Bringing our media interventions to the hardest to reach populations is at the core of PVI’s mission. But how to deliver social change and advocacy content to rural and remote populations with no access to traditional media?
Uganda’s population has one of the lowest access to electricity on the continent. With the national electrification rate estimated at 14%, and the rural one at just 7%, the vast majority of the population does not have power in their homes. But they do watch television. TVs in public venues, such as video halls (informal local cinemas), bars, restaurant, shops, buses and beauty salons form a vast ‘para-broadcast’ network of ambient screens, accessible to all. Those channels are however reserved for entertainment and social interactions.