| Abstract: | This paper critically examines the public service media (PSM) in Southern Africa with particular emphasis on Botswana. The PSM, which is considered to be one of the key institutions that needs to be strengthened if the current transition to democracy and the building of an open and accountable system in Africa is to take root, faces many challenges due to its vulnerability to state control and manipulation. After an analysis of the PSM concept and an examination of how the public service media was introduced into and has evolved in the region, particularly in Botswana, it concludes that this medium of communication, on account of its reach, remains the most important means of disseminating information, education and entertainment for the foreseeable future. Nevertheless, it is argued that for it to effectively accomplish these objectives certain important reforms must be carried out designed to disentangle it from the state and make it more independent and accountable. It is made clear that the new PSM model neither requires a public monopoly or public sector control nor that the state should be totally cut off, but rather a new redefined role for the state. The new model is built around at least five fundamental principles that should be crafted into any new media legislation dealing with the public media which will ensure public accountability, independence from partisan manipulation and a level playing field for all political actors. |
