Still exhausted from Vienna, I boarded a flight to Johannesburg, South Africa to meet with the MTV Networks Africa team to start talking about Shuga 2 – some meetings you can’t do any other way, but face to face.

The idea was to go through the evaluation and lessons learnt to do even better – hard, but there’s always ways to do better. In true MTV style the meeting was done in less than three hours and we have a plan.

The evaluation results for Shuga were good – really good, actually they were good for all our programmes. So the problem became, how do you top something so good?

The results from the evaluation weren’t enough to answer this question, so we looked at the lessons learnt from the campaign – and boy were there lessons! And then we said if money wasn’t a factor, what would we do?

We had a great conversation about the digital side of it. One of the things that came out strong in the evaluation was the need to integrate social networking and mobile. Dina, the lead evaluation professor from Johns Hopkins threw out the idea of us capitalising on the ‘next’ big thing in technology – I tried not to laugh when Richard said that VOD was the next big thing for the continent. His point was that Africa is moving fast with digital media, but not that fast. What’s big in the west now, can still be adapted and be big for Africa. But realistically, for our audience, what’s bigger than facebook right now?

We discussed the parameters of our work. Dina and the Hopkins team had some great ideas on reaching rural areas, health workers and parents, but that’s not our primary work and I don’t believe we should be doing more than our core competence or we’ll be doing a disservice to our audience, the campaign and even our partners.

After the meeting Chris Torline (my go to man in the team) and I went to catch up and discuss work and life on a rooftop sushi bar in Hyde Park – it really was such a relaxing moment – why don’t I work in Africa, I thought to myself.

But as I boarded the plane back to London, I realised we’d forgotten the biggest part to all of this – what is it that our partners want? What are their objectives? We’re really good at making these programmes, but if our partners and others don’t use them, then what’s the point? There’s only so much a broadcaster can do, the rest is up to the implementing partners on the ground.

While I guess that will be figured out in planning meeting two in Nairobi. Unfortunately, or not, I’ll be sunning myself on a beach in Cancun, followed by some more sun in sin city!

Oh and I’m now on Twitter – finally caved, follow me @cathyphiri

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