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Using Communicationsfor Development
19 May 2006
Reach and Scale
• International NGO established by the BBC in 1999
• Access to skilled BBC staff, 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 BBC World TV. Greater scale through national and local media partners
• Working in 40 countries worldwide
• US$28 million from DFID, EU, UN Agencies and Foundations in 2006/7.
What Role Can the Media Play in Development?
• What is the role of the media in stimulating national debate 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
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
National Debates - Calling Government to Account - Bangladesh
Bangladesh Sanglap
Cambodia – promoting awareness of HIV/AIDS through popular TV drama
Cambodia – promoting maternal and child health messages
India – PSA’s challenging stigma surrounding HIV/AIDS
How to Strengthen the Media?
Al MirbadBasra Based, Iraqi managed, independent regional
broadcaster
African Media Development Initiative
Conclusions
• Integrated, targeted, culturally appropriate, entertaining programmes, based on research add value to strategies to fight poverty
• 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