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Developing media.Strengthening human rights.2015


EVERYONEHAS THERIGHT… to freedom of opinionand expression; this rightincludes freedom to holdopinions without interferenceand to seek, receiveand impart information andideas through any mediaand regardless of frontiers.Article 19 of the UniversalDeclaration of Human Rightsdw-akademie.com2 DW Akademie 2015


EditorialThis year we’re celebrating our 50th anniversary.2015 is an exciting time for us, full of special events and guests. It’s alsoa time to reflect on where we’ve been and where we’re headed.Not long ago, colleagues pointed out an old photo to me. It wasfrom one of our very first workshops and showed a group ofAfrican sound engineers posing proudly in front of the KaiserWilhelm Memorial Church in Berlin. The photo made me feelproud as well – both of our long-standing ties with countries inAfrica and elsewhere, and of the path we have traveled togetherover the past 50 years.Our anniversary motto – “Developingmedia. Strengtheninghuman rights.” – clearly sumsup in just a few words what we atDW Akademie do and what ourgoals are. Our work in media developmenthelps strengthen the universalhuman rights of free expressionand free access to information.We work closely with the German Federal Ministry for EconomicCooperation and Development as well as with the German ForeignOffice, the European Union, and other funding agencies. Ourdedication and commitment over the years has made us anessential partner in German policymaking. It is this responsibilitythat drives us forward.A wide range of activities has defined our work over thepast 50 years and this magazine highlights three of our currentpriorities: finding solutions in crisis zones, supporting innovationand offering high-quality training. This is because the conflictbetween Russia and Ukraine, the unstable political situation inmany Arab Spring countries and the growing threat of internationalterrorism are examples of the sobering realities confrontinginternational media development today.In times of crisis, it becomes clear just how essential independentmedia are. For DW Akademie, finding ways of resolvingdeadlocks is a key part of media development. Even when ourwork in crisis-hit countries isn’t easy, we don’t look away. Instead,we remain steadfast, reliable partners. Our projects in Ukraineand Pakistan are examples of this. Since we began our work halfa century ago, DW Akademie has continuously developed newmethods and approaches. And while our projects vary, they allhave one thing in common: innovative forms of communication.These include school media groups in the Palestinian Territoriesthat help students express their opinions, a Munich hip-hopband that puts a musical spin on learning German, and a digitalmedia manifesto developed by digital trailblazers from 14 differentcountries. We believe that when innovative strategies getpeople talking, and expectations of target groups are met, that’swhen media development projects stand a good chance of longterm success.The next generation of journalists is key to this success andis why Deutsche Welle has been offering traineeships to aspiringjournalists since 1964. We also continue to offer advancedprofessional training to working journalists. This way, we andour partners help lay the foundation for sustainable, free andindependent media landscapes. The training courses we offerfor skilled personnel and executives from the world of politics,business and civil society have been successful. Because it’s onlywhen decision-makers are able to clearly communicate informationand their own positions to the public that a diverse andtransparent media environment can develop.I hope this has piqued your curiosity. Enjoy reading moreabout our current projects and looking at some of the photostaken over the last 50 years – five decades that we can be proud of.Christian Gramsch Director DW Akademie© Barbara Frommann50 Years Media Development3


Resolving deadlocks11 UkraineBreaking down walls with the media14 PakistanWars in the head16 Media developmentInnovation scoutsThe next generation35 RwandaMedia all-rounders38 BoliviaFor Journalism40 Journalism traineeshipMore than a career42 Master’s programFrom Bonn to the Bosporus44 Media trainingOvercoming stage frightand the jittersTrailblazing19 Palestinian TerritoriesHaving their say22 Learn GermanStart with the fun –the grammar can wait!24 Financial strategiesfor the media25 InnovationFilling the digital gap50 years27 Greetings from DW Director General28 Congratulations28 RetrospectiveAbout us46 Global networks48 Our work in numbers50 Publications51 Imprint


© Emily SherwinDasha TovpichTelevision journalistChernivtsi TVUkraine“Our work is especially important right now.In these uncertain times we should at least make surethat we’re offering Ukrainians independent information.This isn’t easy because people are becoming less and lesswilling to accept different points of view.” More on page 1150 Years Media Development5


© Michael LohseAhmad Al-KhatibSchool studentProject “Speak up!”Palestinian Territories“Many at my school are talking about our media group andwant to get involved. That’s because we report about things thatreally matter to us as students. I’m convinced that our reportingcan make a difference.” More on page 196 DW Akademie 2015


© Mark SzilágyiKamikazi MpysiMedia design traineeKWETU Film InstituteRwanda“With the training program I’m learning how to work as partof a team and be creative with others. I feel much more open andmore confident now. Best of all, I’m learning how to make filmsthat I feel are important to me and my country.” More on page 3550 Years Media Development7


© Brian CorderoIsabel VegaJournalism trainee“Pro Periodismo”Bolivia“The media have a great responsibility, especially when it comesto covering human rights abuses. But for this we need journalists withthe necessary knowledge and skills. That’s what I’m learning in thistraineeship, and that’s how I can help improve reportingstandards in Bolivia.” More on page 388 DW Akademie 2015


© Ashraf KhanAltaf KhanHead of journalism departmentUniversity of PeshawarPakistan“The people in Pakistan’s tribal areas live in constant fear of attacks.For many journalists, reporting on violence and terrorism is not onlydangerous, it’s also traumatic. That’s why the new trauma centeris so incredibly important.” More on page 1450 Years Media Development9


© GettyimagesResolvingdeadlocksTruth is often the first casualty of war, but we’re showingthat it doesn’t have to be that way. In 20 crisis and conflictzones we’re working with our partners to fight formedia freedom and the protection of journalists. Andwe offer solutions to other media development issues.Pages 11 – 17


UkraineBreaking down wallswith the mediaUkraine is a country in crisis with the fronts hardening onall sides. DW Akademie is helping to build bridges here. One projectbrought together media professionals from different parts of thecountry to produce documentaries in an important steptowards conflict-sensitive reporting.“Stop! Border control!” A sign warns drivers heading to the Ukrainiancity of Dnipropetrovsk to come to a halt. There was no checkpointhere before, but now armed guards are making sure thatRussian separatists from the conflict-ridden eastern part of thecountry don’t enter the city. TV journalist Dasha Tovpich watchesclosely as the scene at the improvised checkpoint unfolds. She’slooking for material for a documentary she’s filming togetherwith a colleague and two cameramen.Walls are the focus of the documentary. It’s a visual responseto the controversial wall that’s being built on the Ukrainian-Russianborder, on the orders of Ukrainian Prime MinisterArseniy Yatsenyuk. Tovpich and her team want to know moreabout the various battle linesbeing drawn – not just those“These walls don’t justexist at the border crossings.You’ll also find them in theminds of Ukrainians.”between the two neighboringcountries, but the walls thatare going up in people’s minds.The divisions are particularlyrelevant for the documentarymakers, who come from botheastern and western Ukraine.At the checkpoint, Tovpichwatches as two border guardssearch cars for weapons. The 25 year old works for a TV stationin the city of Chernivtsi, some 800 kilometers west of Dnipropetrovsk.She’s familiar with the new checkpoints that have goneup in western Ukraine but finds the atmosphere here much moretense. A pile of sand bags has been set up to offer protectionfrom potential gunfire. “These walls don’t just exist at the bordercrossings,” says Tovpich. “You’ll also find them in the minds ofUkrainians.” She adds that breaking them down is one of thebiggest challenges the country faces.The walls that may have existed in the minds of her ownteam have fallen away. The four media makers from differentparts of the country came up with the film concept, conductedthe research and overcame the challenges they faced on the waytogether. They worked through the night, often struggling to getpermission for interviews and filming locations on time. Today,you’d never know the team had been under enormous pressure.The two journalists calmly prepare for their interviews at thecheckpoint while cameramen grab a wide array of footage – localpeople bringing food to border guards, Ukrainian flags flutteringin the wind, a make-shift fire with billowing smoke, and a litterof puppies practicing to become watchdogs.“The intense information war between Russia and Ukraineis also affecting media workers and reinforcing old prejudices,”says Mathis Winkler, head of DW Akademie’s Asia and Europedivision. DW Akademie began working in Ukraine in 1995 butsince the current conflict began, calls have increased for a strongresponse to shrinking press freedom. In eastern Ukraine as wellas Crimea, which was annexed by Russia in 2014, UkrainianTV stations have been illegallyshut down and replaced by Russianstate television. In the rest ofthe country, Russian stations areaccused of spreading propaganda,while Ukraine’s newly createdInformation Ministry is seen asresponding with counterpropaganda.Those suffering most fromthe media war are the Ukrainianpeople themselves because aggressivereporting styles withhold politically relevant information. “Ifour projects can contribute to improving two-way communicationas well as public perceptions and overall understanding, we’llhave achieved a great deal,” says Winkler.Dasha Tovpich knows about struggling for the truth – andnot just as a journalist. Although she works for a local TV stationin western Ukraine, her family only watches Russian news.“Whenever topics like the Maidan protests come up, the conversationimmediately stops,” she says. She rarely sees her family, butwhen they do meet, she doesn’t want to spend time fighting overpolitics. After the unrest began in the summer of 2014, her familyemigrated to Russia. But Tovpich stayed in Ukraine. “Our workis especially important right now,” she says. “In these uncertaintimes, we should at least make sure that we offer Ukrainians independentinformation.” That’s why Tovpich didn’t hesitate whenher boss at Chernivtsi TV asked if she was interested in taking50 Years Media Development11


Above Filming on location –TV journalist Dasha Tovpich (right)with her eastern Ukrainian colleagueCenter Checkpoint on the outskirtsof DnipropetrovskBelow Tovpich with volunteer border guardsRight Walls disappear behind street art© Emily SherwinDW Akademiein UkraineDespite initial expectations following the2014 Maidan protests, the situation surroundingfreedom of expression and freedom ofthe press has not improved. As a result, DWAkademie has significantly increased its involvementsince the outbreak of the conflict.To support free expression and balancedreporting, DW Akademie is advising a newlyestablished public broadcaster, which is theresult of a merger of former state broadcasters.As a way to supporting independentmedia, DW Akademie has helped set up anonline platform that offers advanced trainingto journalists and media managers living inrural areas. DW Akademie also runs workshopson election reporting and digital safety.To help reduce media polarization, DWAkademie trains journalists from across thecountry in conflict-sensitive reporting. Italso advises the Ukrainian government andNGOs on transparent communication withthe general public.part in a co-production supported by DWAkademie. The project got underway inKiev with a workshop on conflict-sensitivereporting and brought together twelvemedia makers. They looked at what wasneeded to produce balanced documentariesand how to deal with prejudices. Theyalso discussed topics for their 20-minutefilms. In addition to Tovpich’s “wall” team,another group focused on surgeons workingat a military hospital and a third toldthe story of a family who fled the conflictin eastern Ukraine. The short-film trilogy,the product of the filmmakers’ researchand perceptions of their own country,will be broadcast across the country bylocal stations taking part in the project.It is being funded by Germany’s FederalForeign Office.After a long day spent filming at theborder, it’s time for the “wall” team to headback to the hotel. Getting into the minivan,Tovpich turns up the heating. “My handsare always freezing,” she says, holding herfingers close to the warm air streaming outof the vent. She’s pleased that the day wentso well, and attributes it to good trainingand teamwork. Tomorrow the team willapproach their topic from a different perspective– they’ll talk to artists who makewalls “disappear” by covering them withgraffiti. “It’s a hopeful image,” Tovpich says.The twelve people taking part inthe documentary project come from Lvivand Chernivtsi in the west, and Mariupoland Dnipropetrovsk in the east. Whenthey first got together there was a senseof a divide – not one you could see, butone you could definitely feel, accordingto DW trainer Irene Langemann. “Wheneverthe pro-Russian and pro-Ukrainiangroups began discussing political eventslike the fire tragedy in Odessa, there wasa clash of opinions,” remembers Langemann,a documentary filmmaker herself.At moments like these, she says she andco-trainer Andrzej Klamt steered the focusback to journalism and documentaryanalysis. “That way, the disputes were nolonger at the forefront. And by the timethey started filming together, the differenceswere no longer an issue,” she says.“The participants were all incredibly motivatedand had a hard time saying goodbyeat the end,” she adds.Back at the hotel, the journalistsand cameramen squeeze into a smallroom with aging floral wallpaper, wherea modest meal of black bread, sausagesand fruit is laid out on a small plywoodtable. Right now, nobody is thinking aboutwho’s fighting whom in Ukraine. They justwant to relax after a long day of filming.Dasha Tovpich fills plastic cups with herballiqueur and makes a toast: “Here’s to wallscoming down!” She says there’s perhapsone positive aspect of the current conflict:“At least we now understand thatmore than anything, we’re all Ukrainians,no matter which part of the country wecome from.”Author Emily Sherwinis an American traineewith Deutsche Welle. Shestudied in Nizhny Novgorodfor a semester andblogged for the BBC RussianService. During her traineeship, she workedwith DW Akademie’s Asia and Europe Division.© Mihail Popovetsky12 DW Akademie 2015


Information wars and media developmentA few facts to begin with: Germany’s FederalForeign Office has classified 55 countriesaround the world as crisis areas. DW Akademieworks in about 20 of them – countrieswhere conditions for journalists have deteriorateddramatically. In Ukraine, Syriaand the Palestinian Territories, reportersare risking their lives by doing their jobs.The nature of the conflicts raging acrossthe globe has fundamentally changed.Many are no longer wars fought betweensovereign states, but rather cross-borderconflicts with different kinds of actors,such as terrorist groups, militias or organizedcrime cartels that use media in anentirely new way. Whether it’s digital jihadwaged by the Islamic State terrorist groupor the proxy war being fought by Russiain Ukraine, the media are being used asa weapon: to advertise, scare, recruit anddeliberately misinform.Deutsche Welle is committed to supportingthe values of democratic participation,freedom of expression and diversity ofopinion. In crisis areas around the globe,DW Akademie is making an importantcontribution to democratic developmentby promoting these values, often underdifficult conditions. Our work is aboutsupporting the rights and protection ofjournalists, and contributing to their professionaldevelopment. But it’s also aboutthe human rights of those for whom journalistsultimately do their work. Mediadevelopment is most needed when propagandaand censorship replace accurateinformation in wars and crisis zones. That’swhy we are working with our partners tofind local solutions. In Ukraine we’re helpingtransform the state-owned broadcasterinto a public broadcaster. In Libya we’redeveloping a virtual news agency in responseto the breakdown of the country’sinformation infrastructure.Developing the media in areas hit by warand conflict means we have to listen closelyto colleagues and partner organizations.What is most urgently needed? How caneffective media structures be developed ina country or region emerging from conflict?When global conflicts and the actorsinvolved change, it’s essential for mediadevelopment to keep pace. It has to be reliable,fast and aware of its responsibility,and ensure that our colleagues undergosecurity training before heading off ontheir missions. Media development alsoinvolves keeping a close eye on global politicsand recognizing the consequences forthe media. And we have to be prepared toaccept setbacks. In South Sudan, for example,our newly opened radio station inBor was destroyed in a fresh outbreak ofhostilities, and our colleagues had to beevacuated. But a few months later we wereback on the ground, training media workersin conflict-sensitive reporting. Becausein spite of the obstacles inherent to workingin crisis zones, our clients, partners andtarget groups know they can count on usto be there for the long haul.Ute Schaeffer, Headof Media DevelopmentDW Akademie© DW50 Years Media Development13


“No story is worth dying for.”PakistanWars in the headThey report on suicide attacks, drone strikes and torture, andgive a voice to the victims. But who in turn listens to the correspondents?Together with the University of Peshawar, DW Akademie has establisheda unique trauma center for Pakistani journalists to do just that.He can’t erase the memories of the first suicide attack he witnessed,the journalist says. It was some ten years ago when a young manblew himself up in front of a village school. The journalist rantowards the building as soon as he heard the explosion. “Bloodand body parts were everywhere,” he says. He pauses, lookingdown at his hands, and swallows. Even if he wanted to, he couldnever forget what he saw that day. “There was a brown satchellying on the ground. And next to it, a severed hand,” his hoarsevoice is barely audible. “It was such as tiny hand.”The journalist is now 33 years old. His beat is the tribal areasof northwestern Pakistan, a rugged region that for many yearswas a safe haven for Al Qaida, Afghan and Pakistani Taliban, anddrug lords. Reporting from the tribal areas means documentingan endless string of suicide attacks, drone strikes, kidnappingsand torture. But reporters themselves can and do become targets.Many have received death threats from extremists, for example.“The stress is enormous,” says the correspondent, who asks toremain anonymous. He has spent the last 15 years reporting fromthe tribal areas for international print media. In that time, thirteenof his colleagues died, many of them murdered.Given these dire circumstances, is independent reportingeven possible in the tribal areas? He shrugs. If you want to surviveyou don’t tell every story and sometimes you don’t tell the wholestory, he says. “No story is worth dying for.” Many reporters inthe tribal areas suffer from psychological problems. “Most of ushave pills in our pockets,” he says grimly. Others try to drown theirtrauma in alcohol – at least for a few hours. He has seen how thistype of work can gnaw away at a person. Many of his friendsand colleagues have become aggressive, others argue with theirfamilies or have trouble sleeping. He admits to having some14 DW Akademie 2015


Left Bombing innorthwestern Pakistan© PPI ImagesRight Altaf Khan at theopening of the trauma center© Fasttrack Communicationspsychological issues, but it’s not something he wants to talk about.Instead, he gestures to the cigarette he’s holding in his hand,saying it’s another way to numb oneself. When he comes homeafter a particularly grueling day, he keeps silent, he says. “I can’ttell my wife and children what I’ve seen. It just wouldn’t be fairto them.”Sitting in her small and rather austere treatment room,psychologist Marina Khan of the University of Peshawar’s psychologydepartment says many of the journalists don’t even realizethey’re traumatized. “Some become aggressive or depressedbut rarely see how it’s connected to their work.” That, though,is about to change. With the support of DW Akademie, the Universityof Peshawar opened the first trauma center for Pakistanijournalists in November 2014. Khan says journalists require about15 to 20 sessions to ease some of their symptoms and to learntechniques to better shield them from future traumas. Khan isone of two female therapists working at the center, which also actsas a link between the psychology and journalism departments.Twenty journalists are currently undergoing therapy here,and others are on the waiting list. Although psychological problemsare still taboo in Pakistani society, the center is considereda success. “The reporters have a great need to talk about theirexperiences and they are much more open than we’d expected,”says Karin Schädler, DW Akademie’s country coordinator forPakistan. She developed the concept together with colleaguesfrom Peshawar university and provided organizational supportfor the center. It is currently the only one of its kind.Altaf Khan, head of the university’s journalism department,believes the center is extremely important for Pakistan’smedia environment. He sets his teacup down on a table in thecluttered editorial office of the university’s radio station. A youngstudent is sitting beside him, hectically scribbling down a bulletinhe’s about to read on air. The department accepts some eightystudents per year and Khan’s grim estimate is that as many asseventy of them will suffer from trauma at some point in theircareers. Journalists in the tribal areas are at great risk, he adds,and given the current conflict that’s not likely to change anytime soon. “But thanks to the trauma center they’ll at least havea place they can turn to,” he says.The center also offers an important contribution to human rightswork, says Mathis Winkler, head of DW Akademie’s Asia and Europedivision. Freedom of expression can only be ensured, hesays, “if correspondents are psychologically strong enough toprovide people with independent information.” An additionalcounseling center is being planned in Baluchistan province, andis based on the Peshawar experience. This long-term project isfunded by Germany’s Federal Ministry for Economic Cooperationand Development (BMZ).From the university’s tree-lined campus it’s only a few kilometersto the tribal areas. Sometimes at night, it’s possible to makeout the dull, menacing thud of explosions. Pakistan’s army hasbeen fighting the Taliban since the summer of 2014. Bombs also gooff in Peshawar, and these days the police and government officesare hidden behind barbed wire and piles of sandbags. While it’slargely the violence that traumatizes the journalists, according topsychologist Marina Khan, they’re also under enormous pressurefrom editorial offices to get reports out as fast as they can. “It’svery important that they have opportunities to step back fromtheir work now and again,” she stresses.On the veranda outside of Khan’s office, the journalist issmoking a cigarette with a few colleagues. He says he’s consideredgetting counseling himself. “Maybe,” he adds, grinning. And thenhe becomes serious again. The attacks, kidnappings and deaththreats haven’t abated, he says, and there will always be a needfor reporters covering the tribal areas. “Who else will report onthe people living there?” he asks. “Who else will tell their stories?”Author Naomi Conradis a Berlin-based political correspondent for DeutscheWelle’s German and English programs. She travelledto Pakistan in 2014 on a research grant from theHeinz-Kühn-Stiftung and attended the opening ofthe trauma center.© Abdul Shakoor50 Years Media Development15


Media developmentInnovation scoutsWhile countries such as Myanmar and Tunisia are undergoing majortransitions from authoritarian regimes to more democratic societies, other countriesare experiencing more modest changes. Whether small or large, these changes usuallyhave an impact on a country’s media sector. Petra Berner and Mark Nelson discussrecent trends and new approaches to media development.© NED© DW AkademieMark Nelson is Senior Director at the National Endowment forDemocracy where he heads the Center for International Media Assistance.As a development specialist and former journalist, he has writtenextensively on aid effectiveness, good governance, and the role of themedia in development cooperation.Petra Berner heads DW Akademie’s Strategy and Consulting Servicesand is an expert in systemic organization development and human resourcedevelopment. Over the last three years she has led DW Akademie’sreorientation towards long-term projects, organizational capacity trainingand new evaluation frameworks.Which recent developments in the media sector do you findparticularly noteworthy?Mark Nelson: There are numerous examples of countries thathave faced the transition from a restrictive and highly regulatedmedia environment to a more free and productive environment.Uruguay is a good example. Media-related laws and regulationswere recently changed there, resulting in a diverse and dynamicmedia sector. Uruguay’s reform process was a country-drivenprocess, but the Open Society Foundations supported some ofthe preparatory work and knowledge-building. We saw similarchanges in Central and Eastern Europe after the fall of the BerlinWall.Petra Berner: In Kyrgyzstan the former state broadcaster OTRKis being transformed into a public service broadcaster. Manydifferent actors are involved, including an active civil society.Although there’s still much to be done, progress is visible. OTRKtoday has an independent supervisory board and is working onimproving its regional reporting. Zimbabwe is another goodexample. The media market there is extremely limited but there’san initiative called #263 that uses Twitter for offering structured,public discussions on current issues. While this is not a mediadevelopment project in the original sense, we can learn fromapproaches and ideas like these that stem from the developmentsector as a whole. You see, we tend to see media development asworking with journalists and media institutions, but we also needto see media as one of the sectors that give democracies stability.As media development organizations, we can help sensitize thedevelopment community to the fact that media play a significantrole in every development project.Legal frameworks often play a vital role in enhancing development.What are the challenges when it comes to improving legalframeworks for the media?MN: We need to look at legal reforms as a whole, as well as theindividual needs of the media sector, to see how they interact. Thetwo areas are highly interrelated. Improving the media sector andthe legal environment in which it operates, creates transparency.16 DW Akademie 2015


PB: I’m definitely in favor of integratingmedia development with broader developmentagendas, but when it comes tofinancing, media development is barely onthe radar: only one half to one percent ofthe overall budget for global developmentaid goes to media development. The questionthus becomes whether a real exchangebetween the media sector and other developmentsectors is even possible so that wecan work together on important issues likelegal frameworks.MN: It’s not easy, but it’s where we need tohead. When you talk to reform experts inthe legal or public sectors, or to people workingon issues of health, the environmentor education, they’ll tell you that mediacan have a transformative effect on theresults. But in too many cases the mediahave a negative impact through one-sidedreporting. Overall, experts still haven’tworked out how to effectively integratemedia as part of the reform process – partlybecause we as media development peoplearen’t at the table when discussions onreforming other sectors are taking place.What role do the media play in terms ofgood governance?PB: I recently attended a workshop wherewe discussed financial governance, goodgovernance, participation, constitutionallegality, and decentralization. I stronglybelieve that media are a basic componentof each. We need to see independent mediaand media development as integral tothe concept of good governance. We particularlyneed to find allies in developingcountries. Take the issue of digital change,for instance. There are a lot of start-ups thatdeal with interesting digital ideas, suchas the “CGNet Swara” in India where theyput local news on the Internet via mobilephones. Examples like these show that weshould be taking even small initiativesseriously, looking for similar ones in thecommercial world, trying to find the connectionbetween them, and learning fromtheir practical know-how.What impact is the digital change havingon media and information literacy?MN: The 2015 Edelman Trust Barometersurveyed 27 countries and asked peoplewhich news organization they trustedmost. The number one response wasGoogle because those surveyed said theytrusted it as a news producer. Google, ofcourse, doesn’t produce news itself butbrings together multiple news producersso that people can access different pointsof view. In this sense, I think informationliteracy is developing positively and thataggregators like Google or Facebook havea positive role. But to remain credible theystill need traditional media as a source ofquality news and information, and thisincludes trained journalists who can checkfacts and sources and uphold traditionaljournalistic ethics.“Only one halfto one percent ofthe overall budget forglobal developmentaid goes to mediadevelopment.”PB: We can help people learn how to distinguishbetween citizen journalism andquality news, and how to work with differentsources so that people can form theirown opinions. There is an interesting exampleof media information and literacyin Burundi, one of the poorest countriesin the world, and where Internet access isabout one percent. DW Akademie is cooperatingwith a school that’s trying tomake media literacy a mandatory componentof their curriculum. A further goalis to work at the ministerial level so thatmedia literacy becomes mandatory for allschool curricula.How is capacity building currently evolving?PB: Bolivia is an example of how capacitybuilding structures can be supported. Ourpartners there are building a sustainableand self-financing structure to qualify professionaljournalists by equally integratingstate and commercial media. This isremarkable, given the country’s narrowand politically challenging media environment.MN: I think there are two sides to capacitybuilding when it comes to the media sector– journalistic quality and the country’smedia environment. The quality part of theequation deals with the skills and practicesof the journalists themselves, as well asthe equipment available to them. But wecannot look at this side of the equationwithout looking at other issues affectingthe journalists’ ability to perform — thestandards of the media organization thatemploys them as well as the country’soverall media environment. If you do notconsider both sides, you run the risk oftraining journalists who are not able touse their skills.Let’s just imagine for a moment that youhad $100 million US dollars at your disposalfor media development. How wouldyou use it?PB: I would send scouts out to explore allof the strategic areas of development includinglegal frameworks, qualifications,professionalization of the media sector,financial sustainability and social integration.We would look for innovative approachesand initiatives in both the nonprofitas well as the commercial sectors.I would then create different regional andlocal think tanks worldwide, at universities,institutions and private corporations,and plan and conduct a number of pilotprojects based on their results.MN: I would design a competition tochange the perception of media developmentat the national level. The focus wouldbe on 10 countries. Applicants would bemulti-stakeholder groups and each wouldget $10 million to come up with a proposalfor ways to use the funds to improve thedesignated country’s media system. Theproposals would be developed by stakeholdersfrom parliament, government andcivil society, as well as the media sector. Agroup of international male and femaleexperts would then evaluate the proposalsand give the green light to the winningprojects.PB: Perhaps we should share the money.You would get $50 million for the competitionand follow a top-down strategy, and Iwould go out and find new ideas, initiativesand small scale enterprises. We’d then havetwo approaches and combine the results.Interviewer Jan Lublinskiheads DW Akademie’sStudy and Evaluationsteam and is currently focusingon media literacy,the transformation ofstate broadcasters and the darker side of the media.© Matthias Müller50 Years Media Development17


Trailblazing50 years of media development, 50 years of mediaexperience! With a half-century of training and consultingexperience we continue to develop new strategiesand approaches. We don’t miss trends: we create them.To us, media development not only means boostingthe skills of media workers, it also means boosting theskills of media consumers.Pages 19 – 26


Palestinian TerritoriesHaving their sayEncouraging young Palestinians to ask critical questions,choose their own paths and voice opinions has rarely been a priorityin the classroom. But new school media groups are now showingyouths ways to express their views.With a microphone in his hand, Ahmad Al-Khatib calls out instructionsin a loud voice to the other ninth-graders in his classwho are there for early morning exercises. “Right, left, forward,and back!” In the schoolyard in front of him, about 250 boyshave lined up in rows under a cloudless sky. The sun promises awarm autumn day here in Hizma, a village just eight miles eastof Jerusalem. It’s a quarter to eight and this early workout is partof morning radio – a ten-minute live show held at every Palestinianschool just before classes start. The education ministryprescribes part of the program’s content, and students are allowedto organize the rest themselves. After the morning’s exercises arecomplete, Ahmad confidently guides his listeners through the restof the program – a short Quransura, followed by the nationalanthem, and then a patrioticpiece written by a member ofthe school media group.There’s always beenmorning radio, recalls 14 yearold Ahmad. But in the pastschool children rarely wrotethe content themselves. The school media group is new as well.“Together we come up with the topics and then write them up,”Ahmad says. Two teachers supervise the group, and Ahmad andhis classmates are learning how to research and write journalisticreports.For Ahmad, the most pressing topic right now is the schoolyard.“We really need to get rid of the asphalt and replace it withgrass,” he says, explaining that students sometimes trip while“For far too long ourchildren have been raised tosay yes to everything.”playing soccer and hurt themselves on the rough surface. Heproudly adds that he and his friends wrote a piece on the issuefor the morning radio show.The new school media groups and editorial changes tothe morning radio program are the initial results of a long-termproject called “Speak up! Media Literacy for Palestinian Youth.”Together with Palestinian youth organization Pyalara, DWAkademie is helping students to better understand and classifymedia, as well as create it themselves.“Young people here have few opportunities to speak outin public and represent their views in the social dialogue,” saysVerena Wendisch, DW Akademie country coordinator for the PalestinianTerritories. She addsthat the party propaganda inthe media in the region alsomakes it hard for young peopleto develop their own criticalviews. “DW Akademie has longsupported basic and advancedjournalism training in the PalestinianTerritories, but that’sonly one side of the coin,” she stresses. “The new project focuseson the other side as well – on young media consumers.” The aimis to strengthen the social participation of young Palestinians.This is why DW Akademie and Pyalara are working closelywith the Palestinian state and UNRWA schools (United NationsRelief and Works Agency for Palestine Refugees in the Near East),which are those schools run by the United Nations agency for Palestinianrefugees. In workshops like the ones in Ahmad’s school,50 Years Media Development19


“ I’ve become muchmore confident since I startedworking on morning radio.”DW Akademie and Pyalara train studentsand teachers alike. Teachers learn the basicsof journalism, so they can work withthe media groups and encourage studentsto express their views through media. Theteachers also receive instruction and learningmaterials on media literacy that will beused in Palestinian schools in the future.“We’re trying to get everyone involved,” saysTilman Rascher, head of DW Akademie’sMiddle East and North Africa division. “Butthis is also new ground for us and meansthat our trainers and project managersare juggling several things at once. It’s anexciting challenge.”Access to media can change youngpeople’s lives. That’s something AlaaAhmad learned in a 2014 summer camporganized by Pyalara and DW Akademie.Alaa comes from Qalandia, 15 kilometersnorth of Hizma. It’s a village that’s beenstrongly affected by the region’s past andpresent. Qalandia is both the name of anIsraeli checkpoint and the name of a refugeecamp here. People who live in the campare descendants of Palestinians who wereforced from their homes when the State ofIsrael was founded in 1948. Alaa attends aUNRWA school for girls in Qalandia.RamallahQalandiaJabaAl RamHizmaJerusalemPROJECT LOCATIONS14 year old Alaa proudly shows off the firstwall newspaper that she and a group ofstudents produced this school year. Alaaand the others on the new newspaper editorialteam – ten girls between the ages oftwelve and fourteen – meet in the schoollibrary during school breaks and free periods.Today she sets a large piece of orangecardboard down on one of the manytables. Glued onto it are several articles andphotos that were produced by the young,budding journalists. The focus here is onbullying at school. Alaa explains that olderstudents sometimes steal pocket moneyfrom the younger ones or make them carrytheir school bags. “We think it’s importantto show the older girls how their bullyingaffects the victims. If they can put themselvesin the place of the children they aremistreating, they might realize the harmthey’re doing.” Alaa has lots of ideas forother issues that she’d like to see broadcaston morning radio or published in the wallnewspaper: “We desperately need greenspaces in Qalandia,” she explains. “I sometimessit on the roof of our house and thinkabout changes I’d like to make – where Icould plant a garden, for example,” shesays. Being involved with the wall news-20 DW Akademie 2015


Page 19 Early morningexercises at Ahmad’s schoolLeft Alaa, school student from QalandiaBelow The schoolyard at the UNWRAgirls’ school in QalandiaRight Ahmad, school studentfrom Hizma© Michael LohseMedia is everywhere. For most children in theworld, television, radio or the Internet are aregular part of their day. But few have learnedhow to think critically about what they seeand hear on media outlets. This is particularlytrue in crisis regions where media areoften misused for political aims, and is whyit’s so important for children to learn howto develop their own views. DW Akademie’sprojects on media literacy support childrenWhy media literacy?and youths in critically assessing coverage,and using school media, radio programs ortheir own Internet platforms as channels forspeaking out. This comprehensive approachnot only focuses on media makers but onmedia consumers as well. DW Akademie isconducting media literacy projects togetherwith partners in Bolivia, Burundi, Cambodia,Namibia, the Palestinian Territories, the Republicof Moldova and Ukraine.conviction. And Alaa, says she can’t imagineher life anymore without the media.“I’ve become much more confident since Istarted working on the wall newspaper andmorning radio,” she says. “When everyoneat school reads and listens to what I write– it really gives me courage.”paper has given Alaa and her school friendsa way to express their everyday concerns.Alaa’s and Ahmad’s schools are twoof the eight schools taking part in thismedia literacy project. The schools are alllocated in what’s called Area C – a sociallyand economically disadvantaged territoryunder almost complete Israeli civil administrationand security control. Financed byGermany’s Federal Ministry for EconomicCooperation and Development (BMZ), theproject began in spring 2014 and is scheduledto end in 2016. “For far too long ourchildren have been raised to say yes to everything.They haven’t been encouraged toask questions,” says Hania Bitar, head of thePyalara youth organization. “This project ishelping a new generation of children learnto think critically, do their own researchand challenge things,” she notes.This new perspective has had a realimpact on Ahmad’s life. He enjoys thenewly founded media group and says it’sboosted his confidence. “I’m optimisticthey’ll fix the surface in the schoolyard bythe end of the school year,” he says withAuthor Mona Naggarworks as a freelance journalistin Beirut. She coordinatesDW Akademie’s“Speak up!” project andalso works as a mediatrainer in Lebanon, Libya, South Sudan, Tunisiaand Yemen.© Michael Lohse50 Years Media Development21


Learn GermanStart with the fun –the grammar can wait!You know you’ve designed a great program when studentsare having fun learning German. With Munich’s EINSHOCH6 hip-hopband, DW Akademie developed a unique learning concept called“Bandtagebuch” (“Diary of a Band”).I’m sitting in the hall of Bashkir State University in Ufa – thecapital of the Russian Republic of Bashkortostan – and can’t quitebelieve what I’m seeing. Four young German language studentsare on the stage, dancing and singing at the top of their lungs:“Es ist Wochenende! Wir feiern, wir feiern!” (“It’s the weekendand we’re going to party!”).Of course, German songs are a natural part of the program atthese German Heritage Days in Bashkortostan, just at the borderbetween Europe and Asia. But what I’m hearing here isn’t an internationalhit by a popular band like “Rammstein” or “FantastischeVier”. Instead it’s a song by the hip-hop band EINSHOCH6 (“oneto the power of six”).“It’s the best gift you can give a musician,” says EINSHOCH6 rapperKurt as he watches the students sing. The band members andI are sitting with the audience and our eyes well up. Over the lastthree years we’ve put our hearts and souls into this project andnow we’ve got the results: Young people are having fun as theyexplore the German language.It all began with the idea to create an online format forlearning German where music would play the central role. Cooltunes and easy lyrics written in a way that teachers could easilyintegrate them into their lessons. We came across the perfect bandfor the project purely by coincidence. We’d heard EINSHOCH6play at the Beethoven Festival in Bonn and were struck by their22 DW Akademie 2015


Left EINSHOCH6 concert in UkraineRight Learning German with rapper Kurt©DWmix of hip-hop and classical music. Thethree rappers in the nine-member groupcould really get the crowd going and werebacked by an electric violin and cello. Theirclever and witty lyrics were a far cry fromgangster rap or any hyper-macho posturing.So we contacted the band and theysaid they definitely wanted to be part ofthe project.We got started in 2012 by producingthe online series “Das Bandtagebuchmit EINSCHOCH6” (“Diary of a Band withEINSHOCH6”). We worked together on 13hip-hop songs for learning German and putthem on an album called “Lass uns reden”(“Let’s talk”). We’d chosen topics that wouldstrike a chord with young people – love,fears about the future, summer vacationsand the pressure to excel. The guys wrotethe lyrics and I, as head of the educationalside of things, gave them an editorial polish.The lyrics were a challenge becausethey had to be fairly easy to understandbut at the same time sound authentic and– the rappers insisted – have the right flow.We then produced 13 music videosand 40 episodes centering around theyoung band’s daily routine, focusing ontopics that would interest youths aboutGermany. We rounded it off with worksheetsand teaching tips for each of the53 episodes, as well as karaoke versions ofthe songs. After all, the project’s motto is:Start with the fun – the grammar can wait.Learn GermanThese online, interactive, entertaining Germancourses became part of DW Akademiein 2014 and are available for free to anyonewith an Internet connection. Courses areavailable for all language levels, with learningstyles and teaching materials rangingfrom newscasts to the telenovela “Jojo suchtdas Glück” to Facebook and Twitter communities.Today’s course selection reflects howthe original radio version from 1957 – “LearnGerman with the Deutsche Welle” – has evolveda multimedia learning platform withcontent targeted towards contemporaryaudiences.Find further details about DW’sLearn German courses here:dw.com/learn-german“It’s the bestgift you can givea musician.”Kurt, rapper with EINSHOCH6“Bandtagebuch” went online in the summerof 2013 and we presented it for the firsttime at the International German Teachers’Conference in Bolzano, Italy.A few weeks later the Goethe-Insitutin Kiev contacted us and asked whetherEINSHOCH6 could give concerts in a fewUkrainian cities and practice songs withlanguage students. That’s how the song“Es gefällt mir” came about. The idea wassimple: Sing with students about thingsthey like and then have them write aboutthose things – in German – using a predefinedsentence structure. The bandand I developed a workshop concept thatincluded games and exercises so that wecould also work with larger groups.At the end of 2013 we got on a tourbus and headed for Ukraine. What we experiencedthere was more than we everdared imagine. At the kick-off concert inthe western city of Ivano-Frankivsk, studentsstormed the stage. They screamedso loudly that most of our recordings weredistorted. Then they mobbed the band toget autographs, and all I could think of waswhat to do if one of the band memberswas crushed. Afterwards, with adrenalineracing, we asked ourselves what had justhappened. Still, nobody got hurt and thenext day 90 students signed up for theworkshop instead of the original 30.We’ve since toured with “Bandtagebuch”in a number of countries, and therequests keep coming in. We usually hopon the tour bus and travel to countries likethe Czech Republic, Poland, Spain, Serbiaand Kosovo. But we’ve also headed to theairport when a request comes in fromSouth Africa, Russia or the Ivory Coast.Wherever we go, we find concert halls filledwith enthusiastic students and teachers.Our workshops always focus on encouragingstudents to brave the Germanlanguage. Because we sing with them,they lose some of their shyness when itcomes to speaking German with us. Thestudents really enjoy being able to expressthe things they like in the lyrics they write.It’s interesting to see how muchthese youths have in common in termsof hobbies and recreation, whether theylive in Bashkortostan or South Africa. Butthere are differences, too. In Ivory Coast,for example, the students often expressedtheir desire for a world of peace and tolerance.I was shocked but moved whenone Ivorian girl thanked us, saying veryfew came to her country to work “withpeople like us.”While selfies with school childrenand autograph sessions are now routinefor the band, they’re still amazed whenthey hear audiences in Ukraine, Spain orEthiopia singing along with songs writtenin German. The learning process goesboth ways, and the band gets ideas for newsongs while on tour. The wonderful GermanClub Choir in Abidjan is going to bepart of a song, as will the enthusiastic studentsfrom Ufa. And EINSHOCH6 has evendedicated an entire song to the fabulousGerman language teachers in Moscow.We’ve got tours planned for 2015 wherewe’ll also be filming new music videos inIsrael, Indonesia and Turkey – hopefullywith German language teachers and students.This way our real-life experienceswill flow back into our original learningformat, making it richer and more colorfulthan ever.Author Shirin Kasraeianwas originally a Germanteacher, and joined DW’sLearn German departmentin 2006 as editorand program manager.She now heads the “Bandtagebuch” project andtours with the band, giving educational inputalong the way.© DW50 Years Media Development23


Financial strategiesfor the mediaMedia outlets have to be financially secureif they’re to deliver independent andbalanced reporting. That’s because longtermfinancing is essential for ensuringpeoples’ right to freedom of expressionShared valuesIt’s important that our radio stationworks together with players who, likeus, believe in the transformative powerof the media. These include foundationsand organizations committedto freedom of expression and civicparticipation. We also count on publicand private institutions that supportcultural activities. Another interestingsource of revenue for our communitystation is merchandising.We recently tried it for the first timeand were surprised by the positiveresponse. That’s why we’ll continuedeveloping this strategy.Belén Pardo, Project Coordinator,Vokaribe, community radio station,Colombiaand access to information. But with rapidtechnological developments and digitalchange, traditional business models arebecoming less effective. This means mediaoutlets have to develop new strategies.These can be based on advertising, for example,or on fees, taxes, direct paymentsfrom the public, or a combination thereof.But while sustainable revenue strengthenspluralism, independence and professionalstandards, there are no “one-size-fits-all” solutions.That means media outlets need todevelop financial approaches suited to thenational and local context. DW Akademieadvises numerous broadcasters and publisherson ways to achieve sustainablefinancing and diversify their revenuesources. Media makers around the worldare grappling with how to maintain a firmfinancial footing as well as looking forcreative approaches and new methods.Innovative thinkers from media outlets invarious regions reveal a few of their ownstrategies.PrioritiesNews via mobile phoneSince more than 80 percent of Afghansown a mobile phone, our focus is ontext messaging and we offer newsalerts and other services to our subscribers.It’s a quick informationsource for them and a good revenuesource for our news agency. We’dlike to expand this successful businessmodel with additional fundingfrom development organizations anddonors.Danish Karokhel, Director and Editorin-Chief,Pajhwok Afghan News, newsagency, AfghanistanAdvertising revenueOur radio station was established –and is still run – by volunteers. Ourcurrent focus is on generating advertisingrevenue by building andstrengthening ties with local businesspeople. Although their advertisingcovers some our expenses, it doesn’tcover them all. That’s why we’re lookingto foreign development organizationsfor additional financing.Salam Mlik, Founder, Djerid FM, radiostation, TunisiaIncreasing presenceand revenueWe have a three-pronged strategy:to boost awareness of our station, toincrease commercial revenue and thenumber of cooperation projects, andto develop partnerships with fundersand development organizations –without compromising our ethicalstandards.We focus on local issues and on topicsof interest to women so that wecan increase listenership and securelong-term financing for the station.We train our reporters to look atcommunity concerns, and to take awoman’s point of view into consideration.Our station cannot surviveonly on revenue coming from advertisingand other commercial sources.That’s why we’re looking for supportfrom international and developmentorganizations, and planning jointproductions with local, regional andinternational organizations.Quality journalismonlineWe’re part of the digital transformation.We offer online subscriptionsand are constantly expanding ourservices, such as with mobile apps.We also look for advertisers, grantsand donations. Our main priority isquality journalism and investigativereporting. Over the long term, thiswill attract loyal listeners, who arevital for our future financial health.Martin Masai, Managing Director,Mbaitu FM, radio station, KenyaMaysoun Odeh Gangat, ManagingDirector, Nisaa FM, radio station,Palestinian TerritoriesAlina Radu, Director, Ziarul de Gardă,print and online magazine, Republicof Moldova24 DW Akademie 2015


InnovationFilling the digital gapIn many parts of the world media markets are in transitionand press freedom is lacking. While there are calls for creative solutions, manyprojects never get past the test phase. Dickens Olewe is a Kenyan journalist anddrone expert who knows how to help innovative projects succeed.After seeing how Kenyan journalists were covering Kenya’s devastatingfloods five years ago, I was convinced that drones – alsoknown as unmanned aerial vehicles (UAVs) – could be useful.Journalists could deploy them to get aerial views of what washappening on the ground instead of risking their lives by usingrickety boats to report on the catastrophe.I also thought UAVs could help journalists maintain a higherdegree of editorial independence. When government agenciesorganized aerial tours for journalists reported on the flooded areas,the stories ended up being as much about the government’s responseto the disaster as about the floods themselves. This was thestarting point for the project I’m currently leading: African skyCAM.We’ve since developed several pilot projects showcasing howreporters can use UAVs in their work: for covering a politicalrally, for example, or developing a 3D interactive model of a hugedumpsite in Nairobi.The project’s success can largely be attributed to a small,dedicated team as well as access to funding. But it was also essentialthat we had the creative freedom to make the case forusing UAVs in a journalistic context.Based on my experience with this and other media innovationprojects, including the citizen journalism app at the Kenyannewspaper “The Star”, I’ve put together a list of some key issuesthat can help innovation work.50 Years Media Development25


Page 25 Aerial shot of theDandora dumpsite in Nairobi© African skyCAM/Ben KreimerLeft Using a drone for research© JSK Fellowships/Stanford UniversityRight Aerial view of a schooladjoining the dumpsite© African skyCAM/Ben Kreimer1 Think about your strategyAlthough many newsrooms have adopteda “digital first” approach, it’s really more aslogan than a clearly thought-out strategy.Digital platform developments are mostlydriven by replication, not by solid researchand a sustainability plan. This lack of planninginevitably leads to one thing: failure.While most newsrooms have digitalplatforms they continue to do thingsthe old way. But trying to operate newplatforms with old bureaucracy and entrenchednewsroom culture won’t helpmeet ambitious targets. Newsrooms needto thoroughly audit of their physical resources,personnel and culture before introducingdigital platforms. They need toget staff on board with training. And sellingthe vision is key.South2South ManifestoInnovators of successful digital projectsfrom 14 countries in the Global South metin Cape Town in December 2014 to take partin a four-day media dialogue. It was held byDW Akademie and the South African Institutefor the Advancement of Journalism(IAJ). Participants at the event developed the“South2South Manifesto” – a document thatlays out seven guiding principles for usinginnovative digital technology to promotefreedom of expression and information.Participants’ expertise ranged from crowdsourcing,investigative research methods andhyperlocal journalism, to data visualizationand open data.The South2South Manifestois available here:akademie.dw.com/S2Smanifesto2 Good tech staff have their priceAnother crucial element often overlookedin digital media projects is tech staff. InKenya, newsrooms have mostly hiredexternal tech experts to develop tools toimprove workflows, distribute content andimprove user engagement. However, theworking relationship between editors anddevelopers is rarely smooth. With a skillset that’s still very much in demand andtherefore expensive, most tech expertsprefer short-term contracts rather thanbeing tied to a newsroom. That’s why mostprojects are delayed or even fail. I’m a bigadvocate of hiring in-house developers.They’re worth the investment.3 Find new ways to make moneyThe Red Cross in Kenya runs a chain ofhotels to raise money for its humanitarianwork. Why can’t media outlets do thesame? At DW Akademie’s South2Southmedia dialogue held in Cape Town, all 14of us attending came from Global Southcountries where political environments arehostile to media freedom. It was enlighteningto see how others are navigating thistricky terrain.Guatemala’s Plaza Pública, for example,receives most of its funding froma university. As a result, it doesn’t have torely on government advertising revenueand can report more independently. It’s amodel that challenges media to look intonon-traditional financing options.Another project that impressed mewas CGNet Swara – a type of communityradio based on mobile phones. It enablespeople to use their mobiles for both recordingand listening to reports, and this way itbypasses the government's ban on privateand community radio stations broadcastingnews. This interactive voice responseinfrastructure is still largely untapped andcould provide a viable financing optionthrough advertising or user subscriptions.4 Focus on capacity buildingMedia development projects should focusmore on capacity building rather than onproduct-based funding. It’s become a trendfor some funders to throw money at prototypeswithout really looking at their viabilityand the skill set required to developand sustain them.Mentorship and skill-building aretherefore key. The commitment to fundprojects should mark the start, and notthe end, of engagement. Journalists (andtheir managers) who receive funding needto understand their markets and adoptdigital solutions – not because they’retrendy but because they make editorialand business sense.5 Keep an eye on regulatory issuesIn the Global South, societies and governmentsare just beginning to look closely atthe do’s and dont’s of the emerging digitalmedia landscape. This may turn digital innovatorsinto digital activists. My own project,African skyCAM, is now being threatenedby new government regulations inKenya that restrict the civil operation ofdrones. This kind of blanket ban kills innovationbut also opens up an opportunity.I’m currently laying the foundation for anAfrican drone journalism association thatadvocates the use of drones in newsgathering,and provides training.Author Dickens Oleweis a Kenyan journalist whohas headed a number ofaward-winning digitalprojects. Olewe is currentlya John S. Knight JournalismFellow at Stanford University in California.He took part in DW Akadmie’s “South2South”media dialogue in 2014.© Hernan D. Caro26 DW Akademie 2015


© DW50 years of DW AkademieHalf a century – that’s how longDW Akademie has been active ininternational media development.Now it is time to celebrate because weare proud of five decades of success.It was back in 1965 that DeutscheWelle launched the Deutsche WelleTraining Center, which later becamethe DW Radio Training Center andDW Television Training Center,before becoming DW Akademie in2004. Today, DW Akademie is Germany’sleading organization for internationalmedia development. AsDeutsche Welle’s Director General, ithas been a pleasure to read all thecongratulations and enthusiasticexpressions of support that havecome in from our partners aroundthe world. These include journalists,media executives, political partnersand representatives of internationalorganizations. This highlights justhow extensive DW Akademie’s scopeof activities has become over the past50 years, and the great variety oflong-term projects currently underway.A majority of these projectsare financed by Germany’s Ministryfor Economic Cooperation and Development(BMZ). In its role as astrategic partner of the ministry, DWAkademie is making an importantcontribution to German developmentcooperation. In all its activities,DW Akademie works in concertwith Deutsche Welle programming.Both are committed to supportingthe same values: the right to freedomof expression and access toinformation, and with the overallgoal of strengthening these humanrights around the world. In closing,I wish DW Akademie and its partnerscontinued success.Peter Limbourg,Deutsche WelleDirector General50 Years Media Development27


Thank you!What began with training workshops for a handful of media workers is todaya commitment to media freedom that spans the globe. We work together withpolicymakers, media outlets, journalists, academics, bloggers and mediaconsumers to actively support media development. For the success we’ve had,we owe a debt of gratitude to our long-standing partners and others whohave lent us their support over the past 50 years.“We rely on institutions likeDW Akademie because it is onlythrough joint and co-operative effortsthat we can ensure that free mediaprevail in these challenging times.”Dunja Mijatovic,OSCE Representative onFreedom of the MediaAustria© OSCE/Micky Kroell© Patrick Benning“For me, DW Akademie is not just another internationalorganization, but one with the initiative to start somethingnew. It is a co-founder of Myanmar’s first journalismschool, a very successful project. My wish forDW Akademie on its 50th birthday: “There’s stilllots for you to do … so I hope you’ll continue atleast until you turn 100!”U Thiha Saw, Chairman of the Board of Directors,Myanmar Journalism InstituteMyanmar19671965An excursionTechnical know-how wasn’tthe only thing that radiojournalists and technicianslearned. They were also introducedto German mediacompanies and formed newprofessional networks.The beginningsDW Akademie got underway in 1965 as the DW Training Center. DWhad installed a relay station in Kigali, Rwanda to broadcast radioprograms in the region, and the DWTC was established in Colgone,Germany to train African radio technicians and journalists.28 DW Akademie 2015


“Thank you for your enthusiasmand positive frame of mind!Thanks to DW Akademie, wehave been able to modernize ourcurricula, set new standards andestablish a platform for cooperationin the Caucasus region.”© Kakha Pkhakadze© Bundesregierung/Kugler“Open and tolerant societies cannot flourish if opinionsare suppressed and information is kept under wraps.DW Akademie trains journalists around the world whooften work under difficult conditions. By doing so, it makesan important contribution to the democratic andsustainable development of our partner countries.”Dr. Gerd Müller, Federal Minister for EconomicCooperation and DevelopmentGermanyProf. Mariam Gersamia,Dean, Journalism FacultyTbilisi State UniversityGeorgiaFrom the ground upThe first workshops included instruction on broadcast technologyfor sound technicians. They learned the trade from the ground up:the latest broadcast technology and Deutsche Welle’s departmentsand workflows.196919701968Visit to BerlinPosing for a final group photo. In addition totraining, participants also got a real sense ofpolitical, cultural and economic life in theirhost country. This helped them maintain tiesto Germany after returning home.Eye to eyeCourses and workshops can only be successful if therelationship between trainers and partners is basedon mutual respect. This has always been our approach.50 Years Media Development29


© Welthungerhilfe“For me, DW Akademie stands, above all, for championing freeand independent media around the world – essential componentsfor actively fighting hunger and poverty.”Bärbel Dieckmann,President, WelthungerhilfeGermany“For us, media development is real and notmerely a concept. It empowers society by informingcitizens and is critical in helping them make theright choices. Media development fits within theoverall global context of development.”Eric Chinje,CEO, African Media InitiativeKenya© AMI© DW“The people, their energy and their successes –to me these are the essence of DW Akademie.Their work complements Deutsche Welle’sworldwide commitment to freedom ofexpression and freedom of the press.”Gerda Meuer,Director of ProgrammingDeutsche WelleGermany© Joelma Viana“Our radio network in the Amazon Basin aims to raisepeople’s awareness of environmental issues. DW Akademiehas been a very good partner for many years.”Padre Edilberto Sena, environmental lobbyistand former head of the RNA radio networkBrazilLearning the tradeSuccessful interviews, gripping reports and lively features– good journalism requires practice. About 70 percent ofthe training sessions focused on practical exercises forstrengthening and improving essential skills.19751970sProgramming adviceOur portfolio gradually expanded.Technical training was complementedby aspects like journalisticprinciples and programmingadvice for radio stations. Editorialcontent and program planning becamepart of the curriculum.1973On airHow do you read the news like a pro or confidentlyhost a radio program? How can youhook listeners? Hands-on seminars providedjournalists with the answers.1987Rural broadcastingDeveloping local and regional radiostations in Africa has long beenour training focus. In “rural radio”courses, participants learned how tocover topics such as literacy, educationand health.30 DW Akademie 2015


“DW Akademie is an important partof Germany’s international broadcaster,Deutsche Welle, which stands up for freedomof expression around the globe. In placeswhere censorship prevails, DW is an essentialsource of comprehensive, balanced information.DW Akademie also supports mediasectors in developing countries throughtraining and professional development,thereby helping to strengthen the right ofpeople to freely express their opinions.”Vera Szackamer,Steering Committee, CentralCouncil of Jews in Germany; DWBroadcasting Board, Germany© Jan Röhl© Thomas Köhler“Media development is fundamental to foreignpolicy because free and independent media, togetherwith high professional and ethical standards, are essentialfor a country’s democratic development and progress incivil society. DW Akademie is an important intermediaryand paves the way for media freedom in manyparts of the world.”Frank-Walter Steinmeier,Federal Foreign MinisterGermanyMajor sporting eventsThe 1988 Seoul Olympics, the 1996 All AfricanGames, the 2011 Women’s World Cup and the2014 World Cup in Brazil: DW Akademie continuesa tradition of training sports journaliststo report on international sporting events.1991Radio storytellingIn addition to classical radio journalism, radiodrama production was among the trainingcourses offered. The radio plays reflected andpromoted participants’ cultural traditions.198819981980erRecognitionParticipants have always received a certificateafter finishing a course. They also like torecognize the trainers and project managersfor their efforts. Here a trainer was symbolically“crowned”.1992Focusing on womenThe UN treaty on eliminating discriminationagainst women, ratified by Germany in 1985,brought a new focus. DW Akademie continuesthe work started by its forerunner: offeringtraining aimed specifically at women.New qualificationNew and specially designed“train the trainer”courses offer former outstandingparticipants achance to learn how toeffectively pass on theirexpertise to others. Thesecourses turn experts intoprofessional trainers.50 Years Media Development31


“DW Akademie’s MBA in Media Management encourages an academic exchangebetween Egypt and Germany. As an Egyptian professor, this was the first time thatI was introduced to the German concept of mass media studies, and it wasone of the most fruitful experiences of my life.”© Frank NordenProf. Enas Abou Youssef,German University in Cairo (GUC)Egypt“DW Akademie invited a group ofmedia practitioners from Sudan and“DW Akademie helped establish Yemen’s first community radiostation – an important contribution towards political change.”South Sudan to brainstorm and narrowthe differences between the two erstwhileKhair Aldin Al-Nsour,Co-founder & CEO, Jusoor Media CompanyYemen© Privatenemies. DW Akademie’s uniquemodel broke the ice between the twodelegations. We were able to develop“What other traineeship offers you the chance to work inthree capitals, produce reports for an international audience,and do so in several languages? I often think back to the trainersand remain forever grateful for what they taught me.”© Sheila Mysorekarfriendships and have remainedon speaking terms.”Moyiga Nduru, Director ofSouth Sudan Television (SSTV)South SudanMaik Meuser,News anchor for DW and RTLGermany© DWHuge taskWith RTC assistance, the broadcasterVoice of Vietnam (VOV) began restoringand digitizing over 50,000 tape recordings,including speeches by Ho Chi Minh.RTC also helped archive audio materialin Nepal, Sri Lanka and Yemen.Media trainingDW Akademie launched its first customized media trainingworkshops for specialists and managers in politics, businessand civil society to help prepare them for professional andself-confident interaction with the media.20052003Everyone has the rightto freedom of opinion and expression; this right includes freedom to holdopinions without interference and to seek, receive and impart informationand ideas through any media and regardless of frontiers.Article 19 / The Universal Declaration of Human Rights20082004Media developmentThe Radio Training Center in Cologne and theTelevision Training Center in Berlin were mergedand re-named DW Akademie. It’s now Germany’sleading organization for international mediadevelopment, and is based in Bonn and Berlin.Teams of twoFor four weeks, African and German journalistsin Nigeria worked together on the issueof human trafficking. Films they made inteams of two resulted in unique experiencesand contacts with a wide array of people.32 DW Akademie 2015


“You can’t achieve health,clean water and sanitation,fight against diseases or promotebetter agriculture and food securitywithout this key information element.Really fundamental questionsabout change revolve around freeand independent media.”Mary Myers,Development CommunicationsConsultantUnited Kingdom© Privat© Van Trang“I had the chance to study with colleagues fromtwelve other countries. That’s changed the way I lookat the world. I can now better understand cultural,religious, and political differences.”Danh-Quy Nguyen, IMS graduate,Vietnam Deputy Managing Editor,ELLE magazineVietnamRestructuringEight years after its civil war, Sierra Leonelaunched the public broadcaster Sierra LeoneBroadcasting Corporation. The restructuringtook more than three years and DW Akademieoffered support by training journalists andmanagers.Learning made funDW’s courses for learning German – offeredin various formats since 1957 – are now partof DW Akademie. Games, music and interactiveexercises make learning fun – as shown bythe diary from the hip-hop band EINSHOCH6.20142010201220152009Master’s programInternational Media Studies is aunique bilingual program in Bonnoffering media-related research,training and practical work. Studentscome from around the worldto take part. A similar program waslaunched in Istanbul in 2014.New media professionalsAfter the Arab Spring, DW Akademiebegan developing projects in Tunisiawhere a new generation of journalists,media spokespeople and publicrelations experts are being trained inhow to deal with the media.Award winnerLaunched in 1964 and part ofDW Akademie since 2004, DW’sjournalism trainees have producedinnovative multimediaprojects. In 2015, CNN awarded ajournalism prize for the project“My Granny, the Regime and I.”50 Years Media Development33


The nextgenerationWorkshops and journalism training – that’s how westarted out in international media development 50years ago. Where we once offered periodic workshopsfor a small number of journalists, today we’re helpingdevelop strong, sustainable media landscapes. We offerdual journalism traineeships, a master’s degree programand long-term partnerships for media training.Pages 35 – 47


RwandaMedia all-roundersCamera, sound and editing skills – media designers needall three if they want to work in TV production. In Rwanda, though,media design is a new profession, so DW Akademie together with theKWETU Film Institute launched a dual training program that’ssetting new standards in East Africa.In a small TV studio in Kigali filled with cameras, cables and floodlights,an excited team is engaged in a flurry of activity. In themiddle of it all, 25 year old Kamikazi Mpyisi looks happy. “Filmis my passion and this is where I’m learning how it all works!”she beams.Self-confident and eloquent, Mpyisi, or “Kami” as her friendscall her, is among the first group of trainees taking part in a twoyeardual training program in media design being offered at theKWETU Film Institute. The vocational program got underway inAugust 2014 and focuses on teaching practical, technical skills.After ten weeks of classes on camera operation, sound recordingand editing, the 15 trainees go on to complete the first of threeinternships. The training and hands-on experience complementeach other, enabling the young media makers to directly applytheir newly acquired knowledge.Mpyisi is interning with a productioncompany that makes adaily morning show for the statebroadcaster, Rwanda TV.This training program iscurrently one of a kind in EastAfrica and is at the heart of the“Rwanda Media Project”, initiatedby German Oscar-winningfilm director Volker Schlöndorff.Launched jointly by DWAkademie, the European FilmCenter Babelsberg and theKWETU Film Institute, it aimsto create a foundation for a sustainablefilm and television industry in Rwanda. The project isfunded by Germany’s Federal Ministry for Economic Cooperationand Development (BMZ) and the Deutsche Gesellschaft fürInternationale Zusammenarbeit (GIZ).“The Rwanda Media Project is a great opportunity tostrengthen and professionalize the media industry in East Africa,”says Eric Kabera, founder of the KWETU Film Institute. With hisfirst feature, a movie about the Rwandan genocide called “100Days”, this charismatic film pioneer and self-made man almost“The media designertraining has a long-term approachand starts where many otherprograms leave off. It means themuch-used term ‘sustainability’could become a reality.”single-handedly launched the Rwandan film industry in 2001.If that weren’t enough, he founded KWETU seven years ago as acreative media center for production, training and distribution,thereby fulfilling a lifelong dream.KWETU is also a special place for Mpyisi. When she firstheard about it, she was doing what her parents wanted her todo – studying international relations in Nairobi, Kenya. It wasinteresting, but not nearly as fascinating as this new area of study:media design, “German style”. She decided to quit her studies andreturned to Rwanda to follow her dream.Mpyisi’s colleague Robert Karara already has several filmsunder his belt. His reserved manner conceal his intense focus anddrive. When the European Film Center Babelsberg, a DW Akademieproject partner, offered a three-week film production workshopat KWETU in May 2014, Kararasigned up. There, he directed ashort film about a young manwhose arms were chopped offduring the genocide, but whorefuses to give up. Instead hegoes back to school and makes aname for himself as a swimmerand singer. “This film even wonthe prize for best short film atan international competitionin Australia,” says Karara withquiet pride.The 1994 genocide inRwanda took the lives of an estimatedone million people andremains a defining event in the country’s history. This sense of“never again” has such an overwhelming resonance within societythat issues like freedom of the press and opinion still playsecondary roles. The passage of time has done little to alleviatefears of so-called hate media, which helped spark the atrocitiesand then tried to downplay them. But the country is now alsoexperiencing greater political and social openness, Rwandans arerecovering a sense of self-confidence, and the media landscape isbecoming more independent. While the state still controls broad-50 Years Media Development35


Page 34 Kamikazi Mpyisi,trainee © Márk SzilágyiCenter Training shoot© Florian KrokerRight Robert Karara,trainee © Márk Szilágyicast media and the Internet, there is nowmore reporting on sensitive topics such assexuality and birth control. More privateTV stations and production companies arespringing up and skilled professionals arenow in demand. That’s good news for thosestudying media design.There’s another reason why DWAkademie is working to boost professionalstandards in the media and related professionsin Rwanda. “Fully developed mediaare key to ensuring freedom of informationand freedom of the press. To achieve that,we need well-trained media professionalsat all levels – both in front of and behind thecamera,” says Michael Tecklenburg, headof DW Akademie’s Africa division. From2008 to 2013, DW Akademie focused manyof its resources on training journalists inthe region in conflict-sensitive reporting.The launch of the Rwanda Media Projectin 2013 carried this another step further.This project is not only raising professionalstandards; it is also creating sustainableand long-term structures in the mediasector. “I want to make films, tell my storiesand shape my own future,” says Karara.The DW Akademie success story started in1965 with the Deutsche Welle Training Center.Its beginnings are closely intertwinedwith the history of Rwanda and DeutscheWelle’s engagement in the fledgling Africannation. In the early 1960s, DW helped to developRwandan radio and installed a relaystation in Kigali to broadcast radio programsacross sub-Saharan Africa. This led to programstraining African radio journalists andtechnicians, and was a catalyst for DeutscheWelle’s training program for so-called “ThirdWorld journalists.” Since then, experts fromDW have shared their know-how in Africa,Asia, Latin America, the Middle East andEurope/Central Asia. Whereas in 1965 onlya handful of sound technicians receivedtraining, today over 5,000 media workersbenefit from DW Akademie’s activities. Theprojects are now financed by Germany’s FederalMinistry for Economic Cooperation andDevelopment, the German Foreign Office andTraining incentiveFrom Cologne to Kigali – offering media trainingand program consulting since 1965other funding agencies including the UnitedNations and the European Union.36 DW Akademie 2015


“That’s why I’ve chosen the program whichis the best Africa has to offer in this field.”His determination impresses DW AkademieProject Manager Pamela Schobess, who haslong been familiar with the country’s mediaenvironment. “We’re working with highlymotivated young people who are unbelievablypassionate about working withpictures and sound, and who are willing towork hard to achieve their dreams,” she says.Experienced media professionalsfrom DW Akademie are there to lend a helpinghand. German trainers who themselveswork as video journalists, camera operators,or video editors, travel to Kigali for theseminars. One is seasoned TV reporter NielsEixler, whose training responsibilities includethe journalistic as well as the creativeside of production. “The media designerprogram has a long-term approach andstarts where many other programs leaveoff,” he says. “It means the much-used term‘sustainability’ could become a reality.”The Rwandan media landscape is in fluxand there are still many unknowns. “Still,the trainees have decided to accompanyus on this path even though they’re“I want to makefilms, tell my storiesand shape my ownfuture.”aware it involves uncharted territory,”says Schobess. Kami Mpyisi agrees. Shesays her parents were initially againsther quitting her studies so that she couldtake part in the media design program. “InRwanda, this kind of training is new andit’s not seen as very prestigious,” she says,but adds that she was able to convince herparents by playing the German card. “Thecontent and trainers come from Germany,and that’s held in high regard here,” shesays. The production of the daily morningshow is in full swing again. Mpyisi divesback into the frenzy of the television studio.She’s responsible for positioning thecamera, as well as doing some quick factcheckingonline, preparing the graphics,doing a sound check and sending over thefinal program to the broadcaster. Stressful?You bet, Mpyisi says, but it’s also incrediblyfulfilling.AuthorsLina Hörske and Anke Weinreichare both studying journalism and media managementat the Magdeburg-Stendal University ofApplied Sciences. They took part in a three-monthinternship at the KWETU Film Institute where theygathered experience in filming, editing and marketing,and also got to know the young and aspiringmedia designers.© DW Akademie50 Years Media Development37


BoliviaFor Journalism“Pro Periodismo” is Latin America’s firstdual journalism training program. Its innovative, hands-on,multimedia approach is attracting aspiring journalists who wantto improve the quality of reporting in Bolivia.“As responsible journalists we can playa role in convincing Bolivians to stand upfor their human rights.”Isabel Vega receives a cheerful welcome as she enters the classroomon Monday morning wearing a colorful scarf wrappedaround her head to tame her hair. She and the other fourteentrainees greet each other and exchange hugs. These are the firststudents taking part in a new multimedia journalism traineeshipcalled “Pro Periodismo” that’s being conducted at the journalismassociation Fundación para el Periodismo (FPP) in La Paz. It’s thestart of the fourth of nine practical seminar modules. This timethe focus is on multimedia cultural reporting. The young journalistssimulate a radio editorial team and everyone has a roleto play – as reporters, hosts or editor-in-chief. They get down towork, intensively discussing potential topics for the program. “It’sgreat working together because we all bring a different kind ofwork experience to the table,” says Vega. She herself has spent thelast year working as a video editor for the Catholic news agencyFides. The traineeship offers one-week practical seminars at theFPP where Bolivian and German lecturers cover topics such as datajournalism, election reporting or political reporting. In betweenthe modules, students return to their workplace and apply whatthey’ve just learned. “This is a new approach in the region as awhole – no other Latin American country offers a professionaltraining program with a practical component like this,” says38 DW Akademie 2015


Left Isabel Vega is among the first“Pro Periodismo” trainees © Carlos PortugalCenter A street scene in La PazRight Interview training© Dehymar AntezanaRodrigo Villarzu, head of DW Akademie’sLatin America division. The Bolivian governmentrecognizes this, he adds, and issupporting the long-term project developedby the “Deutsche Gesellschaft fürInternationale Zusammenarbeit (GIZ)”and DW Akademie.Vega is convinced that she and theother trainees can help improve reportingin Bolivia. “The media have a greatresponsibility, especially when it comesto covering human rights abuses,” says theenergetic 24 year old. “But for this we needjournalists with the necessary knowledgeand skills.”The program’s mission is in the name,“Pro Periodismo” (“For Journalism”). Bolivianjournalism is in great need of improvement,according to Renán Estenssoro,chairperson of the journalism associationFPP. He’s also one of the key figures behindthis dual training program. “There havebeen huge deficits in the system for decades,”he says. “The media relay information,but don’t cite sources or distinguishbetween fact and opinion,” he says. “Theonly way to boost professional standardsover the long term is to improve the trainingitself.”To date, aspiring journalists weresimply thrown in at the deep end with littlepractical training or none at all. They eithertaught themselves the ins and outs orlooked to colleagues for guidance. Althoughuniversities do offer communications studiesprograms, the focus is mainly on theory.“Until now, Bolivia hasn’t had an institutethat offers quality, systematic training atan international standard, and which emphasizesthe role that journalists play ina democratic society,” says Elena Ern, DWAkademie’s country coordinator for Bolivia.With “Pro Periodismo”, DW Akademie andGIZ have stepped up to fill this gap. “Theone-year program is a Bolivian-style journalismtraineeship,” she explains. It isbased partly on the traineeships offeredby German public broadcasters, includingDeutsche Welle’s own traineeship programthat dates back to 1964. But the curriculumalso responds to the needs of Bolivia’smedia landscape.Both the state and private media inBolivia have given the new training modela thumbs-up – an unusual state of affairs.Supporters and opponents of PresidentEvo Morales’ government are usually atloggerheads, as are state-owned and privatemedia. These outlets often accuse eachother of partisan political coverage, butthey’ve shown a willingness to compromiseon this program for the next generationof reporters. Both sides are supportingthe project with one trainee position each.“’Pro Periodismo’ is sending out a signalthis way,” Ern stresses, “and playing a rolein narrowing the divide in the country’smedia landscape.”The trainees have just spent five daysresearching cultural topics – but they’vestayed away from the familiar ones suchas theater, museums and literature. “Theseso-called high culture topics are only interestingfor a small elite,” Vega notes critically.Culture, she points out, also includesvalues and traditions, and if Boliviansaren’t aware of them, they can’t stand upfor their rights. “As responsible journalists,we can play a role in convincing them todo this,” she says, pointing to an interviewdone this week with a female shaman. Theyoung reporter was impressed by the factthat the shaman enjoyed the respect ofmen due to her position. “During the interview,she spoke openly about violenceagainst women,” Vega says. “This not onlyencourages other women do the same; itforces men to confront the issue as well.”After a week of conducting interviewsand street surveys and hosting ananimated discussion, the trainees produceda lively cultural radio show and setup a sophisticated multimedia site to accompanyit. Vega says she’s happy with theresults. The fact that she and her colleaguesare the first group of trainees isn’t a disadvantage,according to Vega. Quite theopposite in fact: She senses a pioneeringspirit within the group. “We’re incrediblymotivated as a team and we all want tocontribute to a new type of journalism inBolivia,” she says. “I hope that this kind ofnew, quality reporting is appreciated in ourmedia and by the public as well.”Author Mirjam Gehrkewas an editor and hostwith Deutsche Welle’sSpanish and German servicesfor many years. Shehas been DW Akademie’scountry coordinator for Ecuador since 2014 andis also a trainer for “Pro Periodismo”.© Charlotte Hauswedell50 Years Media Development39


Journalism traineeshipMore than a careerUp to 700 aspiring journalists apply every year but only 12 are accepted.Deutsche Welle (DW) has offered journalism traineeships for 50 years now and theprogram continues to evolve. But what is at the core of the concept? The currentand former heads of the traineeship program offer some insights.So, you two met in a container …Bernhard Graf von der Schulenburg:… that’s right! Deutsche Welle was locatedin Cologne at the time and the traineeshipwas housed in a container next to the mainbuilding. You’d find rat droppings all overthe place. This was back in 1999 and I’dswitched from TV to the traineeship department.No wonder it seemed like thetraineeship program was just a neglectedafterthought of DW. That’s where I metRamón, by the way. He was among thelast of the trainee groups under BarbaraWassermann-Spengler, my predecessor …Ramón García-Ziemsen: … and I had a lotof respect for her! And for those old typewriters,too. Back then we had to use themto write a report on the coal mines in theRuhr area.From typewriters to smartphones – thetraineeship has come a long way sincethen.BGS: In the 14 years I was there, the mediaworld was changing at an incrediblespeed – from pens and notepads to mobilereporting. We had to make sure we weren’tmissing trends – and we set some of ourown, as well. It was fascinating. We wereconstantly adjusting the curriculum andat times the trainees were ahead of a fewof our editors.RGZ: Do you know what we’ve reintroduced?Pens and notepads! We’re sendingtrainees out with them to do reports and40 DW Akademie 2015


Links Heads of DW traineeships: BernhardGraf von der Schulenburg (1999 – 2013, right)and Ramón García-Ziemsen (since 2014, left)© Barbara Frommannthey’re asking: “What are we supposed todo with these?!” I think people need to understandthe world in an analog way beforethey start thinking digitally.BGS: Maybe you should go down to thebasement and look around for those oldtypewriters …That’s not the only change, though.RGZ: No, it isn’t. We’ve just launched ournewly designed bilingual traineeship – inGerman and English. It reflects the changeshappening at DW and a more internationalfocus. Helmut Osang headed thetraineeship before me and reorganizedthe curriculum. I’m grateful for that andam continuing to develop the program inthis direction. For me it’s important thattrainees get a very solid footing in communicationsskills and explore a varietyof possibilities – like taking acting lessons,for example.Where do you get the energy to constantlycome up with new ideas?BGS: The question should be: why not? Iused to have to go to annual meetings forthe heads of the traineeships at the publicbroadcaster ARD. But they often didn’t understandour way of thinking. In the early2000s, for example, they were surprisedthat we’d gone online. “Do you really needto?” they asked. And I said: “Yes, there’smore to training than just radio and TV!”Now, of course, we all know how importantonline journalism has become …RGZ: I recently went to the meeting myselfand realized that they’ve always seen Bernhardas an innovator. DW has to make sureit doesn’t lose that advantage, and not justin terms of the traineeship.Is the DW traineeship having an effect internationally?RGZ: I spent three years in Colombia workingas a journalism lecturer and tried toexplain the concept behind our program.But I never really succeeded. Countries haveBernhard Graf von der Schulenburg (left) startedout as a television journalist for public andprivate broadcasters. He joined DW as a reporterin 1990 and later became managing editor of theTV magazine program “Drehscheibe Europa”.Ramón García-Ziemsen (right) worked for manyyears as a radio journalist and program host forDW and the regional public broadcaster WDR.He became head of DW’s Cultural Departmentin 2007. From 2011-2013 he worked as a journalismlecturer as well as an advisor for communityradio stations in Colombia.different ways of approaching journalismand training, and even here in Germanyyou’ll find different models.BGS: Given DW Akademie’s focus on mediadevelopment, a few years ago we startedto share our training concept with othermedia institutions that were interested.RGZ: DW Akademie is now developingtraineeships similiar to ours in a numberof countries. This type of “dual training”combines block seminars with internshipsat media outlets. A traineeship like this recentlystarted in Bolivia.You’re also bringing the world to Bonn.BGS: Yes, our international traineeship isreally unique – it’s like a global trainingdepartment for journalists. Internationaltrainees like this are needed all over theworld – not as mouthpieces of the oppositionor as government puppets but as independentjournalists who can differentiatebetween news and opinion.RGZ: No other broadcaster has a programlike this one. It’s a challenge to agree onglobal journalism standards, partly becauseof people’s different cultural backgrounds.For some, a short interview lasts 30 minutes;for us it only lasts three.Supporting but also demanding thingsfrom young journalists must be exhaustingat times …RGZ: … but more than anything else, it’srewarding!BGS: I agree. I’ve always been driven by curiosity,and with every group I’ve learnedsomething new. The trainees’ motivationis contagious, watching them work ontheir projects all night long. That’s whenyou know that for them, journalism isn’tjust a career, it’s a calling.RGZ: There’s hardly anywhere else at DWwhere so many new ideas sprout up. Youjust hope that they’re actually carried out.And it’s sad …BGS: … when that doesn’t happen.Please complete the following sentences:At the end of each traineeship, I advise thetrainees …BGS: … to become specialists so they cansurvive in a multimedia world.RGZ: … not to listen to everyone who givesthem advice.If I were a young journalist again, I’d …RGZ: … try to be less afraid.BGS: … never go anywhere without mysmartphone.Interviewer Nadine Wojcikis a former DW traineeand now works as an editorwith DW AkademieCommunications. Shealso writes and reportsfor German public broadcasters.© Friederike Rohmann50 Years Media Development41


Master’s programFrom Bonn to the BosporusDW Akademie’s unique International Media StudiesMaster’s program in Bonn is now also being offered in Istanbul.The new two-year program was launched in the fall of 2014in cooperation with Istanbul University.The communications department at IstanbulUniversity is just a few hundred metersfrom the Grand Bazaar and the BlueMosque in Turkey’s bustling capital. Butwith just one step into the department’sfoyer, all the commotion fades away. Studentswaiting for their seminars to beginare passing the time talking to friends ortyping on their smartphones while twoflat-screen TVs play in the background withthe volume on low.One of these students is Pinar Çelik,who’s taking part in the university’s newInternational Media Studies (IMS) program.The serious-looking 25 year old withlong brown hair lights up when the topicturns to the IMS. “I look forward to theseminars every week because I’m learningso much from all the lecturers,” shesays with a smile.The IMS was launched at Istanbul Universityin October 2014. It’s a unique programon the Bosporus that combines mediamanagement, media and developmentcooperation, communication studies andpractical journalism skills. Seminars areheld in English by German as well as Turkishlecturers. The program is a joint initiativeof Istanbul University, the Bonn-Rhein-Sieg University of Applied Sciences andDW Akademie. It receives support fromthe German Academic Exchange Service(DAAD).Today’s lecture is part of a seminarblock on media management. It’sbeing conducted by Professor ChristophSchmidt, head of DW Akademie’s EducationalPrograms, and he’s just flown infrom Bonn. “The project intensifies thecooperation between German and Turkishuniversities and is also a superb additionto DW Akademie’s other projects andactivities,” he says. He is pleased that theIMS is now being offered as a dual degreeprogram. When students graduate fromthe program they’ll receive a Master of Artsdegree from Istanbul University as wellone from the Bonn-Rhein-Sieg Universityof Applied Sciences.Professor Schmidt’s specialties aremedia economics and media management,and he’s used to breaking new ground. In2009 he launched the bilingual (German-English) International Media Studies Master’sprogram in Bonn, also in partnershipwith the Bonn-Rhein-Sieg University ofApplied Sciences and Bonn University. “It’sa unique concept because it combines mediaskills with a theoretical foundation.When our students graduate, they’re well42 DW Akademie 2015


Left Pinar Çelik, IMS studentBelow right Professor Christoph Schmidt,founder of the IMS program© Janine DeselaersRight Istanbul University© Picture AllianceIMS Curriculum1 st Semester• Introduction to Master’s program• Media, Education andCommunication• Media, Politics and Society• Journalism• Media Economics2 nd Semester• Media Practice I• Media and Development• Media and CommunicationScience• Media Management• Media Practice II3 rd Semester• Media Practice III• Strategic Management• Project Work• Empirical Methods4 th Semester• Master’s Thesis and Colloquiumprepared to work in fields requiring solidmedia expertise,” according to Schmidt.The successful IMS concept is attractinginternational attention. From2011 to 2014, Schmidt and his team helpeddevelop and support a Master’s programin business administration and mediamanagement at the German Universityin Cairo. That program is now running independently.Other universities in Kenya,Colombia, Indonesia and Myanmar havealso expressed interest in the IMS model.Since the seminars and lectures atIstanbul University are held in English,students need a good command of the language.Other prerequisites are a bachelor’sdegree and previous media experience.Those aren’t obstacles for PinarÇelik. She has a B.A. in English literatureand experience as a print journalist. Shewas inspired by the Master’s program rightfrom the start and is still as enthusiasticas ever. “I really enjoy the discussions withthe professors,” she says, adding that theprogram is exactly what she was lookingfor. It offers her a chance to further developher journalistic skills, while reinforcing herpractical experience with a solid foundation.Çelik hasn’t yet decided on the areashe’d later like to work in, but is sure thedual degree will open doors in the future.She also appreciates the fact that her universityis closely cooperating with Germanacademic institutions.Çelik was working for an internationalmagazine in Switzerland when the GeziPark protests against Turkey’s governmentbroke out in 2013. The demonstrations gother thinking and she eventually decided togo back to her native country. “Apart froma few exceptions there’s no independentor reliable media in Turkey, the governmenthas a tight hold on things,” the 25year old states with conviction. In additionto her IMS studies, Çelik co-edits theonline newspaper Aydinlik Daily News. Shesays it’s one of the few truly critical mediaoutlets in Turkey, but admits that her workthere requires treading a fine line.“ We areaware that our reporting can have negativerepercussions for us, and it can alsoeffect our families,” she says. As a result,self-censorship is common, she adds.Despite the oppressive media environmentin Turkey Pinar Çelik says she’sconfident about the future. With her Germandegree in hand, she thinks she mighthead to Germany to get additional professionalexperience. She’s also certain thatprograms like the IMS will, over the longterm, have a positive impact on Turkey’smedia landscape.Author Janine Deselaersis a research assistant withDW Akademie’s EducationalPrograms. She is partof the IMS team that supportsthe German-TurkishMaster’s program from Bonn and in Istanbul.© Christoph Schmidt50 Years Media Development43


Media trainingOvercoming stage frightand the jittersHow do you keep an audience riveted during your talk?How do you convey complex information in a way everyone can understand?And what do you do when you suddenly draw a blank? United Nations volunteerslearned how to overcome stage fright and appear confident at aDW Akademie workshop on media training.Moses Zangar knows what it’s like to feel nervous when speakingin front of an audience. But now he’s figured out how to workwith the inevitable jitters. At a DW Akademie media trainingworkshop held in Bonn, Zangar learned how good preparationand breathing exercises can help speakers overcome anxiety.“The most important thing is to feel confident,” says the 43 yearold from Liberia. “If you’re nervous you can’t get informationacross the way you were hoping to.”Zangar is one of more than 6,000 United Nations Volunteers(UNV) worldwide. The goal of the volunteer service is to supportthe achievement of development goals in more than 130 countriesaround the world. At the first “UNV Partnership Forum,” anetworking event held in Bonn in the fall of 2014, Zangar andseven other volunteers were each asked to give a “Blue RoomTalk” where they would report on their experiences as volunteersin front of an audience of more than 100 international guests.Few people feel at ease when speaking in public. That’s whyDW Akademie and the UN offered an intensive media trainingworkshop to the eight participants from Cambodia, China, Egypt,Great Britain, India, Ireland, Liberia and Spain. “Each volunteerhad an exciting story to tell,” says DW Akademie project managerand trainer, Merjam Wakili. The speakers all had differentreasons for getting involved in areas such as education, healthcare or voter turnout. “The challenge was to get up on a big stageand confidently tell their stories in just five minutes,” she adds.Wakili only had one day in Bonn to prepare the eight speakers.She had, however, spoken with each of them several timesbefore over Skype to work out their individual strengths andweaknesses. When they arrived in Bonn, Wakili coached them infront of cameras, giving them tips and helping them fine-tunetheir presentations.The volunteers learned there is more to a good presentationthan just natural talent. Personality plays a role, as do strongpresentation skills. “But presenters often try to cram everythingthey know into just one statement,” Wakili explains. “In doingthis, they can’t get a clear, core message across.”As a trained journalist, Moses Zangar is used to asking questions.But taking center stage himself was a new experience.“I never address the public or speak at public events,” he admits,but says that the media training helped take the edge off theexperience for him and the seven other UN volunteers.Zangar opened his Blue Room Talk with a confident, powerfulstatement: “The volunteer service is the best thing that’s everhappened to me.” He continued by telling the audience about44 DW Akademie 2015


AdvertisementPhotos leftLeft Networking event in Bonn for volunteersCenter Moses Zangar, United Nations VolunteerRight Recording the “Blue Room Talks”© Friederike Rohmannhow his UNV work had brought him to Sudan, recounting hisstory in a manner that was calm, but expressed his underlyingpassion. At the end of the talk, Zanger and the seven others gota standing ovation as well as requests for them to speak abouttheir experiences at future events.Many of the participants at DW Akademie’s media trainingworkshops have found that professional coaching has helpedadvance their careers. DW Akademie began working with a numberof organizations in 2006, including United Nations organizationssuch as UNV, the UN Development Program and the UN ConventionFramework on Climate Change. In addition to giving workshopsfocusing on interviews, statements or press releases, DWAkademie also offers coaching for top managers and executives.For Jennifer Stapper, who heads the communications departmentat UNV, DW Akademie coaching for the Blue RoomTalks was crucial to ensure that the speeches were a success. “Formany of our staff, the training highlights the fact that they havea tendency to overuse UN jargon,” she says.Daniela Wiesler enjoys hearing feedback like this. She setup DW Akademie’s Media Training program in 2005 and sincethen has developed and conducted numerous workshops. Shethinks it’s very important to work with the United Nations andother NGOs. “If we can help people in these sectors communicatemore effectively, more people will know about their work,” saysWiesler. “That’s especially important in areas where the publicneeds to be more aware of what the staff are working on and why,”she says. The successful cooperation between DW Akademie andthe United Nations is set to continue. An official agreement willsoon be drawn up for a new, long-term partnership program.Moses Zangar from Liberia is now working with the UNDevelopment Program in Zambia and says he’ll continue to benefitfrom the coaching he received from DW Akademie. “I’m acommunications officer now and can’t wait to apply everythingI have learned,” he says.Media trainingThat essential first impressionAuthor Jeanette Seiffertis a DW Akademie trainer and project managerand coordinates media training workshops fororganizations including the United Nations. Shealso works as a radio and online journalist forpublic broadcasters.© DW AkademieIf you represent a company or institution, you are in thespotlight. Whether giving interviews or presentations, orhosting events, it’s essential to know how to deal professionallywith the media. Learn more with DW Akademie’scustom media training.ContactT +49. 228. 429-3505medientraining.akademie@dw.comdw.com/mediatraining


Global networks,global projectsDW Akademie is active in almost 50 countries. With support from ourmedia experts, consultants and trainers our long-term projects focuson developing free and independent media landscapes.GuatemalaColombiaEcuadorBoliviaTo achieve its mission, DW Akademie is connectedto more than 300 partners throughoutthe world. They include media companies,radio and TV stations, community media, governmentministries, international organizations,press councils, journalist associations,educational institutions and journalism faculties.Our projects are not just for media makersbut for media consumers as well, and togetherwe work toward strengthening the humanright to freedom of expression and accessto information. Our activities are funded byGermany’s Federal Ministry for EconomicCooperation and Development (BMZ), the FederalForeign Office (AA), the European Union(EU) and other partners.46 DW Akademie 2015


UkraineMongoliaRepublic of MoldovaSerbiaGeorgiaKyrgyzstanTurkeyMoroccoTunisiaSyriaAfghanistanLibyaPalestinian TerritoriesPakistanMauretaniaMaliEgyptBangladeshHong KongSenegalGuineaBurkina FasoGhanaBeninCameroonCongoDR CongoNigerNigeriaChadYemenSouth SudanUgandaKenyaRwandaBurundiTanzaniaMyanmarCambodiaMalawiNamibiaMozambiqueAs of May 2015Projects on behalf of the BMZ Projects on behalf of the AA Projects on behalf of the BMZ and AA Projects on behalf of additional funders50 Years Media Development47


Our work in numbers200 ExpertsMedia developmentAt 3,623 meters above sea level, the neighborhood ofSopocachi in La Paz, Bolivia is DW Akademie’s highesttraining location. Working at this altitude is a real challengefor DW Akademie colleagues, but it also shows justhow dedicated they are in carrying out our projects andprograms. Worldwide, some 200 experts are involved intraining and supporting our project partners in tacklinga variety of challenging issues such as securing longtermfinancing for local radio stations, training upand-comingjournalists and establishing public servicemedia. Other challenges include informing members ofminority groups about their rights and ensuring thatlarge media companies and small community mediagroups are able to successfully navigate with digitaltransformation. To help find solutions to these andother issues, DW Akademie has a large and growing poolof journalism trainers and media consultants whoseexpertise is constantly being broadened and honed.Degree programTo date, 76 graduates have successfully completed theInternational Media Studies Master’s program, a jointproject with the University of Bonn and the Bonn-Rhein-Sieg University of Applied Sciences. The two-year programgot underway in 2009 and accepts up to 30 studentsevery year. It is designed for up-and-coming journalists,communications professionals and media managersfrom developing countries and emerging economies.So far graduates have come from 36 nations. Thedemand for this unique mix of journalism, communicationsstudies, and media management and developmentpoints to its success. In November 2014, DW Akademieand its partners launched the International MediaStudies Master’s Program in cooperation with the Universityof Istanbul.3,623 Meters700 12Applicants295 Pages5 Rankings8,000Spots500,000Facebook fans4,800 10Practice interviews Years36 76NationsAudios andvideosGraduates48 DW Akademie 2015


Traineeship700 up-and-coming journalists applied for the new, bilingual Deutsche Welle traineeshipthat got underway in May 2015. Of those, only 12 were selected for the much-covetedprogram. The new trainees are fluent in both German and English and receive intensivecross-media training in international TV, online and radio reporting. The 18-month traineeshipincludes internships in DW’s own language departments, DW Akademie, DW’s foreignbureaus, and as part of a new partnership, four weeks of hands-on experience at thepolitical and cultural desks of the public radio station Deutschlandradio.Learn GermanWith a total of 8,000 audio recordings and videos availableon our website, anyone with an itch to learn German can accessenough innovative material to cover 60 whole days. Germanenthusiasts can click on everything from slow-read newscastsand the telenovela “Jojo sucht das Glück”, to Facebook and Twittercommunities, and live workshops with the German hip-hopband EINSHOCH6. The lessons are free of charge and extremelypopular: 500,000 Facebook fans follow the daily grammar andvocabulary exercises, and every month more than six millionpeople access the online language courses.ResearchThe 5 best-known media freedom rankings are criticallyexamined in the publication “Media Freedom Indices:What They Tell Us – And What They Don’t.” This study ispart of the Edition DW Akademie series and analyzes themethodologies used to compile different media freedomrankings. It also looks at issues including the organizationsbehind the listings, their specific goals and the way theycompile their data. DW Akademie also regularly publishesdiscussion and briefing papers on media development andresearch. The second publication in this series offers anextensive study comprising 295 pages. The analysis “Inthe Service of the Public” examines the transformationof former state broadcasters into public service broadcasters.The study provides an overview of developments in 12countries ranging from Afghanistan to Serbia.Media trainingIn the 10 years since DW Akademie’s media training workshops got underway in 2005, participants havetaken part in 4,800 practice interviews. These workshops use interviews, statements and event moderationexercises that put participants in front of cameras and give them the practice and feedback they need tobecome real professionals. The training attracts skilled personnel and executives from the world of politics,business and civil society who need to successfully interact with the media and public. In many countrieswhere DW Akademie is active, media training plays an important complementary role to media development.That’s because diverse and transparent media landscapes can only develop if those responsible ininstitutions and associations are able to clearly communicate information, viewpoints and approaches.50 Years Media Development49


PUBLICATIONSEdition DW Akademie seriesBriefing PaperContent Analysis: Measuring the Successof Journalism Capacity BuildingAuthors Christoph Spurk / Jan LublinskiBriefing Paper10 /2014Many media development organizations try to improve the content produced by journalists.They do this, for example, using newsroom consultancy, training, mentoringand other approaches. But it is difficult to judge whether the quality of the products puttogether by the journalists in question truly has improved through intervention. In thispaper we describe how quality in reporting could be measured through content analysis.We show that this approach, although somewhat technical, is feasible. It can help projectsto become better and more successful. As a suggestion for practitioners in media developmentwe present three options for measuring quality of reporting for monitoring andevaluation purposes.#Media Freedom IndicesWhat They Tell Us – And What They Don’tA Practical GuidebookIn the Service of the PublicFunctions and Transformation of Mediain Developing Countries#Every media development expert is familiar with this problem:A newsroom consultancy went well; the most impor-It is hardly ever attempted to measure the quality in report-conducted but often do not cover the most relevant issues.tant ideas and concepts seem to have been grasped by the ing by simply assessing the very content of journalisticparticipants. They even had fun together, and there was a products. And yet there can be no doubt that the qualitygeneral air of enthusiasm. But at the end of the consultancy of reporting needs to be improved if media developmentdoubts remain. Will the project have changed anything in programmes want to do any good.the working life of the journalisits? What will they be ableto apply when they return to their routines, faced with all Assessing the quality of content directly can be useful forthe limitations and difficulties of their newsroom? Will various purposes. First, we can clearly identify which partstheir reporting really be any better a month or so after the in an individual journalistic article/audio/video piece areintervention?good and which parts are not good – and thus identify whatneeds to be worked on. Second, by analyzing numerousThis problem is shared by many organisations that supportmedia worldwide, and use journalism capacity build-a more general or aggregated level, e.g., we can see whetherjournalistic pieces with the same method, we get results oning as a central element. Media development has become a given group of course participants is better than anothera standard in development cooperation since the 1990s group, and in what respect. Thirdly, by combining resultswith the emphasis on supporting human rights and good from content analysis with data from other areas we cangovernance. These efforts have led to countless journalism learn more about a particular project, e.g., what part workedtraining courses being held over the last two decades, a well and why, and what can be improved in the future.trend which shows no sign of slowing.In the following we discuss how quality in journalism canBut despite mounting pressure from donor agencies, hard be defined, followed by a practice-oriented description ofevidence for the success of journalism capacity building content analysis as a method. Finally we suggest three practicaloptions for measuring within media development is still limited. Evaluations arequality.Media Freedom Indices.What They Tell Us –And What They Don’t#01/2014In the Service of the Public.Functions and Transformation ofMedia in Developing Countries#02/2014Content Analysis: Measuring theSuccess of Journalism Capacity Building2014Edition International Media Studies seriesVolume 1Handbuch:International Media Studies(Handbook in German only)EDITION INTERNATIONAL MEDIA STUDIES | 4Christoph Schmidt (Ed.)The Arab World:The Role of media in theEDITION INTERNATIONAL MEDIA STUDIES | 5Christoph Schmidt (Ed.)Pakistan’s Media Landscape:The Effects of LiberalizationEDITION INTERNATIONAL MEDIA STUDIES | 6Christoph Schmidt (Ed.)Kenya’s Media Landscape:A Success Story with Serious Structural ChallengesArab World‘s Transformation ProcessDocumentation of the scientific symposium Media Dialogue 2012Volume 2Russland:Medien zwischen Staatslenkungund Kommerzialisierung(German and English contributions)Volume 3Türkei:Medienordnung auf dem Wegnach Europa?(German and English contributions)Volume 4The Arab World: The Roleof Media in the Arab World’sTransformation ProcessVolume 5Pakistan’s Media Landscape:The Effects of LiberalizationVolume 6Kenya’s Media Landscape:A Success Story with SeriousStructural ChallengesFor downloads and additional publications: dw.com/dwakademie/publications#mediadevDW Akademie online platform on media development,digital transformation and freedom of expressiondw.com/mediadevMedia Freedom NavigatorAnalysis and strategy of media freedom rankingsakademie.dw.com/navigator


FUNDERS AND STRATEGIC PARTNERSEVERYONEHAS THERIGHTIMPRINTPUBLISHERDeutsche WelleDW Akademie53110 BonnGermanyDESIGNDeutsche WelleProgramming / DesignRESPONSIBLEChristian GramschEDITORSUte LangeUlrike MeyerNadine WojcikCONTACTdw-akademie@dw.comPRINTEDJune 2015TRANSLATIONHeidi WalshKyle JamesThe cover shows a woman at amarket in Bamako, Mali.© Florian Kroker


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