African Renaissance Conference  24- 26 May 2018



    Building Media Excellence in Africa:
    Africa Media Institute (AMI)

    Phil Molefe

    Executive Chairman Africa Media Institute
    My passion is Africa, maturing the African media landscape in areas of training, content generation and media strategy development. As a leading figure in media, spanning the Continent, I have striven for excellence, and as such, my philosophy is this. Only the best is good enough. We are competing in a saturated global market. But by harnessing our African genius, we are forging our own agenda. I am currently, collaboratively, forming a groundbreaking new institute. It is one of the spaces in which we are creating our own agenda. We will not just be globally competitive. Our aim is not merely to compete. Our aim is to situate ourselves, on the global stage, as collaborators, as sharers, and quite simply, as Africans, and leaders, in our field.

    Africa Media Institute (AMI) The African Media Initiative (AMI) is an unprecedented pan-African effort
    aimed at providing the continent’s private and independent media owners and practitioners with the tools they need to play an effective role in their societies. AMI aims to strengthen the private and
    independent media sector in Africa to ensure the accountability of institutions and to promote social development, economic growth and the empowerment of the disenfranchised, especially women.

    The Africa Media Institute (AMI) is a dynamic Pan-African programme developed to provide institutional support to broadcasters in the following areas:
     Skills development

    • Content production
    • Capacity Building
    • Developing Leadership / Management
    • Developing Business Models for the changing broadcast environment

     The AMI programme is in large measure a response to the advent of Digital migration. The new DTT regime will bring about multiple TV channels and most broadcasters, particularly in Africa, are not

    ready to meet its manifold challenges. Undoubtedly, Digital Terrestrial Television has created enormous opportunities for the broadcast media. These include:

    •  Multi-channel TV networks
    • Phenomenal growth for broadcast
    • houses - new platforms and content
    •  Enhanced picture quality
    •  Interactivity- active audience participation
    • Growth for Local Content production

    These opportunities, however, will have to contend with equally daunting challenges. These challenges have the potential to undermine the celebrated DTT opportunities. The challenges include:

    • Content creation and development
    • Skills development
    • Managing the multi-channel business
    • Developing the New Operating Model
    • DTT
    • Change management

    The AMI was established by a dynamic team of media experts with an extensive experience in the Pan-African broadcasting sector. The team is there to provide institutional support to your management
    and staff to navigate the transition from analog to digital broadcasting. Put simply, many channels for Swazi TV or Zambia TV will inevitably require more quality content and more skilled personnel to produce content as well as manage multiple channels. This is where the Institute comes in to provide that support and bridge the gap.
    The positive side is that more TV channels will mean the opportunity to begin to tell our African story across different platforms - News, Sports, Culture, Education, Health, Business and Social Development. Africans must begin to tell own stories and tell these stories from an African