1 creating an audience ratings system in the world’s youngest nation a new set of challenges
TRANSCRIPT
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Creating an Audience Ratings System in the World’s Youngest NationA New Set of Challenges
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iSTREAM ProjectCommunity radio stations in South Sudan & Humanitarian InformationOur Mission: And We Chose to Accept ItThe audience ratings challenge
The Rough PilotImplementing seven day diaries in Juba
Moving ForwardLessons Learned for the Real Pilot
South Sudan: A TimelineHow did we go from national surveys to crisis response? 1
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Q: Where is South Sudan?A: South of Sudan.
This is South Sudan.
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How did the world’s youngest country -- born to create peace -- go to war with itself?
Did this happen overnight?
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December 5th 2013More than 500 foreign investors arrive in Juba to discuss opportunities in the world’s youngest nation which is “at last safe and open for business” according to the President.
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December 15th 2013Internal fighting within the Presidential Guard results in sporadic gunfire and fighting throughout Juba. Civilians are trapped inside their homes unsure of what is happening.
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December 16th 2013For the first time ever, President Salva Kiir addresses the nation in military uniform, accusing former VP Riek Machar of staging a coup.
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December 18th 2013UN agencies, NGOs and embassies begin evacuating staff after Juba airport had been closed for 48 hours. Those leaving have no idea when or if it will be safe for them to return.
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those unable to leaveseek refuge in UN bases in Juba and other cities throughout the country. In Tongpiny, 27,000 individuals seek protection in only 25,000 square meters of space.
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in the following daysThe conflict became more about ethnic divisions than political power struggles. Comparisons to Rwanda are drawn.
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5 weeks laterBy January 21st, 2014 more than 8,000 civilians had died and 1 million people had been displaced.
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almost 1 year laterthe future remains uncertain. 10,000 have lost their lives, 1.8 million are displaced, and UN agencies warn of millions of lives threatened by impending famine.
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November 2nd, 2014President Salva Kiir withdraws government negotiation team from the peace talk process in Addis Ababa
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Internews & the iSTREAM ProjectCommunity radio stations in South Sudan & Humanitarian InformationOur Mission: And We Chose to Accept ItThe audience ratings challenge
The Rough PilotImplementing seven day diaries in Juba
Moving ForwardLessons Learned for the Real Pilot
South Sudan: A TimelineHow did we go from national surveys to crisis response? 1
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Internews in South Sudan
‣ 4 local language radio stations & Eye Radio
• Broadcase footprint radius of 100km reach with estimated 2.1 million potential listeners
• Eye Radio, Juba-based 24-hour radio station with repeater stations
‣ Humanitarian Information Service
• 4 UNMISS-managed protection of civilian camps and two new radio stations in host community areas responding to most recent conflict
Providing communities in information-poor, remote areas with access to critical news and information
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iSTREAM is a 5-year, 60 million USD project funding the enhanced access to media in rural communities, including
support for research to benefit the media sector in South Sudan as a
whole.
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iSTREAM ProjectCommunity radio stations in South Sudan & Humanitarian InformationOur Mission: And We Chose to Accept ItThe audience ratings challenge
The Rough PilotImplementing seven day diaries in Juba
Moving ForwardLessons Learned for the Real Pilot
South Sudan: A TimelineHow did we go from national surveys to crisis response? 1
2
3
4
5
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the creation of a credible and
affordable audience ratings system
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Every great mission requires inspiration, and out of great inspiration, the South
Sudan Audience Ratings Center was born.
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How can we measure the audience?
‣ PPM/Electronic monitoring
‣ Software/Passive monitoring
‣ Diaries
Developed world solutions in the South Sudan context
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28%have access to a mobile phone
34%in urban areas
What about CATI?
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37%have access to a radio within the household
What about passive monitoring?
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iSTREAM ProjectCommunity radio stations in South Sudan & Humanitarian InformationOur Mission: And We Chose to Accept ItThe audience ratings challenge
The Rough PilotImplementing seven day diaries in Juba
Moving ForwardLessons Learned for the Real Pilot
South Sudan: A TimelineHow did we go from national surveys to crisis response? 1
2
3
4
5
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December 13th 2013The SSARC Technical Advisory Committee plan out of the details of the first Juba pilot to take place in early 2014.
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December 15th 2013Internal fighting within the Presidential Guard results in sporadic gunfire and fighting throughout Juba. Civilians are trapped inside their homes unsure of what is happening.
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The Rough Diary Pilot“My goat ate my diary.”
Pre-Test Rough Pilot
‣ May 2014
‣ 24 respondents
‣ SEC & literacy quotas
‣ Can they fill in the diary? Do they need any type of assistance? Will they need compensation?
Recruitment
‣ August 2014
‣ 600 diarists
‣ 3 payams of urban Juba, 4 EAs per payam
‣ Swarm recruitment using 30 (26) researchers
‣ August 2014
‣ 593 respondents…360 usable data points.
‣ Recruitment QQ, socio-economic QQ, diary
‣ Many lessons learned
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iSTREAM ProjectCommunity radio stations in South Sudan & Humanitarian InformationOur Mission: And We Chose to Accept ItThe audience ratings challenge
The Rough PilotImplementing seven day diaries in Juba
Moving ForwardLessons Learned for the Real Pilot
South Sudan: A TimelineHow did we go from national surveys to crisis response? 1
2
3
4
5
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What have we learned?Lessons for the real audience rating pilot
Recruitment
must be done in advance. Participants and facilitators must be trained on the diaries before it begins.
Diariesare unnatural. Further sensitization needs to be done, and better monitoring (that isn’t invasive) needs to be in place.
Current LSM
measures are inadequate for classifying people in South Sudan.
ManpowerIs required to execute diaries in South Sudan. Recruitment, distribution, check in, and facilitation makes this a very labor-intensive activity.
Sampling Is chaotic with constant population shifts. Establishment surveys are required.
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Forcier ConsultingDepartment of Media Research
Contact Us
Caroline MorogoMedia Research ManagerJuba, South [email protected]
Hayley UmayamMedia AnalystCairo, [email protected]
Natalie I. ForcierChief Executive OfficerSouth Sudan | Sudan | Egypt | [email protected]
Erin SatterleeVice President of OperationsSomalia | Kenya | DRC | [email protected]