Global Reach, Local Relevance: Satellite Broadcasting and Poverty Alleviation

This id21 Research Highlight explores the potential of a particular type of information and communication technology (ICT) - satellite broadcasting - to contribute to poverty alleviation. Acknowledging that this medium "brings excellent sound quality and a variety of channels to the world's most isolated rural areas", the authors nonetheless wonder whether satellite broadcasting can effectively reach economically poor people with information that is relevant and useful to them. It is this question that motivates their research.

In particular, the authors analyse WorldSpace (WS), an international satellite radio service that broadcasts entertainment, news, music and educational programming throughout the world. One of the company's stated aims is to provide information to rural and economically poor people. The authors note that, with up to 40 channels and additional information that can be downloaded to computers, WS has "enormous reach throughout Africa and Asia." Despite its wide geographic reach, however, the authors conclude that WS's ability to fill information gaps is weak, due to:

• Issues with equipment that receives the broadcasts: It is expensive, and security issues such as damage, theft or inequitable control of access raise problems. The receiver also requires a reliable electricity supply or many batteries. "Information dissemination therefore depends on the commitment and skills of those with access to sets."
• Issues with content: Most content is in English and other national languages, requiring translation before it reaches the majority of rural people. Further, content is rarely specific enough. Additional content available via computer is underused because organisations lack technology and skills.
• Issues with the nature of information sharing: Information delivery is one-way: there is no feedback mechanism or means for people to share their own experiences. In short, "Community members prefer face-to-face information, provided in their own language."

The research found that, when WS has been effective in reaching those living in poverty or in isolated areas, the following conditions have been in place:

• Local services have exploited all the services WS has to offer.
• People or organisations have used WS to find locally specific information that they interpret and pass on, generally face to face, to communities.
• An intermediary such as a community development worker has taken the time - and has the skills - to translate broadcasted information into the local language, as well as to interpret technical information.
• There is a reliable power supply.
• Local FM radio stations re-broadcast programmes that can then be picked up with a normal, cheaper radio.

In short, when it comes to the strategy of using satellite broadcasting as a technology-based solution to poverty alleviation, the authors conclude that "The internet, where available, holds more information that is simpler to access."