Mobile vaani media consumer profile

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Research paper on MobileVaani users consumer insights from the rural, remote parts of the state of Jharkhand. …

Research paper on MobileVaani users consumer insights from the rural, remote parts of the state of Jharkhand.
The state of Jharkhand has the lowest MPCE (Monthly per capita expenditure) among the 29 states of the India union, and the number of users activated in a limited period of 12 months, number of stick users who regularly contribute content o the platform, and the traction trends as seen over the last 12 months of operation prove that there exists a need for social media in economically backward communities who do not have the means to access the internet, nor pay for it.
MobileVaani technology proves beyond doubt that this is a glaring white space in the technology as well as the social media space and MobileVaani is the definitive social media platform for this untapped market.

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  • 1. g o o n j : s o c i a l m e d i a f o r e v e r y o n eA Q U I C K P E E K I N TO D I S C U S S I O N S O N M O B I L E VAAN IF E B R U ARY 2 0 1 3Mobile Vaani- A Social Media Network for the Bottom of the Pyramid -V O I C E O F T H E V I L L AG E
  • 2. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development Network of voice-based community media stations inrural and suburban India Mobile radio Interactive radio over phone technology pioneered by GramVaani Jharkhand Mobile Radio: Over 2000 calls per day, 20000+callers Community radio Gram Vaani’s GRINS automation system enhances communityengagement over FM community radio UP, MP, Uttarakhand, Haryana, AP, Maharashtra, Gujarat,RajasthanWhat is the Mobile Vaani network?
  • 3. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentMobile Vaani’s flagship deployment: Jharkhand Mobile Vaani Mobile phone based platform for crowd-sourcing local information from remotevillages, and making it available for anyone to access over phoneVillage groups call intoa toll-free number totell stories andexperiencesThe submitted storiesare validated andmoderated by a trainededitorValidated storiesare publishedonlineValidated stories arealso published foraccess on same toll-free numberOther people can call into the toll-free number to listen to thevalidated storiesValuable statisticsand reports can bederived from theinformationcollected
  • 4. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development 90% community sourced content Local news Interviews and informational services Opinion on topical issues Guided discussions and campaigns Grievances and feedback on government schemes Cultural artifacts including folk songs and poems Propagation through word-of-mouth and field partners Gram Swaraj Abhiyan Public Health Resource Network Leads Trust JSACS Red Cross Society PRADANContent on Mobile Vaani
  • 5. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentMen,70%Women,30%Mobile Vaani user profileUrban, 3% Semi-urban, 5%Rural, 92%20%55%23%2%No literacy PrimaryschoolSecondaryschoolGraduate10%15%55%20%Children 14-25 25-58 Senior
  • 6. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentA barometer to assess the delivery of government schemesChilga panchayat, JamuaBlock, Giridih: Electricitydistribution infrastructurefunded under RGVY twoyears back but no powerprovided as yetMahuda panchayat,Baghmara Block, Dhanbad:Only 1 month ration disbursedwith 4 months pending, villagersgo on a protest and call the MOfor inspectionChauda panchayat, Kukar Block,Saraikela-Kharsawan: MNREGA job-cardsdistributed to 80 year olds and also to 14year olds. Families have 2-3 jobcards each
  • 7. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentSuccessful projects and community initiativesBhandaridah Block, Bokaro: 1500people were being taken to Tripuraby middlemen to work as bricklabourers. Highlights the need forMNREGA-like schemes to createlivelihoodsChaita Panchayat, Dhanbad:Villagers have since the last 5 yearsregularly been creating checkdamsduring the monsoons to divert water totheir lands. The water table has risenand it does not dry up as quickly now.A great example of community driveninitiatives to protect the environment
  • 8. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development Instrument the state of water bodies in the villages. Findings with datafrom 30 panchayats MNREGA has indeed reached remote areas and funded several works But due to bad engineering and maintenance problems, none of the works arebeing used for livelihoods via aqua culture or irrigation Recommendationsent to severaldistrict authoritiesResearch and recommendations
  • 9. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development Spread of HIV/AIDSo Awareness limited, but people willing to discuss prevention methods openlyo Recognize the importance of open discussions to tackle this problemAwareness and informationDr Virendra Singh, Project directorJSACS: About the ABC approach toavoid AIDS, infection Vs disease, andgovernment run ICTC centers for freeART treatment and medicines
  • 10. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentTopical discussionsChatra: Witch hunting is stillprevalent. How do we put an endto such myths?Jharkhand, state wide: Month long para-teachersstrike paralyzes all schools across the state.Demand for permanent positions and increasedsalaries. Parents rebut with accusations ofnegligence of duty. Teachers send their petition tothe government. District administrators respondwith their point of view. A great example of multi-stakeholder discussions on the platformSimaria block, Chatra district:People tell their stories with migration,sing poems, and discuss how to stopmigration
  • 11. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentResource exploitationBaghmara block, Danbad: Localsreport illegal mining in progress inBaghmara. Verified by local NGONawadih block, Bokaro: Due toextensive mining, water streams havebeen diverted and houses aredeveloping cracksBermo block, Bokaro: Recentmining accident leads to deaths. Noresponse from authorities causesgreat agitation among the people
  • 12. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentFolk songs and poemsInteresting mimicry of Mithun!A poetry on the woes ofmigrationA poem for our mothers
  • 13. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development Cash transfer Is it working in your village? Working for YOU? Financial inclusion Options available for loans and savings? Are SHGs functional? Maternal mortality Experiences and stories from your village… how can this be improved? School meals programs Do your children get hot food? Nutritious food? Suggest more topics, more questions, and help us work on theseissuesUpcoming discussion topics
  • 14. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. Development Rural communities are segmented on the basis of gender, caste, andpower equations. Very hard to break out of these vicious structures Access to community driven media forums can help Contextual sharing of stories within communities improves their awareness ofrights and entitlements, more than external forms of communication Free and transparent medium improves accountability by holding institutions andservice providers answerable, which helps in better delivery of servicesGoonj’s theory of change
  • 15. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentAbout Gram Vaani
  • 16. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentAbout us Vision: “Build citizen-driven media platforms that givecommunities a voice of their own” Working at the interface of Technology | Media | Development Strategy Evolve synergies between communities, the government, largedevelopment institutions, and media agencies We work all across India with more than 30+ non-profitorganizations, and now in Africa too Awards and recognition mBillionth award 2012 Rockefeller Challenge 2012 Finalists in Vodafone Mobiles for Good 2012 10 most innovative companies in India (by Fast Company) Economic Times Power of Ideas 2010 Manthan Award 2009 Knight News Challenge 2008
  • 17. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentOur projects1. Goonj.Net: Social media for the BoP Voice-based social media platform, currently inJharkhand2. GRINS: Automation system for communityradio stations 32 deployments across 12 states in India, 6deployments in Africa3. vApps: Community engagement tools Indian deployments: UP, Bihar, AP International: Afghanistan, Pakistan4. FullCircle: Social audit tools for communities A voice and SMS based community auditframework to review the performance of publicservices
  • 18. g o o n j : s o c i a l m e d i a f o r e v e r y o n eMobile Vaani: Technology. Media. DevelopmentOur partnersMCD DelhiKnight Fndn.IIT Delhi
  • 19. g o o n j : s o c i a l m e d i a f o r e v e r y o n eG r a m Va a n i C o m m u n i t y M e d i aW e b s i t e : h t t p : / / w w w. g r a m v a a n i . o r gE m a i l : c o n t a c t @ g r a m v a a n i . o r gThanks