Clouds Entertainment Limited Institutional profile

With two women in a Board of five people Clouds Media Group is hoping to achieve gender equality in terms of gender reportage by 2015. This is evidenced by looking at data collected about two years ago when the board had seven (7) members with a single female. Currently, the board has five (5) members with two (2) females.

“Gender equality is a key component to women’s emancipation”. Says Azizi Kindamba, a gender champion with Clouds Media Group.

BACKGROUND:
Clouds Media Group is a private media owned by family members and other partners. It has been in practice for more than ten years. It has a total of 165 staff of which 25 are women.
Kindamba says, although the figure shows men are more than women, this does not discourage women to work hard in order to be at par with men.

TARGET AUDIENCE:
Clouds Media Group, the owner of Radio and Television its target audience ranges from 18 to 35. With this target, this means that, the media is mainly targeting youth.

PROGRESS:
According to Joyce Shebe, editor, Couds Media Group, the media has progressed well since they became part of GL’s Centres of Excellence. Shebe, says Clouds Media Group is trying hard to become fully gender balanced. This has been justified by a latest score whereby the board has showed the company is gender balanced.

CHALLENGES:
Clouds Media Group, is mainly challenged by lacking female staff in the technical department where it shows there are 11 men while in graphics there are five men. They claim that, there are no plans to overcome the situation.

Life of Clouds Media Group has tangibly and demonstrably changed as a result of the intervention. This has been evidenced by the fact that, the media now if offering paid maternity as well as paternity leave that is better than national law. During the period understudy, they named at least three staff who have benefited.

In an effort to enhance professionalism, Clouds Media Group, has managed to establish a policy which safeguards the welfare of the employer as well as the employee. The policy has a chapter which deals with sexual harassment and cases of sexual harassment are effectively dealt with.

Some sections of communities of Tanzania still have a long way to go when it comes to accessing information. Clouds Media Group is working hand in hand with local communities in an effort of reaching the marginalised of this country. This media is favourably to the majority of Tanzanians, as it covers a wide range of topics a reason why a wider part of Tanzanians prefer to listen or watch what they broadcast or air.

HOW CAN PERFORMANCE BE STRENGTHENED FURTHER.

“GL, being the pioneer of changing lives in all sectors, should go further in giving awareness raising to media owners.” Recommended Ntibashima Edward, a Reporter with Clouds Media Group.
This is very important, because there are areas in almost all of the media houses visited which need to be re-visited if a tall GL is looking for a fruitful harvest in terms of what has been invested.

In the data collected, the issue of gender is largely absent from almost all the categories laid down. To my view this is a big threat to whoever initiated the programme.

In addition, there is a need to set aside time and resources for coordination, governance, effective institution building and reflection.

Joyce Shebe, supporting Edward, her comment: ” l happen to come across a report on SADC Gender Protocol 2011 Barometer. I quote ‘Key strategies for moving forward with the gender and media work include:
● A HARD LOOK AT WHAT IS WORKING AND WHAT IS NOT:
The 2010 Gender and Media Summit, on the theme “Taking Stock: Gender, Media, Diversity
and Change” provided a crucial forum for taking a hard look at why change in the media is
progressing at a snails pace, and what needs to be done to meet the 2015 SADC Gender
Protocol targets. This is contained in the ninth Gender and media Diversity Journal, by the
same name.
● A CLEAR CONCEPTUAL FRAMEWORK: In order to be effective, we need to understand who
our
targets are. Clearly, the producers of news are at the heart of the matter. But they work within
legal and policy frameworks that create or negate an enabling environment for
transformation. Media ownership – state, private, community – has a bearing on
responsiveness to change. Change is not just about the media, but those who are well placed to
share the news (e.g. women decision – makers and activists) as well as citizens and news
consumers who should aspire to be shapers of men.
● BROADENING THE APPROACH: While it is understandable that advocacy efforts to date have
focussed specifically on the gender deficiencies in the media, as we move forward there is
need to situate these within broader debates on human rights, media diversity, ethics and
professionalism in the media, growing markets and media sustainability. This approach will
not only help to overcome some of the resistance that is apparent in some quarters, but also
foster the notion that gender awareness is not just a matter of being politically correct: it is
also enlightened self interest.
● ENGAGING WITH MEDIA REGULATORY AUTHORITIES:
Until recently media regulatory authorities have largely been excluded from gender and media
debates. The specific references to gender and media regulation in the protocol, as well as
engagements with this sector leading up to the Fourth GEM Summit in October 2010 have
brought an important new stakeholder on board in the ongoing policy and advocacy efforts.