The Southern African Broadcasting Association (SABA) has announced a major new training program aimed at equipping journalists with the skills needed to navigate the rapidly evolving media landscape, including the rise of artificial intelligence (AI) and social media.
Speaking in an exclusive interview, SABA President and Namibian Broadcasting Corporation (NBC) Director General Stanley Similo emphasized the urgent need for journalists to adapt while maintaining credibility in an era of digital disruption.
Adapting to AI and Digital Shifts
Similo revealed that a recent study across Namibia, Botswana, and Zimbabwe found that 77% of journalists use AI daily, with about 30% of their output relying on automated tools. However, he warned that while AI can assist, it should not replace critical thinking and verification.
“AI must not override your own thoughts,” Similo stressed. “The human element must remain because journalists must verify authenticity. We can’t rush to be first—we must be credible.”
Strengthening African Media Narratives
Another key focus of the initiative is ensuring African stories are told from an African perspective. Similo highlighted concerns about external narratives dominating coverage, citing an example involving South African President Cyril Ramaphosa and U.S. relations.
“The narrative about Africa is often controlled from outside. We must strengthen our own voices,” he said.
Training for Journalists and Media Leaders
The program isn’t just for reporters—it also includes leadership training for media executives. Similo explained that strong journalism requires supportive management.
“If leadership is bad, even great journalists will struggle,” he said. “We need CEOs and editors to create safe, empowering environments.”
Combatting “Lazy Journalism”
Addressing criticism of superficial reporting, Similo urged journalists to move beyond reliance on quick Google searches and AI-generated content.
“If we only depend on technology, reporting becomes shallow,” he said. “We must question, analyze, and provide substance.”
Building Trust in Public Media
With public trust in media under scrutiny, Similo emphasized the importance of balanced, fact-checked reporting.
“People should ask, ‘What is the SABC or NBC saying?’—but that trust must be earned through fairness and accuracy,” he said.
Next Steps
The training initiative, led by experts from South Africa, Namibia, and Eswatini, will roll out across SABA member states in the coming months. The goal? To ensure public service media remains relevant, credible, and adaptable in the digital age.
“This isn’t optional—it’s essential,” Similo concluded. “The future of journalism depends on it.”