, medium and long terms. These, in the context of the poor section of the population, can be daunting.
There is no easy way in the debate, but community media experts have identified three key frameworks – the social, institutional and economic frameworks - around which this debate should be reviewed in order to retain the integrity of the participatory model of community broadcasting.
Social sustainability is dependent on the station’s capacity to relate to local actors and engage them in appropriating the communication process. When a community radio station is socially sustainable, it counts on a pool of volunteers to assist in programming, fund-raising and other activities, and it forms links with local groups, who use the station not only to produce programmes that reflect their concern, but also as a venue to meet to discuss solutions to common problems. Hence, community radio programming strengthens formal and informal social networks.
Institutional sustainability is the framework that facilitates the participatory communication process. There are two important components to this: one is the legal framework, i.e. how existing policies and regulations are or not supportive for developing a participatory experience free from censorship and external pressures. On the other hand, it has to do with the radio stations management procedures, as well as the human and working relationships among staff.
A community radio station that is institutionally sustainable is able to broaden the community’s participation in its management. This requires a participatory decision-making process, transparency and transferring knowledge to new generations. When this is achieved, the community and not a particular group becomes responsible for the radio station’s ventures and its ultimate success.
Financial sustainability includes the station’s ability to pay for core staff, maintain the equipment, contribute to programme development, invest in the training of staff and meet the other operating costs. This form of sustainability requires that stations become effective at organizing resource mobilization activities and drawing funds from donors who are external to the community. But the most important measure of financial sustainability is a station’s ability to secure contributions from their community in kind and cash, generate fees from announcements by local organizations and business, and develop sponsorships from community groups for special programmes they request. Donors, after all usually seek to stop providing financial support within a few years. |
