During the 16th AUB General Assembly, the Director General of Botswana’s DBS discussed the broadcaster’s role within the Union and the priorities facing African media.

He said one of the main reasons for supporting AUB is the strength created by collective action, particularly when negotiating broadcasting rights for major events such as the Olympic Games, African competitions and the FIFA World Cup. Joint negotiation can reduce costs for member broadcasters.

He also highlighted the importance of content exchange: programmes produced in Botswana can reach audiences elsewhere in Africa, while DBS can enrich its own schedules with content produced by other African broadcasters.

On digital competition, he argued that traditional broadcasters should not compete with social networks on speed but on credibility, balance, ethics and verification. Their competitive advantage, he said, lies in trust and factual accuracy.

Regarding financing, he warned that donor funding can threaten editorial independence when funders influence production priorities. He advocated diversified business models, partnerships on equal terms, investment, advertising revenue and stronger commercial use of broadcasters’ existing assets while protecting public trust.