FIJI: New MIDA director attacks NZ, Australia for 'dictating' to Fiji media

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AUCKLAND (Pacific Media Watch): The newly appointed director of the Media Industry Development Authority (MIDA) in Fiji Matai Akauola is critical of how New Zealand and Australian media have addressed Fiji since the 2006 coup.

In an interview with Pacific Media Watch, Akauola characterised New Zealand and Australian media as “questionable” in their reports on Fiji media.

“You [Australian and New Zealand media] continue to look at the Fiji Media Authority instead of looking at your own background yourself.

“That’s something that I see that since the coup in 2006, the New Zealand and Australian media have continued to try to dictate to us how we live our lives,” Akauola said.

Akauola, who was the chief executive of the Pacific Islands News Association (PINA) until his recent appointment, emphasised “home-grown solutions” in developing the Fiji media.

“Home-grown problems can only be met by home-grown solutions. For us, the Fijian media we need to come together and see what work for us and how do we want to progress from here.”

Professionalisation of journalists
Akauola said he hoped the quality of journalism would be improved with him in charge of the Media Authority.

The experienced journalist told he had many suggestions on how to raise the standard of journalism in Fiji.

“I already have proposals for workshops on Parliament and the media. Likewise, social media is a tool for covering elections. There’s a whole lot of training that we propose to undertake before elections, because we haven’t had a Parliament in the last six-seven years.

“From a media perspective, there is so much for us to do, so we’ll try and take one step of the time. We have almost a year [before the elections] to put in place various training, workshops for journalists that are here, who were not there when there was a Parliament, so a whole lot of things to be done,” Akauola said.

MIDA would also collaborate with the University of Fiji, Akauola told, to establish training programmes for experienced journalists without any formal degrees or diplomas.

Akauola also said he wanted to raise the salaries of journalists in Fiji.

Many journalism graduates and young journalists start working in NGOs or the civil society because of higher salaries, and Akauola said he hoped to get journalists to stay on longer.

'Last resort'
The new MIDA director called it a “last resort” to use the controversial Media Industry Development Decree (MIDD).

The decree has drawn criticism from NGOs. Freedom House wrote in its 2012 report about Fiji that “the decree allowed officers authorised by a government-appointed media authority to enter newsrooms and media offices to seize any documentation, materials, or equipment on the basis of vaguely defined complaints.”

It argued that the existence of the decree has led to a large degree of self-censorship in the country.

Akauola said he would rather focus on the “positives than the negatives” regarding the decree.

“Ever since the coming into force of the media decree in 2010, people have focused so much on the power of the authority and the penalties, and hardly touched on what I believe is critical, the functions of the authority and how it intends to lift media standards,” Akauola said.

“Proactively we’ve told our media colleagues to understand the decree and the code of ethics. Once they are clear with that, they shouldn’t have any problems in terms of looking at the penalty.

“So [we] would rather be proactively telling them, you know, understand your media code of ethics - it’s in the decree, so should you abide with that [then] you shouldn’t have any problem in that regard.”

PINA chief named Media Industry Development Authority director

Listen to audio interview with Matai Akauola – transcript below:

Daniel Drageset (DD), contributing editor of Pacific Media Watch: Matai Akauola, you have been appointed the new director of the Media Industry Development Authority in Fiji. What do you hope to achieve in this new job?

Matai Akauola (MA), newly appointed director of Fiji’s Media Industry Development Authority: To put up a new media standard in Fiji that will become a beacon for many in the region, where our communities will be better appreciated and understand that media must be a development partner rather than a bystander in any country. We want to see media playing a major role in moving Fiji forward.

DD: And what role is that?

MA: To be partners with…because it’s the fourth estate, and a lot of times we are put on the wayside. When developments happen we are sort of the last forgotten so to speak. Most of the development that has happened, organisations come in with their press releases, maybe towards the end of the day rather than informing us beforehand how things are progressing whether it be government, or the private sector or the judiciary; they should also realise that media plays a key role playing a key role being the fourth estate of the country.

DD: What expectations do you have for your new job?

MA: I expect a lot of exciting challenges Daniel. We have a new constitution in place and we will try to see how it could be workable in terms of applying structures, or putting structures in place that connects us from the bottom-up so to speak. We would like to see the constitution is in place. We have the freedom of media enshrined in the constitution. Now, how does it filter right down to our normal working journalist? We have to put in place structures [so] that it works both ways.

DD: Can you tell me a bit more about that? How will these structures work?

MA: We were part of organisations that brought in [to voice their views] during the submissions for the constitution. We had enough submissions [that] said we want to see freedom of media in the constitution. Now that it’s in there we have to see how that is translated to the realities on the ground, how it works for us. It is so vital that there is a connection in terms of that.

DD: You have been the manager of the Pacific Islands News Association PINA for some time now. Why did you decide to leave your position there to take up this new position instead?

MA: It is time for a change and for a new challenge Daniel. The current PINA is financially sound, although it is not donor founded; PINA is independent and sustainable as we speak – probably one of the few organisations that survives on its own in the Pacific region. Looking at the PINA structure at the moment, whilst we are pushing for strengthening of national associations, we see that there’s a disconnect. By taking up this position in [the] Media Authority it’s to strengthen the media in Fiji and see how it connects to the regional components or the strategies that PINA has.

DD: What do you bring from PINA that can be of valuable for the Media Authority?

MA: Well, 32 years of media experience having worked in print, radio and television here in Fiji, the region and beyond. I’m probably one of the few remaining journalists in Fiji that have an unbroken record working in the media all these years. I’ve worked in regional media over six years now and having served as a council members for two terms with the International Freedom of Expression network IFEX, so with my connections on the international, regional and national front I believe there’s so much that I can bring into the Media Authority that will hopefully put in place a new set-up that could be like a beacon not only in Fiji, but in the region as well.

DD: Many have been critical about the lack of media freedom in Fiji. Reporters Without Borders said in its latest report there are “noticeable problems”, whereas Freedom House in its 2012 report said there is a large degree of self-censorship among journalists in Fiji because of the Media Industry Development Decree that was introduced in 2010. What do you say to those who are critical about media freedom in Fiji?

MA: Well, no one is perfect, no country is perfect for that matter Daniel, and you cannot satisfy everyone. When I say that I don’t believe we should be dictated to by various organisations who only highlight problems and never had their hands dirty to do something positive for countries like Fiji that’s wanting to progress further. For home-grown problems, we have to look for home-grown solutions. Like we always say in PINA, we are doing it differently, but we are not wrong.

Like I said, I’ve been a council members of IFEX, and you know Reporters Without Borders, Freedom House are also members of IFEX, and many of the data, the findings of such organisations as Reporters Without Borders, Freedom House and the likes are questionable. There are various motives in play here, and some do what they do to stay viable and continue to get donor founding. The critics will always be there, but let me tell you Fiji has moved on and we’re exploring new frontiers, we got a new constitution and we got nothing to lose. It’s putting in place new things for our future generations in Fiji.

DD: It’s not been more than just over a month now since Reverend Akuila Yabaki was sentenced to three months imprisonment suspended for one year after publishing a critical article on Fiji’s judiciary in the newsletter of the Citizens’ Constitutional Forum. In your view Matai, how does a recent case like this fit into a country that wants to promote freedom of speech?

MA: I do not wish to be drawn into this issue over Reverend Yabaki, but say that freedom of expression and media freedom are entirely two different things in nature and approach. I’d rather stick to media freedom, because there are ethical matters to consider. There are boundaries; there are guidelines, when we are working under media freedom.

But when you talk about freedom of expression, it’s an entirely bigger frontier, and I don’t see what sorts of guidelines do you have for that. I’d be more safe working with media freedom because we got ethics, there are standards, and if we abide by those we shouldn’t have problems when it comes to media freedom. Those are two things. We could either be advocates, which deals with freedom of expression, or we are journalists dealing with media freedom.

DD: The Development Authority will, as I understand it, have the power to enforce the media decree. How will you enforce the decree?

MA: That would be the last resort. Ever since the coming into force of the media decree in 2010, people have focused so much on the power of the authority and the penalties, and hardly touched on what I believe is critical, the functions of the authority and how it intends to lift media standards. I’d rather focus on the positives than the negatives. You must realise, I’ve also been a member of the Fiji Media Council, and there are better ways of dealing with various issues when it does arise.

The decree has been there for three years now, and we have not enforced our powers, but proactively we’ve told our media colleagues to understand the decree and the code of ethics. Once they are clear with that, they shouldn’t have any problems in terms of looking at the penalty. So [we] would rather be proactively telling them, you know, understand your media code of ethics, it’s in the decree, so should you abide with that you shouldn’t have any problem in that regard.

DD: Some critics say that the decree has still an effect though, because it leads to self-censorship. What do you say to those critics?

MA: Well, like I said there’s a difference. Self-censorship depends on how you look at it. But I would say that the code is there. If you abide by the code and the code is not in the book, but it is in you. Once you understand it is in your system, you shouldn’t have a problem.

DD: Fiji is in a democratic transition now with elections coming up next year. How important is a large degree of free media in relation to the election campaign?

MA: Very important, and the media is free as we speak. They just need to apply their code of ethics, which is in the media decree, and they won’t go wrong. Just get the basics right, and you won’t go wrong. One thing you must realise, this is Fiji, so do not compare us with Australia or New Zealand. Australia or New Zealand have also put up their media authority in recent times. But the Australian and New Zealand media have not taken their governments to task in terms of those authorities, so every now and then the Australian and New Zealand media have [criticism] about the Media Authority in Fiji instead of dealing with their own.

For me that is, look at it from [the] perspective why it is it that the Australian and New Zealand media want to see what’s happening with Fiji Media Authority instead of the New Zealand authority that was proposed by the New Zealand government, the authority in Australia that physically was put up by the Australian government itself.

To me it’s really questionable where the Australian and New Zealand media are coming from. You continue to look at the Fiji Media Authority instead of looking at your own background yourself. That’s something that I see that since the coup in 2006, the New Zealand and Australian media have continued to try to dictate to us how we live our lives. That’s what I’m saying, home-grown problems can only be met by home-grown solutions. For us, the Fijian media we need to come together and see what work for us and how do we want to progress from here.

DD: Are there any particular comments you are referring to when you say that Australians and New Zealanders have dictated Fiji media?

MA: Well, you know, we continue to have this question about the Media Authority in Fiji, but have you guys questioned your own Media Authority that the New Zealand government had proposed, like the Australian government had proposed, a similar media authority to like what’s been established in Fiji. I haven’t seen much of that. That’s where I’m coming from.

DD: What areas would you identify as the most important areas where Fiji needs to improve on regarding media standards and media freedom?

MA: With the constitution in place and media freedom enshrined in this new constitution, I’d like to look at the legal and regulatory systems, the quality of journalism, the plurality of news sources, management of media, the institutes that support journalists. There are various toolkits for us to look at, and PINA has a MOU [memorandum of understanding] with the Association of Media Workers in the Caribbean and we had discussions on collaborations in terms of elections, and the media and various case studies on self-regulation. As we speak, I already have proposals for workshops on parliament and the media.

Likewise, social media is a tool for covering elections. There’s a whole lot of training that we propose to undertake before elections, because we haven’t had a parliament in the last six-seven years. You’ll understand that most of our media people in the mainstream right now was not here when there was a parliament. From the Media Authority’s perspective there’s a whole lot of training that needs to be undertaken and I can take you back to the first military coup in 87. For us there’s been a whole lot of things, there’s been a whole lot of shiftings, we’ve seen various governments come and gone. From a media perspective, there is so much for us to do, so we’ll try and take one step of the time. We have almost a year to put in place various training, workshops for journalists that are here, who were not there when there was a parliament, so a whole lot of things to be done.

DD: Just carrying on a little bit from that Matai. I know that many journalists in Fiji quit being journalists quite young and maybe go over to a PR role. Do you hope that journalists will stay longer in their jobs in Ficji with you in charge of the Development Authority?

MA: Well, that’s a good question. I hope so. One thing that we will be looking at when I talk about tenders, we had already started having discussions with the University of Fiji in terms of having some sort of career path for even experienced journalists that are here without degrees or diplomas, so there’s a whole lot of work needed to be done. Likewise we would want to address issues of pay as well, looking at the standard of pay in the mainstream. Something that we have seen in the recent past, most of the journalism students that come out of the universities are going to NGOs and civil society because they get better pays.

The other thing that we are trying to encourage here is by getting them to stay longer, to see that we have a safety net. We are building up to elections. We need to be mindful of the recent past of how the media is kind of blamed for a whole lot of things, become scapegoats for political parties. We’ve faced that in the last 20 odd years since the first military coup. Anything that goes wrong, the people to blame is the media.

That’s something that we would want to change from the Media Authority to see that we have a safety net for journalists that are working in mainstream, and we want to see that their conditions are improved likewise. We’ll look at the professionalism of journalists as well and further on. A whole lot of network, a whole lot of things to be done, not only here in Fiji with our universities, that’s why we’ve been in touch with Auckland University [of Technology] as well with people like Professor Robie, so a whole lot of things to be done and worked on. Once we put the foundational principals in place, it will go on for generations rather than just building up to just the elections next September and that’s it. This is for the future generations of media people in Fiji.

DD: The Media Industry Development Authority also seeks to build up the vernacular of the media in languages such as Hindi and Fijian instead of just relying on English. How will you promote Hindi and Fijian in your new position?

MA: I don’t have to do much, because this current government there is already indicated or said that come next year the i-Taukei and Indo-Fijian languages become compulsory in schools from next year. The government’s put that in place. We believe that will assist us in moving forward. The constitution has been translated into the i-Taukei and the Indo-Fijian languages. From my part, from the Media Authority, I’d like to see the media decree as well put into the i-Taukei and Indo-Fijian languages.

Then we’ll roll out a whole lot of programmes to get more understanding in the role of the media in a country like Fiji. It’s inclusive and we’d want more people to understand, because once we understand it will be better for our nation.