Imara Tv Narrative Report for 2024 AWP
By Team Imara
Activity 1: Imara Tv Sustainability Strategy Development
Brief description of the activity: where it was carried out - location, target population/audience
Imara.Tv with support of DSW/YSW Kenya and UNFPA, through a competitive bidding process, engaged a strategic business management consultant called Wylde International Consultants Ltd to evaluate the business operations since founding of the startup to identify a sustainability strategy in readiness for scaling up the organization to a national market.
Activity objective - what was the main objective of the activity
The main goal of this activity was to co-create a sustainable and scalable business model for ensuring growth of the imara.tv platform to achieve the mission of educating the public about SRHR using short funny films while creating jobs for young people in the film industry.
Achievement - key outcome of the activity - how many people participated/were reached e.t.c.
From January 2024 to September 2024 in Nairobi county, the Wylde team interviewed Imara Tv administration team, 21 corporate sponsors, 46 youth content creators and 37 content consumers through in person and virtual workshops to understand the business model, institutional gaps, operational challenges, and opportunities for growth.
The outcome was the Imara Tv Vision2030 Business Sustainability Strategy (2024 – 2030) with clear organizational structure, critical success factors for implementation to achieve impact and key performance indicators to measure growth. The business strategy has been annexed herein
Lessons learnt / Best practices from implementing the activity
The new imara.tv business strategy led to:
a pivot from short films averaging 10 minutes to microfilms that are 2 minutes long in order to capture the short attention span of today’s audiences . A total of 42 new AYSRHR microfilms were produced under the new model to test the new business strategy and redesigned web platform
redesign of the imara.tv website to make it user friendly and automate manual processes in film production to maximize efficiency for scale up of quantity of films output
decentralized operations from the head quarters to grassroots level for increasing the number of young people working on new films or broadcasting existing films to reach a wider audience
offline film distribution to reach audiences that do not have access to the internet
Challenges - highlight the challenges
volatile political environment in Kenya in 3rd quarter of 2024 delayed launching of the new business strategy to 4th quarter
limited resources for gathering information from existing and potential imara.tv users limited the number of sponsors, creators and consumers interviewed for improvements to the imara tv platform
limited resources for full implementation of the new business strategy led to partial operationalization of the recommended activities for scale up to a national audience
Recommendations
Full implementation of the new business strategy to achieve the target goals by the year 2030 which requires funding as per the budget annexed herein.
Activity 2: Redesign of Imara.Tv content management platform
Brief description of the activity: where it was carried out - location, target population/audience
In parallel to activity 1, Imara.tv with support from DSW/YSW Kenya and UNFPA engaged through a competitive bidding process the services of a user centered software design and development company called Made By Tanasuk Ltd to consume the recommendations of the new business strategy development processes to redesign the imara.tv web platform for improved user experience.
Activity objective - what was the main objective of the activity
Redesign of the imara.tv web app to make it user friendly in order to increase the number of target users visiting the platform across the three user groups namely sponsors, creators and consumers to achieve the goal of educating the public on SRHR using short funny films
Achievement - key outcome of the activity - how many people participated/were reached e.t.c.
From January 2024 to June 2024 in Nairobi county, the Made team interviewed Imara Tv administration team, 21 corporate sponsors, 46 youth content creators and 37 content consumers through in person and virtual workshops to understand their needs and pain points when creating or consuming films to improve the UI/UX of the platform.
This led to the creation of 2 apps:
a studio.imara.tv app that digitized the film production process for content sponsors and content creators to collaborate virtually with imara tv admin to co-create films for increased efficiency leading to increased quantity of films producer per year
a rebranded imara.tv video streaming site with ability for content consumers to sign up and create personalized playlists of films which can be used by parents or educators to teach their children or students about SRHR.
The following were the outputs from the redesign process:
a) Concept for the redesign of the Imara TV platform
b) New logo for the Imara TV platform
● Design, brand and deliver a new look & feel for the Imara TV website capturing different functionalities
● Develop a graphic concept and visual language of the new template
● New look and site should be adapted to homepage, sections, sub-sections and components of the site
● Design standard page elements including header, footer, tabs, persistent navigation, contact us , email, subscribe, follow
● Consistent visual language ensuring consistency in fonts, formatting, icons, images, layout techniques
● New template should guarantee that the most recent content on the site is captured automatically in the homepage in an organized way following specific categories, tags, custom taxonomies
● Adapt database of the site to include new categories to display information in an organic way
New sections
● Based on the agreed templates, develop sub-sections to the Imara TV site based on age – cohorts and SRHR topics including structure, functionalities and features as may be desired
● Incorporate functionalities to guarantee the latest information on each subsection is displayed
Functionalities to include in the new template
These features will be guaranteed through the new template:
● Responsive design
● Feed links
● Social sharing features - X, Youtube, Instagram, Facebook share by text selection and Facebook feed by handle and hashtag
● Multiple page styles and custom post types
1 The key interventions include: analysis and review of existing website, suggest creative website designs, harmonize and integrate digital content into the website, apply graphic design skills and user interface to deliver catchy visuals and graphics for the website
● Language options feature
● Search function by age,title, SRH thematic area e.g, SGBV,FGM, GBV e.t.c
● Search content by free text
● Sign up for newsletter/latest news
● Follow
● Subscribe
c) Knowledge transfer tools
• User manual for the Imara TV website with assigned system administrators to perform content upload, system maintenance and administration
d) Support & maintenance advisory
● Technical brief on advisory support provided to Imara on maintenance, administration and quality control of the platform.
Lessons learnt / Best practices from implementing the activity
Digitising the film production process has streamlined the business operations and standardized the film crowdsourcing business model for ease of scale up to national audience given adequate resources. The studio.imara.tv platform has also enabled the business to:
easily keep track of multiple films in production concurrently,
document each stage of the film production process (like contracting, scripting, previewing etc),
scheduling and publishing new films to multiple channels easily,
automate tracking KPI’s for efficient M&E
collecting user data for engagements via newsletters
Challenges - highlight the challenges
Lack of funds to pay for sufficient cloud hosting resources for fast loading of the new film streaming platform leading to slow speeds that discourage website visitors from returning
Recommendations
Fundraising to complete the implementation of features requested by users over and above the scope of work the Made team has been contracted to do e.g. consumers commenting on films
Funding required to increase cloud hosting servers for faster loading of the new film streaming platform by multiple visitors
Activity 3: Attending the RHNK Conference 2024
This conference was held in Mombasa at the Sarova Whitesands Hotel in Mombasa from 17th to 21st June 2024. UNFPA Kenya sponsored the participation of Imara tv in this conference and generously provided us with a booth to showcase our SRHR edutainment films. The conference primarily targeted the adolescents and youth and any organizations that aim to help this specific demographic. The conference's theme, "Priorities for Advancing Adolescent and Youth Sexual and Reproductive Health and Rights (AYSRHR) in Africa," also indicates this us on this specific demographic.
Objective of attending the conference
Imara Tv; a digital platform that offers edutainment to adolescent and youth on SRHR issues, sent two of its staff members and the aim was to meet with other like minded stake holders, including policy makers as the Ministry of Health representatives were also present, network with likeminded stake holders including youth oriented organizations, identifying key priorities for improving AYSRHR services and outcomes especially using the digital platform.
Imara Tv was also able to identifying gaps, this was done by understanding the needs of adolescent and youth. In doing so Imara Tv got to undersand how they could tailor they content so as to address specific issues and find some efficient ways of filling in the gaps. For example, the issue of lack of mobile data and smart phones for the youth living in the rural areas.
Achievements
The conference was well attended and on average, Imara Tv booth received around 200 guests per day, attracting attendees from both Kenya and other
countries. This included media personalities, youth groups, Amaze director and a youth representative from UNFPA Nigeria. We engaged with over 600 conference attendees across the four days, significantly enhancing ImaraTV’s brand visibility. Notably, we connected with several youth groups, including those from Marsabit, Narok, Kilifi, Kisumu and Isiolo.
We got people who showed interest in Imara TV's content. Several attendees made follow ups with inquiries about collaborations, partnerships and some expressed interest in utilizing our platform for their own SRHR initiatives.
lessons learned
Several key lessons were learned from our participation in the conference and booth exhibition.
Brand Visibility and Leads: Attending conferences and having a booth presentation
significantly boosted Imara Tv’s brand visibility and generated numerous leads. This reinforces the recommendation in our recently concluded business model and strategy report to participate in more conferences to further enhance our brand presence.
Alternative Distribution Channels: There was considerable interest in accessing our films
through channels other than our web portal, particularly from attendees in regions with
unreliable internet connections. We plan to address this by screening our films in local
county halls, schools, churches, markets, and theatres.
Leveraging Local Talent: We discovered numerous talented youth groups across the
country, including in remote counties. These groups can create localized content to educate
and entertain their communities on relevant SRHR topics. We aim to collaborate with these
groups to produce more targeted and impactful content.
Need to incorporate games and give aways: We also learned the importance of incorporating interactive
elements such as games and challenges at our booth. These activities, which proved to be
effective crowd-pullers for a neighboring booth, can attract more visitors. We plan to
introduce such games with instant rewards in the form of special merchandise for example branded T-shirts, wrist bands, pens and or caps.
Rewards for Registration: To promote more user registrations, we should offer exciting
merchandise such as T-shirts to the first N number of users who register on our platform.
Challenges encountered
Clarifying Our Platform: The concept of web based TV remains unfamiliar to many. Some
attendees were confused, thinking we were a mainstream TV station rather than a digital
web platform specializing in entertaining and educational films. We need to clearly explain
this distinction in our print materials and merchandise.
Booth Logistics: On Day 1, we faced issues due to the lack of HDMI and extension cables. To avoid such problems in the future, we should bring our own cables and extensions.
More Merchandise and Giveaways: We did not have branded give aways or merchandise to give. Having these can help pull more participants to our booth as nearly all who visited our booth asked for giveaway merchandise. The giveaways act as way to promote brand visibility more effectively.
Recommendations
In summary, our participation in the RHNK Conference 2024 was highly valuable.
We gained significant insights, increased our brand visibility, and established numerous potential collaborations.
We strongly recommend attending more youth-led conferences, including the upcoming RHNK Conference 2025.
Activity 4: Launch of Vision 2030 Business Strategic Plan
Brief description of the activity: where it was carried out - location, target population/audience
Unveiling of the new rebranded platform with an ambitious Vision2030 Business Strategy, the 2 new platforms studio.imara.tv and imara.tv with new exciting features aimed at further enhancing user experience and engagement while upholding the core values of using film to foster positive societal change. This launch event also presented an opportunity to showcase some of the 42 new films and offer the public a glimpse into the future of Imara.TV through its Vision2030 Strategy.
Activity objective - what was the main objective of the activity
1. Unveil the Rebranded Company Logo and Upgraded User Interface.
2. Launch Imara TV's Vision2030 Business Sustainability Strategy.
3. Premier of New AYSRHR films
Achievement - key outcome of the activity - how many people participated/were reached e.t.c.
1. Increased Awareness and Engagement - The launch generated interest among target audiences,
including potential partners, and new users of the platform, thus expanding the platform’s reach.
2. Strengthened Partnerships - The event opened doors for collaboration with key stakeholders such as
government bodies, non-governmental organizations, and private sector entities interested in youth
empowerment and digital innovation. E.g. UNESCO #16DaysofActivism and Rada App Campaign
3. Platform Growth - By introducing new features and films, Imara.TV grew its user base
significantly, providing greater visibility and opportunities for its content creators.
4. Enhanced Societal Impact - The Vision2030 Strategy set the stage for a broader societal impact by
focusing on themes such as gender equity, health education, and climate action through youth-driven
content.
Lessons learnt / Best practices from implementing the activity
Screening films offline to audiences in person capture their full attention up to the end of the films ensuring communication of intended message as compared to online film streaming where analytics show us that people don’t always watch our films to the end
High profile public events attract institutional advertisers looking for young audiences to our platform leading to increased revenue and sustainability attesting to the successful product market fit of the new business strategy
Challenges - highlight the challenges
High profile public events cost a lot of money to prepare for and execute well so with the limited funding, we could only host 150 people against a demand of over 500 people requesting to attend
Recommendations
Hold more public events to increase reach and awareness of the imara.tv platform which will require adequate funding to execute.
Activity 5: The YSW Integrated Roadshow and Ghetto Radio Talkshow Campaign
Brief description of the activity: where it was carried out - location, target population/audience
Inline with the new imara tv business strategy for offline engagement activities, we partnered with YSW Kenya on a new integrated awareness campaign, aimed at engaging young people in Nairobi on Wednesday December 11, 2024 through a roadshow caravan across Kasarani sub-county of Nairobi County and appearance on the Ghetto Radio Talkshow
Activity objective - what was the main objective of the activity
Our goal was to enhance the awareness of the lifeyangu.com and Imara TV innovations and their role in addressing sexual and gender-based violence.
This integrated campaign entailed:
Services provision through partner clinics, hospitals and dispensaries where SRHR information was also passed to the public audiences.
A caravan roadshow, featuring dancers, and representatives of both Lifeyangu and Imara TV, to engage with the youth, promoting SGVB prevention and protection and the role of both innovations.
Talk show on Ghetto Radio to further enhance the visibility of Lifeyangu and Imara TV platforms.
Achievement - key outcome of the activity - how many people participated/were reached e.t.c.
An estimated 2,500 people were reached in person with SRHR information plus promotion of access to health services nearest to their location
Lessons learnt / Best practices from implementing the activity
Public events like roadshows attract a significantly large number of captive audiences who are not distracted by apps competing for their attention hence give us their rapt attention and listen to the advocacy messaging
Free public entertainment is a great incentive to attract and engage with audiences
Challenges - highlight the challenges
Limited resources restricted the roadshow to one sub-county of Nairobi with high population density.
Recommendations
Adequate resources for public events will lead to higher returns on public engagement with better communication of the key messages to the captive audiences.
Activity 6: The YSW Bungoma Youth SRHR Awareness Workshop
The event was held on 13th December 2024 and hosted by Life yangu. Imara tv sent a representative who is an actress in a number of films feature on Imara tv
Objective of attending the workshop
The primary objective of the event was to engage and educate the local youth on critical societal issues, including Sexual Reproductive Health and Rights (SRHR), online sexual exploitation and abuse, and Gender-Based Violence (GBV). These topics are essential in addressing challenges faced by the youth, particularly in underserved and rural communities.
Achievements
Engaging and interesting topics were covered and gained insights gotten. The topics covered included sexual reproductive health and rights, online sexual exploitation and abuse and gender based violence
Sexual Reproductive Health and Rights (SRHR): This session highlighted the importance of understanding SRHR among youth. It covered topics such as access to reproductive health services, family planning, and rights related to personal health decisions. The discussions aimed to demystify myths and stigmas surrounding sexual health and provide practical guidance on accessing services in the region.
Online Sexual Exploitation and Abuse: Participants were sensitized about the growing risks of online sexual exploitation and abuse. Topics included identifying online predators, protecting personal information, and utilizing available resources to report and address such exploitation. The session emphasized the significance of digital literacy and online safety, particularly for young people actively engaging on social media platforms.
Gender-Based Violence (GBV): This session was dedicated to creating awareness of various forms of GBV, including physical, emotional, and economic abuse. Facilitators provided an overview of how to recognize GBV, support victims, and navigate legal frameworks for addressing such cases. The discussion also highlighted the role of the community in breaking the silence surrounding GBV and ensuring that victims receive the support they need.
lessons learned
Limited Knowledge on SRHR: Most of the youth in Bungoma exhibited limited understanding of SRHR. Many were unaware of their rights related to sexual and reproductive health and lacked information about available services and resources in the region.
Unfamiliarity with Platforms: A significant portion of the participants were unfamiliar with the platforms offered by Imara TV and Life Yangu. This lack of awareness has resulted in missed opportunities for the youth to access educational content and resources provided by these organizations.
Lack of Awareness on GBV Legal Procedures: Participants demonstrated minimal knowledge about the legal procedures for addressing GBV. Many were unaware of the steps to report such cases, the legal support systems available, and the organizations that could assist victims in the region.
Recommendations
To address the gaps identified during the event, the following recommendations are proposed:
Enhance Awareness Campaigns: Life Yangu should could increase their outreach efforts to ensure that more youth are educated about SRHR, online safety, and GBV. Targeted awareness campaigns should focus on demystifying myths and misconceptions surrounding these topics.
Adopt Road Shows for Mobilization: Instead of door-to-door mobilizations, road shows should be employed to attract a larger audience. Road shows are more impactful in drawing attention, creating visibility, and fostering community engagement, especially in areas where awareness levels are low.
Leverage Familiar Faces for Community Engagement: The use of familiar faces, such as popular actors from Imara TV, could help bridge the gap between the youth and the organization. This approach would build trust, increase relatability, and boost the effectiveness of mobilization efforts.
Develop Resource Platforms: Provide accessible platforms where youth can access information on SRHR, online safety, and GBV. This could include interactive social media campaigns, community workshops, and partnerships with local leaders to extend the reach of these initiatives.
Collaborate with Legal Experts: Organize sessions with legal professionals who can educate the youth on how to handle GBV cases, including reporting procedures, available legal aid, and navigating the justice system.
Activity 7. The WatotoKaeniChini Ngong Bus Park Film & Music Extravaganza
Brief description of the activity: where it was carried out - location, target population/audience
Free Public screening of the films and music performances from imara.tv talents in Ngong town at the public market and bus park on December 27 targeting members of the public. We intentionally engaged 5 local youth to plan and execute the event in order to test the scalability of the concept with minimal involvement of imara tv admin team.
Activity objective - what was the main objective of the activity
Screening of the 42 new AYRSHS films for free
Live music performances by existing and new imara.tv talents
Sign up of new users to the imara.tv platform
Revenue generation from local business advertisements
Piloting a public film screening in an open air venue outdoors
Achievement - key outcome of the activity - how many people participated/were reached e.t.c.
Over 1,500 people attended the free public event to watch film and listen to live music
Over 25 new content creators registered from Ngong Town
Production and publishing of 8 new original music films from 4 of the new content creators
2 small businesses advertised on the imara tv platfrom at a fee of KES 5,000 each
Succesfully tested the public film screening concept in readiness for scale up of imara.tv to peri-urban and rural counties to reach offline audiences at the grassroot level
Lessons learnt / Best practices from implementing the activity
By collaborating with young people at the sub-county or ward level, we can scale up the public film screening events nationally as the films screening and music performances can be easily done by a team of 5 dedicated people with proper training on how to use the imara.tv platform
Small and medium business can supplement part of the cost of holding these decentralized public film screening events in return for advertising their goods and services to the local audiences who are the businesses target market. However, the prevailing harsh economic conditions in Kenya limit the number of SMEs willing to spend money on advertising with most businesses approached committing to advertise in future when disposable incomes in peoples pockets increase.
Outdoor events require armed police for security
Offline events attract and keep audiences engaged better than online events
Challenges - highlight the challenges
Limited funding restricted the number of public film screenings we could do to 1 but it was a succesfull test of the scalability of the concept.
Recommendations
Training of small groups of young people and resourcing them to screen films for the public in rural and peri-urban centers of population is a scalable and sustainable concept that should be adequately funded for scale up of the imara.tv platform to reach offline audiences.
Conclusion
The event organized by Imara TV, UNESCO and YSW was a critical step toward addressing the challenges faced by the local youth regarding SRHR, online exploitation, and GBV. While the initiative was impactful, the findings highlighted significant gaps in knowledge and awareness that require immediate attention.
By implementing the recommendations outlined in the new Imara Tv Business Strategy, Imara TV can reach the target of national engagement with the youth to foster greater awareness, and create sustainable solutions for the challenges identified. These efforts will not only empower the youth but also contribute to building a more informed and resilient community across the country.