"INUKA’s primary objective was to address the interests and needs of the rural producers in the CC. Capacity building of radio staff proved to be an essential element to overcome the shortage of tailored expertise on agriculture and rural related radio programming and marketing. Listeners gave a positive feedback about the informative content and the varied design of INUKA based on the “program clock”, including different segments of the program. The experience has also shown that it is easier to work with local content providers through a network of regional correspondents. The end line survey (done by Synovate) shows that about 275,000 households were regular listeners of the INUKA radio program [...] A second main pillar of the intervention was its commercial aspect. The radio program aimed to attract advertisers and sponsors, who previously had no way of reaching the rural agricultural market, to achieve a level of financial sustainability. Several private companies responded to the incentive by placing advertisement during different program segments promoting their goods and services. However, a part of the sponsoring revenues came from organizations that are themselves donor-funded. Also, individual programs’ cost accounting proved to be a difficult practice for the radio partner to adopt and thus it was unclear on how much funding is needed to create a model program and amount of income needed to sustain it. Nevertheless, the evidence shows that so far, the revenue streams cannot guarantee financial sustainability of the program. The third aim of the project was to serve as a model for other programs and media houses and change their perception about the rural audience. There are several changes on the sub-sector level to which INUKA seems to have contributed, including; more radio stations are interested to air rural related radio programs and the segmented design (“program clock”) inspired other radio and TV programs. However, it is still early to conclude on the complete impact of INUKA on the media industry and to claim plausible attribution." (Executive summary, page 6-7)