Addis Ababa, December 6, 2025 (FMC) — Media leaders from across Africa highlighted the critical role of collaboration, authentic storytelling, and professional excellence in driving the continent’s growth during the inaugural African Media Awards (AMA) held in Addis Ababa.
Speaking to Fana Media Corporation during the event, Renowned Pan-Africanist Professor Patrick Lumumba emphasized Ethiopia’s historic and ongoing leadership in Pan-Africanism. He described the country as the cradle of human civilization and the headquarters of the African Union, noting its symbolic and practical role in fostering continental unity.
Lumumba stressed that Pan-Africanism must be practical, rooted in economic, cultural, and spiritual independence, and connected to the global African diaspora.
He called on African youth to embrace courage, humility, and integrity while contributing to Africa’s development and innovation, and underscored the importance of media in telling authentic African stories.
Zambia’s Davis Kabuswe, executive president of Sun Broadcasting Holdings, said the awards reflected the need for African media to work collaboratively across borders.
He explained that his company’s recognition in the Best Afrocentric Entertainment category demonstrates the value of celebrating excellence while encouraging Pan-Africanism through shared media initiatives.
Kabuswe highlighted the importance of telling Africa’s story from an African perspective and praised Ethiopia for providing a welcoming environment for such continental collaboration.
Meanwhile, South African Broadcasting Corporation producer Njabulo Shabangu emphasized that authentic storytelling must focus on issues affecting African communities, from social tensions to innovation and entrepreneurship.
He said recognition by peers motivates journalists to continue reporting on critical topics, including governance, youth initiatives, and sustainable solutions, while fostering cross-border learning and understanding.
Malu Sindanze, resources manager for SABC, highlighted the awards’ role in promoting shared African identity.
She stressed that media must help break down divisions, ensure cohesive messaging, and showcase the continent’s potential. By reflecting Africa’s achievements and challenges, media platforms can reinforce collective prosperity and encourage cooperation among African nations.
Victoria Ajayi, Group Managing Director of TBC Communications in Nigeria, noted the importance of preserving history, culture, and resilience while reporting on the continent.
She stressed that no single media outlet can capture Africa’s diversity alone, and that collaborative media efforts are essential. Ajayi emphasized media’s responsibility to maintain trust, verify information, and highlight initiatives aligned with Agenda 2063, helping guide Africa toward sustainable growth.
The African Media Awards in Addis Ababa brought together more than 800 media professionals from over 40 countries, providing a platform for dialogue, recognition, and collaboration. Participants agreed that united storytelling, media integrity, and the celebration of excellence are essential for reinforcing African identity and driving progress across the continent.