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Impact of Radio Broadcasts in the Mali-South Region - Follow-Up and Evaluation

by Oumar Sangaré - Coordinator of the Mali-South Rural Radio Revival Project, or GCP/MLI/020/NET Bamako, Mali

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Biography

Oumar Sangare graduated in the field of Philosophy and Psychology at the College for Teacher Training in Bamako, Mali, and in the field of Journalism and Communication at the Deutsche Welle, A.2., in Cologne, Germany.

He served as:

Since 1997, Oumar Sangaré has been National Coordinator of the second phase of the Rural Radio Revival Project (GCP/MLI/020/NET).

Publications

Abstract

This paper will deal with :


I. CONTEXT OF THE GCP/MLI/020/NET PROJECT

II. FOLLOW-UP AND EVALUATION TECHNIQUES ON THE IMPACT OF THE RURAL RADIO NETWORKS IN THE MALI-SOUTH REGION - GCP/MLI/020/NET RADIO NETWORK EXPERIENCE

III. TECHNIQUES USED FOLLOWING THE TRAINING IN FOLLOW-UP AND EVALUATION ON THE IMPACT OF RADIO STATIONS

IV. EXPERIENCE GAINED WITHIN THE FRAMEWORK OF FOLLOW-UP AND EVALUATION OF THE GCP/MLI/020/NET RADIO STATIONS


I. CONTEXT OF THE GCP/MLI/020/NET PROJECT

1. Introduction

The second phase of the Mali-South Rural Radio Revival Project was carried out in 1997, two years following the end of a first phase (T.C.P.), which had been financed by FAO, with the support of UNICEF between 1993 - 1995.

An important point to remember, is that the political context was quite favourable for this project following the end of the one-party government regimes, under whose auspices the State jealously guarded its total monopoly of all communication information, and which was characterised by systematic control, and the outright management of all the media, effectively blocking all freedom of expression.

After 1991, there began a new era in Mali, which was favourable for the blossoming of the information media, an era which witnessed the proliferation of the radio and the press. This newly-gained freedom signalled an end not only to thirty years of total government control of the media, but the end of an autocratic regime, as well.

1.1. The Situation in the Media Before 1991

Beginning with the year 1960, when Mali gained her independence, until March, 1991, when the last one-party regime fell from power, the radio, television and press were blindfolded by the State, and operated as puppets controlled by the Government. The captive media all had as common characteristics, stilted and unimaginative language, a one-track, uniform philosophical outlook, slogans that were clumsy, evasive and unconvincing, and upright messages. In brief then, they reflected a world where ideas were prefabricated, as part of a totally demagogical absurdity.

To summarize, following thirty years of independence, the Republic of Mali lived with the propaganda of the national radio and television network, and with L'ESSOR, the national newspaper, which joined together to carry out the Government's media show, and its mobilisation of public opinion. "His Master's Voice", as listeners and readers of the two national newspapers described this situation.

At the beginning of 1991, Radio Mali only covered 60% of the country's territory, and L'ESSOR was read by less than 5% of the population, and both continued to completely ignore the nationwide need for information and communication, trampling under foot the linguistic and cultural diversity of the nation's minorities, in a vast country that measures 1,240,000 sq. km.

1.2. The Media Situation After March, 1991

The Government's Political Will

After March, 1991, the country's new political authorities put an immediate halt to the Government's outright monopoly of the media. A new era had begun.

With the help of the political authorities, a full-fledged media explosion took place in Mali, and particularly in the radio sector. Ten years later, that is, in the year 2000, there are more than 120 radio networks broadcasting in Mali, and among these, ninety are operational, of which fifteen are in the nation's capital.

As concerns the press, thirty newspapers are now being published, fifteen of them in the capital. With regard to radio, the 1991-2000 decade represented the period of full expansion; alongside the search for an appropriate way to encourage creativity, emphasis has been placed upon professionalism, and the management of neighborhood radio networks.

This period has also seen the establishment of a national communication policy for Mali, the carrying out of the first phase of the revival of rural radio within the framework of a TCP, financed by FAO, with the support of UNICEF. as well as the second phase of this rural radio revival.

In a parallel manner, other activities for promoting the development of radio in Mali have been encouraged by the development partners.

2. Partners' Intention to Support Mali's Communication Policy

The period following March, 1991, was characterised by the development partners' willingness to support the democratisation process that was under way in Mali. In the communication sector, this has taken the form of:

2.1. The Workshop for the Creation of the National Communication Development

Policy (4-11 October, 1993)

Following the restoration of democracy, Mali's partners in development, including FAO and UNDP, have, beginning in October, 1993, supported the workshop for the creation of the national policy of Communication for Development.

The general principles of this national policy of Communication for Development included the objective of creating a permanent and genuine dialogue between the different actors in the development sector, one that would, in point of fact, create the type of concerted management that is considered indispensable for the success of development activities.

Based upon these fundamental principles, the objective of Communication for Development is to allow rural communities to manage and master their environment, including agriculture, health care, the habitat, as well as all the other factors which the quality of their life depends upon, by working in liaison with the activities of the Government.

The functions of Cmmunication for Development can be summed up as follows:

It has been firmly established that while "social communication" allows us to reach a consensus with regard to the type of development actions that must be undertaken, "educational communication" must provide the information and the technical know-how which the people need, in order to be able to act in consensus.

Finally, "institutional communication" is essential, in order to have a communal understanding of objectives and needs, and it constitutes the basis that is needed in order to achieve good teamwork.

2.2. The Directional Plan for the Development of Radio in Mali (1993)

In 1993, the need to develop a directional plan for the radio sector in Mali was asserted, with the assistance of :

The study carried out for this purpose identified 102 sites for the installation of FM radio and television transmitters.

This directional plan was already obsolete by the year 2000, inasmuch as Mali possesses at least 130 radio stations, 106 of which are operational.

It is planned that a new study will be carried out in the very near future, in collaboration with ITU, the same partner.

2.3. The First Phase of the Rural Radio Revival (1993-1995)

The first phase of the rural radio revival began in May, 1993, with a TCP financed by FAO, and was completed in June, 1995.

The objectives that had been sought were as follows:

With regard to the project's accomplishments:

Inasmuch as the results of this first phase were judged to be satisfactory, a search began for partners for the second phase, the objective of which was the installation of neighbourhood radio stations. In this manner, the Netherlands, which had been contacted by both Mali and FAO, agreed to take over, within the framework of a GCP/MLI/020/NET.

2.4. The Installation of Four Local Rural Radio Stations (1993-1995)

The workshop to establish the national policy of Communication for Development was immediately followed by the installation of four local rural radio stations, namely, at Niono, Kadiolo, Bandiagara and Kidal.

The availability of development partners such as the ACCT (Cultural and Technical Cooperation Agency), and the political will of the Mali Government authorities, are responsible for the installation of these four radio stations.

The Cultural and Technical Cooperation Agency has financed:

This, therefore, constituted one of the first experiences in the area of the management and operating of rural radio stations, created with the international cooperation funds that had been made available in March, 1991.

2.5. The Second Phase of the Rural Radio Revival Project - Mali South II (1997-2000)

2.5.1. Introduction

At the conclusion of the first phase of the Rural Radio Revival Project which was financed by FAO between 1993 and 1995, the Netherlands, upon the request of the Mali authorities, and with the support of FAO once again, agreed to take over the co-financing of the second phase.

In this manner then, the Government of the Kingdom of the Netherlands decided to grant the sum of 700,000 US dollars, for the creation and continued activity of four community rural radio stations, namely, Bougouni, Bla, Kolondieba and Koutiala, in the cotton-producing region also known as Mali-South.

The time needed for the carrying out of the activities in this project has been estimated at three years. FAO has been designated as the prime contractor for the project. The Ministry for Communication and the CMDT (Mali Company for Textile Development) will constitute the Mali counterpart, offering unambiguous support to the project, while guaranteeing its total independence in relation to the Government.

2.5.2. Principal Objectives of the Project

The creation of four rural radio stations equipped with the necessary management structures that would serve to assure their perpetuity was considered to be fundamental.

In order to achieve this objective, the local population have been involved as much as possible in the management of the radio stations, by means of :

The absence of any regulations with regard to radio broadcasting in the Mali Republic has made it necessary to carry out a study dealing with the adoption of a juridical status for this sector, as well as the specifications recognized by the Government.

FAO, within the framework of this project, has collaborated with the Ministry for Communication with regard to the drafting of a juridical status document, as well as the specifications for radio broadcasting in Mali, which would then be adopted by the Council of Ministers.

The local communities which would be the proprietors of these radio networks will participate in an active manner in the production of radio programmes, and in their monitoring, in order to promote the development of social, economic and cultural activities.

These are the principal objectives of the Mali South II Rural Radio Revival Project, also known as GCP/MLI/020/NET.

II. FOLLOW-UP AND EVALUATION TECHNIQUES ON THE IMPACT OF THE RURAL RADIO NETWORKS IN THE MALI-SOUTH REGION - GCP/MLI/020/NET RADIO NETWORK EXPERIENCE

1. Presentation of the Mali South Region

In the Republic of Mali, the Mali South region is known as the cotton industry area, or the CMDT (Mali Textile Development Company) area.

The annual precipitation rate remains fairly normal here, and the vegetation is not damaged, in relation to the rest of the country.

The CMDT or Mali South area, with its 500,000 tons of cotton produced in 1999 (making it the second largest African cotton producer), is also the country's leading agricultural and fish producer, with an average total of 1,000,000 tons per year. It has a land surface area of 138,000 sq. km, and a population of 2.5 million.

The four community rural radio networks of the GCP/MLI/020/NET have been installed in the Mali South region. They were financed by the Government of the Netherlands, in the amount of 800,000 US dollars. FAO is the organisation charged with the carrying out of the project.

2. Definition of Follow-Up and Evaluation

2a. Follow-Up

Follow-up is a continuing and regular activity, which allows us not only to quantify results, but also to identify both the strong points, and the weaknesses that arise in carrying out a programme, project or any other activity.

2b. Evaluation

Evaluation is the critical analysis of the benefits, in relation to the results of the project. It determines the pertinence, the effectiveness and the final effect of the impact of the activities involved with regard to the project's objectives.

Follow-up and evaluation is therefore a techniques used to determine and quantify the results of an activity, or of a number of activities, in relation to objectives; whether they are positive, or not, and whether they have an impact, or not.

3. Techniques Used by the Radio Networks of Mali South Before Training

Prior to the introduction of the Follow-Up and Evaluation techniques, the radio networks used the normally-current practices in order to obtain listener's reactions to the programmes.

The Current Practices Used by the Radio Networks

At Bougouni

The Kafo-Kan radio station normally made use of the mail sent in by listeners in order to become familiar with their opinions, and those of other listeners, in general. It also based itself upon the comments of its representatives in each village, of which there are more than 400 in the area. Inasmuch as the radio station's broadcasts were supposed to cover the entire district, its teams, when they went out into the field, requested information with regard to the reception problems of the station's radio signal, basing themselves upon the comments made to them by listeners. Finally, the visits made by listeners to the radio station in order to mention some fact, or to express their opinion about a programme, served to complete this general review.

At Koutiala

The Kaira network uses the mail sent in by its listeners, the radio clubs, and the monthly coordination meetings held by the 280 clubs in its network to obtain audience reactions to their broadcasts. The network has also organised criticism meetings with regard to the programme content of its broadcasts, within the framework of its support of the radio and community activities.

At Fana (Fanakan Radio)

Mail from listeners is the most important method used by this station to obtain the reactions of its audience. There are also the visits by listeners to the station, trips to the field, and the radio friends' club, which Fanakan Radio has actively developed into an area-wide system.

At Koutiala

Jamana radio bases itself primarily upon its listener mail and field trips. One of its programmes entitled "Frankly Speaking" asks listeners to telephone the station during a full week at the end of each year, offering their personal opinions, in order for the station to be able to take stock of audience attitudes to their programmes. The station also sends out a mobile radio van into the field, so as to allow listeners who do not have access to a telephone to express their opinions over the microphones of their programme, "Frankly Speaking".

At Bla

Bendougou Radio generally uses listener mail, and field trips.

At Kolondieba

Benso Radio bases its information-gathering upon:

At Koutiala

Uyesu Radio uses the opinions that have been expressed during listeners' visits concerning the content of the programmes, and the performances of the animators. Field trips also allow the station to obtain additional feedback. A programme entitled "Listeners at the Microphone" is broadcast for one hour every Thursday. Programmes involving radio games are also used in order to obtain audience reactions.

At Bougouni

Banimonotie' Radio uses the reports made by listener groups, and in addition, the individual points of view expressed by listeners.

III. TECHNIQUES USED FOLLOWING THE TRAINING IN FOLLOW-UP AND EVALUATION ON THE IMPACT OF RADIO STATIONS

Introduction

In January, 2000, the Rural Radio Revival Project introduced a new methodology for follow-up and evaluation during the course of a training session led by Mr. Jean-Pierre Ilboudo, an FAO official. This training group revealed the following established fact.

Without follow-up and evaluation, a radio station is nothing more than a deafening sound box, since its only true value is reflected in its impact on its audience. This is especially true when we are dealing with community rural radio stations, whose objectives are clear and well-defined.

Each radio station has a great deal to gain by establishing a regular system of follow-up and evaluation, in order to improve its performance in the field, correct its errors and insufficiencies, and answer the needs of the population with regard to information and communication.

On the basis of the experience garnered by the Mali South radio stations, the ten-day training programme that was held at Bougouni revealed the need for a simple methodology that would not break with the previous one, but would nevertheless introduce new forms. The training programme on the follow-up and evaluation of the impact made by the radio stations accentuated three techniques:

1. Mail from Listeners

This consists of letters from listeners that include greetings to the personnel at the station, and to friends, parents and other relatives, as well as comments on the problems relating to the contents of a programme, or to the station's programming.

Listener mail remains the predominant source of the feedback used by the local rural radio stations in the Mali South area.

The only letters taken into account are those which ask questions regarding the contents of the programmes that have been broadcast, the reception quality of the station's radio signal, or the hours when the programmes are broadcast. We will now deal with how this mail is treated, in accordance with the three following themes.

1.1. Analysis of Listener Mail

1.2. Identification of the Themes and Problems Brought Up in the Letter

By analysing the letters' contents, we can easily identify the subjects, or the problems raised by the listeners.

1.3. Documentary Treatment

The listeners' mail must be filed. Documentary treatment is carried out in function of the letter's origin, and its subject matter.

Origin of the letter:

Subject of mail:

2. Follow-Up and Evaluation Charts

All rural radio programmes must include one or more objectives to be achieved, which might be designated as "Goals to be Attained". This explains the need for the programme to be well-prepared and conceived. The goals to be attained must be carefully defined. The contents, conception, and the type of programmes broadcast must be adapted to the goals that one wishes to attain.

The Follow-Up and Evaluation of the Programme's Impact

Following-up and evaluating the impact of a programme involves measuring, in time and in space, the positive or negative consequences that the programme has had among the population, namely, the consequences with regard to attitudes and behaviour.

The following pages indicate the different charts that are used by the radio stations in the Mali South region, in order to carry out the follow-up and evaluation of the radio stations.
(Page 14 to Page 18).


Name of Radio Station : ..............................................

IDENTIFICATION: DEFINITION

PROGRAMME .................................................................................

SUBJECT .........................................................................................

DATE OF BROADCAST .................................. TIME ...............

PRODUCTION LOCALITY ............................................................

ORIGIN .............................................................................................

PROGRAMME : News

News Specials

Talk Show - Debates

Public Affairs Programme

Open Microphone Programme

TARGET AUDIENCE .....................................................................

EXPECTED OUTCOMES

 

IMPACT FOLLOW-UP AND EVALUATION