Joe Thloloe, South Africa's recently appointed Media Ombudsman, says he believes that setting up an outside regulatory body for media houses holds such dangers as the censorship of news seen as sensitive by the powers that be, or by other groups who may have vested interests in such a body.

"If self-regulation were to stop, you would see freedom of expression diminished.

You can't have things like content be dictated by outside bodies," Thloloe, who was in Windhoek this weekend to attend a workshop on combating corruption, told The Namibian on Friday.

The media do at times make themselves guilty of "shoddy reporting", he acknowledged, but added that instances of bad reporting are often traceable to a small minority who choose not to adhere to the principles of the profession.

The responsibility of maintaining credibility lay first and foremost with media houses themselves, he says.

"You need to look at who you're recruiting.

Their primary interest should not be that cheque at the end of the month, but a commitment to good journalism.

Someone who is constantly learning," said Thloloe, who boasts more than 47 years of experience in both print and broadcast journalism.

He also stressed the need for the continuous training of journalists after recruitment.

Thloloe said for journalism to be at its most useful, there was a need for both journalists and the public to be clued up on the principles of the profession.

"Journalists need to know the journalistic code in order to practise their craft professionally.

Readers should know this same code so they will be able to jump up and speak out when a reporter is at fault," he said.

This, he said, is where his position as media ombudsman comes in force.

"My main responsibility is to adjudicate between readers and publications," he said.

This means educating both sides, accepting and investigating complaints against media houses, and handling issues of ethical and professional lapses.

Since last year, a number of bodies, including the National Council and the Swapo Youth League, have suggested that Government should increase its control over media houses in Namibia.

The Swapo Party, at its fourth congress in November, took a decision to look into establishing a media council to regulate the media, becuase of constant "negative" reporting on Government.

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