Â鶹ԼÅÄ

Al Mirbad was Â鶹ԼÅÄ Media Action’s longest-standing commitment to supporting the growth of independent media in countries in transition.

Our partnership with its Basra-based organisation has ended, following a change of control which meant that Al Mirbad could no longer demonstrate the editorial and financial standards that we expect from our partners. But we remain proud of the impact that our work has had on the lives of millions during this time.

Setting up post-war media in Basra

Local media working in the public interest did not exist in Iraq when Saddam Hussein’s regime fell in 2003. But it was essential for the post-war reconstruction and Iraq’s transition into a democratic regime. With an initial, large grant from the UK’s Department for International Development, Â鶹ԼÅÄ Media Action set out on one of its largest projects. We invited aspiring journalists interested in joining this enterprise to take part in an intensive training and mentoring programme to equip them to work on this start-up, and offer a public service to their community.

We provided production and transmission equipment, helped build studios, and worked with the new and enthusiastic team to set up a news and programmes operation.

The interactive programmes, style of coverage and interviewing were new to local officials, who were not used to media asking for information and demanding accountability. Al Mirbad initially struggled to get traction. But this changed as Al Mirbad’s reputation as a ‘voice of the people’ grew. More and more people tuned in and became accustomed to a new style of engagement with their government.

Reach and impact

Al Mirbad played an important role in improving the accountability of local government. Through its community engagement, journalist network and investigative approach to covering news, it brought important issues to light – from local corruption cases and damaged infrastructure to the impact of extreme weather.

The radio service became popular in the provinces of Basra, Maysan, Thi-Qar and Muthanna, home to more than 10 million people. As internet connectivity improved, many more people across Iraq had access to Al Mirbad’s fast-growing digital media services. Al Mirbad’s Facebook page had more than two million followers and its daily engagement figures reached an average of 230,000 in May 2019.

Audience research carried out by Â鶹ԼÅÄ Media Action in July 2018 showed that Al Mirbad’s content resonated with its audiences, with 48% of respondents in Basra saying they were weekly listeners of its radio service. The survey showed that among regular users of Al Mirbad’s news and information service on radio and online:

• 86% agreed that it provided an important public service to Iraqi citizens
• 81% agreed that it followed up and monitored the work of government and its failings
• 86% agreed that it gave citizens a voice / spoke for Iraqi citizens

Public interest content is more than news

The endemic corruption, lack of rule of law and difficulties in forming effective governments led many Iraqis to feel deep disillusionment in the political process.

As a response, in addition to factual content, Â鶹ԼÅÄ Media Action supported Al Mirbad to produce a hugely successful satirical comedy video series. What started off as an experimental radio programme, aimed at helping audiences navigate their way through harmful rumours and sectarian tensions, became a national success. The series’ YouTube channel attracted more than eight million subscribers by the time it reached its final episode.

The skits were viewed more than one billion times by March 2020 and covered a range of issues, from challenging inaccurate statements from officials, to exposing corruption and bad social habits. They were also instrumental during the COVID-19 pandemic in sharing essential public health information.

Research conducted by Â鶹ԼÅÄ Media Action in 2018 showed that the skits were reaching those who had become disaffected with traditional news content and that they were delivering a valuable public service:

• 81% of regular viewers agreed that the comedy skits carried messages to the officials that made them feel ashamed of their actions
• 82% agreed that it was targeted comedy that contributed to changing bad practices in society.

The challenge of building viable media

Trying to ensure that Al Mirbad could become a viable local media outlet in the longer term was at the forefront of our minds as early as 2005.

Since its establishment, Al Mirbad's content had been funded largely through grants from donors including the US State Department, the UK’s Department for international Development and Foreign Office, the UN Democracy Fund and others. Over time, this was supplemented by advertising and other sources of commercial revenue, which Â鶹ԼÅÄ Media Action helped to develop as part of a long-term sustainability plan.

Soon after launching, Â鶹ԼÅÄ Media Action secured a donation from the UAE government to purchase a permanent building in Basra to house Al Mirbad’s offices and studios. Day-to-day management was handed over to the local staff and Â鶹ԼÅÄ Media Action continued to work with the management team to build an institutional base, so that the organisation could continue to grow its commercial revenue and reduce its reliance on donor funding. 

By 2019, commercial income had grown to cover 30% of Al Mirbad’s operating costs, and Â鶹ԼÅÄ Media Action continued to work with the local team to develop a robust business plan for the years to come.

But in an economy with an underdeveloped private sector and high levels of corruption, independent public interest media like Al Mirbad struggle to become fully self-funded and locally managed, while continuing to operate in an ethical and transparent manner.

Funding to Al Mirbad ended in late 2020, and Â鶹ԼÅÄ Media terminated its relationship with Al Mirbad in mid-2021. But we remain proud of what was achieved and will continue to apply our learning from Iraq to our work in other countries in support of independent local media.

Project information