Africa Hits Prime Time Posted by Suzanne Nossel

The New York Times is reporting on a new cable channel devoted to Africa that plans to launch later this year.  The idea is to array news, music, movies, reality programs and other shows from Africa or on topics of African interest, but tailored to a U.S. audience. 

I have no idea if this will succeed commercially, but it is the kind of thing we all should get behind.  I have sat through so many seminars and discussions where audience members berate journalists for failing to adequately cover certain kinds of foreign policy issues, and African stories top the list of what seems get neglected.  The writers and editors invariably reply that their reporting follows the interests of their audience, and that Americans simply don't care about what goes on in places like Africa.

A niche cable channel won't change that overnight, but it could make a small difference.   If just 1% more Americans knew Darfur existed it would make it harder for the Administration to duck and weave in response to disaster unfolding there.   If 1% more Americans understood the economics of the global cotton trade and the devastating impact that anti-competitive U.S. subsidies for cotton farmers have on African livelihoods, the Administration's policy might change.

Companies that profess to want to make a difference around the world in ways that extend beyond short-term relief for the tsunami victims should consider getting behind this channel.   Without cost-effective distribution and advertiser support the venture will fail.  With it, there is a chance that the Africa network will both win viewers, and help to shape informed views.

Preaching about Africa's woes will never work.   Information and entertainment that offers a picture of what's interesting and vibrant about the African continent just might. 

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