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content vital to improving the lives of the public, whether civic education or HIV prevention.
Strengthening ties between the media and the business community would also be mutually
beneficial in increasing the opportunities for income generation for both sectors.
Opportunity 6: Fund research to provide reliable, independent data on audience share,
market share, circulation, and the like.
Many local stakeholders expressed a desire for assistance with conducting audience research, so
that they would know their viewers and readers better and be in a stronger position to respond to
their needs and interests. Reliable, independent data on audience share, market share,
circulation and the like would provide an additional mechanism for accountability of the sector
and could help demonstrate the degree to which quality attracts quantity. In addition to
providing a foundation for stronger feedback mechanisms, it would also help develop clearer
guidelines for advertising, which is key to sustaining the revenue stream for private outlets.
Assistance should include working with media outlets to interpret data and integrate results into
their operations, as well as ensure that local individuals and organizations develop the tools and
skills necessary to conduct such research independently.
Opportunity 7: Support education about and utilization of new technologies among
journalists and media outlets.
More than any other sector in the field of democracy and governance, the media sector
continues to shift and evolve in response to the growth of new technologies. In many markets,
this has upended traditional news gathering and business models, and sophisticated outlets in
even the most developed countries face ongoing challenges in meeting changing needs and
demands. New technologies can also offer the opportunity to leapfrog over existing technology,
bypassing their limitations. The proliferation of mobile technology, for example, provides new
possibilities for delivering information to citizens and should be explored among the options for
improving access and developing creative content. External support can help bring international
and regional experts and best practices to Somaliland, as well as assist outlets in adapting
models and tools to the local context.
Opportunity 8: Consider the development of media associations as media advocates and
centers of technical media expertise.
Though the possibilities for greater association development do not appear clear at the moment,
stakeholders recognize that stronger – and more united – associations would address a number
of the challenges facing the media sector. They would be, for example, the first line of defense
for journalists and outlets facing arrest and closure and serve as leaders in advocating for cross-
cutting media concerns, such as completion of the legal framework or the licensing of private
radio. Associations could also take the lead on nurturing a pool of local trainers that could
provide technical assistance to the entire media community. Support for association
development could include targeted capacity building through embedded advisors and greater
links to successful associations elsewhere to expand access to knowledge and build wider
solidarity networks.
