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Is My Voice Being Heard? Prac4cal Interven4ons in Radio as a Market
Development Strategy
Nyambura Githongo (KMT) Richelle MaGhews (AdFarm)
KEY LEARNING'S
The difference between development communica5ons and media development.
The difference between audience-‐led and pay to play radio programming.
The value of audience-‐led programs to listeners and the market system.
EXPLOITATION OF FARMERS IN NORTHERN UGANDA
Over 30,000 tobacco farmers growing for an interna4onal tobacco company (BAT). • Making on average $60 -‐100 USD per crop • They should have been making $700 to 900 USD Why? • 100 buyers and graders were stealing the profits of the farmers • Deliberately mis-‐grading the crops -‐ fraudulent
weighing of crops -‐ exaggera4ng the inputs provided by the company
• Over charging for inputs provided by the company
OBUOBA FM & GOLDEN STORK
• Partnered with Golden Stork (input company) to offer a radio contest on inputs
• Winners answered ques4ons on air, won product, and a training on how to use inputs.
• Gicy had never learned how to use inputs, and was so happy with knowledge she shared with the rest of community
• Gicy also established herself as a distributor of the product within her community
RADIO NAM LOLWE -‐ KENYA
• Program contributes to significant percentage of total month’s collec4on
• Increased listenership/
popularity of program • Segment programs • Program has provided linkages
to farmers and agro service/product providers
Microphone for Rent!!! • Radio Sta4ons are NOT:
• Giving the poor a voice • Facilita4ng the exchange of informa4on
• Advoca4ng/ watchdog • Linking businesses/ consumers
• Valuing their primary asset – the audience • Building trust
WHAT MEDIA IS SUPPOSE TO DO IN A MARKET SYSTEM?
Provide Voice
Watchdog/ advocate
Provide Timely/ Relevant Informa5on
Link Market Actors
Development Communica4ons Media Development
Who Pays? Donor Adver5sers and adver5sing revenue
Who Provides Content?
Donor Project Journalists Quality sources
Who Produces the Program?
Donor Radio Sta5on
Ownership of Content
Donor Radio sta5ons (audiences)
Outcome Supply driven Top down Unsustainable
Inves5ga5ve Independent Sustainable
DEVELOPMENT COMMUNICATIONS VS. MEDIA DEVELOPMENT
THREE COMMON APPROACHES TO THE USE OF RADIO
1. Pay to Play • Content and
adver5sing is not separated
• Adver5ser decides content
• Supply driven • Top down approach
2. Development Communica4ons • Donor develops content • Donor funded • Donor produced • Top down informa5on • Supply Driven • Unsustainable
3. Audience-‐led -‐ Adver5sing Revenues and sponsorship separate from content -‐ BoRom-‐up content approach -‐ Sta5on Controls Content – generated by journalists and quality sources -‐ Quality Control Measures in place -‐ Funded through adver5sing -‐ Independent -‐ Sustainable
MALARIA
HIV/AIDS
• Target of safe sex campaigns have been youth • Recent HIV/AIDs sta5s5cs indicate HIV/AIDS spreading through marriages
• How could media providers address this issue from an audience-‐led perspec5ve?
BUSINESS MODEL OF RADIO STATIONS
Content
Audience Adver5sers
Quality content is developed to aRract and address the needs of an audience.
Quality content builds trust and loyalty between the sta5on and the audience and increase the sta5ons influence on the audience.
Adver5sers want to buy ads around popular content on sta5ons with high audience loyalty and influence. Radio
Sta5on
CURRENT BUSINESS MODEL OF RADIO STATIONS
Microphone for Rent!!!
No value placed on audience No value placed on quality content
GOAL OF MEDIA DEVELOPMENT
ü Focus on quality and audience-‐led programming ü Place value on needs of audience
ü Build trust and influence with audience ü Advocate on behalf of the audience ü AGract audience through interac4ve and appealing programs
ü AGract adver4sers through popular independent programming that is listened to by their target audience
PROCESS OF ENGAGING WITH A RADIO STATION
Define criteria for selec5ng sta5ons
Meet sta5ons & introduce concept of audience-‐led programming
Give them 5me to think and decide if they want to engage (self-‐selec5on) Decide on
sta5ons to partner and their needs
Internally evaluate possible resources to support sta5ons
Orientate resource people as required ie. radio mentor
Formalize rela5onship with sta5on and iden5fy baseline informa5on
Work with M&E to develop manageable indictors
Engage in the ac5vity
Together with the sta5on develop program monitoring tools and other performance improvements
REALITY OF ENGAGING WITH RADIO STATION
Define criteria for selec5ng sta5ons
Meet sta5ons & introduce concept of audience-‐led programming
Give them 5me to think and decide if they want to engage (self-‐selec5on) Decide on
sta5ons to partner and their needs
Internally evaluate possible resources to support sta5ons
Orientate resource people as required ie. radio mentor
Formalize rela5onship with sta5on and iden5fy baseline informa5on
Work with M&E to develop manageable indictors
Engage in the ac5vity
Together with the sta5on develop program monitoring tools and other performance improvements
RADIO MAMBO In the beginning: • Inconsistent program line-‐up
• Program would only air if sponsor to pay
• Did not produce program in a team • Effect quality control
• Inconsistent interac4on with listenership groups
RADIO MAMBO Noteworthy Changes: • Work with sta4on to improve content
to be audience-‐led • Review programs and provide
feedback • Mentor the produc4on and marke4ng
team • Develop marke4ng strategies that
work for both the audience, sta4on, adver4sers
• Firm up rela4onship with listenership groups
• Think strategically on the direc4on they want the other programs to move
• Develop quarterly strategic plans
INSIGHTS: RADIO MAMBO • Listenership
Clubs • Live Events • Feedback from
audience -‐ witchdoctors on air
• Need/ value for
community success over individual success
WHY ARE THE CHANGES MADE BY RADIO MAMBO BENEFICIAL TO THE
AUDIENCE?
HOW DOES MEDIA DEVELOPMENT MAKE YOUR JOB EASIER?
• Plamorms to examine issues • Increase the flow of credible informa4on • Work with partners to be credible sources • Media rela4ons • Advocacy • Provide voice to marginalized popula4ons • Feedback mechanism to understand the market
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