At the 56th Annual General Assembly of the Caribbean Broadcasting Union (CBU), delegates were treated to a thought-provoking keynote address by Dr. Kevin Greenidge, Governor of the Central Bank of Barbados. His remarks, themed “Media at the Heart of the Orange Economy,” highlighted the essential role of media in shaping and sustaining the Caribbean’s creative industries.

Dr. Greenidge underscored that while the region is rich in talent, it has yet to fully capitalize on its cultural wealth. He noted that the creative sector—globally valued at over US$4 trillion—remains underdeveloped in the Caribbean despite its vast potential. Barbados, for instance, records only 1.2% of GDP from creative industries, a figure he described as understated given the informality of much creative work.

The Governor identified three key enablers required for growth: investment, infrastructure, and institutions. From innovative financing tools and reliable digital systems, to modern copyright frameworks and social protections, these pillars are essential for creatives to scale and thrive. He also pointed to the Central Bank’s own initiatives—such as operating the Frank Collymore Hall and supporting national festivals—as practical examples of investing in culture as an economic driver rather than a charitable cause.

Importantly, Dr. Greenidge emphasized that media is more than a participant in the Orange Economy; it is its amplifier and conscience. By telling Caribbean stories, preserving identity, and ensuring democratic accountability, media remains vital to both cultural and economic resilience.

Delegates can revisit the full text of Dr. Greenidge’s inspiring address below, which expands on opportunities such as the archival economy, Africa–Caribbean creative collaboration, and the role of robust data in policymaking.