Over 80% of people in Nepal listen to radio, out of which almost 40% - who fall in the poorest category - listen to it on daily basis. Therefore, improving the functioning of the media market in Nepal, particularly the radio targeted to rural populations, has the potential to contribute to pro-poor changes in agricultural practice and productivity.

However, despite the growth in the number of radio stations in Nepal, the sector is struggling for sustainability due to a lack of stable revenue from advertisement; variable quality of programme content; and reliance on donor support - all of which contribute to a cycle of low profitability and low performance.

Samarth-NMDP is working to catalyze changes in the media market system to improve the commercial viability of local radio stations. The interventions focus on improving the content of local radio programs to have a stronger focus on agriculture; and addressing constraints in the key supporting functions  such as a system for carrying out audience ratings, which is critical to building  a sustainable advertising revenue base.

Current Interventions

1. Improve Rural Radio Programming

Working Districts: 

Related Resources

July 01, 2016
Media will not be pro-poor unless they prioritise local poverty reduction issues and take ownership of the programmes
 
Jun 28, 2016: Investigative journalism can be an effective means to reduce poverty if it is embedded as an integral part of the media industry. Yet, the woes of  the marginalised are often sidelined in favour of more-striking political news—intense competition and pressure to perform well financially pushes media companies to prioritise attention-grabbing news like politics.
 
May 24, 2016

Kanchanjunga Radio, one of the media partners of Samarth-NMDP, started to air interactive agriculture programmes to bring the woes of the farmers of Gaurigunj to the fore. Samarth had provided the station with training and mentoring support as well as partial programme start-up cost to make the programmes audience driven, participative and field based, following the principles of ethical journalism. 

June 11, 2015

Following the major earthquake, Samarth-NMDP conducted a market analysis with the industry associations of the media sector to take stock of the impact. Based on the findings, Samarth-NMDP is planning interventions in the affected areas to assist the radio industry in their effort to inform and educate people about the relief and rehabilitation efforts planned and currently implemented by the government. Additionally, Samarth-NMDP will continue to expand its agriculture and small business programs in new geographic locations. This intervention attempts to improve the information environment for rural enterprises and farmers and provide a platform to voice their concerns and issues which can contribute to bring about changes in their business environment.

Samarth-NMDP has chosen radio sector as a working partner in order to reach the most affected people who are still living in temporary shelters without access to television or internet

June 04, 2014

Put yourself in the position of an advertiser or communicator working in Nepal. You have a fixed budget and you need to reach as many of Nepal’s 31 million people as possible – of which over 80% live outside the main cities. How can you maximise your reach in the most cost effective way?

February 20, 2013

An operational guide on M4P-implementation intended to provide an accessible operational resource to help practitioners put the M4P-approach into practice.