Evaluation of TV Programme "First Step"

In response to a request from UNICEF, the Tbilisi, Georgia-based Marketing Communications conducted an evaluation of the television programme "First Step", one component of UNICEF Georgia's Early Childhood Development initiative. The evaluation was carried out in July and August 2005; the methodology and results are described in a 30-page report, which is summarised here.

Broadcast every Saturday from September 2004 through April 2005 on Georgia's Imedi TV, the 50-minute programme was designed to support the healthy development of children by strengthening parental skills for proper upbringing of their children. The informative, interactive format of the show sought to introduce viewers to principles of physical, mental, psychological, and social development, and to respond to their specific questions about these issues. Each of the 26 programmes consisted of 3 parts:

1. Introduction of the programme topic and invited guests. Topics included:
   
   • Nutrition (including breastfeeding)
   • Caring, hygiene
   • Immunisation
   • Cognitive and psychological development (including play)
   • Discipline
2. Airing of film/video footage on the topic of the given programme, followed by discussion on the part of invited experts about issues related to early childhood development (ECD).
3. Response by the experts to questions from viewers (either via telephone, video, or the studio audience) on the given subject.

To evaluate the effectiveness of "First Step", the research team carried out desk research and then conducted 4 focus group discussions (FGDs), with 8 participants in each, in Tbilisi and Batumi. First, the quantitative research revealed that 64% of caregivers were reached by the TV programmes nationwide. Notably, one FGD participant commented, "I was attracted by the advertising, where it was said that your child hears you voice while in your womb. After that I was interested to watch the TV program." Women aged 25-35 (young mothers) constituted 12.67% of the total TV audience at the programme's time slot; women aged 55-65 (grandmothers) constituted 13.29%. Some respondents watched the programme systematically ("constant viewers"). Several respondents mentioned that if they could not watch the programme, other family members (e.g., husbands, in-laws, grandparents) watched it on their behalf to convey the key information. In some rural areas where there was an electricity shortage, mothers recorded the videos at local TV stations to enable later viewing. "First Step" was intentionally slotted on a weekend - Saturdays before prime time - when viewership is usually very high. Evaluators note that "If such program is again planned, it is recommended to position it earlier or later fixed time, for example before or after news program at 18:00 (Curier), before or after the movies are started, etc."

The qualitative research revealed that "First Step" was estimated very positively. Young mothers, in particular, reported that it was useful for increasing their awareness of child rearing issues, as well as for challenging entrenched stereotypes and introducing new methods of child care. The survey revealed that the programmes were informative and covered a lot of issues which are very useful, interesting and important for mothers. Among those topics that respondents considered most interesting: pregnancy, vaccination, first aid, symptoms of disease, psychological issues, neuropathological advice, herbal medication, selection of medication, and issues related to nursing/feeding. Although "First Step" was named as a crucial medium for accessing information on these topics, other sources included magazines, books, doctors, and other people (friends, mothers).

Specific aspects of the programme that respondents cited in positive ways included the visual aspect of the programme (music and balloons) and the integration of films, which enabled the viewer to see ways of solving various problems in real situations. The presence of children in the studio was said to create a positive attitude/environment. Viewers also gave positive evaluations of the experts, saying that they inspired trust and the information they provided was credible. The advice provided by the psychologist was particularly positively received, perhaps in part because information about psychological development was one of the topics described as "most interesting" by young mothers. Most mothers re-checked the information received on health with their paediatrician, whereas psychological advice is "more acceptable and easier to implement".

Concluding that "Existence of this program should be prolonged as it has positive social influence", evaluators share a few constructive suggestions for change, should a future iteration of "First Step" be developed:

• There is no live broadcast - "I did not bother to call, as I would have to in order to hear my answer. The programme is not broadcast live. I'd rather call my pediatrician and ask." On a related note, some callers complained about the high cost of calling, while others found that the phones were always busy. The authors note that "Live broadcasting of the program is preference as the listeners' involvement in the program will be more active while watching it. They will be able to call to the studio immediately in regard with any topics that interest them..."
• Insufficient information, due to the limited length of the programme (time) and the fact that incoming questions are frequently duplicated. The authors note that "Similar questions should not be repeated in several shows, as this may be boring for the faithful viewer. Brochures or booklets can be prepared on frequently asked questions (or generally on the topics of the program). These brochures or booklets can be distributed through polyclinics to be easily available for any mother."
• "The programme isn't often and the viewer is not used to it. It is not enough to develop credibility. For some respondents watching of the programme is accidental - 'I do not wait for this programme as it is not frequent enough for me to be used to it. Although I always keep watching if I come across it accidentally.'" The authors note that "it will get more familiar if it is released more frequently and is repeated every next day."

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