The Forum Media and Development (FoME) www.fome.info sincerely invites
you to the symposium
Audience Research in Media Development: Is it for me?
5th-7th November, 2014
Gustav-Stresemann-Institut, Bonn, Germany
Audience research is of crucial interest to all those involved in the
media. Journalists, editors and producers need to match programming and
coverage to their target audiences. Media owners need to convince
advertisers, that their respective media outlets will reach a specific
audience, both in terms of size and composition. And advertisers and
campaigners need information in order to select adequate channels to get
their message across.
However, international media assistance rarely pays attention to
audience research as key to both improving media performance and
strengthening financial sustainability. In quite a number of developing
countries reliable media usage data are hardly available, resulting in a
lack of market transparency. Local media often lack knowledge or
resources to commission audience research, or to conduct it themselves.
Few media development programmes have integrated audience research as
part of their project planning, monitoring and evaluation cycles.
The FoME symposium presents and discusses examples, where audience
research has been used to enhance the performance of media houses and
development programmes, and it aims at stimulating the debate on how
audience research capacities in developing countries can be
strengthened. The symposium will be organised around four angles:
=> Audience Research & Media Development - discusses the role for
international media assistance in audience research and provides
insights into real-world examples, where audience research has become an
integral part of media programming.
=> Audience Research under Difficult Conditions - presents experiences
from war-torn countries and other areas, where conditions are
challenging for political or logistic reasons.
=> Defining and Segmenting Audiences - will look at a number of
different approaches to understanding audiences, including approaches
such as value-based segmentation and media user typologies.
=> Strengthening Audience Research Capacities - will be about
establishing national research standards and institutions, and helping
local media to develop their ability to carry out or analyse research
Have a look at the programme at
Confirmed speakers include:
- Jarred Cinman, Interactive Advertising Bureau, South Africa
- Natalie Forcier, Forcier Consulting, South Sudan
- Paul Haupt, Pan African Media Research Organisation (PAMRO), South
- Jad Melki, American University of Beirut, Lebanon
- Mark Nelson, Center for International Media Assistance (CIMA), USA
- Francis Nyamnjoh, University of Cape Town, South Africa
- Maria Sadovskaya, European Radio for Belarus, Poland
- Erick Torrico, National Media Observatory (ONADEM), Bolivia
- Pamela Vallance, BBC Media Action, United Kingdom.
Learn more about the speakers at
The "all-inclusive" conference fee is €250.-, including the
registration fee, full board and lodging (two nights) at
Gustav-Stresemann-Institut. This offer is only valid until 8th
September, accommodation at the conference hotel may not be available
after that day. The registration fee without accommodation (including
meals) is €150.-.
Please register until 8th
If you have any further questions, do not hesitate to contact us:
[log in to unmask] (registration), [log in to unmask]
We are delighted that the Conference of International Broadcasters'
Audience Research Services (CIBAR) is holding its annual conference in
Paris from 3d to 5th November http://www.cibar.org/p_conferences_2014,
so participants of both conferences may easily be able to attend the
other event as well.
FoME is a network of organisations from German-speaking countries,
active in international media development, including Catholic Media
Council (CAMECO), Deutsche Welle Akademie, Friedrich-Ebert-Stiftung
(FES), Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ),
Konrad-Adenauer-Stiftung (KAS), Media in Cooperation and Transition
(MICT), n-ost Network for Reporting on Eastern Europe, Reporters Without
Borders Germany, Robert Bosch Foundation, Zurich University of Applied
Sciences Winterthur (ZHAW).
Postfach 10 21 04
D-52021 Aachen, Germany
Tel.: 0049 - 241 - 70 13 12 14
Fax: 0049 - 241 - 70 13 12 33
[log in to unmask]