fome symposium 2014: audience research in media development making media markets work: emerging...
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FoME Symposium 2014: Audience research in media development
Making media markets work: Emerging experience in Nepal
7th November 2014
Gavin AndersonDevelopment consultant
Audience research
Purpose Key outcomes
Global level research
Macro level policy ?
National level research - all media (ongoing)
Understanding media habits at a national level
Influencing advertising and communication revenue flows: both +ve and –ve
Potentially levelling the competitive playing field (transparency)
Influencing investment in media and content.
Reducing corruption
Media house level research (ongoing)
Understanding a media house’s audience.
Quality control within media houses
Product development within media houses
Influencing media content and content mix
Influencing internal investment in media and content
Development/donor level research (occasional)
Donor/ development policy Intervention strategy
development
Influencing donor communication and media development strategies,
Influencing donor investment. Impact assessment
Samarth- NMDP (Nepal market Development Project)
• 5 year DFID funded Programme
• Rural income-poverty reduction programme
• Primarily focused on agricultural and rural small business development
Why media development?
Nepal
A large and diverse media industry in Nepal
~ 370 radio stations
~28 TV stations
~ 400+ daily publications
~2000+ weekly publications
Population : 31 million
Non Urban population: 82.7%
Literacy: 60.3%
HDI ranking: 145/187
Usage of media / information channels: Rural
Preferred media channel for agricultural information
Radio TVSM
S
print/n
ewspaper
Inte
rnet
0%
20%
40%
60%
80%
100%
3rd preference
2nd preference
1st preference
Radio: A sector in crisis
• 4 in 10 radio stations reported reduced profitability over the past 5 years
• More than half of stations had reduced staff numbers in the past 5 years with an average reduction of 14 staff
• More than half of all radio stations believe radio is not a profitable sector to be in.
• More than two thirds of stations believe that their profitability will decrease in the next 5 years
• 43% of commercial radio stations believe that it is likely or possible that they will close down in the next 5 years.
Impacting on quality of radio content
Journalism in existing agricultural / business radio programmes
Field based Issue based Multiply and appropriately
sourced
Balanced Investigative with follow up
Total0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
41%
34% 34%
19%
16%
29%
25%
40%
23%
8%
15%
19%
Commercial Community
Advertising Expenditure in Nepal: small for the size of the economy
Nepal Sri Lanka Uganda
Ad expenditure (2010-11)
$43.4 million $416.8 million $178.3 million
Population 31.0 million 21.2 million 35.6million
GNI per capita $ 1,137 $ 5,170 $1,168
GDP- economy $ 18.96 billion $ 59.42 billion $ 20.03billion
Ad Ex / GDP 0.23% 0.70% 0.89%
050
100150200250300350400450Million
US$
Nepal Sri Lanka Uganda
Advertising expenditure comparison
Print TV Radio Other0%
10%
20%
30%
40%
50%
60%
70%
47.0%
20.0%17.0% 16.0%
22.7%
16.9%
58.8%
1.6%
NepalUganda
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
NepalUganda
Proportion of income
Actual income to radio
Why is audience research important?
A large and diverse media industry in Nepal
~ 370 radio stations
~28 TV stations
~ 400+ daily publications
~2000+ weekly publications
Emerging media – internet, mobile phone channels etc.
?Advertisers/
communicators- Which media should I use to
reach...?
?Media
- How can I prove that I am better than the
rest?
uncertainty
Lower advertising spend generallyLower advertising spend on local broadcasters in particular
Inability for media to compete transparentlyIncreased corruption in advertising markets
The winners and losers of this lack of transparency
Mainly losers But some winners
• The media overall (most media)
• Non-urban media (local media)
• Smaller media houses
• Broadcast media
• Advertisers / communicators
• National broadcasters
• Network broadcasters
• National print media (high
circulation)
• Corrupt marketing staff
/agencies
• Direct marketing
Samarth NMDP: rationale
Income for the rural poor
Need for information
Need for advocacy platforms
Media Development
- Primary focus: local radio
• Lack of and poor quality of existing info channels
Audience research • Need to increase revenue to local radio to increase potential for improved programming
• Importance of radio to rural poor• Demand for local information• Need for mass information
Paul Haupt – Feasibility study into restarting audience research in Nepal