For a group of South Sudanese journalists, government officials and media regulators who recently spent two weeks in Japan discussing the future of the country’s media sector, the answer extends far beyond the newsroom. The initiative seeks to identify obstacles to a healthier media environment while encouraging dialogue between government institutions and media stakeholders. Trust must be earnedOne theme emerged repeatedly during discussions in Tokyo: public trust is journalism’s most valuable asset. Many South Sudanese media outlets struggle not because journalists lack commitment, but because they have limited capacity in fundraising, proposal writing, marketing and business management. Since the signing of the 2005 Comprehensive Peace Agreement, more than 30 FM radio stations have been established across South Sudan.