To mark this important day, the Institute for Public Policy Research (IPPR) highlights key actions needed to strengthen media sustainability and press freedom in Namibia.
These recommendations are based on IPPR’s research, including “Namibia’s Media: Facing the Digital Challenge” (2019) and “Dark Clouds, Silver Linings: Media Viability and Growth in Namibia” (2023).
10 priorities to strengthen media sustainability in Namibia:
- Develop targeted support for public interest journalism
Investigative and analytical journalism is increasingly under threat due to shrinking revenues and newsroom capacity. Namibia should explore funding models (grants, public interest funds, or tax incentives) to sustain high-quality reporting that holds power to account. - Support media sustainability through fair advertising practices
Government and state-owned enterprises should adopt transparent and equitable advertising policies that do not distort the market or disadvantage independent media. Limited advertising revenue and market fragmentation undermine media viability, making fair allocation of public advertising essential for pluralism. - Promote sustainable digital transition strategies
Media houses are struggling to monetise online content while losing traditional revenue streams to global tech platforms. Policy discussions should focus on how local media can capture more value from digital advertising and adapt business models to the digital environment. - Expand affordable access to information and digital connectivity
High data costs and uneven internet access limit citizens’ ability to engage with diverse media sources. Reducing barriers to digital access is key to ensuring that the shift online strengthens, rather than weakens, press freedom. - Improve working conditions and job security for journalists
Salary cuts, retrenchments and precarious work have weakened the profession and affected reporting quality. A more sustainable labour environment is key to maintaining standards. - Support training and retention of experienced journalists
The loss of skilled journalists and “juniorisation” of newsrooms is a growing concern affecting quality . Capacity-building and career pathways should be prioritised. - Recognise journalism as a public good and protect it accordingly
Quality journalism is essential for democracy but is under threat from market failure and declining revenues. Namibia should explicitly frame journalism as a public good in policy and support frameworks. - Protect editorial independence from commercial pressure
Financial strain is increasing the risk that media avoid critical reporting on major advertisers or political actors. Paid-for articles posing as genuine reporting are becoming increasingly common. Editorial safeguards are needed to prevent commercial influence from eroding press freedom. - Strengthen responses to disinformation and rebuild public trust
Disinformation is spreading and undermining trust in media Investment in fact-checking is essential. - Urgently operationalise the Access to Information Act
Namibia’s Access to Information Act must be fully implemented to ensure journalists and the public can obtain timely, reliable information from public institutions.