The Media and Development

1. Addressing media challenges to promoting local content policy as developmental tool: A Paper Presented by Aaron Ukodie, Chairman, ICT Publishers Alliance, and Publisher of eWorld Magazine at 2013 eNigeria Conference.

2. The Media and Development Development in the context of this conference and its theme would infer the role of the Media in the Actualization of the Objectives of the Local Content Policy; the objectives include: • Human capacity development and skills acquisition • Wealth creation • Job creation

3. Local Content Policy definitely has some Policy Benefits to the populace How much of these benefits can be realised and to what extent its impact can be felt across all sectors among the generality of the populace depends largely on not just the Policy Implementation but also the Role the Media is willing and positioned to play to fully ensure the activation of the Policy Goals and Benefits 

4. The Role of the Media …. Does the Media matter? • The creation and dissemination of knowledge are key factors in the development process where the media have been instrumental as a means of storing and sharing knowledge. • The development impact of media content—education, information, entertainment and edutainment—is related to the relevance of the content delivered. • Relevance requires that content be readily accessible and meaningful to broad segments of society. • The contributions that a plural media environment makes for good governance, transparency, and the functioning of markets (economic and political) and its role as BEHAVIOURAL INFLUENCER cannot be overemphasized..

5. Yes! The Media matters • Belief in the media’s ability to influence behavior is evidenced by the amounts spent on global advertising—totaling about $400 billion in 2005, according to some sources. • This large sum is targeted at influencing behavior so it is safe to assume that the behavioral influence is valid.The storyline is simple: the media can contribute to development by bringing about beneficial changes in the behavior of individuals, groups, and organizations. • Whether the media bring about change depends on its content, tailoring to target audiences, and, to some degree, its interactivity. • Change campaigns are often undertaken to promote participation in local or national elections, encourage school enrollment, improve understanding of health and nutrition issues, spread best practices on agricultural techniques, or support greater tolerance of certain groups in society—all of which contribute to the development process.

6. Nigerian ICT Media Nigerian ICT Media is without doubt one of the most vibrant. Specialized ICT reporting began in 1985 with the Guardian blazing the trail. This culminated in the creation of CompuLife in Guardian in 1991. Others followed. This was followed by specialized ICT magazines publications, from 1992. Since then, there have been several ICT magazines, over 15, the largest in any sector. Quick takes on the ICT Media as an Influencer The ICT Media has played very vital roles in pushing the frontiers of ICT development in Nigeria; the telecommunications revolution through robust reporting and analysis. The ICT media has been involved in directing policies, through the many forums it has been engaged in. Our organization, ICT Publishers Alliance, the umbrella body of independent ICT Publications in Nigeria, with very strong membership and influence, has played very vital roles in the path the ICT industry has continued to follow.

7. Orasanya Report and the Media The Nigerian ICT media played a vital role in the manner government eventually handled the Orasanya report. One of the government agencies which was at the mercy of being reduced to a ministerial department got off the hook due to a sustained media campaign that focused on the need for that agency to remain independent. The assumption by policy makers was that that agency was not relevant as constituted to bring about expected change in one of the sectors of the economy. A sustained media campaign tearing at the falsity of that claim saved the day.

8. The Nigerian ICT media also played a vital role in swaying INEC to patronize local OEMs to help drive the electoral computation or processes of 2011. • Has the ICT Media received commensurate support in ensuring that it continues to play that role? The answer is No! • While few stakeholders have identified the role of the ICT media in the development process, and are thus partnering with it, a good number of players are yet to do so. • Those who are discerning can see how the media, mostly, social media is being used by the opposition to skew view and perception in the Nigerian political space. • The media can also produce behavioral change to produce results in the local content camp ‘Patronise Local Content Campaign’. We are therefore calling for a planned and sustained local content campaign, with ICT media a key player in the campaign. • The “Make Trade Fair” campaign sponsored by Oxfam International and the child slavery and chocolate production campaign sponsored by Global Exchange are just two of many change campaigns centered on the developed world that affect developing countries.The behavioral storyline is also a way of influencing the responsiveness and accountability of business and political decision makers to customers and citizens.

9. Setting The Agenda, Pursuing, Funding The Agenda The media is involved in agenda setting. In the local content campaign, NITDA, ICT Trade Associations and local OEMs are the agenda setters. The Media is pivotal in the execution of the agenda. No set agenda is realizable if it is not funded and managed. The power of the Media to deliver on Change and to Influence often hinges on its understanding of issues and how those who desire such changes are able to sync with it (The Media) How much of information sharing those media and policy makers undertake? How much of stakeholder consultation happen between policy makers, policy implementations and information presenters or public perception managers? How much of real content public perception building is brought to bear on using the Media as Partners to drive the Local Content Policy. Media Management is not Press Conference and Press Releases.

10. A recent Report of a project carried out by IICD in association with the Tanzania Commission for Science and Technology and funded by the UK Department for International Development (DFID) has this to say about propagating local content development. • We can stimulate all kinds of local content expression for local application and use. • We stimulate eContent creation and communication for local and global use. • We should strengthen the ‘synthesis and adaptation’ capacities of organizations working with both ‘global’ and ‘local’ content

11. These can be achieved by actions directed towards: Valuing local content, motivating local content, making local content visible, building local adaptation skills, engaging in joint action, promoting local ownership and participation, and by strengthening the local skills base. • This is a large agenda and the local content ‘landscape’ is huge. What are some concrete directions that we can follow? • We mustinvest resources in a wide spectrum of local initiatives that create or communicate genuine local content. The value of local knowledge needs to be pushed, the creativity of local communities and institutions needs to be mobilised, and local capacities need to be built up. This calls for many interventions, clustered around high priority sectors like software application development, encouraging local OEMs, etc. • Second,work with existing eContent, networking producers and intermediaries to exchange and deliver development-oriented content. • Third, examine ways to provide incentive financing for local content. • Fourth: We must consciously involve the media in bids to actualise these objectives.

12. If the Media is considered a Stakeholder in the Local Content Agenda, then the Realisation of that Agenda is surer to determine. The question therefore is: HOW MUCH OF THE POLICY THRUST AND THE AGENDA GOALS OF THE LOCAL CONTENT POLICY IS UNDERSTOOD BY THE ICT MEDIA AND THE ENTIRE BODY OF MEDIA?

13. Thank You!