The Media Diversity Development Agency announced the appointment of their new CEO Shoeshoe Qhu in November. Taking after the acting CEO Nomkhosi Peter, Ms Qhu resumed her duties on the 1st of January 2024.
“After undergoing a strict, fair and thorough selection process, Ms Qhu emerged as the best candidate. We are pleased that this appointment represents a significant movement forward in ensuring stability for the agency. We are also proud that we found the best person for the job with wealth of experience in the media industry, along with a deep understanding of digital media, marketing, brand management, and community media”. Said Prof Hlengani Mathebula, the chairperson of the Board, expressing the board’s satisfaction with the appointment
Shoeshoe Qhu was born and raised in Makutlane, a village situated in the northern Eastern Cape, where radio served as her primary connection to the world. Sharing her journey, she said twenty years ago whilst living in Cape Town, she stumbled into radio and community journalism while doing community theatre. This ignited her passion for media and journalism. “My aspiration is to witness both my community and the sector I am dedicated to leverage the potential of new and emerging technological tools to build sustainability” she said. She continued “When I began my journey as a field reporter in Cape Town, my experience in journalism and broadcast media was minimal. But with each day’s work, and exposure to workshops by institutions like IAJ, Nemisa and others at the time, I grew in my craft and abilities. I covered a wide range of community issues, including protests, developmental initiatives, and politics. I found immense satisfaction in my work”.
In addition she shared her experience more as she started in broadcasting as a volunteer, she said she took on various other roles as is typical in the dynamic environment of a community radio station. This included compiling music, producing promos, assisting the sales unit, helping set up outside broadcasts, presenting a current affair show, and occasionally filling in as a presenter on other programs within the station.
She mentioned that, at that time she was a volunteer at Radio Zibonele, a graduate that was only earning a stipend that covered her transport to the station. It was R500 and there were months where the station would not be able to pay. But she was happy and viewed each day as an opportunity for learning and contributing meaningfully. In 2010, she relocated to Gauteng to pursue a Certificate in Radio Broadcasting at the Wits Radio Academy. A year earlier, She had heard that the MDDA had bursaries. Luckily, she was awarded the bursary and completed that qualification. “I was immensely grateful, and from that day held the MDDA dear” she said.
The organization’s dedication to promoting and ensuring media development and diversity resonated deeply with her. She said MDDA’s efforts in fostering a vibrant, innovative, sustainable, and community-centric media landscape are especially crucial as South Africa commemorates 30 years of democracy.
Having grown up in the community media sphere and having been empowered through her experiences at Radio Zibonele, she had aspired to join the organization.
“I volunteered in the sector for 6 years. During this time, I used my roles as a journalist, content producer, and skilled individual to secure freelance opportunities as a labor journalist, artist manager, and salesperson. My advice is to diversify and seek income streams, while you enhance your skills and knowledge as a journalist and storyteller. Additionally, seize opportunities for training and establish connections with journalists in various newsrooms, both locally and internationally, to cultivate a robust network”.
Talking about the print media she said print sector is currently navigating turbulent times, yet it has demonstrated resilience. The MDDA remains committed to supporting the sector through capacity-building initiatives and fostering partnerships that bolster content production and sustainability efforts. Through diligent research and a strategic emphasis on leveraging digital platforms, the Agency is optimistic about identifying opportunities that will enable print publications to reach a wider audience across diverse languages and households.
Sharing her opinion on the issue of having experienced journalists in our community media, Ms Qhu said, experienced journalists often bring valuable insights and practical skills acquired through hands-on experience in the field. However, without formal qualifications, journalists may lack certain foundational skills and knowledge typically taught in journalism programs, such as ethical standards, fact-checking techniques, and legal considerations. To address this, the MDDA has training for journalists with post-matric qualifications, as well as those without, to ensure the professionalism of journalists in the community media sector remains unquestioned. This approach aims to prevent audiences from questioning the credibility of journalists lacking formal qualifications, which could potentially undermine trust in the community media outlet and its reporting.
She concluded by saying she began her journey without any formal skills or training. However, through a combination of formal and informal training over time, she was able to acquire the necessary skills, ultimately graduating with formal education.