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Arab Media Network for Human Development

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Title: Arab Media Network for Human Development


1
Arab Media Network for Human Development
  • To foster the ability of Arab media to influence
    progress in development issues
  • Office of Her Majesty Queen Rania Al-Abdullah

2
History
  • The Arab Women and Media Campaign
  • Launched in March 2004 during Her Majestys
    two-year presidency of the Arab Womens Summit
    to
  • Attract public attention to the potential of Arab
    women
  • Raise the level of discussion of womens issues
    to include opinion leaders, politicians etc..
  • Encourage governments to take action

3
History
  • Elements of the Campaign
  • Advisory Council formed an Advisory Council of
    key figures and top CEO's of media outlets
  • Media Initiative produced Public Service
    Announcements (PSA's)
  • Regional Network of Opinion Leaders held
    meetings with influential writers, columnists, TV
    presenters and journalists
  • Reference Booklet published a reference booklet
    with information, statistics and a database of
    women experts and professionals in the Arab world

4
History
  • Broadcasters were given a 9-month plan to air the
    TV spots
  • The PSAs were aired on major Arab T.V channels
    over a period of a year from 3-6 times a day
    Al-Jazeerah, LBC, Future TV, MBC, Arabia, Abu
    Dhabi TV, ART
  • The PSAs were also broadcast through the Arab
    Broadcasting Union to more than 21 state-run Arab
    television stations
  • They covered four topics women and social
    participation, economic empowerment, illiteracy,
    violence against women
  • The total cost of production 300,000
  • Air-time for free with an estimated cost of
    3000 per TV spot, the estimated cost of the
    campaign is more than
  • 10,000,000 US dollars

5
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7
History
  • The WEF meeting in 2005
  • To expand on the work carried out for the Arab
    Womens media campaign
  • To expand on the mission and include other human
    development issues
  • To institutionalize the Arab Media Network as a
    regional NGO based in Jordan

8
Progress
  • The Concept
  • Research and rational
  • Objectives
  • Mandate
  • Process
  • Products
  • Results
  • Organizational Structure
  • Sustainability

9
Research Importance of the media
  • Because of its accessibility, media should be
    informed, and capable of reflecting the
    perspectives of those most affected by
    development decisions
  • Development agencies are revisiting the role of
    communication and media in meeting the MDGs
  • Women's rights cannot be advanced if the media
    continue to disseminate negative stereotyping of
    Arab women
  • Radio is important for empowerment because of its
    accessibility to the poor and increasingly
    interactive character
  • Source UNDP 2006, Centre for Media Freedom
    2000, The Arab Advisors Group 2005, ACNielson and
    British Council, 2005

10
Research Media trends
  • A decline in government support to broadcasting
  • The rise of satellite TV's resulting in dramatic
    changes in both Arab society, and in the nature
    of political debate
  • Content is increasingly being shaped by the
    demands of advertisers and sponsors rather than
    public interest factors
  • Arab viewers, just like viewers in the U.S., turn
    to television looking for entertainment
  • MBC1 and MBC2 are the most popular amongst the
    entertainment channels
  • One research concluded that 100 of its sample
    population said they watched T.V on a regular
    basis


11
Satellite Channels Growth
Source Arab Advisors Group, April 2006
12
Sat TV Channels Programming Type
Source Arab Advisors Group, April 2006
13
Research Media trends (contd.)
  • On an average Al Jazeerah ranked the highest
    followed by MBC 2, Arabiyah, MBC 1, Rotana, LBC,
    Future
  • Social programs ranked low as opposed to news,
    talk shows, entertainment. The highest viewed is
    news, followed by English movies, Arabic movies,
    talk shows, political shows and Arabic music
  • The young are the most sought-after demographic
    as well as the source of new ideas in the
    industry
  • Religious programming has a significant place in
    the mix There are at least 20 religious stations
  • Commercial channels are challenging the
    traditional state-run stations from a commercial
    standpoint, despite the fact that few, if any,
    are making money

14
Research Media trends (contd.)
  • Stations run for reasons other than profit
    political or prestigious
  • The advertising market revolves around the
    largest economy - Saudi Arabia - which is also
    the regions most conservative society
  • The thin advertising market continues to be a
    problem when it comes to innovative programming

15
Research Recommendations
  • The need to invite the media to engage in
    dialogue and cooperation with development groups
  • The need to build the capacity of the media to
    make programs covering development issues
    attractive and accessible
  • The need to monitor and analyze the media
    coverage and report on findings to decision
    makers
  • The need to increase journalists' awareness of
    development issues using the MDGs and HDRs to
    inform and update media organization
  • The need to ensure that significant news items
    about women's issues gain the highest possible
    profile
  • The need for donors to fund projects that further
    the professional ability of activists and NGOs
    to communicate with the media

16
Research Similar Initiatives
  • LBC teaming up with UNICEF to launch news
    programs staffed with youth journalists
  • The International Center for Journalists to help
    Arab media professionals engage in joint
    programming on social issues
  • IREX to support civil society and media
    development in the region
  • Social Issues in the eyes of the media a
    British Council project supporting programming on
    youth and employment
  • Internews and British Council to set up community
    radio stations in Jordan Universities

17
Rationale
  • The media has a role to play in influencing
    peoples opinion, perception, and attitude
  • Media coverage is focused heavily on politics and
    entertainment and not enough on development
  • The media has few incentives to focus on social
    issues or to reflect the perspectives of
    development organizations
  • The need to create momentum and interest for the
    media.
  • Inadequate interaction between NGO's or civil
    society organizations and the media

18
Questions to be addressed
  • How can media programming influence peoples
    opinion, educate and raise awareness on
    development?
  • What form should programming take (PSAs, news,
    investigative reporting, talk shows, and
    discussion programs)?
  • How do issues get selected?
  • What does the media need to increase development
    programming and how can it benefit from this
    partnership?
  • How do NGOs best engage with the media?
  • How can the private sector be involved to promote
    corporate social responsibility in this context?
  • Is the network going to be involved in
    production, or is it going to facilitate that
    process only?

19
Board of Trustees
  • ART
  • Al Jazeerah
  • LBC
  • Abu Dhabi
  • Dubai T.V
  • Arabiyah
  • MBC
  • Future T.V
  • Al Hariri Foundation
  • LBC/Hayatt
  • JTV
  • Higher Media Council
  • Jordan Press Association
  • Al-Ahram

20
Media support organizations
  • UNDP
  • AGFUND
  • ACT-Egypt
  • ATV
  • Royal Film Commission-Jordan
  • British Council
  • IREX
  • International Center for Journalist ICJ
  • Freedom House
  • InterNews
  • School of Cinema-Television- USC

21
Discussions with the media
  • Media people are aware but lazy when it comes
    to development issues They need to receive the
    information, tools and mechanics
  • PSA's are not enough exposure on social issues
  • Tap into the celebrity world and use their
    presence to advance issues
  • The use of entertainment is a must Soap Operas
    and drama as a way to mainstream social messages
  • Focus and dont go broad
  • The continuity and the consistency of the
    messages
  • Use creative and powerful tools

22
Discussions with the media
  • The need to investigate the role of production
    companies
  • Major private sector companies should be
    approached as they are responsible for 70 of the
    media budget (e.g. PG, Pepsi, etc..)
  • The donor community to fund big and creative
    productions that can be distributed to all the
    T.V networks
  • Facilitate production funds for the media
  • Air time should be prime time, otherwise it has
    no value
  • There needs to be a process to shows an
    objective, activity, timeline and concrete
    results a path and not done on an ad hoc basis

23
Discussions with the media
  • Media monitoring is important to diagnose what
    goes in the media to help direct attention,
    replicate successes and produce good ideas
  • Objective should not be to change peoples
    mindsets-difficult to achieve. Concentrate on
    increasing production
  • The direction package-deal the format and issues
    for each station, since non will go for joint
    programming unless it's a PSA

24
The Concept Objectives
  • Increase creative and powerful programming on
    development issues in the media
  • Raise the level of discussion on development
    issues in the Arab world by initiating and
    implementing strong and creative media campaigns
  • Strengthen networking and partnerships between
    the media and civil society organizations in the
    Arab world

25
Mandate
  • Advocate for the media to become more engaged in
    development programming
  • Prioritize and select a specific development
    issue by providing the platform for media and
    NGO's to interact and engage in discussions and
    debates
  • Produce a yearly campaign targeting and
    highlighting a specific development issue
  • Monitor the media on development issues

26
Media Campaigns
Planning
The Process
Media Plan
Content
What? Why? How?
Where? When? Who?
Production
Monitoring Evaluation (ongoing)
PSAs
  • Feedback
  • Recommendations

Airing Dissemination
In Media
To NGOs
27
Mainstream messages in the media
  • In addition to the implementation of the
    campaign, the network will promote its messages
    in drama, films, talk shows, news, advertisements
    through discussions and meetings with
  • Filmmakers, directors and script writers
  • News producers, presenters and reporters
  • Talk show producers and presenters
  • Program Managers in T.V stations
  • Corporations (Pepsi, PG)
  • Advertisers
  • Production companies

28
Products
  • A yearly campaign that runs across Arab T.V
    stations
  • A library of media products on development issues
  • A website with expert profiles, statistics and
    research about the related development issue
  • Analytical reports on Arab Media monitoring on
    the related development issue
  • Annual reports including deliverables and
    outcomes of the discussions between the media and
    NGOs

29
Expected Results
  • Improvements in media reporting of development
    issues
  • Better informed public regarding development
    issues
  • Improvements in the level and quality of
    relations between media institutions and civil
    society
  • Contribute in mobilizing efforts towards social
    change

30
Organizational Structure
31
Strengths
  • Her Majesty Queen Rania Al-Abdullah is a
    Chairperson
  • Board of Trustees is high-caliber media leaders
    in the Arab World
  • The prestige of the BoT can be a motivating
    factor for potential new partners and the
    International donors
  • Regional media reach and influence

32
Weaknesses
  • Sustainability of resources for continuous
    operations
  • High annual budget
  • Relies heavily (100) on in-kind support from
    Media network for free airtime support might
    fade over time
  • Products are expensive (PSAs, etc)
  • Development programming is not popular with Arab
    Media and needs efforts for convincing
  • Impact of media awareness alone does not
    guarantee change on the ground at least not in
    the short-term

33
Opportunities
  • International organizations and donors are paying
    attention and funding to media-related projects
  • Communications for development is a growing
    sector
  • The Network is the first of its kind and can be
    the leader in the Arab world
  • Private sector advertisers can be tempted to
    align their image with development issues and
    fund products of the Network
  • Media networks would like to be seen to be
    socially-responsible
  • Members of the BOT are motivated and dedicated

34
Threats
  • BoT are competitors and their agendas might
    differ in the long-term and impact the Network
  • Financial sustainability
  • Competition for airtime from similar initiatives
    might reduce the allocation in the media
  • Competition for grants and funding is increasing
    in the Arab World

35
Impact and Sustainability
  • Strong operation and networking
  • Financial sustainability
  • Professional and consistent products
  • Staff leadership and motivation
  • Build trust
  • Relevance and benefit to the media
  • Relevance and benefit to the NGO world
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