"This article analyzes how selected programs articulate broad media objectives with program goals and apply indicators to determine impact with the goal of understanding how media assistance goals are operationalized and measured, and how program goals are linked to broad objectives. Guided by the notion that institutions and institutional incentives matter in international aid, it is proposed that IMA program goals should not only be the reflection of normative arguments about desirable media structures and practices, and models of development and change. They also need to be viewed as the expression of the dynamics and organizational goals of aid institutions." (Abstract)