"This collection is the first of its kind on the topic of media development. It brings together luminary thinkers in the field—both researchers and practitioners—to reflect on how advocacy groups, researchers, the international community and others can work to ensure that media can continue to s
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erve as a force of democracy and development. But that mission faces considerable challenges. Media development paradigms are still too frequently associated with Western prejudices, or out of touch with the digital age. As we move past Western blueprints and into an uncertain digital future, what does media development mean? If we are to act meaningfully to shape the future of our increasingly mediated societies, we must answer this question." (Publisher description)
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"Independent news media, which often operate on the fringes of media markets, risk being left out completely if they are not participating whole-heartedly, and with solid knowledge and support, in these emerging arenas. They must embrace audience research as the foundation of both their business dev
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elopment—and audience development—practices. From a market development perspective, best practices around audience research deserve greater focus and resourcing in order to support partner news organizations." (Conclusions, page 19)
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"At an international level, the media development community should advocate for standards governing media cross-ownership limitations, best practices in media licensing, and the licensing of the broadcast spectrum. States should adopt net neutrality and support increased uncensored access to social
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media and Internet news sources. They should scrutinize media ownership sales and declare non-transparent sales of media companies illegitimate and make their ownership visible. Media owners, governments, and media development funders and practitioners must modify the belief that advertising will always automatically support independent media. It won’t. It is not in any advertiser’s business model to underwrite news reporting; first and foremost, it is their fiduciary duty to build their own customer bases. If that means redirecting marketing strategies to more effective platforms, they will. And they have. The media development community should commit to aggressively accelerating the financial management, business, advertising, and digital media skills of media managers, particularly in transitional countries. When entering transitional markets, media outlets should first conduct audience research to establish a baseline for advertising rates. Cronyism and coercion lack force when advertisers, particularly large international advertisers, are given legitimate choices among alternatives. Media developers should support independent community and investigative reporting, especially local radio, through multiple funding sources, including helping to build local revenue bases, even if they exist outside traditional media business models." (Recommendations, page 31)
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"According to this paper, many media businesses lack management skills and experience in developing effective business models. "Compounding this is a lack of media development assistance targeted to media managers, the expansion of economic constraints on media businesses, and a lack of access to in
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vestment capital", says the executive summary, and concludes that "this naiveté about the business side poses a significant risk to the sustainability of independent news media. At the same time that audiences are growing, they are also increasingly decoupled from advertising, traditionally the largest and most easily accessible form of revenue supporting news media. Whether a market is growing or declining, this trend threatens to undermine the ability of independent media to fund news reporting." (commbox)
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