This presentation provides some information on the initiative by Sustainable Development Policy Institute (SDPI) towards setting up a Sustainable Development Television. More details at www.sdpi.tv

1. Sustainable Development TV
SDPI’s Web-TV Initiative
Dr. Vaqar Ahmed
Sustainable Development Policy Institute
IDRC TTI Cape Town Meeting 19th June 2012
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2. History of Web TV
• New York Advertising Creative (NYAC) started online
television drama and soap opera in 1995
• The management refused to cater through its own
resources
• The management succeeded in getting venture
capital from APPLE and VISA
• Through this capital NYAC was able to attract
contemporary artists and performers.
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3. History of Web TV - 2
• During the course of soap opera the
Web TV was receiving 100,000 hits a
day
• Audience was able to live-post their
comments
• Writers had ease in shifting plot lines
due to readily available audience poll
• Parsimony in reaching targeted
audience - no matter if you are late in
reaching home
• Parsimony in attracting targeted
advertisers
• Tagging issues over blogs much easier 3

4. History of Web TV - 3
• With the coming of broadband
bandwidth, speed and availability of
quality videos was certain through:
– Streaming
– Podcasts
• You Tube, Vimeo and Daily Motion
launched their services allowing Web
TVs to have their pages and access
mass advertisements
• By 2006 we had independent
producers selling their output to Web
TVs
• Social media further slashed outreach
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challenges for Web TVs

5. History of Web TV - 4
• By 2008 Hollywood embraces Web
TV
• ABC and NBC allowed programs
with niche interest over web e.g.
sci-fi
– These were self-created, self-
produced, and self-financed
programs which these channels will
webcast
• The beginning of cross-channel
distribution
– Programs graduating from web to
cable 5

6. How SDPI discovered this?
www.sdpi.tv
• Viewers visiting website had little time to
register, read and give their feedback on our
publications
• Even in case of policy briefs – hits did not
imply impact
• With videos we discovered that people were
posting comments faster than the usual
peer-review process 6

7. SDPI Web TV – Beginnings
Step 1: Develop internal core production facility
Step 2: Synchronize output with research projects
Step 3: Networking with target audience
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8. Areas of Activities
Current Affairs
Structured
Documentaries
Programs
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9. Potential of Various Tools
• Video Packages in episodes
– Triangular stories
• My view
• Opponent’s view
• Third party judgment
• Synthesis
– Following packages produced faster than cable TV
• Prime Minister’s Zero Hunger Program
• Rio +20
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10. Potential of Various Tools - 2
• Merging Development 3.0 tools
– Pre-Budget and Post-Budget Debate in Pakistan
• Research Findings
• Outreach Seminars
• Social Accountability Tools
– Sustaining Interest in Political Economy Discourse
• Youth Groups
• Women Groups
• Minorities Groups
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11. Potential of Various Tools - 3
• Merging Development 3.0 tools
– Creating demand through social media
– Shaping real time opinion
– Piling pressure for change
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12. Setting up – Cost Structure (%)
Other, 1.7
Equipment, 36
Personnel, 56
Stationary, 1.1
Communicatio
ns, 0.2 Operating
Exp., 5.7
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13. Sustainability of Web TV
• Can commercial operations be considered?
– Loss: Think Tank’s own message Vs. advertisements
– Gain: Cash flows ensured
• Who will be interested in commercial scale-up?
– Barter agreements (MoU with major channels to give us
time in lieu of knowledge product)
– Time Buying (from channels)  profit and loss is ours
• How are we doing this currently?
– Specific portion of project financing
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14. Human Resource
• Challenges of Training Manpower
– Per person training = USD 5000
• Need for competitive salaries otherwise
retention problem
– Deregulation of media has created demand
• Dedicated web team required for managing
web-TV site
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15. Conclusion
• Invitation to think tanks to think digitally
• Focus on value for money
• Focus on sustainability of digital strategy
• Think branding!
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16. Thank You
vaqar@sdpi.org
www.sdpi.org, www.sdpi.tv
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