• To help the public make more informed decisions.
• To expand public support for peaceful reconciliation and democratic values.
• To counter extremist propaganda and encourage public debate and discussion on critical issues.
• To support the independence and professionalism of the media.
• To multiply the effect of other transition programs.

• Pay for coverage of the proceedings of war crimes tribunals, public debates, town hall meetings or other forums.
• Train journalist in order to increase the supply of accurate, uncensored news to the public.
• Support NGOs to develop information campaigns on issues of public interest.
• Provide equipment/support to enhance quality of information and increase circulation to information-poor regions.
• Fund broad-scale, national media campaigns to accelerate the democratic transition and to reinforce the messages of peace and reconciliation.
• Support media production facilities to produce voter information and civic education programming.
• Fund a "get-out-the-vote" campaign.
• Provide wind-up radios to community groups and election polling sites to ensure that critical information gets to key groups.
• Support independent, non-nationalist media outlets in order to provide alternative information to citizens.
• Support USG interagency efforts to boost objective news and information content through radio transmissions from neighboring countries in countries with repressive, state-controlled media.
• Provide support for stringer networks to encourage more diverse perspectives on events throughout the country.
• Work with host governments and media executives to develop initiatives on freedom of the press.
• Pay for newsprint, airtime or design services for voter education campaigns.
• Convene local advisory groups to develop advertising campaigns on key issues such as corruption, elections, and ethnic tolerance.
• Fund radio call-in shows and other news broadcasts to increase availability of factual information and improve level of debate.
• Support development of soap operas, dramas, and other popular entertainment to spread important messages and educate target populations.

In Croatia, OTI supported a comprehensive get-out-the-vote campaign that contributed to the highest voter turnout since the 1990 vote for independence. OTI worked with a coalition of four major Croatian NGOs to develop the multi-media campaign. It was bolstered by other OTI-funded media activities including a weekly radio show and a weekly TV show, which focused on elections-related programming.

In November 2002, during the first national census held in Macedonia since 1994, CBI developed and implemented a three-point strategy to inform residents about the importance of a national census and to encourage participation. Municipal mayors reported that the information sheets CBI distributed helped them convey the importance of the census. Three Statistical Bureau operators, who handled the hotline that CBI helped advertise, reported receiving calls 24 hours a day throughout the census period. The CBI multi-lingual advertisements and public service announcements motivated people previously excluded from the process to sign up for the population count.

By contrast, in Afghanistan in 2002, OTI focused the majority of its support on capacity-building projects, such as building journalistic capacity through training, enhancing public information capacity and rebuilding the national broadcasting capacity of Radio Afghanistan. Radio Afghanistan, the national radio station of Afghanistan, began broadcasting nationwide in early June thanks to USAID's technical and financial support. A satellite terminal was installed at Radio Afghanistan, linking Radio Afghanistan's signal to offshore, short-wave transmitters that broadcast the station's programs throughout Afghanistan.

In other countries, OTI's media-related activities have focused on providing humanitarian information to refugees and displaced persons (Afghanistan, West Timor), improving broadcast capacity with technology and equipment (Kosovo), and expanding access to news coverage for rural populations (DROC). OTI tailors its media programs to respond to changing circumstances and address local needs.

Lessons Learned about Media Programming

OTI's efforts to get-out-the-vote included a series of TV spots featuring Macedonia's answer to Monty Python, "K-15." Their message took aim at widespread voter apathy, declaring that a disinterested electorate would make election fraud more likely.

• Direct funding to alternative media can encourage challenging and political content in the beginning of a transition. However, if a donor extends beyond two years, it should adapt its funding mechanism for media to better prepare them for sustainability.
• Consider hiring local or international staff with expertise in media. The media business is very different from the civil society business. Staff or consultants with technical media expertise can enhance the quality of media grants. Western consultants can be helpful, but they cannot substitute for local insight.
• It is possible to focus concurrently on media development and media content. While the initial need may be to create new media outlets, one can simultaneously spend time and energy on the development of new media programming for these outlets.
• Do not neglect state-run media when considering outlets for new programming. In Albania, offering the national television station a series that highlighted citizen participation in infrastructure projects allowed the government to be seen as supporting those activities, a significant gesture in a post-authoritarian society.
• There are lots of local resources to help organize a media campaign. They can range from local advertising/public relations firms to international firms with a local presence to civil society groups with a strong handle on media. Resources can also include local radio and TV stations that may be able to produce appropriate materials at a low cost. It does not take millions of dollars to have an effective media campaign.
• Avoid simply airing a public-service announcement (PSA). It needs to be part of a larger media campaign. The message should be repeated as often as possible (as often as 8-10 times per day!)
• Use multiple sources of media to reach different audiences and to reinforce the message. For example, broadcast a PSA, then hold a town hall meeting to discuss the topic. Make sure members of the press are there, so they can write or broadcast news about the town hall meeting. Also use posters, billboards, bumper stickers, handbags or T-shirts to remind people of the message. Make a logo to identify the campaign, so people know at a glance what the T-shirt or billboard is saying. Hold a logo or poster design contest to get people involved.
• Use pre-testing and follow-on polls to determine if the message is reaching its target audience.
• Know the audience and use representative focus groups when developing the message. A key communication principle is, "All messages must be designed as a function of the audience one wants to reach." Keep the message as simple as possible. The message should be locally driven.
• Know your objectives. For example, are you disseminating information or do you want to create a change in the way people think/behave?
• Use music.
• Include local opinion leaders in message development and campaign implementation. Their involvement will add credibility to the message and ensure that people will pay attention. The presence of community leaders at a campaign event can help to generate more interest on the part of the public and the press.
• Give people a way to respond to the campaign. Include a phone number, e-mail address, or interactive website for addressing questions and comments.
• Obtain as much free airtime as possible, but do not hesitate to pay for airtime or newsprint when necessary. It may not be possible to maximize your audience on free airtime or newspaper space.
• Conduct exit polling to ascertain the effectiveness of the message campaign and its reasons for success or failure.