EXT 603 Development Communication an Information management

Assinmt on: Experience generated from application of media on development communication

M.NAVEENKMR2014600709

Reach and Scale

• Access to skilled, transferring broadcasting expertise globally in TV, Radio and Online Production with development focus

• Distribution: Potential 163 million through BBC World Service in 33 different languages and 85 million through appication of media. Greater scale through national and local media partners

• Effective communication among researchers, extension workers and farmers, can only take place if there is a dialogue among equals.

• Farmers' opinions need to carry the same weight as those of the experts.

What Role Can the Media Play in Development?

• What is the role of the media in stimulating national development and creating a demand for change?

• How can media form part of national information strategies? (provide communities with health, livelihoods and education)

• How should the media in developing countries be

strengthened to enable it to play a more effective role?

How to Measure?

• Formative research to identify the parameters of viable media interventions

• Qualitative research methods to pre-test media and communication materials

• Continuous feedback research to monitor the audience reception to media outputs

• Audience-based qualitative and quantitative methods to measure reach and impact of media interventions

Modes of Interactions

• Email.

• Fax.

• Telephone.

• Online Chat.

• Video Conferencing.

• Face to face.

In many situations, video conferencing is the next best thing to a face to face meeting.

GateKeeperMCU

H.323 Clients

INTERNET

H.323 Videoconferencing

Web Browser

Real Video

H.323

H.320

Gateway

ISDN

POTS line

Telephone

VIDEOCONFERENCING THE POWER OF VISUAL COMMUNICATION

To See, Hear and Share Information using Video and Audio Technology

Why Video Conferencing?

• Save money and time.

• Build relationships.

• Communicate “face to face” where it would otherwise be impossible.

• Avoid travels.

• Teach.

• Collaborate.

Formative

Primary & Secondary

Data

• Values, Tastes• Habits, Rationales• Context Epidemiological, Behavioural• Situation, Context Analysis• Media Consumption• Ethnography

R&L Research and Evaluation Cycle

Pilots Pre-Testing

Focus GroupsCommunity-Based ‘Rapid

Feedback’ In-Depth

Interviews

• Formats• Content • Scripts• Characters• Attributes• Production Quality• Branding• Message Clarity• Accurate Targeting• Cultural Suitability

Impact Evaluation: Quantitative Surveys and

Qualitative Studies

KAP Surveys, Skills Assessment, Pre/Post Tests, Indices

• Knowledge, Attitude, Practices/Behaviours Baseline• Barriers, Facilitators Midline• Refine ObjectivesTracking• Set Priorities Stages of Change

• Identify, Profile Target Endline Audiences, Partners, Participants

Content Analysis, Pre/Post Tests Follow Up Interviews, Policy Analysis

• Journalistic Principles• Scenario Exercises• Professional Norms, Standards

Statistical Analysis• Trends• Relationships between Exposure and Outcomes

Audience Feedback

Letters, Texts, Follow-Up

Studies, Panels, Contests

• Reactions• Interpretation• Message Delivery• Viewing/ Listening Context • Characters, Presenters• Story Lines• Update / Reformat• Extension• New Developments

Mechanisms of Effectiveness

Focus Groups, in-Depth Interviews, Statistical Analysis • Intensity of Exposure• Combinations of Outputs, Multiple Platforms• Use of Animation• Humour• How Audience Relates to characters• Branding• Predispositions• Profiling• Shared, Associated Attributes

Cambodia – promoting maternal and child health messages

E.g: India – PSA’s challenging stigma surrounding HIV/AIDS

How to Strengthen the Media?

Radio talksRadio talks

Grass root level

Conclusions

• Integrated, targeted, culturally appropriate, entertaining programmes, based on research add value to strategies to develop the communication

• With support, local media can be used as a tool for development and can be used effectively to promote accountability

• Challenge is to strengthen local media and make the case for mainstreaming the role of the media/comms in development strategies