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In December 2010 (winter break) I traveled to the India where I intern for the Institute of Rural Research Development (IRRAD). During my time, I created a business plan for a community radio station and presented it for an audience of 150 people.
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Mewat Community Radio
(MCR)
A plan for a sustainable future
Summary of presentation Definition of community Business Concept Location The team Goal & Objective Resource Requirements Financial plan Financial strategy Partnership suggestions Key issues Risk & Solution How has the issue been addressed Marketing Strategy
What is community radio?
Community radio is broadcasting with the objective of serving a community in
underprivileged areas by involving members of the community in the sustainability of
their program.
Human resource planning
Groups composed of people
performing duties from the time the radio station is
conceived to the time it is
launched. There are six different
groups with unique tasks.
Steering committee Board Interim management Station management Station staff Volunteers
Steering committee
First team of human resources for newly form community radio station
Members must understand the significance of CRS and is committed to its success
Role is to facilitate establishment of radio station
Play key role in environmental scanning process
Board
Formed after environmental scanning is completed
Role is to oversee the creation of the CRS Plays key role in strategic planning process After launching of radio station, job is to
perform directing duties Requires training
Interim management
Team of managers that oversees the actual launch of radio station
Experts employed on short term basis (only needed prior to launching of radio station)
Iron out any problems that arise prior to broadcasting
Must have experience
Station management
Composed of local managers of radio station Are supervised by expert managers Role is to ensure all aspects of radio station are
working Meets with financial targets to sale airtime and
solicit program sponsorship Requires training
Business management skills Financial management skills Marketing management skills Marketing management Radio station management
Station staff Station manager
Responsible for effectiveness of radio station Leadership position
Producer Editing content Ensure functionality of equipment
Advertising manager/sales executives Responsible for selling airtime and other services offered
Program presenters Accounts and administration officer
Maintain financial records of radio station Volunteer coordinator
All should have experience or training
Volunteers
Recommend to not perform marketing duties Empowers communities by providing
opportunities for job training and gain of new skills
Recruited to perform various duties related to the functionality of radio station News gathering Program presenting Administrative duties
Strategic planning
The purpose of this step is to determine the purpose of the radio station. During this step one must also consider what kind of station it would be and the plan
for execution.
Business concept
The purpose of MCR is to serve the rural area of Mewat to promote community development
utilizing telecommunications as a medium. Social inclusion with the ultimate goal of building momentum for a self-sustaining community. Community mobilization and
empowerment are important elements in the success of MCR as it would be ran for the
people and by the people of Mewat.
Market Summary
Mewat region is composed of meo-muslim population
40 % of the general population are uneducated Four dimensions of poverty
Natural capital (soil, land, etc.) Financial capital Human capital (health, nutrition, education, and
knowledge) 68% have mobile radio 12% have radio set 21% listen to radio 57% interested in being apart of CRS
Broadcast range
Resource requirements
Technology requirements: Phone in console, Monitor Speaker, CD Drive, Tape Recorder.
Mixer Console, Microphone, Computer, Sound card Interface, studio monitor, Headsets, Field Recorders, Transmitter, RF cables, Antenna Mast, Studio sound proofing materials
Personnel requirements Resource requirements
Initial capital costs and wages, area incentives for radio buying, good communications/promotional group
External requirements Find well functioning management/promotion group Get a hold on initial equipment, necessities first of course Partner with other community radio stations: events, resources,
grant/funding info sharing
OneWorld South Asia radio station
QuickTime™ and a decompressor
are needed to see this picture.
Financial strategy
MCR would become a production center for air time and sponsorship program.
This would eliminate duplication of effort and ensure cost effectiveness in
program production.
Start up cost Transmitter equipment
Rs. 7 lacs
Acoustic treatment Rs. 4 lacs
Studio monitoring head phone Rs. 9 lacs
Studio equipment Rs. 9 lacs
Total: 20 lacs
Funding suggestions
• Sponsorship• Social marketing• Donations• Advertising • Co-productions and partnerships• Sell cassettes/CDs • Share programs with other stations • Compile program material for publication. • Use listeners’ contributions• Rely on volunteers• Build links with educational institutions
Host fundraising event
WBUR Public Radio host annual gala’s generating in $400K yearly
20 additional discrete member events throughout the year
One recent event with special guests brought in $40K in ticket sales and $40K in corporate donations.
This event included large donors (contributing over $1200) who were able to connect and gain access to high profile newsmakers
Pledge drives
Fundraising technique used by public broadcasters
During a pledge drive, a station's programming will be regularly interrupted by appeals for assistance from viewers and listeners Can also be done through direct mail
marketing WBUR host six per year gaining $450-
1.2 mil per drive
Sell single programs
Authentic local music Fictional programs (short play,
poems, etc.) Recorded interviews of guest
appearances
Operating cost
Estimated monthly cost of operation is Rs.20 lacs Including salaries, electricity, miscellaneous
Selling radio station airtime
Create list of prospects Based decision on mutual gain for radio and
prospective business Ask other radio stations for referrals
Present sales pitch fliers, brochures, power point presentations
Be receptive and understanding of customer concerns
Pitch benefits of advertising campaign Have proposal and contracts ready on spot Follow up after sale
Minimum airtime for sustainability
Average radio advertisement length is 30 seconds
At the price of 1 Rs/second = Rs.30 To meet monthly operational cost of Rs.20
lacs divided by the 30 days in a month An approx. amount of Rs.666/day
Equals the need to sell 22 advertisements daily
Airtime policy?
Bind all sales agreements to contracts
Partnership establishment
In efforts to launching a successful radio station. Donors are pivotal in the up
keep of the broadcasting center and its establishment. However, donors should not be depended on as primary resource
as they do not last forever.
Partnership suggestions(Community outreach initiatives)
Asha for education Katha Association for India’s Development (AID) Ashram Charitable Care Foundation Child Rights and You (CRY) Hand-in-Hand USA Haji Abdul Majid Trust Infosys Foundation NGO’s
Partnership suggestions(Funding initiatives)
Team for Educational Activities in Motherland (TEAM)
Bill & Melinda Gates Foundation NGO’s
Partnership suggestions(Guest)
Center for Old in Need (COiN) India Leadership Network
Metrix of 57,000 members
Partnership suggestions(Suitable buyers for airtime?)
Independent business owners who sell airtime for a living
Sellers of modern agricultural technology Suggest asking fellow community radio
programs for referrals
Goals & Objectives
Five-year goals To be an established platform for knowledge,
expression, and social mobilization 5,000 listener addition a year
Urban population of Mewat is approx 46,000 Pay back initial capital costs (of borrowed) Financially sustained
Key Issues
Near term Community involvement Sharing frequency and authorization Funding
Long term Ownership and control over radio station Financial sustainability
Risks & Solution
Risk - Lack of community involvement Solution - Utilizing a “bottom-top” method where
community members have control over topics featured on station Community members will be recruited to work at the
radio station Extensive training on functionality of station The station will be organized in a way the encourages
‘ownership’ Reward
In due time, MCR would become a primary resource for knowledge, social mobility, successful operating
Models of success
Community radio in Mozambique
Background
UNESCO and several other development partners collaborated to launch a community radio station is Mozambique. The mission of
MCR was to strength democracy and governance in a community where lack of education and social connectivity was an
issue. A number of studies were carried out to asses sustainability potentials and
obstacles.
Issues addressed
A strong community ownershipEffective training methodsTechnical sustainability system
Based on an assessment performed that determined inadequate technical configurations were not geared toward specific local conditions, including: preventative maintenance skills, lack of
Measures taken
Community ownership• Hosted large community meetings • Designed a social mobilization process identify
in each community the many subcommittees
Measures taken
Training methods• A series of intense 8-10 day training course• A community training program through
process coaches • Exposure to related realities, including study
trips to other community, commercial, and public radio stations
• Management seminars and workshops• Establishment of a training station which was
used to help get things going at a basic pace
Measure taken
Technical sustainability
Based on an assessment performed that determined inadequate technical
configurations were not geared toward specific local conditions, including:
preventative maintenance skills, lack of
Risks & Solution
Risk - not meeting operational cost Solution - extensive financial planning Rewards - allows encouragement to build a
network of partners
Models of success
WBUR
Background
WBUR is a national public radio station. Is perceived to have “one of the strongest business models of a NPR.” Due to its
strong business model more of its resources goes to programming rather
than commercials. Is a $21M organization where $1.9M(9%) is
solicited from donations
Issues Addressed
Financial viability
Measures Taken
Direct mail marketing Subscribers receives 16 pieces of mail per year, 3 per pledge drive Additional mail to alert people that their memberships are up for renewal and for holiday-themed giving on Mother’s Day and Valentine’s Day
Measures TakenPromotional products Promotional products draw members/listeners to the station and they are based on two types of partnerships Corporate partners: invest cash in WBUR and provide a product as part of promotional giveaway. This generates additional sales and PR for the corporate partner Transactional partners: WBUR has a transactional relationship with the local florist, who sells them the flowers at deep discount but is not focused as much on building a customer base On Mother Day and Valentine Day and allows people to send flowers with the proceeds going to WBUR: $2M in flower sales per year
Marketing plan
Communication and promotional strategy for MCR
Mission Statement
The development of MCR is rooted in the value of community development utilizing
telecommunications as a medium. Its key purpose is to empower members of the community to promote
sustainable development, human rights, and knowledge.Built on an open door policy, MCR
provides a platform to foster social inclusion and equality. It also creates opportunities for the
community members to learn new skills and to address issues that affect their lives.
Problem and opportunities
Problems Survey analysis suggest that only 21% of people in
the community listen to the radio Only 12% actually own a personal radio set
Opportunities An effective grassroots campaign will encourage the
engagement of listeners Solicit the donation of radios to be distributed to
targeted community. Gain the support of community members by taking the
initiative to get them the resources need. More radio’s in the home = more listeners
Stats doesn’t suggest lack of interest as root of problem
Radio program suggestions
Woman to woman Shock Mewat Straight talk Jockey for the day
Woman to woman
Develop a radio program targeted towards women at the ages of 25+
Preferably at times when husbands are not home Use women in business and whom are educated
as guest Promote health awareness and nutritional
programs Use this opportunity to gain trust of women for the
purpose of eventually encourage family planning initiative that they can pass to their daughters
A South African community radio program used the idea of “edutainment” to connect with women listeners Included a series of 15-minute television drama
programs called “Healing Hearts”
Shock Mewat
On the first day of the week select “Law of the week”
Circumference daily discussions around that topic throughout the week
Leading up to the last day of the week where with “tested your knowledge” competition amongst listeners who call into the show
Prize will be awarded to the winner
Straight talk
A phone-in discussion allowing listeners to act as members of parliament to speak their minds on community based issues and concerns
Use guest, community leaders, or host to act as ministers or otherwise as the Speaker of parliament.
Encourages a platform for debates
Radio Jockey
Give school aged children the opportunity to host a segment of radio programming for the day Target those in grades 5 and up
Qualifications for opportunity is to have a certain amount of books read for the week (or highest amount of school hours)
Allow children to submit stories, poems, etc. to be read over the air
Take selected child to visit other radio stations Provide them with a certificate or award.
Any incentive that children would like
Voices of Tomorrow
• A program job training program targeted towards teenage students
• VoT would coordinate training or even establish a center for production training, technical training and technical assistance.
• This could spark the interest or encourage students to pursue careers in radio production ---> Encouraging them to attend school
• They MUST be informed and experience the benefits of education
• Just telling them (primarily girls) is not effective
Additional services Prayer hotline - gives people the opportunity to call
radio station and request prayers from fellow community members
MCR could act as a co-ordination centre for all the community radio stations in the area. This helps establish the principle of networking, creating a conductive environment for growth and stability.
MCR could provide pension funds, medical aid packages, and insurance packages for staff. This could compensate for paying cash (if its not in IRRAD’s interest to pay workers)
(Look up practices of Meo Muslims)
Ways to promote
Flyers and posters Events Utilizing available mediums
Flyers and posters
• Distribute monthly newsletter to subscribers• Use medium to promote the benefits of
education, tips on production, resource awareness, promote radio programs etc
• Must include specific time and day of radio show and programs
• People visual see themselves in position of power in order for them to believe that they have ownership over radio station
• Posters and flyers must appeal personally
Live recording event
IRRAD host live recording event in different villages that is being targeted for listener-ship
Solicit donation of free radios to be distributed as door prizes during the event
Collect mobile numbers for future text messaging promotional campaign
Give away free packages of seed to highly recommended agricultural crop Encourage recipients to tune in to the radio station for
tips on growing, producing, and selling of crop Attach message to package of seeds
Invite other organizations to be attendance Ex. Health organizations can distribute free
immunizations
Utilizing available mediums
Ek duniya anEK awaaz (OneWorld) allows community oriented radio program
Provides a platform for community radio stations to upload recording of radio programs
Opportunity to partner with like-minded organizations to voice grassroots concerns
Find out what listeners want
Focus group Qualitative research in which people
come together to discuss their perceptions, opinions, beliefs, and attitudes towards a concept, advertisement, idea, or packaging Great way to gain topical programming
motivation
Competition
• The strategy for competition is to not view any other radio station as competition but as an allies
• Research suggest that all community radio stations are missioners for the same cause, the promotion of education, community development, health, and better governance
Thank you