May 12th, 2020 
Please develop an idea for a radio program offering project (radio news feature, mini-series, or segment)
that targets the San Jose-San Francisco-Oakland U.S. combined metropolitan region (CMA) that has a
larger population of residents from MENA (Middle East and North Africa), i.e. a target market. For this
case study, you will develop a proposed radio news feature, mini-series, or program segment that you will
pitch or propose to the programmers and producers of Voices of the Middle East and North African
offered on radio station KPFA.
This is a hypothetical program offering that will use KPKAs as a prospective media outlet for pitching or
proposing your idea:
1) Please listen to KPKAs Voices of the Middle East and North African program to gain a good idea about
the radio programs format, style and relevant topics.
2) Also, listen for areas that are gaps in their program that might offer an opportunity and conversely listen
for areas of emphasis that might also offer opportunity for your idea. For example, could any of the
countries from Chapter 5s Case 5.2 represent an opportunity for your idea. Can you leverage the research
you conducted in Case 5.2 into Case 7.4?
3) You can listen to programs on-line: https://kpfa.org/program/voices-of-the-middle-east-and-north-africa/
a. Soundcloud also offers streaming of the program at https://soundcloud.com/vomekpfa-1
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https://kpfa.org/program/voices-of-the-middle-east-and-north-africa/
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4) The goal is for students to develop a proposal for a media offering that pitches your idea about MENA
and makes a strong case for why your specific program offering would fit the U.S. San Jose-San
Francisco-Oakland U.S. combined metropolitan region (CMA).
5) Integrate best practices and market research frameworks found in the textbook into your proposal.
A. Defining the Market
1) Historical Background
* MENA region
* Country or countries selected for focus
* San Jose-San Francisco-Oakland marketplace
See next page for more Case 7.4 (Expanded) Proposal Guidelines and links
The richly diverse and fascinating world of culture
and politics of the Middle East and North Africa,
exploring the complex web of class, gender, ethnic,
religious and regional differences which separate
and distinguish the ways of life and political and
ideological perspectives of people in that part of
the world.
5) Integrate best practices and market research frameworks found in the textbook into your proposal
contd.
B. Conducting Market Analysis
1) External Conditions
* Trends in market growth
* Trends in media programming demand
* Consumer tastes
* Technology used
* Market Opportunities for expanding program listeners
2) Internal Conditions
* Public radio station characteristics the U.S.
*Leadership of KPKA and Voices program
* Program leadership of KPKA and Voices program
* Personnel needed for your proposed idea
* Proposed program objectives
* Proposed program strengths and weakness
3) Financial Structures
* Identify any opportunities you see for sponsorship in the U.S. or from the MENA region
* Cost structures for producing your idea
C. What would your media offering look like, sound like, etc.?
1. How your program will be different and/or similar?
2. What are examples of project topics, content, and approaches to them?
3. In addition to your proposal idea and market analysis write a brief program promotional
description like the KPFA one on the previous page
D. Selected links:
MENA Background
https://www.prb.org/populationtrendsandchallengesinthemiddleeastandnorthafrica/
group/://wmpeople.wm.edu/site/page/mesa/greatermiddleeasterncountries
https://www.state.gov/statement-of-the-co-chairs-of-the-first-middle-east-strategic-alliance-mesa-
meeting-of-the-energy-pillar-working-group/
https://www.reuters.com/article/us-usa-gulf-alliance/trump-seeks-to-revive-arab-nato-to-confront-
iran-idUSKBN1KH2IK
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