Open the Waves (Broadcasting) Campaign

2001

Human Rights, Broadcasting

This summary is part of a research project carried out between March and October 2006 in support of the International Institute for Communication and Development (IICD), one of The Communication Initiative (The CI)'s partners.

In the face of increasing legislated restrictions for media in Zimbabwe, MISA (Media Institute of Southern Africa) and Capital Radio launched the Open the Waves broadcasting campaign to advocate for free media access and awareness of the Broadcast Services Act of 2002 (BSA), signed in April 2001.

In an attempt to counter misinformation from governmental authorities, MISA and Capital Radio began a multimedia advertising initiative to raise awareness of the impacts of the BSA on industry, citizenry and the nation. They created a two-stage process that focussed on the urban literate initially and in the second phase, a MISA Zimbabwe-created Broadcasting Taskforce assessed the strategies, weaknesses and future directions for advocacy.

The print media advertisements began running in the daily national newspaper, two leading business weeklies, two popular magazines and two community newspapers. In addition to the print ads, MISA created and distributed an information package and a book on Zimbabwe’s Broadcasting and Telecommunications Law.

Challenges included increased governmental domination and control of the media and political news outlets, in an attempt to stifle dissent.

The author of this case study argues that the Open the Waves campaign generated thousands of comments and requests for information about Zimbabwe’s broadcasting industry. The campaign also raised possibilities and alternative options for services outside the current paradigm of government-controlled media. The campaign’s outreach coordinated with international associations to increase both advocacy coverage and funding sources. Specifically, human rights advocates, whether from religious or political organisations, have recognised the usefulness of a free media in their daily activities.

• There was good coverage in urban and peri-urban areas, but rural exposure was minimal to nil; primarily, this was due to the cost of publishing and distribution, as well as a lack of financial ability in rural communities.
• English language usage failed to reach those who only understood local dialects.
• MISA’s association with Capital Radio left open room for criticism of a partisan collaboration, despite several other groups desiring to access the airwaves. Their efforts are limited by the current laws and governmental interference through imposed licensing/rental demands.

MISA and Capital Radio have embarked on a second phase, starting with a broadcasting taskforce to address the issues noted above: the need to involve other aspiring broadcasters; expanding the campaign’s range to include both rural and urban communities, in both English and local dialects; and lastly, in order to expand and develop allies, the taskforce will identify and disseminate relevant information about the BSA’s impact on those specific individuals and groups.