By Amin Kef Sesay
The United States Ambassador to Sierra Leone, Bryan David Hunt, has pledged to collaborate with the Sierra Leone Broadcasters Association (SiLBA), in a significant move towards enhancing media professionalism and capacity building in Sierra Leone. The commitment came during a courtesy visit by SiLBA Executive Members, where discussions focused on fostering partnerships between the US Embassy and Sierra Leonean media organizations for the promotion of good governance, media freedom and combating misinformation and disinformation.
SiLBA, a critical partner in the media landscape of Sierra Leone, plays a vital role in disseminating accurate information and upholding professional standards in broadcasting. The organization’s dedication to responsible journalism and community engagement has earned it recognition as a trusted source of news and information among the Sierra Leone public. A larger percentage of the population relies on radio and television broadcasts for credible news compared to content from social media influencers.
Ambassador Bryan David Hunt’s commitment to collaborating with SiLBA entails providing support for capacity building training programs and engaging in discussions that will equip broadcast media practitioners to navigate the challenges posed by the AI revolution in the media industry. The partnership between the US Embassy and SiLBA signifies a shared vision for strengthening the media sector in Sierra Leone and ensuring that broadcasters have the necessary skills and resources to thrive in an evolving media landscape.
Acting Public Affairs Officer, Krista A. Mangiardi, expressed the Embassy’s readiness to explore areas of cooperation with SiLBA to further enhance media development and promote press freedom in Sierra Leone. This collaboration presents an opportunity for mutual learning and exchange of best practices between the United States and Sierra Leonean media professionals.
During his statement at the US Embassy on August 6, 2024, Stanley Bangura Jnr, Chairman of SiLBA, highlighted the organization’s mandate as a non-profit entity incorporated in Sierra Leone two years ago. He revealed that SiLBA aims to serve as a national umbrella association for broadcasters, safeguarding their rights, promoting collective interests, improving professional welfare and enhancing the quality of broadcasting in the country. According to him, with over 100 individual members and 40 radio and TV stations under its umbrella, SiLBA has set a course for unity, professionalism, cooperation and excellence in broadcasting standards.
Stanley Bangura Jnr stated how SiLBA’s mission is rooted in promoting a vibrant and sustainable media environment that addresses the needs and interests of broadcasters while upholding the highest professional standards. He added that the organization envisions a future where broadcasters play a pivotal role in shaping public discourse, promoting diversity and contributing to national development through strategic programming and gender-sensitive approaches.
The Chairman furthered how SiLBA’s broad-based objectives encompass various key areas, including advocating for the welfare of its members, addressing national broadcasting issues, supporting a free and responsible press, promoting training opportunities for career growth and fostering international partnerships for media development.
He intimated that the organization’s collaborative stance with other media-related entities such as the Sierra Leone Association of Journalists (SLAJ), Independent Media Commission (IMC) and international media partners underscores its commitment to complement existing efforts in the media sector.
Stanley Bangura Jnr said looking ahead, SiLBA’s priorities for the coming year include establishing a permanent office space, developing an institutional website, forging partnerships with international organizations, mobilizing membership, enhancing institutional capacity through training initiatives, securing grants for critical radio equipment and implementing projects focused on journalism in the digital age, AI technology in broadcasting, climate change reporting and financial journalism capacity building.
“As SiLBA embarks on its mission to elevate broadcasting standards and empower media professionals in Sierra Leone, the partnership with the United States Embassy signals a new chapter of collaboration and innovation in the country’s media landscape,” he maintained saying through joint efforts and shared values, SiLBA and the US Embassy are poised to contribute to a media ecosystem that prioritizes accuracy, professionalism and the public interest, ultimately shaping a more informed and engaged society in Sierra Leone.
