For the past few months, the Broadcasting Commission has been conducting workshops with a diverse selection of Jamaica’s on-air personalities at various radio and cable stations. Thus far, we have visited Irie FM, Zip FM and Linkz FM, Vybz FM and cable operators in St. Elizabeth and Westmoreland with plans to visit more broadcasters in the upcoming year.
As many already know, the aim of the Broadcasting Commission isn’t simply regulation—it also includes education. Yes, imposing penalties on a licensee that breaks broadcasting law can contribute to the ultimate goal of making the airwaves safer for all, but how do we deal with a situation, however, in which key members of the media are not even aware or don’t fully appreciate the scope of their influence or the flaws in their behaviour? Educating them, therefore, through open conversation—and making them understand the need for vigilance in a climate in which harmful content is becoming increasingly easier for younger children to access—is therefore an essential and longer-term solution.
As the saying goes, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.” By educating broadcasters, we help them to regulate themselves—thereby creating a more aware, more responsible media.
“[I found it] informative, eye-opening, [and even] a little scary,” reported Dadrian Gordon, a radio personality and host on Linkz FM. Highly enthusiastic, Dadrian acquired a great deal of new information from the station’s session with the BCJ. “The payola thing was a big issue,” she said. “It’s a little scary because of some of the changes and laws that will be put in place in the near future.” Additionally, Gordon gained the opportunity to enhance her knowledge of broadcasting standards. She and her colleagues participated in an activity in which they were played songs and videos and shown lyrics, and were asked to identify problematic content. “The breakdown they gave was very clear and precise,” she verified. “Now I know more about what’s fit for airplay and what time certain content should be aired.”
The workshop also helped its participants to be more mindful of the things they say on-air. “[We learnt to] be generally more aware of our audience, which will help us better decide what to play and what to say,” Zip FM’s ZJ Bambino enthused. Irie FM’s DJ Amber agreed. “It’s reaffirmed that, in this kind of work, you have to be vigilant and avoid breaking the rules.”
While some DJs stated that they did not learn anything new, they were encouraged by the meeting to share their knowledge with other entertainers who may not be as aware. “What I will do from now on,” confirmed ZJ Elektra, “is…help my co-workers to understand why they need to be cautious, as well as colleagues in other radio stations. If one radio station makes a mistake, all of them feel the brunt of the knife.”
Several DJs also made suggestions to the Broadcasting Commission, which received them openly and wholeheartedly. “I think the BCJ should make a list of the songs that are unfit for airplay so that DJs know what to play,” Dadrian Gordon offered.
Frank and outspoken, ZJ Elektra emphasized that all media personnel have a part to play in ensuring clean and safe airwaves for all. “Not only should the radio stations pay attention, but also the producers and artistes themselves,” she proclaimed.
Now that you’ve heard from Jamaica’s DJs, hear from some of its most celebrated artistes. Check out our ‘Sound Off’ series on Youtube, where we hear artistes’ thoughts on payola and other pressing issues. Our latest video features Romain Virgo.
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