SiLBA Engages with Chinese Embassy to enhance media collaboration

The Chinese Embassy in Freetown welcomed the executive members of the Sierra Leone Broadcasters’ Association (SiLBA) on Friday, 16th August 2024, as part of the association’s continuous efforts to engage with media stakeholders, development partners, and potential donors. SiLBA, a non-profit organization established two years ago at the Corporate Affairs Commission in Sierra Leone, aims to serve as a national umbrella association for broadcasters, safeguard their rights, collective interests, and welfare, and enhance their professional standards and outputs.

With a membership of 100 individuals and 40 radio and TV stations, SiLBA envisions creating an inclusive, competitive, thriving, and sustainable media environment that caters to the needs, interests, and welfare of broadcasters and electronic media institutions in Sierra Leone. Located at 48 Jenner Wright Road, Upgun, Freetown, the association’s mission is centered on promoting unity, professionalism, cooperation, and best practices among broadcasters, while advocating for improved broadcasting standards through strategic programming and gender-sensitive, development-focused approaches.

SiLBA’s objectives encompass various key areas, including advancing the welfare of individual members, addressing national broadcasting issues, promoting a free and responsible press, advocating for the sustainability and profitability of broadcasting institutions, supporting content creation and technology innovation, facilitating training opportunities, and networking with global entities to promote the association’s interests at all levels.

Clarifying the relationship between SiLBA and other media organizations, the association emphasized its commitment to complementing the work of existing bodies like the Sierra Leone Association of Journalists (SLAJ), the Sierra Leone Reporters Union (SLRU), the Independent Media Commission (IMC), and media development partners such as the Media Reform Coordinating Group (MRCG), Independent Radio Network (IRN), Guild of Editors, BBC Media Action, and Talking Drum Studio. SiLBA reiterated that it does not compete with these organizations but collaborates with them towards common goals using different approaches.

During the meeting, Zhang Dianbin, Minister Counsellor at the Chinese Embassy, acknowledged the critical role of the media, especially broadcast media, in providing credible information to the public. He encouraged SiLBA to represent the values and achievements of China globally and offered the embassy’s commitment to supporting the association as it seeks to enhance its activities. Zhang Dianbin welcomed SiLBA’s request for support and urged the executive members to submit a proposal outlining their priority areas for consideration.

In response, SiLBA expressed gratitude for the embassy’s willingness to collaborate and assured the Minister Counsellor of the association’s commitment to fostering mutual understanding and cooperation. SiLBA outlined its immediate priorities for the upcoming year, including securing office space, developing a website, engaging in international partnerships, organizing exchange visits, mobilizing memberships, enhancing institutional capacity through training programs, securing grants for radio equipment, and implementing projects focusing on various media-related topics.

As the dialogue between the Sierra Leone Broadcasters’ Association and the Chinese Embassy progresses, both parties look forward to strengthening ties and advancing the media landscape in Sierra Leone through collaborative initiatives and shared objectives. The engagement signifies a step towards fostering a dynamic media environment that upholds professional standards, supports media professionals, and serves the public’s right to access accurate and informative content.