Using Communications for 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 Groups Community- 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 Objectives Tracking 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 – PSAs challenging stigma surrounding HIV/AIDS

How to Strengthen the Media?

Al Mirbad Basra 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