Community Media/CLP/PartIII

=Part III - Programme Development=

Media channels
 * Radio (also room for television)
 * Radio is cheap but it still costs
 * The higher production values, the higher the cost

Example: Jet-FM
 * Magazine
 * Multimedia: newsletter,
 * Opportunities for web-based convergence; it's attractive

Popular arts
 * Music
 * Traditional fork forms, pop songs


 * Visual
 * Drama & storytelling
 * Popular, esp. comedy
 * Street, community, popular

How do you strike a balance between entertainment and education?

Problem: Try to teach everybody everything at the same time Risk: People enjoy but drop the message
 * The programme cannot be entertaining enough
 * How much do they engage with the programme? There is a proven correlation between what is engaging and recall

Be entertaining not to provide entertainment - edutainment; the format needs to be entertaining

Also important to draw people in with entertainment

Engagement comes when the audience identifies with the content... How do you do this?
 * Narrowcast
 * Entertaining formats
 * Give people content they need as (registered) learners

Example: [www.soulcity.org.za|Soul City]
 * It's all research based, perhaps similar to Story Workshop
 * It's expensive

Context/audience specific: what type of education is it? You cannot use all formats for all purposes, e.g. tabloids are not taken seriously; some soaps are considered frivolous
 * Formal
 * Non-formal
 * Informal

What vehicle works for what target group?

How do you do drama?
 * How do start to help people to see the value of drama
 * Develop a structure, let people improvise
 * Improv works well for attitudinal learning social issues; we are all connected in some way; easy to find the conflict
 * It is not as successful as with knowledge; this might require more engineered drama; more planning and development, scripting, etc.