Transcript the presentation

Creating an Audience Ratings System
in the World’s Youngest Nation
A New Set of Challenges
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South Sudan: A Timeline
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How did we go from national surveys to crisis response?
iSTREAM Project
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Community radio stations in South Sudan & Humanitarian Information
Our Mission: And We Chose to Accept It
3
The audience ratings challenge
The Rough Pilot
4
Implementing seven day diaries in Juba
Moving Forward
5
Lessons Learned for the Real Pilot
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Q: Where is South Sudan?
A: South of Sudan.
This is South Sudan.
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How did the world’s youngest country -- born to create peace
-- go to war with itself? Did this happen overnight?
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December
th
5
2013
More than 500 foreign investors arrive in Juba to
discuss opportunities in the world’s youngest
nation which is “at last safe and open for
business” according to the President.
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December
th
15
2013
Internal fighting within the Presidential Guard
results in sporadic gunfire and fighting
throughout Juba. Civilians are trapped inside
their homes unsure of what is happening.
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December
th
16
2013
For the first time ever, President Salva Kiir
addresses the nation in military uniform,
accusing former VP Riek Machar of staging a
coup.
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December
th
18
2013
UN agencies, NGOs and embassies begin
evacuating staff after Juba airport had been
closed for 48 hours. Those leaving have no idea
when or if it will be safe for them to return.
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those unable to leave
seek refuge in UN bases in Juba and other cities
throughout the country. In Tongpiny, 27,000
individuals seek protection in only 25,000
square meters of space.
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in the following days
The conflict became more about ethnic divisions
than political power struggles. Comparisons to
Rwanda are drawn.
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5 weeks later
By January 21st, 2014 more than 8,000
civilians had died and 1 million people had
been displaced.
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almost 1 year later
the future remains uncertain. 10,000 have
lost their lives, 1.8 million are displaced, and
UN agencies warn of millions of lives
threatened by impending famine.
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November 2nd, 2014
President Salva Kiir withdraws government
negotiation team from the peace talk process
in Addis Ababa
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South Sudan: A Timeline
1
How did we go from national surveys to crisis response?
Internews & the iSTREAM Project
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Community radio stations in South Sudan & Humanitarian Information
Our Mission: And We Chose to Accept It
3
The audience ratings challenge
The Rough Pilot
4
Implementing seven day diaries in Juba
Moving Forward
5
Lessons Learned for the Real Pilot
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Internews in South Sudan
Providing communities in information-poor, remote areas
with access to critical news and information
‣ 4 local language radio stations & Eye Radio
•
Broadcase footprint radius of 100km reach with
estimated 2.1 million potential listeners
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Eye Radio, Juba-based 24-hour radio station with repeater
stations
‣ Humanitarian Information Service
•
4 UNMISS-managed protection of civilian camps and two
new radio stations in host community areas responding to
most recent conflict
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iSTREAM is a 5-year, 60 million USD project
funding the enhanced access to media in rural
communities, including support for research to
benefit the media sector in South Sudan as a
whole.
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South Sudan: A Timeline
1
How did we go from national surveys to crisis response?
iSTREAM Project
2
Community radio stations in South Sudan & Humanitarian Information
Our Mission: And We Chose to Accept It
3
The audience ratings challenge
The Rough Pilot
4
Implementing seven day diaries in Juba
Moving Forward
5
Lessons Learned for the Real Pilot
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the creation of a credible
and affordable audience
ratings system
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Every great mission requires inspiration, and out of
great inspiration, the South Sudan Audience Ratings
Center was born.
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How can we measure the audience?
Developed world solutions in the South Sudan context
‣ PPM/Electronic monitoring
‣ Software/Passive monitoring
‣ Diaries
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What about CATI?
28%
have access to a mobile
phone
34%
in urban areas
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What about passive monitoring?
37%
have access to a radio within
the household
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South Sudan: A Timeline
1
How did we go from national surveys to crisis response?
iSTREAM Project
2
Community radio stations in South Sudan & Humanitarian Information
Our Mission: And We Chose to Accept It
3
The audience ratings challenge
The Rough Pilot
4
Implementing seven day diaries in Juba
Moving Forward
5
Lessons Learned for the Real Pilot
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December 13th 2013
The SSARC Technical Advisory Committee
plan out of the details of the first Juba pilot to
take place in early 2014.
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December
th
15
2013
Internal fighting within the Presidential Guard
results in sporadic gunfire and fighting
throughout Juba. Civilians are trapped inside
their homes unsure of what is happening.
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The Rough Diary Pilot
“My goat ate my diary.”
Pre-Test
Recruitment
Rough Pilot
‣ May 2014
‣ August 2014
‣ August 2014
‣ 24 respondents
‣ 600 diarists
‣ SEC & literacy quotas
‣ 3 payams of urban
Juba, 4 EAs per payam
‣ 593 respondents…360
usable data points.
‣ Can they fill in the
diary? Do they need
any type of
assistance? Will they
need compensation?
‣ Swarm recruitment
using 30 (26)
researchers
‣ Recruitment QQ, socioeconomic QQ, diary
‣ Many lessons learned
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South Sudan: A Timeline
1
How did we go from national surveys to crisis response?
iSTREAM Project
2
Community radio stations in South Sudan & Humanitarian Information
Our Mission: And We Chose to Accept It
3
The audience ratings challenge
The Rough Pilot
4
Implementing seven day diaries in Juba
Moving Forward
5
Lessons Learned for the Real Pilot
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What have we learned?
Lessons for the real audience rating pilot
1 Recruitment
2 Diaries
3 Current LSM
4 Manpower
Sampling
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must be done in advance. Participants and facilitators must
be trained on the diaries before it begins.
are unnatural. Further sensitization needs to be done, and
better monitoring (that isn’t invasive) needs to be in place.
measures are inadequate for classifying people in South
Sudan.
Is required to execute diaries in South Sudan. Recruitment,
distribution, check in, and facilitation makes this a very
labor-intensive activity.
Is chaotic with constant population shifts. Establishment
surveys are required.
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Contact Us
Forcier Consulting
Department of Media Research
Caroline Morogo
Media Research Manager
Juba, South Sudan
[email protected]
Hayley Umayam
Media Analyst
Cairo, Egypt
[email protected]
Natalie I. Forcier
Chief Executive Officer
South Sudan | Sudan | Egypt | Afghanistan
[email protected]
Erin Satterlee
Vice President of Operations
Somalia | Kenya | DRC | Yemen
[email protected]
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