By Libuseng Nyaka
JOHANNESBURG – The Media Development and Diversity Agency (MDDA) has urged community media to sharpen business and digital skills to remain sustainable in a fast-changing industry.
Opening a four-day digital skills workshop in Rivonia on Monday, MDDA CEO Shoeshoe Qhu said small media houses must balance editorial work with commercial viability.
“We focus on content and ethics, but not enough on the business that sustains news,” she said.
“We must adapt to a changing world and make our platforms work.” Qhu said funding alone is not enough, stressing the need for skills and strategic advertising.
“Advertising has shifted. Resources are not going to everyone. Align with brands that fit your message and keep editorial and business separate,” she said.
MDDA Executive Manager for Projects, Mzuvukile Kashe, said the training comes as digital media becomes central to how audiences consume news.
“We know many of you face infrastructure and network challenges, but we must keep up with digital trends and realities,” he said.
Kashe said the MDDA is rolling out programmes to equip community media with practical digital skills.
“We chose a specialised facility to ensure hands-on training that participants can apply immediately,” he said.
