By Esther Wright
The Sierra Leone Broadcasters’ Association (SiLBA) on Friday, 16th August 2024, took a significant step towards enhancing its engagement and partnership with the Chinese Embassy in Freetown. The visit was marked by the presentation of SiLBA’s Executive members, demonstrating the Association’s commitment to fostering a vibrant and sustainable media environment in Sierra Leone.
Established as a non-profit organization two years ago and incorporated at the Corporate Affairs Commission in Sierra Leone, SiLBA aims to serve as a national umbrella association for broadcasters. The Chairman, Stanley Bangura Jnr, emphasized their goal to safeguard the rights, collective interests and welfare of broadcasters while striving to improve their professional well-being and output. With a membership of 100 individuals and 40 radio and TV stations, SiLBA envisions an inclusive, competitive and thriving media landscape that prioritizes professionalism and addresses the needs and interests of broadcasters in the country.
SiLBA’s headquarters located at 48 Jenner Wright Road, Upgun, Freetown, serves as the hub for promoting unity, professionalism, cooperation and best practices among broadcasters. The Association’s mission includes advocating for broadcasting sustainability and profitability, supporting technology innovation, facilitating training opportunities and networking with global entities to advance its interests at all levels.
Addressing potential queries regarding SiLBA’s relationship with other media organizations and stakeholders, the Association clarified its stance on collaboration over competition. SiLBA aims to complement the work of existing bodies such as the Sierra Leone Association of Journalists (SLAJ), Sierra Leone Reporters Union (SLRU), Independent Media Commission (IMC), and media development partners like the Media Reform Coordinating Group (MRCG) and Independent Radio Network (IRN).
During the meeting, Zhang Dianbin, Minister Counsellor at the Chinese Embassy, acknowledged the critical role of the media, particularly broadcast media, in delivering credible information to the public. He encouraged SiLBA to represent China’s values and achievements globally and expressed the Embassy’s readiness to support the Association in its endeavors. Welcoming SiLBA’s request for assistance, Zhang Dianbin urged the Executive members to submit a proposal outlining their priority areas for potential collaboration.
In response, SiLBA expressed gratitude for the Embassy’s willingness to collaborate and reaffirmed its dedication to fostering mutual understanding and cooperation. The Association outlined immediate priorities for the upcoming year, including securing office space, developing a website, establishing international partnerships, organizing exchange visits, mobilizing memberships, conducting training programs, acquiring grants for radio equipment and implementing projects focusing on various media-related topics.
The dialogue between the Sierra Leone Broadcasters’ Association and the Chinese Embassy signifies a positive step towards strengthening ties and advancing the media landscape in Sierra Leone through collaborative initiatives and shared objectives. Both parties look forward to future engagements that will contribute to maintaining professional standards, supporting media professionals and ensuring the public’s access to accurate and informative content.
As SiLBA continues to expand its network and influence within the media industry, the association’s partnership with the Chinese Embassy reflects a shared commitment to promoting media excellence and contributing to the development of a dynamic and responsible media environment in Sierra Leone.
