About TKG
The Killid Group (TKG) is an independent, Afghan public media group made of eight local Radios and two weekly nation-wide magazines, established by the Development & Humanitarian Services for Afghanistan (DHSA) in 2002. The group’s editorial policy embraces one main concept: Afghan ownership of Afghanistan’s process, and is committed to one principle: people’s right to be informed and to be heard, which is the basis for good governance, accountability and transparency. To fulfill the concept and the principle we are forging a TKG focus and style, ruled by high quality, in-depth, timely, accurate and balanced reporting together with a creative selection of story-ideas.
TKG operates under DHSA’s administrative and legal framework. DHSA has been operating throughout Afghanistan since 1992 as a trusted and effective partner for a wide range of local and international organizations.
DHSA operates five divisions: Public Media (namely TKG); Humanitarian (working as UNHCR’s shelter partner in Northern Afghanistan); Education (teacher training and accelerated learning with USAID in Khost and Daikundi); Cultural Heritage (rehabilitation of historic sites and music festivals); and Environmental Protection (through public communication).
Mission statement
TKG’s mission is to enhance public access to critical information, promote civic media, freedom of speech and open discourse, and raise public awareness through its extensive network of radio, print and production assets in association with local, national and international partners. TKG was first established with the support of USAID and the EC which invested in the start-up and professional capacity building of the project over a two year process between 2002 and 2006. Today, TKG is largely self-sustainable through public communication contracts and advertising sales which go back into project development and capacity building.
TKG utilizes a variety of platforms to achieve its mission from book and magazine publishing, civic radio, regular trainings of TKG and other Afghan media journalist’s on human rights and war crimes investigative reporting techniques, production of original web content, co-sponsorship of conferences and workshops on media and development, by giving a consistent platform for voices of reason in Afghanistan to express themselves through TKG’s various communication platforms and by making its media resources available within all 34 provinces of Afghanistan.
TKG has a public service mandate. All production and broadcast costs sponsored by our donors will be utilized in an effort to maximize reach of any communication program to the intended beneficiaries.
TKG operates a network of eight radio stations in seven provinces, a strategic public communication division and a publishing house.
• Broadcast media through radio and soon television,
• Magazine and book publishing
• Advocacy through strategic public communication.
Radio Killid Network
TKG operates the Radio Killid Network with local stations in Kabul, Mazar, Kandahar, Jelalabad,Ghazni, Khost and Herat. In 2010 TKG launched Afghanistan’s first radio station dedicated to Rock ‘n’ Roll. The Radio Killid Network’s unique blend of public service-oriented programming (cultural, political, developmental and educational programs), news, entertainment and music reaches millions of listeners and many of its original programs and public service announcements are shared with other, smaller and financially strapped, community radio stations throughout rural Afghanistan. In an environment where the media was formerly controlled by the state, suppressed or nonexistent beyond city centers, the growth of TKG during Afghanistan’s critical transition from war to peace has served as a valuable asset for all those dedicated to building a peaceful and open society.
TKG’s audience reach is demographically, geographically and numerically broad. In addition to the Radio Killid Network, TKG manages a partnership of 28 affiliate stations across the country.
Publishing: TKG is proud to be the home of Afghanistan’s two highest circulation independent magazines, The Killid Magazine and Mursal, exclusive women’s weekly. The magazines are the only two publications to reach each of Afghanistan’s 34 provinces every week and have served as a valuable public communication and literacy tool for a nation where public libraries and newsstands are minimal at best.
Killid Magazine
Killid (the key) Magazine is Afghanistan’s most popular, highest circulation and most widely distributed independent printed press.
The magazine was first published in 2002 and has since grown from 3000 copies a week in Kabul to 25,000 copies to all 34 provinces of the country each week, making it the only independent press to reach the entire nation on a weekly basis.
Editorially the magazine has matured from being an easy to read, basic public information and literacy tool to one of the country’s most forward thinking and independent voices.
Like TKG itself, Killid Magazine’s policy is to embraces one main concept: Afghan ownership of Afghanistan’s process.
And is committed to one principle: people’s right to be informed and to be heard, which is the basis for good governance, accountability and transparency.
To fulfill the concept and the principle we are forging a TKG focus and style in the magazine, ruled by high quality, in-depth, timely, accurate and balanced reporting together with a creative selection of story-ideas.
The magazine offers news, analysis and commentary in Dari, Pashto and English.
The magazine costs 15 Afghanis to make it affordable to the average reader in Afghanistan. As such, a large part of its operational costs are subsidized by DHSA/TKG.
Killid Magazine has a full-time staff of 20 reporters, covering all 34 provinces of Afghanistan. The magazine coordinates its reporting with TKG’s radio division, the Radio Killid Network. In doing so, we maximize the reach of the magazines reporting to the public.
The magazine and its staff are constantly committed to capacity building and committed to evolving as time and resources permit.
In addition to being available in the market place, the magazine’s leading stories and hard hitting cartoons can be found on-line herein.
Mursal Women’s Magazine
Like Killid Magazine, Mursal is Afghanistan’s most popular, highest circulation and most widely distributed women and family focused independent press.
The magazine evolved as a free supplement to Killid Magazine and is now sold in the market place for X Afghanis.
Mursal means blossoming flower and like its namesake, the magazines writers and editors strive to be a voice of encouragement and support for women and girls all over Afghanistan.
The mission of Mursal is to be a relevant, independent and accessible information and literacy tool for women in a nation where men are often in control of information and knowledge.
Like TKG itself, Mursal Magazine’s policy is to embraces one main concept: Afghan ownership of Afghanistan’s process.
And is committed to one principle: people’s right to be informed and to be heard, which is the basis for good governance, accountability and transparency.
To fulfill the concept and the principle we are forging a TKG focus and style in the magazine, ruled by high quality, in-depth, timely, accurate and balanced reporting together with a creative selection of story-ideas.
The magazine has a staff of 12 female reporters and like Killid Magazine it feeds the Radio Killid Network with its reporting in an effort to maximize its information and communication reach to the public.
The magazine and its staff are constantly committed to capacity building and committed to evolving as time and resources permit.
Public Communication: Since 2002, TKG has served as a reliable and creative communication and advocacy partner for numerous local, national and international partners. To date, TKG has produced a wide variety of public communication campaigns, public services announcements (PSA’s), talk shows, round table debates for radio and special editions of its two magazines covering topics ranging from domestic violence to HIV/AID’s, child protection, literacy and school attendance, agricultural innovations, to dangers of poppy cultivation and drug use.
Defining the objectives
i. To understand the listeners and readers perception about their need for information
1. What kind of information the listeners like to read and listen to it
2. what kind of programs they suggest
3. what they think about the timing of the programs and the design of magazines
ii. Investigate the competition among radio’s and magazines
1. Dynamics of the competition
2. who are the competitors
3. what are their strategies
iii. Understand the perception of advertisers on radio and magazine advertisement
1. How much they spend on advertisement
2. which medium they prefer more for advertisement
3. in which seasons they would like to advertise more
Scope of work
This market research would be for the media network of TKG respectively Radio Killid, Killid Magazine, Kabul Rock, and Mursal Magazine. The geographical scope of this market study is Kabul, Jalalabad, Khost, Ghazni, Kandahar, Herat and Mazar provinces.
This market research should be based on the following methodology:
• Desk review of existing literature, and other secondary materials relevant to the market context
• Primary data collection from listeners of Radio, readers of magazines and local businesses using a qualitative and quantitative approach:
4. Conducting 58 survey questionnaires with the listeners of radio and readers of magazines in each target province
5. Conducting 1 focus group discussion in each province with radio listeners and readers.
6. Conducting 10 interviews with local business in each province
Expected Deliverables
1. A detailed work plan after the contract is signed
2. Design of the survey instruments for the market research
3. A market research report covering the research objectives
4. Presentation of the preliminary findings to the TKG
5. Submission of final report in hard copies and soft copy to the TKG
Timeline
This market research should be conducted in two months’ time after signing the agreement.
Request for Interested Bidders
This market research is publicly tendered. All interested applicants must submit the following document in English:
1. Similar past experience of the firm
2. Qualification of the proposed project staff such as CV
3. Outline of the proposed approach to perform the market research (detailed methodology, timeline, and sample approach)
4. A comprehensive budget in excel spreadsheet
Submission Guidelines:
Please submit your RFP to DHSA-TKG office or through email.
House # 442, Street#6, Chardehi watt, Near to Uzbekha Masjid, Karta-e-seh, District#6 Kabul, Afghanistan
Muhammad Ajmal Aria
Admin/HR Manager
DHSA/TKG
admin@dhsa.af
0798 046 840
