Addis Ababa, 02 October, 2015(WIC)-The Ethiopian Broadcast Authority has urged both private and public media in the country to constructive and influential to bring the necessary change.
The Authority has prepared a consultation forum here today for the media and communication leaders to exchange views on opportunities, challenges and remedies of the media industry in the country.
Speaking at the forum, Executive Director of the Authority, Zeray Asgedom, said all stakeholders should contribute their share in the effort to enable both private and public media play a constructive role and become influential.
Even if it is not possible to say that the media industry has made a leap forward to the needed level, it is playing undeniable role in strengthening peace and security, ensuring sustained development and promoting the country’s good image.
“The media is yet to reach the needed level of development desired by both the government and the public. It has to work more to contribute to the effort to ensure good governance, and democracy,” Zeray remarked.
Coordinator of the department of Journalism and Communication of Addis Ababa University, Assistant Professor Negeri Lencho, on his part said that all media should work hard mainly in areas of development, democracy and good governance if they have to be more influential.
Negeri stressed that the media should operate in a manner of accountability and in a responsible way to be influential and serve all members of the society equally.
Providing valuable investigative reports and information that cannot be easily accessible by the wider public can help the media to strengthen its ties with the media and contribute to the government’s efforts in various sectors, he underscored.