edition-dw-akademie-in-the-service-of-the-public-functions-and-transformation-of-media-in-developing-countries-pdf

Part III Nigeria: Freedom Radio, an African Private Public Service RadioCharacteristics Status Changes and progressover the past yearsEngagement of civil societyThe editorial board includes representatives from civil society:the only woman member is a former USAID programmanager and a leading member of Women in CommunityDevelopment; there is also a professor of sociology, and aveteran journalist and traditional title holder. There are – orwere - no media or journalists’ associations, no unions, andno representation otherwise.Journalists and media ownersin the region have recentlyset up the NorthernIndependent Broadcasters’Association, in an attemptto protect their interestsand provide a lobby.FinancingMainly through advertising, otherwise through sale ofairtime. The station has a commercial office in Lagos, with astaff of six (plus driver) whose sole job is to generate advertisingand collect the revenue. Donor contributions are few andfar between.Market research or audiencepolling is underdeveloped.There is one marketingoutfit that operates inthe larger region (W andC Africa), it produces anannual ‘mediafacts’ ratingsand research publication:The radio listenership data(North West) in mediafacts2011 put Freedom Radioat the top of the list by asubstantial margin.Use of mobile andinternet communication/modern technology/challenges of digitalizationFreedom radio established an online presence in 2005 andhas a website which also enables live streaming. The webpageprovides listeners with a selection of apps for their smartphones,so that they can listen to Freedom radio on the go.The outlet also has a social networking presence.Plenty of potential for stillmore and more efficientuse. Very popular withlisteners, particularly theyoung. The outlet seemsto have helped spreadawareness of social mediawhere before this hadbeen limited.Regional structuresand reportingA large proportion of programming is shared between thestations but there also has to be an awareness of regional differentiationwhich can be considerable. The stations employlocal reporters in Kano, Kaduna, and in the capital Abuja. Nofunding for a larger pool of reporters.Room for expansion/improvement.Capacity buildingThe station lays claim to some of the best and most highlytrainedstaff of any outfit in Nigeria. The station has 4 internswith the BBC; two of the BBC’s correspondents in the regionare from Freedom Radio; the VOA stringer in Kano is aFreedom Radio journalist, as is the Deutsche Welle stringer inKano. A large part of international partner activity (DFID, BBCMedia Action, DW Akademie) is in training.The outlet also makes surethat all journalists areequipped with at least alaptop, and access to digitalrecording equipment, andprovides training with theequipment.Edition DW Akademie In the Service of the Public 197