It all sounds very convincing, but this is another example of organisations like the BBC World Service Trust catching huge funding for high-profile, superficial development interventions.

Surely, the $ spent funding this and an army of expat consultants to work on it would be better invested into local media capacity building, which has a true lasting effect.

Of course, people will quote the reasearch to say how wonderful it is. However, this organization has its own in-house research department producing these figures.