Sustainable change
In depth
M4P is about creating the foundation for lasting change where market systems are better equipped to respond to future needs and priorities. It acknowledges that the lives and livelihoods of the poor are continually adapting to the changing environment around them, and that the poor need solutions that adapt with them.
The M4P approach recognises that the process through which market system constraints are identified and addressed is as important as the solution itself. If the system, its functions and players, can be equipped to meet future challenges and continue to meet the changing needs of the poor then impact is sustained, rather than short-lived or dependent on further injections of aid.
In practice
Poor farmers and businesses in rural areas are hampered by a paucity of information. Commercial radio is a primary source of information: 95% of households regularly access radio, far higher than any other form of mass media. Research shows that rural audiences desire informative and responsive programmes and are dissatisfied with prevailing urban-centric, paternalistic broadcasting. Development agencies exacerbate the problem, paying for their own content to be broadcast, which is unsustainable and doesn’t give stations incentives to improve. The project recognises that a different business model is needed, where radio stations respond to rural demand and attract and retain audiences, which in turn secures commercial sponsors who wish to be associated with popular programmes – ensuring commercial viability.
Using its research on rural demand the project encourages several radio stations to pilot the new business model, providing technical support to introduce new formats and improve production and journalism practices. Having demonstrated a viable business case, the project focuses on strengthening market-supporting functions to ensure that the new programming approach continues: (a) building the capacity of local technical services that stations can use to develop future programmes; (b) stimulating audience researchers to cover rural areas so that sponsors and advertisers have accurate information; (c) improving media relations practices and links between sources of information and radio stations; and (d) working with regulators and industry bodies to support the new approach. As a consequence, over fifty new rural business programmes continue to be broadcast by 25 stations nationwide, reaching 7m regular listeners – with documented impacts on rural businesses – without any further aid-funded support.