Guest commentary

Maja Braun, Coordinating Editor, Programs for Africa

Along with providing global audiences with quality news and information, we think international broadcasters should also be responsible for education, especially on social issues and topics that are a part of what Deutsche Welle stands for, such as democracy, civil rights and intercultural dialogue. And that is why we are always looking for new, innovative ways to make education work in different regions around the world – like, for example, in Africa.

Unlike other regions around the globe that have seen FM, shortwave and AM lose tremendous amounts of users in the last 15 years, radio has remained very important to people in Africa looking for information. It’s a big part of the media landscape and continues to draw listeners week in and week out. We have also seen a huge boom in mobile usage – the number of subscribers has increased by at least 20 percent in each of the last five years.

When we first developed Learning by Ear in 2008, we wanted to give young Africans – even those who cannot read or access the Internet – the opportunity to get information on important issues that would improve their lives immediately and in the future. It was important for listeners to learn, but we also wanted to keep them entertained. That is why we mainly use radio dramas to deliver the message of topics that are not taught in school.  Learning by Ear now plays a big role in the lives of many young people in Africa, offering radio dramas and feature stories on a variety of topics, ranging from political and societal issues to economic, health and environmental issues.

By working with mobile partners in Africa in the last few years, we have also been able to reach out to a new demographic and, hopefully, increase the level of social education among their customers. The unique, audio-based content is split up into individual series and segments – which makes it great for mobile consumption.

After five years and 42 different series with ten episodes each covering everything from health and hygiene to globalization, entrepreneurs and African success stories, we felt it was time for a change. We wanted to improve on the already successful format by providing a narrative that would help these young listeners in their daily lives; a story which accompanies them throughout the year instead of changing the scene every ten weeks.

With Crossroads Generation, we have created a Learning by Ear series which follows four characters as they confront challenges and learn from their mistakes. Listeners can get to know the characters better and will be more invested in what happens to them on the show. The episodes will deal with many issues simultaneously and the storyline will build on itself throughout the season.

The new format will also inspire young listeners to reflect on what they’ve heard and form their own opinions. One episode for example confronts teenage pregnancy and the actress decides to have an abortion. This decision is presented in a non-judgmental manner that allows for listeners to decide where they stand for themselves. There will also be a discussion platform available on Facebook where the audience can voice their ideas and opinions.

Other improvements include an online video-blog that will accompany every second episode and also adds a visual flavor to the series for the first time. The audience gets a look  behind the scenes and insight into how the characters feel. The video-blog will be included on the website and Facebook page. Their will also be a Learning by Ear theme song featured in each of the program’s six languages.

We are hoping that with this new series, we will be able to win over even more listeners and give them insights into how to help shape their own lives to be successful.

 

In this video interview with World Screen, Guido Baumhauer, DW’s Director of Strategy, Marketing and Distribution, highlights DW’s strategy for distribution across all platforms. DW provides content in 30 languages through its TV, radio and online services. As part of its mission to meet the challenges of today’s constantly evolving media environment, DW is focused on providing content for all platforms.

 

Deutsche Welle (DW) is using a contest to develop a new kind of user-generated content for its award-winning radio series Learning by Ear. From now until June 30, young listeners in Africa will be able to submit their story ideas for a chance at having one of them produced and broadcast, as well as being turned into a community play.

So far, Learning by Ear has told the stories of many young Africans, like Jon-athan who dreamt of becoming one of the most successful soccer players in the world. Or 16-year-old Desirée who took care of her little brother follow-ing her mother’s death.

Now, Germany’s international broadcaster wants their listeners in Africa to share the most important lessons they’ve learned in life, or respond about the topics they want to hear more about in the future. The winning story will be turned into a new Learning by Ear series and adapted for the stage in the winner’s hometown, with the winning group in the production. Other prizes include cameras, a CD player plus a Learning by Ear fan package including t-shirts, CDs and much more.

Entries will be accepted until June 30, 2012 and winners will be selected shortly thereafter. The contest is open to young people under the age of 25 and groups need to be made up of at least five people. All participants must be from an African country.

Entries should include a written story no longer than one page; a list of the group members including their names and ages; and a photo of the entire group. All entries should be sent to lbe@dw.de.

Find out more about Learning by Ear or go to the contest website.

Ask people what German bands they’ve heard of, and they’re likely to say Rammstein or Kraftwerk. But Germany’s pop landscape is diverse with a lot to discover. With German Pop, DW has developed a series of podcasts with concerts and portraits covering the spectrum of German pop music. You can subscribe to the podcasts using iTunes or get a quick overview here.

And if seeing is believing, check out popXport or Arts.21 – both of which offer insights into the German music scene.