And Government, like it or not, would be the worst affected.

CERTAIN Government officials regard media as primarily political, even as the 'opposition' in some cases; but they tend to conveniently forget that political news is but one aspect of what we offer to our readers, viewers and listeners.

If reporting about in particularly, the untoward activities of Government, tend to dominate in their eyes, then it really shouldn't come as a big surprise.

They themselves are largely responsible for what they usually allege is our 'irresponsible' reporting.

One of our arch-critics, the now-Deputy Minister of Works, Transport and Communication, Paulus Kapia, was nicely caught out recently, when, shortly after he had ordered all Party cadres for the umpteenth time to stop reading or advertising in The Namibian, he called our offices to point out a mistake we had made in a Minister's name.

This in in a publication he had called on others to boycott! Even though there are those who point to a relationship between media and government that is largely adversarial, this is not necessarily the case.

Quite the contrary.

There is a very positive relationship between many agencies and institutions and individuals in Government and media in many instances, but I don't think I need to elaborate.

Even the most cursory glance at The Namibian will show that a good working relationship exists in many instances.

Government officials may tend to shout the odds when we reveal corruption expose dirty tricks of any kind, but on the other hand, they are quick to call us when they need to inform the public timeously about urgent matters, whether it be a health scare or decisions the Cabinet has taken for that matter.

If we believe our task is to inform the public, then we need to perform this duty in a holistic manner.

Not simply on matters which enjoy official sanction.

Many Namibians have, in the past, had the unfortunate privilege of living in societies which did not enjoy a free press, both here and elsewhere, and they know the tedium of a censored mentality which can never survive on propaganda alone.

I am sure people would not want a return to those days.

People also read, listen or watch media for different reasons.

Not everyone enjoys politics, and they may buy a paper, or watch TV or listen to a radio station, simply for the music, the weather reports, the sports coverage or pure entertainment for that matter.

Likewise they may be in search of employment, or simply avid readers who want to keep abreast of what is happening in their country and their communities in all senses of the word.

Some politicians make much of what they call our 'accountability' or 'responsibility' which covers a huge area, a big slice of life, as I have just pointed out.

We may be free, but we still operate within the constraints of the law, and so there are natural legislative curbs, if none else, on the operations of the media in this country.

But politicians seldom talk about something which I regard as even more important: namely to be 'responsive' to our readers, listeners and supporters.

And if we are not, we will pay the price in terms of our sustainability.

For we will not be able to continue if we are unaffordable, or unreliable in broad terms.

So I think for once and for all politicians should concentrate on the tasks for which they've been elected to office.

After all, the challenges that face them are great.

Whether it is promises made in a Party manifesto, or their personal goals in the communities from which they come.

Beating up the media is not going to get more jobs for the people or narrow the gap between rich and poor, for example.

We have our job to do and they have theirs!

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