PMC 2017 Annual Campaign #getreel

How do we know if we succeed?

PMC’s TV and radio shows rely on monitoring and evaluation.

PMC conducts robust monitoring and evaluation to identify the impact we are having and to build an evidence base that allows for continual refinement of program design. Monitoring throughout each broadcast provides writers and producers with continuous audience insight, and comprehensive final evaluations examine the depth of impact.


Product and Service Monitoring (Clinics, as one example)

PMC sets up partnerships with product and service providers in advance of the broadcast to ensure that there is sufficient local supply of any product or service modeled in the show. Throughout the show’s broadcast, real-life product and service use are monitored.


Listener Groups

Listener groups vary in format, but the goal is to allow plenty of time and space for listener-initiated conversations, as well as listener response to specific PMC questions about the show. An example listener group configuration is from PMC’s Ruwan Dare in Nigeria. There were eight listener groups per state, each divided by gender, and they got together and talked after each episode. A subset of these listeners also completed diaries. Some groups are gathered and created in coordination with community partners or service providers.


Text Messaging: SMS

SMS monitoring strategies diversify and speed up monitoring efforts. Epilogues at the end of an episode prompt the audience to think about the show they just watched and may ask a question to which people can text their response. An example SMS question a listener may get could be, “Do you think (insert character name here) did the right thing?” Sometimes, the SMS prompts can be written to promote certain products or services, such as the nearest clinic. SMS monitoring is a non-resource heavy monitoring tool that can be used frequently.


Random Phone Surveys

Random telephone surveys help gauge response rapidly. Although the phone surveys are not statistically significant, the results are made available to the scriptwriters and producer within a matter of hours. Such quick turnaround of valuable information from the audience better informs the creative team and strengthens upcoming scripts.



After the show has finished its broadcast, PMC conducts a statistically representative random sample survey with a confidence level of 95 percent. Templates for questionnaires are designed to accommodate language and literacy needs of respondents, and trained local surveyors (male-to-male, female-to-female) go from house to house to verbally ask the questions in the survey.

Social norm change.
Individual behavior change.
At scale demand generation.

PMC’s reproducible formula for creating hit entertainment works across people, places, and media environments and it’s designed to respond to multiple social, health, and environmental challenges. We engage audiences, change ideas, and empower people to make better-informed decisions.


Our Approach

A Cost Effective Way to Create Change


It cost $2.54 USD for each person that began discussing family planning with family, friends, or neighbors because of PMC's show Saliwansai.

(PMC Endline Evaluation)

More than 27,000 people used a Planned Parenthood widget from in the first month of PMC broadcasting East Los High on Hulu in the United States.

Examples of PMC Impact

PMC TV and Radio Shows Are:


Every PMC show includes monitoring and evaluation to assess scale and depth of impact.


Huge audiences and effectively addressing multiple issues makes PMC shows cost-effective.


Life is multi-dimensional. PMC integrates multiple, interwoven issues to role model realities and tell good stories.


PMC’s intervention is reproducible and agile, working across cultures, languages, religions, and media markets.

Current World Population


Net Growth During Your Visit