Reaching Millions, Changing Generations: Femina HIP’s Role and Impact on the Tanzanian Media Scene

This 32-page report shares findings of an evaluation to assess the impact of Femina HIP, a multimedia platform in Tanzania providing youth with "reliable, quality media products" on issues such as health, HIV/AIDS, and youth rights. According to the evaluation, through its edutainment approach Femina HIP has created a family of popular and trusted lifestyle brands that dare to speak up about issues such as sexuality, health, jobs and money, the environment, entrepreneurship, and good governance. The evaluation found that Femina HIP's distribution strategy and business model support access to media among the less affluent and those living in rural areas – i.e. the groups that are traditionally marginalised from mainstream media. More than 10 million Tanzanians engage with one or more of Femina HIP’s media products every month.

The report builds on the extensive data collected for the Tanzania All Media and Products Survey (TAMPS) in September-October 2009 and released in December 2009. TAMPS is conducted every year by the private research company Synovate and is the most comprehensive survey of media habits and consumption in Tanzania. To complement this data, Femina HIP developed a series of questions designed to measure impact and perception of two of the media products, Si Mchezo! magazine and Fema TV talk show.

According to the report, traditionally the media scene in Tanzania has had an urban focus with a top-down approach concentrating on the agenda of decision makers and other influential groups. When it comes to media channels, radio has for many years been dominating the media scene while TV has gradually increased its reach; especially among the middle income groups. Print media – especially newspapers – is characterised by low circulation and low readership. However, the report states that the Tanzanian media landscape is changing. New products, channels, and distribution strategies make media less exclusive. At the same time, the fact that Tanzanians today have a broader choice of media products creates a more demanding audience, a consumer base with higher expectations and a fiercer competition to attract readers and listeners.

Looking specifically at the Si Mchezo! magazine and Fema TV talk show, the evaluation found the following:

Si Mchezo! Magazine

The main target group of Si Mchezo! is out of school youth aged 15-25, particularly in rural areas. The magazine has had a strong focus on sexual and reproductive health including HIV/AIDS, but for some years it has also put emphasis on issues such as jobs and money, entrepreneurship, and the environment. The language is tailored to the not so strong reader and supported by lots of graphics. As part of the evaluation, magazine readers were surveyed to find out their perception and feedback. The evaluation notes the following results from readers:

• The large majority (86%) say that they can read and discuss the magazine with their family. This is considered important as research shows that learning is stronger when what is read is discussed with other.
• 63% of the readers state that they trust the advice in the ‘Dear Betty’ column more than the advice from peers.
• Only 7% of the readers think that the language in the magazine is difficult to understand.
• The data strongly supports that the edutainment approach is popular among the readers - 96% either agree or strongly agree that Si Mchezo! is educating while 93% either agree or strongly agree that the magazine is entertaining.

Below is a short summary of the key findings related to impact.

• Si Mchezo! is raising readers’ awareness about politics and good governance (59% either agree or strongly agree), about the environment (84% either agree or strongly agree) and about entrepreneurship (83% either agree or strongly agree). During the last years, Si Mchezo! has developed a strong profile on entrepreneurship and environmental issues.
• When it comes to improving knowledge, 97% of the readers either agree or strongly agree that Si Mchezo! has improved their knowledge about HIV/AIDS while 96% say that the magazine has improved their knowledge about sexuality and reproductive health.
• In terms of behaviour, 92% of the respondents say that the magazine has positively influenced the way they live their life, 98% either agree or strongly agree that Si Mchezo! has made them think more critically about the choices they make.

Fema TV talk show

The Fema TV Talk Show portrays the life of ordinary Tanzanians, and puts contemporary - sometimes controversial - topics on the agenda. The high number of viewers indicates that the show is popular and presents the viewers with something they are interested in. Viewers gave the following feedback on the show:

• 9 out of 10 Fema TV talk show viewers feel that they can watch and discuss the show with their family. The data supports the idea of Fema TV talk show as a key icebreaker when parents and children want to talk about sensitive topics.
• The majority (72%) of the viewers either disagree or strongly disagree that the show offends their culture or religion. It is however important to note that 3 out of 10 viewers do think that the show is offensive. The report notes that finding the right balance for a show that wants to push the boundaries and promote free talk about sexuality is challenging.
• 97% of the viewers either agree or strongly agree that the shows are entertaining and educating.
• 91% of the viewers can identify with the testimonials in the show. The testimonials are a key element of Fema TV talk show and support the show’s aim to portrait the life of ordinary citizens.

Below is a short analysis of what the audiences feel they have gained from watching Fema TV talk show:

• The viewers agree that Fema TV talk show raises awareness about the environment and entrepreneurship. 65% think that the show raises their awareness about entrepreneurship – 76% feel that the show raises their awareness about environmental issues.
• 98% of the viewers say that the show has improved their knowledge about HIV/AIDS. For sexuality and health the figure is 97%.
• 89% of the viewers either agree or strongly agree that Fema TV talk show positively impacts the choices they make in their lives. 90% say that the show makes them think more critically about the way they live their live and 77% state that Fema TV talk show positively influences the way they live their life.

The evaluation concludes that media production and consumption cannot be revolutionised overnight, but Femina HIP is playing a key role in making that 'great leap forward' that will enable the majority of Tanzanians to access media and raise their voice.