How can players in the media sector make money while making a difference? | WIN – Women IN Business Mozambique

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How can players in the media sector make money while making a difference? | WIN – Women IN Business Mozambique

2:03 CAT | 07 Feb 2023

FILE - For illustration purposes only. [File photo: Women IN Business (WIN) Mozambique]

The Media sector has great potential in terms of reaching the low-income target audience, especially if it is combined across multiple platforms. This finding came from the different initiatives tested by the Women IN Business program.

Aware of the potential of the media, Women IN Business (WIN) invested in this sector and developed initiatives with different private sector actors, which have reached around 452,000 women micro-entrepreneurs with increased access to business management information, financial education and gender, and more than 20,000 with increased income. This in turn leads to an increase in their capacity to consume goods and services, and consequent potential for the private sector to serve them adequately. At the same time, companies in the Media sector have benefited from support in content development and sustainable financing models. These results and lessons learned are included in WIN’s Media case study “How can gender-responsive media effectively increase women’s economic empowerment?” Please click here to access the Case Study .

WIN also commissioned research to understand some of the key factors for ensuring sustainability of impactful media programs. It turns out, data is vital to successful media systems. It can:

Shape content based on audience preferences;

Assess what those preferences and consumption habits are;

Assess how different groups respond to different types of media exposure.

However, in emerging media markets, data has not been utilized to its full potential.

WIN’s article “How can players in the media sector make money while making a difference?”, discusses the importance of having data to measure audience and impact, describes models used in this sector outside of Mozambique (Africa) for the different media players (content producers, media channels, commercial advertisers & agencies, non-commercial advertisers/ government, data providers/data research companies), and some examples – including interviews of companies using these models in Africa.

Women IN Business (WIN) is a program launched by TechnoServe and financed by the Swedish Development Cooperation Agency (SIDA) in 2018. WIN seeks to help women in Mozambique to become more economically empowered by developing high-potential growth sectors where women can benefit. WIN works with carefully-selected partners who can positively influence the lives of women and women entrepreneurs through their roles in the private sector.

The program is applying a market systems development (MSD) approach, addressing system-level constraints for gender-transformative impact on the lives of women. WIN provides time-bound, technical support to partner organizations to develop new ways of working that improve the partner business and the lives of low-income women. Partners also contribute their own resources into shared initiatives, sending a clear signal of their intent to sustain improved ways of working well into the future.

For more information please visit our website: https://www.win-moz.org