1. Is
My
Voice
Being
Heard?
Prac4cal
Interven4ons
in
Radio
as
a
Market
Development
Strategy
Nyambura
Githongo
(KMT)
Richelle
MaGhews
(AdFarm)

2. 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.

4. 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

5. 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

6. 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

7. 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

8. WHAT
MEDIA
IS
SUPPOSE
TO
DO
IN
A
MARKET
SYSTEM?
Provide
Voice
Watchdog/
advocate
Provide
Timely/
Relevant
Informa5on
Link
Market
Actors

9. DEVELOPMENT
COMMUNICATIONS
VS.
MEDIA
DEVELOPMENT
Development
Communica4ons
Media
Development
Who
Pays?
Donor
Adver5sers
and
adver5sing
revenue
Who
Provides
Content?
Donor
Project
Journalists
Quality
sources
Who
Produces
the
Donor
Program?
Radio
Sta5on
Ownership
of
Content
Donor
Radio
sta5ons
(audiences)
Outcome
Supply
driven
Top
down
Unsustainable
Inves5ga5ve
Independent
Sustainable

10. 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

12. MALARIA

13. 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?

14. BUSINESS
MODEL
OF
RADIO
STATIONS
Content
Adver5sers
want
to
buy
ads
around
popular
content
on
sta5ons
with
high
audience
loyalty
and
influence.
Adver5sers
Quality
content
is
developed
to
aRract
and
address
the
needs
of
an
audience.
Radio
Sta5on
Audience
Quality
content
builds
trust
and
loyalty
between
the
sta5on
and
the
audience
and
increase
the
sta5ons
influence
on
the
audience.

15. CURRENT
BUSINESS
MODEL
OF
RADIO
STATIONS
Microphone
for
Rent!!!
No
value
placed
on
audience
No
value
placed
on
quality
content

16. GOAL
OF
MEDIA
DEVELOPMENT
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
ü
AGract
adver4sers
through
popular
independent
programming
that
is
listened
to
by
their
target
audience

17. Define
criteria
for
selec5ng
sta5ons
Together
with
the
sta5on
develop
program
monitoring
tools
and
other
performance
improvements
Meet
sta5ons
&
introduce
concept
of
audience-­‐led
programming
Give
them
5me
to
think
and
decide
if
they
want
to
engage
(self-­‐
selec5on)
PROCESS
OF
ENGAGING
WITH
A
RADIO
STATION
Engage
in
the
ac5vity
Work
with
M&E
to
develop
manageable
indictors
Formalize
rela5onship
with
sta5on
and
iden5fy
baseline
informa5on
Decide
on
sta5ons
to
partner
and
their
needs
Internally
evaluate
possible
resources
to
support
sta5ons
Orientate
resource
people
as
required
ie.
radio
mentor

18. Define
criteria
for
selec5ng
sta5ons
Together
with
the
sta5on
develop
program
monitoring
tools
and
other
performance
improvements
Meet
sta5ons
&
introduce
concept
of
audience-­‐led
programming
Give
them
5me
to
think
and
decide
if
they
want
to
engage
(self-­‐
selec5on)
REALITY
OF
ENGAGING
WITH
RADIO
STATION
Engage
in
the
ac5vity
Work
with
M&E
to
develop
manageable
indictors
Formalize
rela5onship
with
sta5on
and
iden5fy
baseline
informa5on
Decide
on
sta5ons
to
partner
and
their
needs
Internally
evaluate
possible
resources
to
support
sta5ons
Orientate
resource
people
as
required
ie.
radio
mentor

19. 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

20. 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

21. INSIGHTS:
RADIO
MAMBO
•
•
•
•
Listenership
Clubs
Live
Events
Feedback
from
audience
-­‐
witchdoctors
on
air
Need/
value
for
community
success
over
individual
success

22. WHY
ARE
THE
CHANGES
MADE
BY
RADIO
MAMBO
BENEFICIAL
TO
THE
AUDIENCE?

23. 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