One of the four objectives of the Media Development Program (MDP) is to work with the local media and regional outlets to improve their professionalism, sustainability and organizational capacity through training, and subsequently increase local and regional reporting.
Training
The importance of training is obvious. In fact it is at the heart of what MDP offers. It’s about bringing the best out of people and showing them how to utilize it. Training is an investment in learning and development.
MDP will provide multi-week training sessions for promising local journalists followed by short-term placements at established media outlets. The emphasis will be on reporting local news. The teaching modules will cover issues like the state of the media today locally and globally, the importance of managing media as a business, reporting and writing techniques.
Community Oriented
Having the well-being of the community at the heart of media organizations is the secret of success. Sterling coverage of issues important to citizens will lead to improved credibility. And you are the key to putting the community on the national map. Local news media can cover issues of local importance in ways that encourage active national dialogue on the issues.
Enhanced local broadcast and print coverage of local social and economic issues is a key target of MDP. The program aims to contribute ideas and resources to help the local media provide more in-depth coverage of local issues. Emphasis will be placed on developing the local media’s role as a messenger between citizens i.e. electorate and government.
Business Development
Media run as commercial enterprise is income/profit oriented using professional market research as basis for a competitive business strategy. The economic viability of the Egyptian print and broadcast sector depends on sound planning that recognizes and exploits business potential and reduces risk. Media must always keep an eye on competition and offer innovative products to sustain itself in the market.
MDP plans on incorporating local media in journalist, advertising and management training as well as technical assistance.
Market Research
Professional business planning must be based on market research, which is a sure way to learn about the target audience and how to enhance and create products. In the media business, accurate ratings of broadcast programs and print articles are used to increase reach and advertising income. Marketing research that demonstrates interest in regional stories will provide support to encourage national papers to diversify their content.
MDP will commission and supply specialized local research to local outlets, along with training to successfully applying it. |
