Mewat Community Radio


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In December 2010 (winter break) I traveled to the India where I intern for the Institute of Rural Research Development (IRRAD). During my time, I created a business plan for a community radio station and presented it for an audience of 150 people.

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  • Based on questionnaire performed by IRRAD
  • Based on community radio FAQs document
  • Sustainable _cr.doc
  • The mission statement is based on the museum of learning definition of community development.
  • Mewat Community Radio

    1. 1. Mewat Community Radio (MCR) A plan for a sustainable future
    2. 2. Summary of presentation <ul><li>Definition of community </li></ul><ul><li>Business Concept </li></ul><ul><li>Location </li></ul><ul><li>The team </li></ul><ul><li>Goal & Objective </li></ul><ul><li>Resource Requirements </li></ul><ul><li>Financial plan </li></ul><ul><li>Financial strategy </li></ul><ul><li>Partnership suggestions </li></ul><ul><li>Key issues </li></ul><ul><li>Risk & Solution </li></ul><ul><li>How has the issue been addressed </li></ul><ul><li>Marketing Strategy </li></ul>
    3. 3. What is community radio? <ul><li>Community radio is broadcasting with the objective of serving a community in underprivileged areas by involving members of the community in the sustainability of their program. </li></ul>
    4. 4. Human resource planning <ul><li>Groups composed of people performing duties from the time the radio station is conceived to the time it is launched. There are six different groups with unique tasks. </li></ul><ul><li>Steering committee </li></ul><ul><li>Board </li></ul><ul><li>Interim management </li></ul><ul><li>Station management </li></ul><ul><li>Station staff </li></ul><ul><li>Volunteers </li></ul>
    5. 5. Steering committee <ul><li>First team of human resources for newly form community radio station </li></ul><ul><li>Members must understand the significance of CRS and is committed to its success </li></ul><ul><li>Role is to facilitate establishment of radio station </li></ul><ul><li>Play key role in environmental scanning process </li></ul>
    6. 6. Board <ul><li>Formed after environmental scanning is completed </li></ul><ul><li>Role is to oversee the creation of the CRS </li></ul><ul><li>Plays key role in strategic planning process </li></ul><ul><li>After launching of radio station, job is to perform directing duties </li></ul><ul><li>Requires training </li></ul>
    7. 7. Interim management <ul><li>Team of managers that oversees the actual launch of radio station </li></ul><ul><li>Experts employed on short term basis (only needed prior to launching of radio station) </li></ul><ul><li>Iron out any problems that arise prior to broadcasting </li></ul><ul><li>Must have experience </li></ul>
    8. 8. Station management <ul><li>Composed of local managers of radio station </li></ul><ul><li>Are supervised by expert managers </li></ul><ul><li>Role is to ensure all aspects of radio station are working </li></ul><ul><li>Meets with financial targets to sale airtime and solicit program sponsorship </li></ul><ul><li>Requires training </li></ul><ul><ul><li>Business management skills </li></ul></ul><ul><ul><li>Financial management skills </li></ul></ul><ul><ul><li>Marketing management skills </li></ul></ul><ul><ul><li>Marketing management </li></ul></ul><ul><ul><li>Radio station management </li></ul></ul>
    9. 9. Station staff <ul><li>Station manager </li></ul><ul><ul><li>Responsible for effectiveness of radio station </li></ul></ul><ul><ul><li>Leadership position </li></ul></ul><ul><li>Producer </li></ul><ul><ul><li>Editing content </li></ul></ul><ul><ul><li>Ensure functionality of equipment </li></ul></ul><ul><li>Advertising manager/sales executives </li></ul><ul><ul><li>Responsible for selling airtime and other services offered </li></ul></ul><ul><li>Program presenters </li></ul><ul><li>Accounts and administration officer </li></ul><ul><ul><li>Maintain financial records of radio station </li></ul></ul><ul><li>Volunteer coordinator </li></ul><ul><li>All should have experience or training </li></ul>
    10. 10. Volunteers <ul><li>Recommend to not perform marketing duties </li></ul><ul><li>Empowers communities by providing opportunities for job training and gain of new skills </li></ul><ul><li>Recruited to perform various duties related to the functionality of radio station </li></ul><ul><ul><li>News gathering </li></ul></ul><ul><ul><li>Program presenting </li></ul></ul><ul><ul><li>Administrative duties </li></ul></ul>
    11. 11. Strategic planning <ul><li>The purpose of this step is to determine the purpose of the radio station. During this step one must also consider what kind of station it would be and the plan for execution. </li></ul>
    12. 12. Business concept <ul><li>The purpose of MCR is to serve the rural area of Mewat to promote community development utilizing telecommunications as a medium. Social inclusion with the ultimate goal of building momentum for a self-sustaining community. Community mobilization and empowerment are important elements in the success of MCR as it would be ran for the people and by the people of Mewat. </li></ul>
    13. 13. Market Summary <ul><li>Mewat region is composed of meo-muslim population </li></ul><ul><li>40 % of the general population are uneducated </li></ul><ul><li>Four dimensions of poverty </li></ul><ul><ul><li>Natural capital (soil, land, etc.) </li></ul></ul><ul><ul><li>Financial capital </li></ul></ul><ul><ul><li>Human capital (health, nutrition, education, and knowledge) </li></ul></ul><ul><li>68% have mobile radio </li></ul><ul><li>12% have radio set </li></ul><ul><li>21% listen to radio </li></ul><ul><li>57% interested in being apart of CRS </li></ul>
    14. 14. Broadcast range
    15. 15. Resource requirements <ul><li>Technology requirements: Phone in console, Monitor Speaker, CD Drive, Tape Recorder. </li></ul><ul><li>Mixer Console, Microphone, Computer, Sound card Interface, studio monitor, Headsets, Field Recorders, Transmitter, RF cables, Antenna Mast, Studio sound proofing materials </li></ul><ul><li>Personnel requirements </li></ul><ul><li>Resource requirements </li></ul><ul><ul><li>Initial capital costs and wages, area incentives for radio buying, good communications/promotional group </li></ul></ul><ul><li>External requirements </li></ul><ul><ul><li>Find well functioning management/promotion group </li></ul></ul><ul><ul><li>Get a hold on initial equipment, necessities first of course </li></ul></ul><ul><ul><li>Partner with other community radio stations: events, resources, grant/funding info sharing </li></ul></ul>
    16. 16. OneWorld South Asia radio station
    17. 17. Financial strategy <ul><li>MCR would become a production center for air time and sponsorship program. This would eliminate duplication of effort and ensure cost effectiveness in program production. </li></ul>
    18. 18. Start up cost <ul><li>Transmitter equipment </li></ul><ul><ul><li>Rs. 7 lacs </li></ul></ul><ul><li>Acoustic treatment </li></ul><ul><ul><li>Rs. 4 lacs </li></ul></ul><ul><li>Studio monitoring head phone </li></ul><ul><ul><li>Rs. 9 lacs </li></ul></ul><ul><li>Studio equipment </li></ul><ul><ul><li>Rs. 9 lacs </li></ul></ul><ul><ul><li>Total: 20 lacs </li></ul></ul>
    19. 19. Funding suggestions <ul><li>Sponsorship </li></ul><ul><li>Social marketing </li></ul><ul><li>Donations </li></ul><ul><li>Advertising </li></ul><ul><li>Co-productions and partnerships </li></ul><ul><li>Sell cassettes/CDs </li></ul><ul><li>Share programs with other stations </li></ul><ul><li>Compile program material for publication. </li></ul><ul><li>Use listeners’ contributions </li></ul><ul><li>Rely on volunteers </li></ul><ul><li>Build links with educational institutions </li></ul>
    20. 20. Host fundraising event <ul><li>WBUR Public Radio host annual gala’s generating in $400K yearly </li></ul><ul><li>20 additional discrete member events throughout the year </li></ul><ul><li>One recent event with special guests brought in $40K in ticket sales and $40K in corporate donations. </li></ul><ul><ul><ul><li>This event included large donors (contributing over $1200) who were able to connect and gain access to high profile newsmakers </li></ul></ul></ul>
    21. 21. Pledge drives <ul><li>Fundraising technique used by public broadcasters </li></ul><ul><li>During a pledge drive, a station's programming will be regularly interrupted by appeals for assistance from viewers and listeners </li></ul><ul><ul><li>Can also be done through direct mail marketing </li></ul></ul><ul><li>WBUR host six per year gaining $450-1.2 mil per drive </li></ul>
    22. 22. Sell single programs <ul><li>Authentic local music </li></ul><ul><li>Fictional programs (short play, poems, etc.) </li></ul><ul><li>Recorded interviews of guest appearances </li></ul>
    23. 23. Operating cost <ul><li>Estimated monthly cost of operation is Rs. 20 lacs </li></ul><ul><ul><li>Including salaries, electricity, miscellaneous </li></ul></ul>
    24. 24. Selling radio station airtime <ul><li>Create list of prospects </li></ul><ul><ul><li>Based decision on mutual gain for radio and prospective business </li></ul></ul><ul><ul><li>Ask other radio stations for referrals </li></ul></ul><ul><li>Present sales pitch fliers, brochures, power point presentations </li></ul><ul><li>Be receptive and understanding of customer concerns </li></ul><ul><li>Pitch benefits of advertising campaign </li></ul><ul><li>Have proposal and contracts ready on spot </li></ul><ul><li>Follow up after sale </li></ul>
    25. 25. Minimum airtime for sustainability <ul><li>Average radio advertisement length is 30 seconds </li></ul><ul><li>At the price of 1 Rs/second = Rs.30 </li></ul><ul><li>To meet monthly operational cost of Rs.20 lacs divided by the 30 days in a month </li></ul><ul><ul><li>An approx. amount of Rs.666/day </li></ul></ul><ul><li>Equals the need to sell 22 advertisements daily </li></ul>
    26. 26. Airtime policy? <ul><li>Bind all sales agreements to contracts </li></ul>
    27. 27. Partnership establishment <ul><li>In efforts to launching a successful radio station. Donors are pivotal in the up keep of the broadcasting center and its establishment. However, donors should not be depended on as primary resource as they do not last forever. </li></ul>
    28. 28. Partnership suggestions (Community outreach initiatives) <ul><li>Asha for education </li></ul><ul><li>Katha </li></ul><ul><li>Association for India’s Development (AID) </li></ul><ul><li>Ashram </li></ul><ul><li>Charitable Care Foundation </li></ul><ul><li>Child Rights and You (CRY) </li></ul><ul><li>Hand-in-Hand USA </li></ul><ul><li>Haji Abdul Majid Trust </li></ul><ul><li>Infosys Foundation </li></ul><ul><li>NGO’s </li></ul>
    29. 29. Partnership suggestions (Funding initiatives) <ul><li>Team for Educational Activities in Motherland (TEAM) </li></ul><ul><li>Bill & Melinda Gates Foundation </li></ul><ul><li>NGO’s </li></ul>
    30. 30. Partnership suggestions (Guest) <ul><li>Center for Old in Need (COiN) </li></ul><ul><li>India Leadership Network </li></ul><ul><ul><li>Metrix of 57,000 members </li></ul></ul>
    31. 31. Partnership suggestions (Suitable buyers for airtime?) <ul><li>Independent business owners who sell airtime for a living </li></ul><ul><li>Sellers of modern agricultural technology </li></ul><ul><li>Suggest asking fellow community radio programs for referrals </li></ul>
    32. 32. Goals & Objectives <ul><li>Five-year goals </li></ul><ul><ul><li>To be an established platform for knowledge, expression, and social mobilization </li></ul></ul><ul><ul><li>5,000 listener addition a year </li></ul></ul><ul><ul><ul><li>Urban population of Mewat is approx 46,000 </li></ul></ul></ul><ul><ul><li>Pay back initial capital costs (of borrowed) </li></ul></ul><ul><ul><li>Financially sustained </li></ul></ul>
    33. 33. Key Issues <ul><li>Near term </li></ul><ul><ul><li>Community involvement </li></ul></ul><ul><ul><li>Sharing frequency and authorization </li></ul></ul><ul><ul><li>Funding </li></ul></ul><ul><li>Long term </li></ul><ul><ul><li>Ownership and control over radio station </li></ul></ul><ul><ul><li>Financial sustainability </li></ul></ul>
    34. 34. Risks & Solution <ul><li>Risk - Lack of community involvement </li></ul><ul><li>Solution - Utilizing a “bottom-top” method where community members have control over topics featured on station </li></ul><ul><ul><li>Community members will be recruited to work at the radio station </li></ul></ul><ul><ul><li>Extensive training on functionality of station </li></ul></ul><ul><ul><li>The station will be organized in a way the encourages ‘ownership’ </li></ul></ul><ul><li>Reward </li></ul><ul><ul><li>In due time, MCR would become a primary resource for knowledge, social mobility, successful operating </li></ul></ul>
    35. 35. Models of success
    36. 36. Community radio in Mozambique
    37. 37. Background <ul><li>UNESCO and several other development partners collaborated to launch a community radio station is Mozambique. The mission of MCR was to strength democracy and governance in a community where lack of education and social connectivity was an issue. A number of studies were carried out to asses sustainability potentials and obstacles. </li></ul>
    38. 38. Issues addressed <ul><li>A strong community ownership </li></ul><ul><li>Effective training methods </li></ul><ul><li>Technical sustainability system </li></ul><ul><ul><li>Based on an assessment performed that determined inadequate technical configurations were not geared toward specific local conditions, including: preventative maintenance skills, lack of </li></ul></ul>
    39. 39. Measures taken <ul><li>Community ownership </li></ul><ul><li>Hosted large community meetings </li></ul><ul><li>Designed a social mobilization process identify in each community the many subcommittees </li></ul>
    40. 40. Measures taken <ul><li>Training methods </li></ul><ul><li>A series of intense 8-10 day training course </li></ul><ul><li>A community training program through process coaches </li></ul><ul><li>Exposure to related realities, including study trips to other community, commercial, and public radio stations </li></ul><ul><li>Management seminars and workshops </li></ul><ul><li>Establishment of a training station which was used to help get things going at a basic pace </li></ul>
    41. 41. Measure taken <ul><li>Technical sustainability </li></ul><ul><li>Based on an assessment performed that determined inadequate technical configurations were not geared toward specific local conditions, including: preventative maintenance skills, lack of </li></ul>
    42. 42. Risks & Solution <ul><li>Risk - not meeting operational cost </li></ul><ul><li>Solution - extensive financial planning </li></ul><ul><li>Rewards - allows encouragement to build a network of partners </li></ul>
    43. 43. Models of success
    44. 44. WBUR
    45. 45. Background <ul><li>WBUR is a national public radio station. Is perceived to have “one of the strongest business models of a NPR.” Due to its strong business model more of its resources goes to programming rather than commercials. Is a $21M organization where $1.9M(9%) is solicited from donations </li></ul>
    46. 46. Issues Addressed <ul><li>Financial viability </li></ul>
    47. 47. Measures Taken <ul><li>Direct mail marketing </li></ul><ul><li>Subscribers receives 16 pieces of mail per year, 3 per pledge drive
 </li></ul><ul><li>Additional mail to alert people that their memberships are up for renewal and for holiday-themed giving on Mother ’s Day and Valentine’s Day </li></ul>
    48. 48. Measures Taken <ul><li>Promotional products </li></ul><ul><li>Promotional products draw members/listeners to the station and they are based on two types of partnerships </li></ul><ul><li>Corporate partners: invest cash in WBUR and provide a product as part of promotional giveaway. This generates additional sales and PR for the corporate partner </li></ul><ul><li>Transactional partners: WBUR has a transactional relationship with the local florist, who sells them the flowers at deep discount but is not focused as much on building a customer base
 </li></ul><ul><li>On Mother Day and Valentine Day and allows people to send flowers with the proceeds going to WBUR: $2M in flower sales per year
    49. 49. Marketing plan Communication and promotional strategy for MCR
    50. 50. Mission Statement <ul><li>The development of MCR is rooted in the value of community development utilizing telecommunications as a medium. Its key purpose is to empower members of the community to promote sustainable development, human rights, and knowledge. Built on an open door policy, MCR provides a platform to foster social inclusion and equality. It also creates opportunities for the community members to learn new skills and to address issues that affect their lives. </li></ul>
    51. 51. Problem and opportunities <ul><li>Problems </li></ul><ul><ul><li>Survey analysis suggest that only 21% of people in the community listen to the radio </li></ul></ul><ul><ul><li>Only 12% actually own a personal radio set </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>An effective grassroots campaign will encourage the engagement of listeners </li></ul></ul><ul><ul><li>Solicit the donation of radios to be distributed to targeted community. </li></ul></ul><ul><ul><li>Gain the support of community members by taking the initiative to get them the resources need. </li></ul></ul><ul><ul><li>More radio’s in the home = more listeners </li></ul></ul><ul><ul><ul><li>Stats doesn’t suggest lack of interest as root of problem </li></ul></ul></ul>
    52. 52. Radio program suggestions <ul><li>Woman to woman </li></ul><ul><li>Shock Mewat </li></ul><ul><li>Straight talk </li></ul><ul><li>Jockey for the day </li></ul>
    53. 53. Woman to woman <ul><li>Develop a radio program targeted towards women at the ages of 25+ </li></ul><ul><li>Preferably at times when husbands are not home </li></ul><ul><li>Use women in business and whom are educated as guest </li></ul><ul><li>Promote health awareness and nutritional programs </li></ul><ul><ul><li>Use this opportunity to gain trust of women for the purpose of eventually encourage family planning initiative that they can pass to their daughters </li></ul></ul><ul><li>A South African community radio program used the idea of “edutainment” to connect with women listeners </li></ul><ul><ul><li>Included a series of 15-minute television drama programs called “Healing Hearts” </li></ul></ul>
    54. 54. Shock Mewat <ul><li>On the first day of the week select “Law of the week” </li></ul><ul><li>Circumference daily discussions around that topic throughout the week </li></ul><ul><li>Leading up to the last day of the week where with “tested your knowledge” competition amongst listeners who call into the show </li></ul><ul><li>Prize will be awarded to the winner </li></ul>
    55. 55. Straight talk <ul><li>A phone-in discussion allowing listeners to act as members of parliament to speak their minds on community based issues and concerns </li></ul><ul><li>Use guest, community leaders, or host to act as ministers or otherwise as the Speaker of parliament. </li></ul><ul><li>Encourages a platform for debates </li></ul>
    56. 56. Radio Jockey <ul><li>Give school aged children the opportunity to host a segment of radio programming for the day </li></ul><ul><ul><li>Target those in grades 5 and up </li></ul></ul><ul><li>Qualifications for opportunity is to have a certain amount of books read for the week (or highest amount of school hours) </li></ul><ul><li>Allow children to submit stories, poems, etc. to be read over the air </li></ul><ul><li>Take selected child to visit other radio stations </li></ul><ul><li>Provide them with a certificate or award. </li></ul><ul><ul><li>Any incentive that children would like </li></ul></ul>
    57. 57. Voices of Tomorrow <ul><li>A program job training program targeted towards teenage students </li></ul><ul><li>VoT would coordinate training or even establish a center for production training, technical training and technical assistance. </li></ul><ul><li>This could spark the interest or encourage students to pursue careers in radio production ---> Encouraging them to attend school </li></ul><ul><li>They MUST be informed and experience the benefits of education </li></ul><ul><ul><li>Just telling them (primarily girls) is not effective </li></ul></ul>
    58. 58. Additional services <ul><li>Prayer hotline - gives people the opportunity to call radio station and request prayers from fellow community members </li></ul><ul><li>MCR could act as a co-ordination centre for all the community radio stations in the area. This helps establish the principle of networking, creating a conductive environment for growth and stability. </li></ul><ul><li>MCR could provide pension funds, medical aid packages, and insurance packages for staff. This could compensate for paying cash (if its not in IRRAD’s interest to pay workers) </li></ul><ul><li>(Look up practices of Meo Muslims) </li></ul>
    59. 59. Ways to promote <ul><li>Flyers and posters </li></ul><ul><li>Events </li></ul><ul><li>Utilizing available mediums </li></ul>
    60. 60. Flyers and posters <ul><li>Distribute monthly newsletter to subscribers </li></ul><ul><ul><li>Use medium to promote the benefits of education, tips on production, resource awareness, promote radio programs etc </li></ul></ul><ul><li>Must include specific time and day of radio show and programs </li></ul><ul><li>People visual see themselves in position of power in order for them to believe that they have ownership over radio station </li></ul><ul><ul><li>Posters and flyers must appeal personally </li></ul></ul>
    61. 61. Live recording event <ul><li>IRRAD host live recording event in different villages that is being targeted for listener-ship </li></ul><ul><li>Solicit donation of free radios to be distributed as door prizes during the event </li></ul><ul><li>Collect mobile numbers for future text messaging promotional campaign </li></ul><ul><li>Give away free packages of seed to highly recommended agricultural crop </li></ul><ul><ul><li>Encourage recipients to tune in to the radio station for tips on growing, producing, and selling of crop </li></ul></ul><ul><ul><li>Attach message to package of seeds </li></ul></ul><ul><li>Invite other organizations to be attendance </li></ul><ul><ul><li>Ex. Health organizations can distribute free immunizations </li></ul></ul>
    62. 62. Utilizing available mediums <ul><li>Ek duniya anEK awaaz (OneWorld) allows community oriented radio program </li></ul><ul><li>Provides a platform for community radio stations to upload recording of radio programs </li></ul><ul><li>Opportunity to partner with like-minded organizations to voice grassroots concerns </li></ul>
    63. 63. Find out what listeners want <ul><li>Focus group </li></ul><ul><li>Qualitative research in which people come together to discuss their perceptions, opinions, beliefs, and attitudes towards a concept, advertisement, idea, or packaging </li></ul><ul><ul><li>Great way to gain topical programming motivation </li></ul></ul>
    64. 64. Competition <ul><li>The strategy for competition is to not view any other radio station as competition but as an allies </li></ul><ul><li>Research suggest that all community radio stations are missioners for the same cause, the promotion of education, community development, health, and better governance </li></ul>
    65. 65. Thank you