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ENTERTAIN & meet INFORMATION NEEDS of audiences = BUILD BIG AUDIENCES =

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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ENTERTAIN & meet INFORMATION NEEDS of audiences = BUILD BIG AUDIENCES =

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  1. 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

  2. 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

  3. Media Activities – Past 7 Days Total Urban Rural Watched Television Read a newspaper Listened to Radio

  4. Makutano Junction - Effects - School Committees Steadman Group Research 2006

  5. 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

  6. SMS/Text Interactive: Information leaflets sent on request to viewers Approx 2,000 leaflets each week

  7. Surviving in the local production sector1) Cheap Imports!Broadcasters advantages Audiences disadvantages

  8. 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

  9. 3) How to improve local production? Citizen +19% KBC +13% KTN +11% NTV + 9% - Quotas/Limitations? - Is the audience making it happen already

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