The Political Economy of the Media in Sierra Leone and the Potential for Private Sector Investment

"The media sector in Sierra Leone has made significant progress since the end of the civil war in 2002...Nevertheless, analysis of the political economy of the media sector reveals that there are some key areas of concern."

This research paper presents a contextual analysis of the media sector in Sierra Leone, describing the key stakeholders and the financial motivation for their engagement, as well as the political and economic factors that influence media independence and viability. It also examines the current scope of private investment in the media sector and makes recommendations that could contribute to strengthening public interest in Sierra Leone. The research paper was presented at the National Media Viability and Investment Conference in Sierra Leone, which was organised by BBC Media Action as part of the Protecting Independent Media for Effective Development (PRIMED) programme. The conference brought together government, media organisations, industry leaders, and other stakeholders to explore public funding and advertising models that have been used to support media viability around the world and to create a national action plan to strengthen public interest media in Sierra Leone. (See Related Summaries, below, for all papers presented at the conference.)

The contextual analysis of the media sector includes: the stakeholders; the financial motivation and incentives for their engagement; and the political and economic factors that influence media independence and viability. It also looks at the business climate in Sierra Leone and the current scope of private investment in the media sector. In addition, it provides a brief analysis of the legal and structural constraints to the development of a sustainable market, as well as the opportunities unlocked by the legal reform processes enacted by the state. This analysis is followed by an examination of the existing skill gaps within the sector, as well as the interaction between the media sector, civil society and/or local communities. Finally, it offers recommendations for the way forward.

The author finds that Sierra Leone has a broad mix of media, including state-owned outlets, private media houses, and community-owned stations. However, the country has seen a growth of clientelism in the media sector, with elites using their political leverage to control the activities of key players. Only the rapid growth of social media has worked to limit state influence and political capture of the media, as well as to provide a platform to sectors of society that were previously absent from the public discourse.

Furthermore, there is little apparent willingness to invest in investigative or public interest journalism. Instead, media houses fill their schedules with sensational reporting that attracts large audiences. The inability of media outlets to provide a credible, independent voice on key issues is often blamed on a paucity of adequate skills and know-how. This challenge stems from the lack of investment in training programmes and the poor quality of education provided by training institutions.

Nevertheless, the report highlights key reforms in the media sector - in particular, the repeal of Part V of the Public Order Act (POA) of 1965. Moreover, key actors such as the Sierra Leone Association of Journalists and the Media Reform Coordinating Group have been effective in driving media development processes. These efforts have been supported by multiple donors including the European Union (EU), the Government of the United Kingdom, and the United Nations Development Programme (UNDP). However, there are also signs of backsliding in the reform agenda. According to the author, the Independent Media Commission Act of 2020 gives the regulatory body increased opportunities for reining in media independence.

Most of the investment in the media sector is considered to be small scale and is limited to newspapers and community radio stations. There is no known international investment in or ownership of Sierra Leonean media houses. This situation may stem from a perception that media outlets remain captured by political interests, as well as a recognition that the market has limited potential to yield significant dividends. Furthermore, traditional sources of revenue for media (such as newspaper sales or TV advertising) are rapidly dwindling.

However, there are no legal or administrative barriers to investment in the media sector for either international or national players. In addition, according to the report, investors can draw inspiration from success stories such as African Young Voices (AYV) Media Empire, which has modernised its business and introduced new entertainment channels that attract young people. Similarly, Capital Radio FM104.9 has a very significant youth following and continues to win major advertising contracts.

The author concludes that media seeking to attract investment should focus on developing a modern profile that appeals to a wide range of audiences, including young people and other identity groups. This can be achieved by producing high-quality content that is both impartial and professional. He says that outlets should have a strong commercial unit that is capable of meeting the needs of the public sector and private advertisers. Such units should conduct regular assessments aimed at identifying existing gaps in the market and finding ways of filling them.

The study urges development partners to work with the media to devise business models that can allow them to operate independently, without representing partisan interests. The author argues that this approach will help dismantle the clientelist relationship that currently exists between politicians and media actors. In particular, the government should encourage international investments in the media industry, with the aim of expanding services across the country while fostering the development of a sector that responds to the needs and aspirations of the public. Tax incentives and public subsidies could go a long way towards creating an environment that is conducive to investment, he says.

Editor's note: The above summary is based on the one-page summary document [PDF] submitted by the author.

Click here for more information (including a video) on the Sierra Leone National Media Viability and Investment Conference.