Nabilah S
The Pacific Islands News Association (PINA) Media Summit 2024 officially kicked off on Tuesday in Niue, with a spotlight on Fiji’s media landscape. Stakeholders engaged in discussions about the evolving challenges and potential solutions to safeguard the future of journalism in the Pacific. During Plenary Session 1 on Navigating Media Resilience, Stanley Simpson, General Secretary of the Fijian Media Association (FMA) and Director of Mai TV, addressed the pressing issues facing Fiji’s media sector and the broader Pacific region. Among the challenges he highlighted were political pressure, rapid technological advancements, and the growing concern over mental health within the industry.
One of the pivotal moments for Fiji’s media occurred after the 2006 coup, when journalists and editors came under intense government scrutiny, with some being detained or silenced. For many in the industry, it served as a stark reminder of the risks they face in their efforts to inform the public. “It was a very difficult time,” Simpson recounted, having lived through the era. “We had to be cautious with every story we published. There was always the fear of receiving a call or visit from someone in power.”
In addition to political challenges, Fiji’s media has had to navigate the shift to the digital age. As more people turned to social media and online platforms for news, traditional media outlets like print newspapers and TV experienced a decline in readership and revenue. This forced many outlets to rethink their strategies for reaching audiences.
“For a long time, we depended on print, radio, and TV,” Simpson noted. “But suddenly, everything shifted online. We had to move quickly to keep up.”
To stay viable, many media outlets have had to innovate. Some have focused on creating content specifically for digital platforms, while others have sought financial support from international donors to sustain their operations.
Simpson pointed to the COVID-19 pandemic as a period of significant adaptation. “We had to pivot quickly,” he said, describing Mai TV’s experience. “We concentrated on social media, posting updates and videos because that’s where the audience was. It was tough, but it demonstrated our ability to adapt.”
Despite these obstacles, the media community is finding ways to evolve and forge ahead. However, new challenges loom for Fijian media as technology continues to advance at a rapid pace. Artificial intelligence (AI) and social media are reshaping how news is consumed, and local media will need to continue innovating to remain relevant.
“AI could be a game-changer,” Simpson remarked. “Journalists will need to learn to work with these tools or risk being left behind.”
Simpson passionately emphasized the need for investment, stressing the importance of technology, international partnerships, and external funding to help media organizations survive in an increasingly precarious environment. He cited a recent example from the Oceania Netball series in Fiji, which was broadcast using New Zealand’s Live View technology, allowing Tongan families to watch the event at minimal cost.
“We charged a very minimal fee, allowing people to watch Tonga celebrate its first-ever regional Oceania Netball series victory,” Simpson said, emphasizing how technological advancements are opening up new opportunities for media organizations to reach wider audiences.
However, Simpson quickly shifted the conversation to address more urgent concerns, particularly the financial sustainability of media outlets in small Pacific markets. He warned of the looming threat of local media collapse, citing the closures of major TV stations in New Zealand as cautionary tales.
“I sent clips of NewsHub and TV3 shutting down to our Minister of Communications and the Deputy Prime Minister,” he explained. “I told them, ‘If we don’t act now, or at least start talking about these issues, this will start happening here.’ If we delay any further, it won’t be about keeping media alive—it’ll be about reviving dead media organizations in the Pacific,” Simpson cautioned.
When discussing solutions, Simpson was direct—there is an urgent need for investment in infrastructure and production equipment. He acknowledged the support that organizations like the FMA have received from Australia and the Pacific Media Assistance Scheme (PACMAS), which has been instrumental in keeping them operational. Still, he pointed out a stark imbalance in the distribution of aid, noting that while millions are poured into military facilities, the media—often lauded as the backbone of democracy—receives a fraction of that support.
“You’re giving $20 million (US$10 million), $30 million (US$15 million), $60 million (US$30 million), building a $60 million (US$30 million) Blackrock military facility, and landing a $20 million (US$10 million) ship that ended up on the reef in a month. Meanwhile, we’re getting less than $100,000 (US$50,000),” Simpson remarked.
While expressing gratitude for the support already provided, Simpson called on donor countries to better reflect their commitment to democracy and good governance by significantly increasing their investment in the media sector.
“They always talk about how the media is vital to democracy, good governance, and accountability, but the financial support we’re receiving doesn’t reflect that. It’s not showing us what we’re truly worth,” he said, urging direct discussions with funders to address these imbalances.
One of the critical issues Simpson highlighted was the influx of external content in Pacific markets, which often overshadows local stories.
“Some of the current programming just isn’t working. Take PACAUS TV for instance—much of it is flooding us with external content. We want our content shown. We want our stories told. We need to build platforms that can share them with the world,” he asserted.
Simpson proposed that stronger alliances and improved access to international funding could be key to helping Pacific media navigate these challenges. He recommended that regional media associations collaborate to develop unified talking points when engaging with donors, a practice already employed by the Fijian Media Association (FMA).
“I’m looking forward to speaking with other media associations from different regions, so moving forward, we can present the same talking points across the Pacific,” he said.
The session was moderated by Georgina Kekea, Editor of Tavuli News and PINA Board Member. The panelists included Kora Nou, Managing Director of NBC PNG and President of PINA, Irene Liu, Regional Director of the International Fund for Public Interest Media, and Mary Louise Callaghan, Project Manager for Transparent Pacific.
The summit is being held at the Scenic Matavai Resort and is set to conclude on Thursday (local time), according to PACNEWS.
