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Mediae pioneers innovative, entertaining and effective ways of developing and using media which will improve audiences livelihoods in Africa. FOCUS ON: The target audience at all stages. Audience research to identify needs Produce media with in-country teams Capacity building
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Mediae pioneers innovative, entertaining and effective ways of developing and using media which will improve audiences livelihoods in Africa. • FOCUS ON: • The target audience at all stages. • Audience research to identify needs • Produce media with in-country teams • Capacity building • Attract writers, actors, researchers and producers to develop media that is: • Well-produced and appropriate, • Informative , entertaining and sustainable. • TV, radio, mobile phones, internet,print, and building interconnectivity with audiences • Communication strategies • Advise NGOs, Donor organisations, Government Departments
ENTERTAIN & meet INFORMATION NEEDS of audiences = BUILD BIG AUDIENCES = serve development and commercial sectors = SUSTAINABILITY Makutano Junction 8 x 13 episode series 10 years “Tembea Na Majira” radio soap opera Other recent TV Productions Centre 4 Know Zone New writers Shape up series Mediae’s Edutainment Model
Media Activities – Past 7 Days Total Urban Rural Watched Television Read a newspaper Listened to Radio
Makutano Junction - Effects - School Committees Steadman Group Research 2006
Makutano Junction Viewership Which of these TV programmes have you watched in the last week ? Past 7 days viewership Series 1 2006 January 3.9 million Series 3 2007 September 4.9 million Series 6 2008 July 6.9 millon
SMS/Text Interactive: Information leaflets sent on request to viewers Approx 2,000 leaflets each week
Surviving in the local production sector1) Cheap Imports!Broadcasters advantages Audiences disadvantages
2) Lack of Commitment to improve situation - Broadcasters - Advertising Agencies - Media buyers - Marketing managers Now need Higher commissions to local productions Greater prime airtime provided Research to show audiences and popularity Focused selling to ad. agencies/media buyers Direct contact with research to marketing managers of leading companies
3) How to improve local production? Citizen +19% KBC +13% KTN +11% NTV + 9% - Quotas/Limitations? - Is the audience making it happen already