EXCLUSIVE!–>Interview with the Host of the BBC-Award-Winning Citi FM Breakfast Show  · Global Voices
Emmanuel.K. Bensah

He cuts a contemplative and tall figure. Be-spectacled with some degree of seriousness etched on his face, you could be forgiven for thinking that the dynamic Bernard Avle, host of the CITI Breakfast Show is only recently a busy man. But he's not. He's been busy ever since he became the host of the young and private Accra-based radio station in late 2004.
Recently from Nairobi, Kenya, where he accompanied the station's managing-director Samuel Attah-Mensah to receive an award for the “Best Interactive TalkShow of the Year”, I took the opportunity to ask him over to my workplace, whilst he was in the East Legon neighborhood for another interactive Friday show.
I ended up agreeing on a time to set up an “online” interview with him. These are the results.
I've heard you on radio many times. You sound rather combative in your interviewing techniques. Or so your critiques say. What's with that style?
Combative might be a strong word, assertive is probably more accurate. I ask simple questions when I have to elicit information for listeners, but I sometime ask pointed questions in a bid to clarify a point or even play the devil’s advocate when necessary to ensure that all sides of an issue are articulated.
Ghanaians appear to be turned off by aggressive and combative interviewing, whilst at the same time being very vocal about criticizing their policy-makers. In your view, why is there such a disparity?
Ghanaians value respect for authority but also appreciate probing questions from an assertive interviewer who does so in a courteous way. A few listeners complain sometimes about my style, but generally, there is no disparity there; one does not have to be rudely aggressive or “combative”- a word I still disagree with – to be robust and thorough in an interview. The essential point is to ask well-grounded, relevant questions.
Interactivity is fine; topics are another. The CITI Breakfast Show has covered international topics, such as Zimbabwe, but doesn't cover that many ECOWAS or other-Africa related issues. Is this because there is no appetite for this? If not, why not?
The BBC was pleased by the broad mix of subjects discussed on the Citi Breakfast Show. Although our audience is of an international nature, pre-eminence is sometimes given to local issues because local listeners predominate.I do not agree that we do not cover Ecowas issues. My show did a live outdoor broadcast from the Budumburam camp of Liberian Refugees, during their 2005 elections. We also did many shows on the Nigerian elections. Anyhow, as we grow our audiences we would definitely put in more hours for the sub-region.
As Ghana becomes the hub, or gateway, for West Africa, what challenges do you foresee will emerge for broadcast journalists?
If your question is in reference to the Ghanaian Journalist, I think the challenge of objectivity will always be there. Ghanaian journalists will need to move away from what has become partisan and parochial agenda setting to objective coverage of the country, to give the international community a more accurate picture of the situation in Ghana.
What do you think is the future for radio broadcasting in Ghana?
Huge potential, Radio is the most powerful means of reaching both urban and rural Ghanaians. Over 70% of All Ghanaian own a radio set* as compared with less than 50% for TV. The Ghanaian is hungry for information and presently radio provides that in good, credible measure, largely because people see radio as the first port of call to channel grievances.
In the West, citizen journalism and blogging is big vis-à-vis the media, with many debates raging on the threat– or lack thereof-of how Media is changing the face of journalism. Last August, the BBC reported that 61% of Nigerians had accessed the BBC website via their mobile phones ( **). Where do you see Ghanaian journalists going with New Media?
Its obviously a big opportunity which I do not think Ghanaian electronic media owners have fully opened up to. It has more to do with where media owners want to invest in. Having said that, the Ghanaian journalist has a big opportunity to take advantage of these technologies to learn from across the globe.
* Ghana Statistical Service; Pattern & Trends in Poverty(Ghana Living Standards Survey v;2007)