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Transformation of the media in South Africa is essential. But we should be very clear about what we mean by such transformation.

Are we unhappy with the media because we consider that it promotes particular political, cultural or religious agendas? Are we concerned that only certain sections of society are represented in media reports? Or are we concerned about an apparent bias in reporting - both in the selection of "newsworthy items" and the manner in which they are published?

It is essential that these questions be answered before any serious debate about media transformation can take place.

Because media transformation is not merely a matter of ownership, but of control of subject matter and the manner in which it is reported.

This, obviously, has a bearing on ownership, because those who own often try - and all too often succeed - in manipulating media output. However, even when owners do not exercise direct editorial control or influence, they can indirectly do so, by maintaining pressure on editors to maintain and grow profits.

What this means is that commercial entities, parastatals and even governments, can exert pressure on editors by, for example, threatening to withdraw advertising if certain topics are reported on or if certain revelations become public.

This is a common tactic and should be resisted by any editor. However, when there is pressure from media owners to meet advertising income goals, resistance can become weakened.

The experience of editors in the Independent Newspapers chain in South Africa provides a classic example of non-interference at an ownership level that resulted in a severe decline in journalistic standards.

Baked beans king, Tony - now Sir Anthony - O'Reilly had, by 1994, paid about R750 million to bring the Argus company newspaper titles into his Independent stable. And he seems never to have interfered editorially, merely giving editors the order to increase profits.

Unlike O'Reilly's Irish and British publications, the South African group was very profitable. So, to cover his losses in England and Ireland and to pay dividends to his shareholders, O'Reilly effectively pillaged the South African operations.

The rest is here:
South Africa: The Need for Real Media Transformation