Media Audit on Health Issues Technical Report

The channels of communication have advanced in the dissemination and information exchange, taking into account public interest. Private print and broadcast media have increased the number of channels addressing health issues and concerns, with television playing a crucial role in investigating and supporting vulnerable target audiences. The media has been following the agenda of the Ministry of Health, rather than increasing awareness about the key points of the health reforms, addressing messages to specific stakeholders, or to the wide public affected by the reform's implementation. Participation of the media in this process through a defined strategy is crucial for the implementation of health sector reforms. There is more to be accomplished in this regard to bring focus to key issues that require addressing and send the message to the right audience, aiming for behavioral change. The report focuses on print and broadcast media, discussing the policies followed by newsrooms in regard to coverage of social issues, and more specifically, health issues. It questions the journalists' awareness of the importance and details of health issues and investigates the depth of journalist reporting. The report also discusses the television stations' performances on coverage of social issues, highlighting the scope of news most reported on television. Quantitative data from the Albania Media Institute's 2010 monitoring of "Coverage of Social Issues in Print and Broadcast Media" and the Albania National Council of Radio and Television's monitoring figures are used to analyze the percentage of social issues in a news edition compared to other issues covered by newsrooms at prime time. Additionally, a survey by R & T Advertising in 2007 is used to see the share market of TV in Albania and how Albanian Televisions are ranked according to viewership. The situation with the ranking of main TV stations has not majorly changed during the last five years, with TV stations being politicized and serving mostly the agenda of one or other political party. The main national private TV station shares the audience half and half, as they are divided in the electoral election. Interviews with individuals working in media, including journalists in the field covering social and specifically health issues, and editors-in-chief at the newsroom, were conducted to understand how the health issues are covered by TV stations. The report aims to assist the USAID-funded Enabling Equitable Health Reforms (EEHR) communication team in building a strategy for the dissemination of messages to different target audiences using efficient communication channels. It will serve as an orientation for the EEHR communications team on planning and setting an agenda of issues for which journalists need to be trained on how to report regarding health issues. This report will also help inform the planned Engagement and Advocacy Strategy and Communication Plan to be developed in Year 2 of EEHR. The report's findings indicate that there is a need for a defined strategy to increase awareness about the key points of the health reforms, address messages to specific stakeholders, and to the wide public affected by the reform's implementation. The media's participation in this process is crucial for the implementation of health sector reforms. The report highlights the importance of behavioral change and the need for the media to fulfill its obligation to serve the interest of the general public on development and issues that the health system is facing in Albania. The report's methodology includes desk research, secondary data, primary data collected through qualitative and quantitative research, and quantitative data used in the monitoring published by the Albania Media Institute at 2010. The report also includes interviews with individuals working in media to understand how the health issues are covered by TV stations. The situational analysis of the social and political environment in Albania indicates that the country has declined in its ratings on National and Local Democratic Governance. The civil society rating remains at 3.00, according to the "Nation in Transit 2011" report. The report highlights the importance of a free and independent media in promoting democratic governance and addressing social issues, including health issues.