Imara TV SDG Ambassador’s Report
By Shoeback Media
Imara TV SDG Ambassador’s Report
Introduction
This is a report for progress made since joining the SDG Ambassadors program in Q4 of 2018. It covers content produced, audience analysis, campaigns broadcasted and events held to achieve our mission and vision.
Content Produced
We have managed to produce a total of 3 films: 2 series and 1 animated short film as detailed below:
The Bad Choice https://www.youtube.com/playlist?list=PLoSbFpAKL_RNDyj2jXzBHfdwx61oTobU0
The Sweet Ride https://www.youtube.com/playlist?list=PLoSbFpAKL_RPZDIFXZ5PZD6lyToNSVop_
#CampusMeToo- Sexual harassment in Institutions of Higher Learning https://www.youtube.com/watch?list=PLoSbFpAKL_RPprBgP2LJsWO63WXdfQS8a&v=EvTECBdo1eY
We also plan to produce an educational live character Tv series on how to spot and report sexual harassment. The 3 films involved a total of 38 youth in 3 youth groups namely Shoeback Media, Tarus Studios and F’aya.
Audience Analysis
Our main audience source remains social media platforms such as Facebook, Twitter and Youtube. Total active users on our Facebook page has gone up to 5,465. The audience distribution of the fans is as follows:
Total number of video views by duration and unique visitors is as follows:
Audience feedback is very positive and supportive of the Imara Tv approach for SRH education via entertainment. We are getting queries on safe SRHR practices from youth as far away as India as shown below:
However, due to lack of
capacity to give personalized feedback to each fan, we only share our
video portfolios.
We also got a lot of views on Twitter microblogging site through the CampusMeToo campaign:
Our Youtube channel also registered strong numbers for the same period boosted by the CampusMeToo animated film campaign to highlight sexual harassment in institutions of higher learning with Action Aid:
We are receiving interest from youth outside Kenya too as far as Nigeria and Ghana as shown above. The age group 18-24 spend the most time watching our content as shown below:
Product & Strategy Changes
App Redesign
Before SDG Ambassadors Program, Imara TV’s business model focused on practically going door to door looking for sponsors from our personal and professional networks. We identified our 3 main customers and redesigned our platform to cater to them as shown below:
This new app look and feel is designed to address the unique needs of our 3 user groups namely: Content Creators, Sponsors and Consumers. Each user group gets different features on clicking their corresponding buttons to increase interaction and registrations. For example the Content Creators page shows all registered youth groups, the content they have produced and the revenue they have earned to date.
With advice from Mathius, we also standardized sponsorship packages to make it easier for advertising organizations choose the type of production they wish to sponsor as shown below:
Option 1: Gold Package: 1 Live Characters Tv Series with 5 Episodes @ KES 250,000
Option 2: Silver Package: 1 Animated Tv Series with 5 Episodes @ KES 150,000
Option 3: Bronze Package: 1 Live Character or Animated Short Film @ KES 100,000
We are also diverting traffic to Imara TV website as opposed to the YouTube channel. We are optimistic that with the production of more exclusive quality animations, the site will garner significant traffic in the coming days. In turn, this will attract advertisers allowing us to disburse the 90% revenue cut to Kenyan youths empowering them as content creators.
We have also integrated the ability for any member of the public to donate directly through the website to sponsor a youth group to create new films as shown below:.
Focusing on Animations
We tested the consumer preference for animation content on SRH and the response was quite encouraging as reflected in the audience report. We came up with a list of 12 series that are to be animated too.
Besides animations being budget friendly and less tedious to produce, other benefits are:
It defines our niche even further. Imara TV will be a first of its kind as an all animation SexEd channel.
It is user friendly, requires less bundles to watch compared to live films. We have been able to produce low resolution teasers that are sharable via WhatsApp (as low as 8MBs) with links to the site thus creating traffic that will eventually attract advertisers.
It has promoted a safe place for content creators to share more open and bold content without fear of victimization since the content features animated characters and not real people.
It has enabled us to diversify in the number of talents we crowd source for content. While before we engaged mainly script writers and actors, now we are also working with animators, illustrators as well as voice over artistes.
Logo Redesign & Stickers
We have also redesigned our logo to make it more appealing to the youth then printed Laptop stickers that we have been distributing around to help generate traffic to Our website
Business Model Strategy
We have also modelled our business strategy in order to increase our efficiency and focus on scale up for success as shown below:
To know more about Business model canvas, visit https://www.strategyzer.com/canvas/business-model-canvas
Events & Highlights
Action Aid’s CampusMeToo Sexual Harassment Campaign
Our main event since joining the SDG Ambassadors program was the #CampusMeToo national campaign against Sexual Harassment in the Kenyan institutions of higher learning. We worked with student leaders from major universities across the country to help us raise awareness on the campaign which was launched in October 2019 at the University of Nairobi. The event was covered by all the major newspapers such as Nation Media Group https://www.nation.co.ke/oped/opinion/16-days-are-not-enough-to-put-a-stop-to-GBV/440808-5360962-el0uj8z/index.html
The campaign culminated in the collection of over 10,000 signatures from Kenyans to back a petition the government of Kenya to change policy on sexual harassment in institutions of learning.
ICPD25 Nairobi Summit Youth Film Premiere
The 2019 ICPD25 Nairobi summit was a major milestone for us too as we did the first film premiere at a public cinema in Nairobi. For the ICPD, we showcased 4 new films to an audience of about 250 people at the Nairobi Cinema as shown below:
The Nairobi Cinema has a sitting capacity of 800 people hence presents a very sustainable way for showcasing our films to members of the public in a cost effective way.
Cinemadamare
Imara.Tv attended the annual Cinemadamare, the biggest gathering of young filmmakers from all over the world. It ran in five counties for five weeks from November 7th to December 15th 2019. The event was flagged off in Nairobi and ended at the coastal town of Malindi with a big international film festival.
The 17th Edition hosted approximately 200 filmmakers from more than 100 countries with young filmmakers from different countries being given the opportunity to tell Kenyan stories under the theme “Gains of Devolution”. The event also offered an opportunity for the participants to travel across scenic locations in the various counties while filming as well as offering a platform to network, share their cultures and experience of filming in a new environment
Conclusion
Our priority is implementing fully the reinvention of our solution and generating traffic to the Imara TV site. This calls for increased content production and dissemination as we near the target of a 1,000,000 reach.
We request for financial and technical assistant in our effort to scale the Imara TV platform. We have had fruitful meetings that have set us on a path to success. With a clear business model canvas as well as one for value proposition, we are confident of hitting the targets set.