What can be learned from USAID’s media assistance programmes? This USAID paper outlines the results of the agency’s 2002-2003 assessment such programmes. The assessment included workshops and a literature review plus fieldwork in Bosnia, Serbia, Central America and Russia. Key success factors were: (1) a long-term perspective; (2) major resource commitments that facilitated comprehensive, multifaceted, mutually reinforcing interventions; and (3) a context of political transformation that encouraged acceptance of media assistance among political leaders and civil society. Different media development strategies are needed in different types of political system.
USAID has supported independent media since the 1980s as part of its promotion of democracy and open societies. Early programmes focused on Latin America, training journalists and assisting independent media outlets. In the 1990s, USAID launched a major effort to strengthen independent media in Eastern Europe and Eurasia, plus smaller programmes in other regions. Country studies indicate that USAID’s media assistance programmes helped to: establish viable (if not always profitable) independent media outlets; improve professional journalistic standards; reform media laws and regulation; and promote media organisations committed to democracy and a free press.
Comprehensive training programmes had multiplier effects on upgrading journalists’ professional skills and instilling the norms of free press. However, implementation problems included limited needs assessment, over-reliance on expatriate staff, and lack of collaboration with local training institutes. Further:
- The economic sustainability of independent media outlets remained problematic. Independent firms struggled to compete with state-owned outlets, and many business training programmes did not provide immediately usable knowledge.
- Progress promoting legal and regulatory reforms was slow and halting. Obstacles to success included lack of political will to reduce government control over the media, loopholes in new legislation, and implementation that was limited by bureaucratic inertia, political manipulation, and weak law enforcement agencies.
- Donor coordination of media assistance was limited except in crisis situations. USAID’s rules on resource allocation were not always compatible with those of other donors, and internal coordination was lacking. Limited technical expertise on media assistance among donors inhibited the development of common strategies.
- USAID did not focus on community radio stations, thus missing opportunities to promote democracy and development.
USAID should expand its media development programmes (particularly for community radio) and provide training that builds local expertise over the long-term. It should promote the media sector rather than the survival of every media outlet, seek to secure political will for legal and regulatory reforms, and increase both coordination and independent evaluation. Strategies should be adapted to different political contexts:
- In ‘closed’ countries, modest interventions can prepare for independent media in the future. Examples include: support for emerging civil society groups; journalism training in local educational institutions; and scholarships and exchange programmes.
- In semi-democratic countries, political openings may enable: long-term training of local journalists, support for privatisation of state-owned broadcast and print media, assistance to media firms to promote financial independence, promotion of civil society organisations and media associations, and support for legal and regulatory reforms.
- In war-torn countries, modest media programmes can support humanitarian assistance, provide unbiased information, and reduce political tensions. These could involve support to alternative and local media, temporary radio production and transmission facilities, cross-training of journalists from both sides of ethnic conflict and targeted peacebuilding.
- In post-conflict countries, there is much opportunity to establish institutions and practices that support independent media: interventions could be wide-ranging, and might involve technical and financial assistance for establishing a legal framework and independent regulatory bodies for free media.
