Evaluation of Broadcasting Digital Migration Communication Strategy (Public Awareness Campaign and Consumer Support) Final Report Prepared for DoC by Pan Africa TMT Group 23 October 2017 Evaluation of BDM Communication Strategy This report has been independently prepared by Pan Africa TMT Group. The Evaluation Steering Committee comprises the Department of Communications and Department of Performance Monitoring and Evaluation in the Presidency. The Steering Committee oversaw the operation of the evaluation, commented and approved the reports. Submitted by: Submitted to: Pan Africa TMT Group Directorate: Strategic Planning and Performance Monitoring Technology | Media | Telecommunications The Department of Communications Tel: 011 886 0138 | Mobile: 061 499 3134 Tel: 012 473 0309 Tshedimosetso House, 1035 cnr Frances Baard 104 Atrium Terraces | 272 Oak Ave | Randburg and Festival streets, Hatfield, Pretoria E-Mail: [email protected] [email protected] Web: www.panafricatmt.com www.doc.gov.za DOCUMENT CONTROL SHEET CLIENT DoC Project Implementation Evaluation of the Broadcasting Digital Migration Communication Strategy (Public Awareness Campaign and Consumer Support) Document type Implementation Evaluation Report Title Evaluation of the Broadcasting Digital Migration Communication Strategy (Public Awareness Campaign and Consumer Support) Author(s) Khathu Netshisaulu, Hubert Matlou, Moloko Masipa, Malesela Kekana. Edited by Nomonde Gongxeka Seopa Document numBer DOC_EBDMCS_PATMT_2017 No Version Date Reviewed By 0.1 First Draft (content review) 2017-08-30 PATMT 0.2 Final Draft (for editing) 2017-09-15 PATMT & DOC (Steering Committee) 1.0 Final Report ( for Presentation) 2017-09-29 PATMT & Steering Committee & MANCO 1.1 Final Report ( for Submission) 2017-10-23 PATMT 2 Evaluation of BDM Communication Strategy Table of Contents Index of Figures ..................................................................................................................................... 7 Index of Tables ....................................................................................................................................... 8 Glossary ................................................................................................................................................. 9 1 Introduction .................................................................................................................................. 23 2 Background ................................................................................................................................... 23 2.1 DTT Migration Ecosystem ...................................................................................................... 24 2.2 SADC Recommendation to the Republic of South Africa on Consumer Awareness and Campaign Strategy ........................................................................................................ 26 2.3 Awareness Campaigns ........................................................................................................... 26 2.4 Basic Principles of the Communications Strategy and the Implementation of the Consumer Awareness Campaign ................................................................................................... 26 2.5 Purpose of the Evaluation ...................................................................................................... 27 2.6 The Scope of the Project ........................................................................................................ 28 3 Methodology ................................................................................................................................. 28 3.1 Evaluation Framework – the Dialogical Model of Communication ........................................ 28 3.2 Literature Review ................................................................................................................... 30 3.3 International Benchmarking .................................................................................................. 31 3.4 Primary Research ................................................................................................................... 31 3.4.1 Research Approach ......................................................................................................... 32 3.4.2 Data Collection Instruments ........................................................................................... 32 3.4.3 Data Analysis ................................................................................................................... 33 3.5 Limitations of the Evaluation ................................................................................................. 33 3.5.1 Literature Review ............................................................................................................ 34 3.5.2 Recorded Focus Group Interviews .................................................................................. 34 3.5.3 In-depth interviews with STB Beneficiaries ..................................................................... 35 3.5.4 Structured Questionnaire/Survey ................................................................................... 36 3.6 Overall Methodology Approach ............................................................................................. 37 4 Theory of Change and LogFrame .................................................................................................. 38 4.1 Introduction ........................................................................................................................... 38 4.2 Key communications methods ............................................................................................... 39 4.2.1 Key messages .................................................................................................................. 39 4.2.2 Messengers ..................................................................................................................... 39 4.2.3 Target Audiences ............................................................................................................. 40 3 Evaluation of BDM Communication Strategy 4.2.4 Platforms ......................................................................................................................... 40 4.3 Theory of Change for BDM ..................................................................................................... 40 4.3.1 Key Identified Theory of Change Items ........................................................................... 41 4.3.2 Problem Tree ................................................................................................................... 41 4.4 Logframe Process Flow .......................................................................................................... 42 4.4.1 Problem Statement ......................................................................................................... 42 4.4.2 Scale of the problem ....................................................................................................... 42 4.5 Overall Goal ............................................................................................................................ 43 4.6 Outcome Statement ............................................................................................................... 44 4.7 Log Frame ............................................................................................................................... 45 5 Literature Review and International Benchmarking Study ........................................................... 47 5.1 Introduction ........................................................................................................................... 47 5.1.1 History of Broadcasting in South Africa .......................................................................... 47 5.1.2 Background to Digital Migration ..................................................................................... 49 5.1.3 Broadcasting Digital Migration in South Africa ............................................................... 50 5.1.4 Alignment of the BDM to the National Development (NDP) .......................................... 52 5.1.5 Objective and Purpose of the Public Awareness and Consumer Support ....................... 53 5.1.6 Key National Communications Plan Components ........................................................... 56 5.1.7 Key Local Communications Plan Components ................................................................ 59 5.1.8 Feedback Loop ................................................................................................................ 61 5.2 Benchmarking Study .............................................................................................................. 62 5.2.1 Tanzania .......................................................................................................................... 64 5.2.2 United Kingdom .............................................................................................................. 67 5.2.3 Rwanda ........................................................................................................................... 72 6 Analysis of the Quantitative Evaluation Study .............................................................................. 75 6.1 Demographics of Respondents .............................................................................................