Issues-based programming and the SME sector: Two case studies

Case Study 1: Wazobia station, Kaduna
Wazobia FM Kaduna developed a programme to give voice to small business owners with focus on micro-enterprises. The programme set out to make the problems, the issues in the business environment threatening their survival and sustainability as well as other policy issues relevant to the fortunes of micro-enterprises.
The research for the programme revealed that okada riders and mango sellers, wheel barrow pushers etc are among business people who are force to part with small amount on a daily basis by both legal and illegal fee collectors “even pure water hawkers are made to cough out various sums on a daily basis”.

“The programme was designed to leave out the usual macro and micro economic jargons that erect road blocks to effective communication between journalists and their targeted audience who may not be very literate in economic and business matters.”

The programme found that palm oil sellers have a market association that is active in many markets. These associations erect enormous barriers to entry further making life miserable to micro-entrepreneurs. It is strictly directed at micro-enterprise owners.

Another design feature is the segment that invites government officials and business consultants to come into the studios to illuminate discussion on any issues. For example, on multiple taxation, guests were able to expose illegal toll collectors.

The key challenge the programme faced was that of growing apathy among small business owners who expected the programme presenters and the radio stations to help solve their problems which the programme was helping to publicise. Inability of the programme to provide workable solutions to problems identified was soon interpreted to mean a dead end by the micro-entrepreneurs.

Mr. Ekene, a business environment consultant who played a part in ENABLE 1 advised Wazobia FM to invite advocacy organisations working on improving the business environment for micro enterprises to take up the issues thrown up by the media product. He stressed the importance of CSOs and journalist designing appropriate entry strategy for the public officers, e.g., ministers they wish to engage with.

Case study 2: Daily Trust Experience relating to small business owners
There are many small businesses in the north where women are not encouraged to invest in micro-enterprises. The size of the enterprises they engage in is extremely small. Most of the ventures seek only to generate income that could enhance family survival.

When DT started partnering with ENABLE, the company sought ways of helping women entrepreneurs access funds to expand their operations. DT has participated in YouWin Programme. Under this programme, DT gave out money to a Jos-based entrepreneur. He received N2.5m. DT is looking to empower local community dwellers.

Focus of session
To learn about existing business models by media organisations that have tried to get closer to micro-entrepreneurs, to give them a voice, to help them do better what they do and become more prosperous.

Areas of interest of ENABLE
1. Improving of content development
2. Improving of audience participation and participation
3. Improvement of models
Advice that senior journalists hold review meetings with their staff to improve service delivery.

 

WENESO OROGUN