MDIF is partnering with a consortium of media development organisations in Protecting Independent Media for Effective Development (PRIMED), a programme to support the provision of public interest media in Bangladesh, Ethiopia and Sierra Leone. MDIF has Ethiopia as its main target country, focusing on capacity building and mentoring of selected media organisations, with the aim of increasing their sustainability and strengthening their ability to provide the public with accurate, balanced information that enables them to make informed decisions.
PRIMED in Ethiopia
What is PRIMED?
Protecting Independent Media for Effective Development (PRIMED) is a 3-year programme to support the provision of public interest media in Bangladesh, Ethiopia and Sierra Leone, beginning in October 2020 and funded by the UK Foreign, Commonwealth and Development Office (FCDO). It is implemented by a consortium of media support organisations with expertise in different aspects of media and development. Led by BBC Media Action (BBC MA), other core consortium members are Free Press Unlimited, International Media Support and MDIF. Other specialist organisations will provide support in specific areas, including Global Forum for Media Development and The Communications Initiative.
MDIF: Building media business capacity in Ethiopia
In Ethiopia, MDIF and BBC MA will provide capacity building support to selected public interest media organisations with the aim of increasing their sustainability and strengthening their ability to provide the public with accurate, balanced information. MDIF will focus on building media business capacity in areas such as audience development, revenue development, digital development and organisational management to help media optimise revenues and improve their resilience to economic challenges, including the effects of the COVID-19 pandemic. BBC MA will focus on improving quality and standards of content production.
Across all areas of focus, MDIF will provide support through a range of training, mentoring and capacity building based on an extensive needs analysis. MDIF will match the specific business development requirements of each of its media partners with the knowledge and skills of a senior media executive who will act as their coach. These coaches will be tasked with advising on company strategy and designing capacity-building plans tailored to the media's individual needs. In addition, participating media partners will have access to MDIF’s in-house expertise as well as regional specialists who will provide short-term consulting interventions in areas of identified needs. Small technical assistance grants and technical equipment support will also be available for participating media as well as access to trainings, workshops and other knowledge-sharing events.
Criteria for media participating in MDIF’s PRIMED business capacity building
All media applying for MDIF PRIMED capacity building support in Ethiopia must meet the following eligibility criteria:
- Media companies as well as not-for-profit organisations committed to providing credible, independent news, information or public interest debate;
- Independent from the government or of any other political or economic interest group;
- Supportive of democratic practices and institutions, political pluralism, transparency, human rights, dignity and equal rights for all, regardless of race, ethnicity, national origin, gender, sexual orientation, religion and other subjects of discrimination;
- Legally registered, except in extraordinary circumstances;
- Media organisations willing to dedicate time and effort to program activities, developing their capacity in identified areas of support and demonstrating commitment to achieving this goal.