The Project:

TAMBULI* is a development communication project aimed at enabling the ordinary Filipino to take better advantage of the many opportunities available for development. The project will use various forms of media (newspapers, radio and the like) to inform the people about these opportunities. It operated in the Philippines with the financial assistance of the Danish Development Agency (DANIDA) and administered by UNESCO.

Location:

It was tried out in six areas in the Philippines from September 1991 to December 1994. The areas were chosen because of their economic backwardness and isolation due to geography and culture. They were:

• Basco, Batanes
• Laurel, Batangas
• Banga, Aklan
• Ibajay, Aklan
• Olutanga Island, Zamboanga del Sur
• Partido districts (5 towns), Camarines Sur

Implementation:

The project called for the development of an integrated media system consisting of low-powered AM radio stations. If necessary, newsletters and other "do-able" media forms will also be utilized. Examples are debates and public discussion. All of these must be within the means and capability of the selected communities.

Management:

A group of government and non-government institutions headed the project. These are: 1) ENECSO National Commission, 2) UP Institute of Development and Communication, 4) Philippine Foundation of Rural Broadcasters, and 5) Philippine Press Institute. Their heads formed the Project Management Team. Also on hand was the Senior Advisory Panel - composed of media and communication experts - which decide on major policies.

A five-man staff provided full-time work. From time to time, other staff were taken in to serve as consultants, trainors and specialists in various fields.

Community Media

Existing media systems in the community formed important parts of the Tambuli project. Of these, radio was the most important. At first, two experimental media centers were organized. Based on their experience, valuable lessons were learned and adopted to implement the entire project, most especially in organizing and operating the Tambuli radio network

Media Center

The media council organized in each community played a major role. The community media center managed by the media council was composed of key community leaders and was shared in by the key community members. In fact, the entire community participated in management, operation and control of the center. The media council and center made the Tambuli radio station possible.

Project Impact

There was a very noticeable increase of economic and socio-cultural activities in the six communities covered by the project. The people in the community became more aware and involved in community work. They had more appetite for information and participated more often in socio-economic activities.

Impact of Radio Work

The project was assessed in 1994 by Dr. Delia Barcelona, Dean of the UP College of Mass Communication. According to Dr. Barcelona, the following are indicators of the success of Tambuli's community radio: 1. There was a higher level of volunteerism in the community. 2. More people supported the project. 3. Issues and problems were acted upon sooner. 4. Local officials become more responsive to local problems and issues. 5. There was wider information on new and better agricultural products and services. 6. More people listened to Tambuli radio.

Summing Up DANIDA

UNESCO and the Philippine government also reviewed the project in 1994. It concluded that: The more important development aspect of the project (Tambuli) has been its direct contribution to the empowerment of the people, self-confidence, and awareness and appreciation of culture.

Source: TAMBULI, Volume 1 No.4, July 1998