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Editorial: Fiji Media Watch Report Can’t Be Taken Seriously

Fiji Media Watch launched their annual report yesterday. The only problem with the report is just about everything contained in it. The annual report which supposedly looked at coverage by
26 Jan 2019 11:20
Editorial: Fiji Media Watch Report Can’t Be Taken Seriously

Fiji Media Watch launched their annual report yesterday. The only problem with the report is just about everything contained in it.

The annual report which supposedly looked at coverage by Fijian media failed miserably in a job they were obviously poorly equipped to undertake, in the first place. It is selective and inconsistent.

The selective methodology shows Fiji Media Watch obviously has next to zero idea about coverage and how to analyse it.

Its bias towards The Fiji Times is obvious. The way they feature front pages from that newspaper only is a very visual indicator. Their selective “analysis” of advertising also suggests they are living times past when the Fiji Times used to dominate the media market. No more.

For example, their report was launched on a typical day when the Fiji Sun had 10, 790 cm of paid advertising and the Fiji Times had only 7056.

Or 104 Fiji Sun pages in total with 54 percent of news space against the 68 pages of the Fiji Times with 55 per cent.

Go figure.

Advertisers prefer the Fiji Sun for a clear reason. This is the Fiji Sun’s higher readership and in the Central, Northern and Western divisions, as outlined in recent surveys.

And, it is laughable that anything Fiji Media Watch ‘analyse’ can be taken as independent after their report states Brot fur die Welt, Marist Mission Centre and SIGNIS are their partners and funders.

Their analysis is obviously donor driven and done through the tinted glasses of the churches that fund them.

Brot fur die Welt or Bread for the World is a relief organisation of the Protestant churches and ‘free churches’ in Germany.

SIGNIS describes itself as “a Roman Catholic lay ecclesial movement for professionals in the communication media, including press, radio, television, cinema, video, media education, internet and new technology.”

Marist Mission Centre operating out of Sydney, Australia was established to support the international missions of the Catholic Church’s Marist Fathers.

Do Fiji Media Watch seriously think this flawed report can be taken seriously? Seriously?

Feedback: jyotip@fijisun.com.fj

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