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.
1. Improve Rural Radio Programming