Performance evaluation of the alternative resources in media (ARM) project : mid-term evaluation report

The program has three objectives: (1) supporting production and dissemination of alternative content through multiple high and low tech platforms; (2) building consumer demand for news and information by promoting media literacy, critical analysis, and use of latest web and mobile-based media applications; and (3) encouraging public advocacy on media-related issues. The broader goal, as stated by USAID, is to assist citizens to transform themselves from passive users to active information producers in an otherwise controlled media environment. The evaluation addresses a set of five questions focused on identifying what changes should be made in the approaches and directions of the current program, and what recommendations can be made for the design of future media programs. The questions, as stated in the evaluation statement of work (SOW) are: (1) how relevant has the ARM project intervention been to the media field challenges in Armenia; (2) to what extent has the project contributed to creating opportunities for a diversity of alternative sources of information and opinion, increased access to alternative sources of information and opinion, and advocacy for improved enabling environment for media independence; (3) what has the project done or mechanisms has it created to ensure that the project products will be sustained; (4) what have been the added value and/or drawbacks of the project management structure (consortium of three local organizations with an unaffiliated Chief of Party); and (5) how successful has the project been in leveraging resources of (a) the skills and organizational strengths of the consortium members, and (b) private and other donor partnerships? In the remaining project period, it is generally recommended that the ARM project look for ways to be more selective in the activities it supports, giving more focus and resources to those that are most relevant and effective. Specifically, it is recommended that ARM: (1) establish additional Infotuns (regional information centers); (2) take initiatives to support the use of new media tools to promote democratic processes and principles in the February 2013 presidential election -- in cooperation with national and international election monitoring groups, ARM should use its experience and knowledge of new media in projects to help inform citizens about issues, candidates, interest groups, and proper election process, and to assist journalists, monitors, and voters to observe and to report and correct irregularities in campaigning, balloting, and vote counting; (3) be even more creative and proactive in efforts to promote media literacy and educate the Armenian public about the new media environment and how to understand and use the new knowledge that it makes available; (4) make additional grants to assist traditional media making the transition to multimedia news coverage; (5) initiate exploratory discussions on the changing media market with media managers (editorial and business), advertisers and ad agencies, rating companies, and other relevant stakeholders to collect data and ideas on how media will have to adapt to the new environment, and develop concepts for future projects to assist in that process. (Excerpt, modified)