How to communicate the many and varied findings of a large sample survey carried out across five emerging Asian economies to probe how people use telephones?

Tired of long PowerPoint presentations that typically leave little time for discussion and debate of what is presented?

Try a video film and an interactive quiz for a change. This is just what TVE Asia Pacific (TVEAP) did, during the just concluded Third Global Knowledge Conference (GK3) held in Kuala Lumpur, Malaysia, from 11 to 13 December 2007.

TVEAP supported the leading regional ICT research organisation LIRNEasia to present two 90-minute sessions that brought out highlights of their research on Tele-use at the Bottom of the Pyramid (Teleuse@BOP).

The survey, carried out in late 2006 together with the market research company A C Nielsen, involved nearly 9,000 individuals covering both genders and across the urban-rural divide in India, Pakistan, Philippines, Sri Lanka and Thailand – five 'emerging economies' which, between them, have almost 400 million poor people.
 
To share the survey findings with government, industry and civil society representatives from all over the world who came to GK3, LIRNEasia opted for a combination of a short video and an interactive quiz show based on the survey.

For both elements, LIRNEasia worked with TVEAP, a regional media foundation with a proven track record of communicating complex research in non-technical language using engaging media formats.

In the weeks running up to GK3, TVEAP filmed and produced a short documentary titled Teleuse@BOP – which distilled the survey methodology, key findings and their implications into 13 minutes.

The film started off the two inter-related GK3 sessions titled Teleuse at the Bottom of the Pyramid, which was offered as part 1 (12 December 2007) and part 2 (13 December 2007).

It was followed by a live quiz show which saw two multi-national, multi-cultural teams of participants compete against one another. It was conducted by TVEAP Director Nalaka Gunawardene, who counts many years of experience in broadcast TV quiz shows.

He was joined by LIRNEasia's research staff Ayesha Zainudeen and Dimuthu Ratnadiwakara, who provided further insights into the questions and answers based on the wide-ranging survey.

Between the day days, a total of 48 questions were asked and answered. These covered topics such as Asia's telecommunications landscape, access and ownership issues, usage patterns, gender disparities, overseas calling, and challenges involved in connecting the next billion phone subscribers – most of who will come from the developing world.

Particular attention was paid to various cost-saving strategies in telephone use that the survey found being practised widely at the bottom of the pyramid – and even among higher income groups.

The quiz format inspired much discussion among the participating teams which frequently involved the audience. Lively debate was triggered by some survey findings that questioned or debunked 'conventional wisdom' about telephone use in developing countries.

"We could see how some members of our teams and audience were agitated when their middle class perceptions and notions were challenged," recalls quizmaster Nalaka Gunawardene. "That's just what we wanted to catalyse – get people to talk about the survey findings that offer a fresh look at telephone use based on survey data and their rigorous analysis."

"There is no doubt the session 'Teleuse at the BOP' was probably the most innovative sessions in terms of presentation at the GK3," says Harsha Purasinghe, Founder and CEO of Microimage Mobile Media, who was a contestant on the first day. "Few people who visited this session whom I spoke with, including myself enjoyed the manner it was structured with a Q&A session -- interactive, create excitement and all that."

Some discussions that started during the quiz continued well into coffee breaks during GK3, and in cyberspace on blogs. See LIRNEasia blog discussing the definition of BOP.

The first day's film and quiz – which were exclusively focused on emerging Asian markets, was complemented by a presentation about a similar survey in Latin America and the Caribbean, made by Judith Mariscal, Project Leader and Research Director (DIRSI), and Professor, Centre for Economic Teaching and Research (CIDE), Mexico.

Focusing on the theme "Emerging People, Emerging Markets, Emerging Technologies", GK3 tried to connect leaders in governments, business, civil society and academia engaged in using ICT tools for meeting the real world’s needs — to reduce poverty, increase incomes, create safer communities, create sustainable societies and support youth enterprise, etc.

Teleuse@BOP survey, video film and interactive quiz were supported by Canada's International Development Research Centre, IDRC.

Useful links:

TVEAP News – Film highlights telephone revolution in Asia's emerging markets

LIRNEasia 2006 survey on Teleuse@BOP

LIRNEasia 2005 survey on telecom use on a shoestring

Photos by LIRNEasia and Wipula Dahanayake of TVE Asia Pacific