EVALUATION OF THE KOSOVO INDEPENDENT 
MEDIA PROGRAM EXECUTIVE SUMMARY
Submitted to: 
United States Agency for International Development/Kosovo 
Under: 
Evaluation IQC No. AEP-I-00-00-00023-00 
Task Order No. 850 
Evaluation Team: 
Mark Hopkins, Team Leader 
Arnold R. Isaacs 
Berat Buzhala 
Submitted by: 
Development Associates, Inc. 
1730 North Lynn Street 
Arlington, VA 22209-2023 
August 11, 2004 
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Media Program 
EXECUTIVE SUMMARY
A. BACKGROUND AND METHODOLOGY
This evaluation covers the Kosovo Independent Media Program (KIMP) (CA 167-A-00-01-
00107-00) implemented from July 16, 2001 to July 15, 2004 by the International Research and 
Exchange Board (IREX) under a Cooperative Agreement with the United States Agency for 
International Development (USAID) at a cost of $7.7 million. 
The principle objectives of the evaluation are: 1) An assessment of the effectiveness of IREX’s 
approach to achieving the objectives of the Cooperative Agreement, 2) Identification and 
quantification of the degree of success in developing the elements of Kosovo’s media which 
have received assistance under the KIMP, 3) Assessment of which elements of the KIMP 
produced the greatest value for funding provided and which the least, 4) Assessment of the 
management structure and business practices employed by IREX. 
To evaluate the successes and failures of the KIMP implemented from 2001 to 2004 by IREX 
requires largely subjective judgments and comparisons because of lack of baseline data. The 
Evaluators necessarily relied on reports and recollections for a description of the state of Kosovo 
media three years ago, in 2001, when IREX signed the Cooperative Agreement to implement the 
KIMP. The Evaluators matched quantifiable assessments of the performance and professional 
level of present-day Kosovo media with those of 2001 in order to gauge the effect of IREX 
programs on the Kosovo media. Or, lacking quantifiable assessments, the Evaluators relied on 
judicious review of more than 50 interviews with working journalists, editors and media 
managers, including those who have undergone IREX training seminars and workshops. 
B. IMPACT
l. In general, the Evaluators have found that the indicators articulated under the four 
objectives of the KIMP have not been met in full, especially in quality. 
2. They have not been met because the KIMP training has focused on quantity rather than 
quality, and chiefly on reporters alone, rather than including senior editorial management. 
3. Constraints include: 1) Reluctance if not unwillingness of the two private television 
stations--RTK21 and KTV--financially supported by IREX under the KIMP to participate 
fully in professional training of reporting and editorial staffs; and 2) the depressed Kosovo 
economy that presents an obstacle to increased television advertising, and, hence, revenue. 
4. As stated above, Kosovo’s weak economy negatively impacts Kosovo media by 
contributing to sluggish advertising revenues. Other donors, most notably the 
Organization of Security and Cooperation in Europe (OSCE) and the Kosovo Open 
Society Foundation, complement the KIMP rather than competing with or duplicating 
programs.
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5. KosovoLive would have benefited from far more assistance by IREX under the KIMP, 
both financially and through training to develop and enlarge a professional news service. 
That, in turn, would have benefited Kosovo media at large. 
C. IMPLEMENTATION
1. The fairness and effectiveness of sub-grant allocation by IREX appear balanced and 
objective. 
2. From 2001 to 2004, IREX has provided training to more than 1,200 Kosovar journalists 
and marketing, business and technical personnel. The training, plus on site-consultants, 
has covered a broad spectrum of reporting specialties and technical and financial matters. 
Workshops and seminars have been the predominant vehicles for the training. These 
forms of training have tended to have little impact on the Kosovo media. Hands-on 
instruction and in-house training are more effective, and at the same time more expensive 
than workshops and seminars. However, in-house training by IREX provided marketing 
and financial advisers has produced positive and quantifiable results at KTV and RTV21 
3. IREX management structure both in Kosovo and Washington D.C. is appropriate to 
implementing the KIMP and is cost effective in terms of organizational functioning. The 
in-country expertise has largely not been appropriate to the purpose of establishing a 
more professional Kosovo media. The foreign experts have been qualified on the whole, 
the Evaluators were told, but training has been too short, and the quantity of trainees too 
large. 
D. SUSTAINABILITY
1. If grants and foreign assistance were to cease now, the electronic media, as well as 
KosovaLive and possibly KTTN would not be sustainable. They will be self-sustainable 
when the Kosovo economy improves and therefore advertising revenue. Revenues of the 
IREX-assisted RTV21 and KTV are increasing. In KTTN’s case, the organization could 
be self-sustainable if users of the KTTN transmission network paid for the services, as 
they are obligated to do. The most promising local television and radio stations will be 
self-sustainable only when the number of stations is substantially reduced, thus freeing up 
advertising revenue for those stations that remain. 
2. Available evidence suggests that training has not been institutionalized in terms of 
strengthening professional journalism, but some has been in terms of improving 
management and television programming. The training is, of course, affordable to the 
end users because IREX has paid for it. 
E. LESSONS LEARNED
 
 Television news broadcasts in Kosovo have yet to even begin to reach minimum 
European or American standards for quality. 
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 It is no longer acceptable that the IREX-funded RTV21 and KTV be subsidized by 
USAID unless station managements firmly and convincingly agree to in-house training 
by qualified foreign or Kosovar journalists and editors at all levels of the stations’ 
staffing, including senior editors and producers. 
 Training supported by USAID—the KIMP--to date has not measurably produced the 
desired results. Too many journalists and editors in Kosovo fail to meet the test of 
professionalism. 
 USAID should continue strong support of AMPEK AND APJK, the two existing 
journalists’ associations in Kosovo. The associations need to develop short- and long￾term plans for achieving self-sustainability for the foreseeable future they will rely on 
international support, including that of USAID. 
 IREX has largely failed to realize concepts outlined in its own original training plans that 
could have led to a better and more coherent approach with more lasting benefits for 
Kosovo journalis. 
 Election reporting is a specific area that badly needs improvement and has particular 
importance in Kosovo’s present situation, looking to the October elections. 
 IREX should continue to support KTTN, given its essential role in distributing television 
and radio signals, but to press subscribers to pay for full KTTN operations so that it will 
be financially self-sustaining at the earliest possible time. 
 RTV21’s and KTV’s have recorded business successes, but even with significant gains in 
advertising revenue, both will continue to need substantial subsidies for some time to 
come. 
 It is clear to the Evaluators that there are real questions about the long-term viability of 
two independent television stations. 
 There are clearly too many local broadcasters, especially radio, for a region of some two 
million people. The result is a continuing battle over limited numbers of advertisers, thus 
holding back development of self-sustaining and quality radio and television stations. 
USAID should continue to support chosen local TV and radio stations, as it does by 
subsidizing 15 subscriptions to KosovaLive services 
 The Kosovo Assembly’s adoption of the Law on Access to Government Documents and 
opening discussion about the status of libel law are positive signs for the advancement of 
a democratic society. 
 KosovaLive, intended to become a “professional and sustainable news agency,” has 
managed to reach a reasonably high standard of journalistic practice, but nowhere near 
the speed or breadth of coverage expected. However, the Evaluators strongly 
recommend further USAID support for KosovaLive, looking to the day that its 
subscribers will provide adequate budget funds. 
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