ToR
: “Research on the Audio-Visual Content Distribution in Rwanda” (National
consultancy assignment)
Terms
of Reference for “Research on the Audio-Visual Content Distribution in Rwanda”
(National consultancy assignment)
of Reference for “Research on the Audio-Visual Content Distribution in Rwanda”
(National consultancy assignment)
A.
General Context of Eco-Emploi 2016 – 2019
General Context of Eco-Emploi 2016 – 2019
Rwanda
has maintained steady growth and macroeconomic stability for the past 15 years,
between 2001 and 2015 real GDP growth averaged at about 8% per annum. However,
the rate of unemployment and
has maintained steady growth and macroeconomic stability for the past 15 years,
between 2001 and 2015 real GDP growth averaged at about 8% per annum. However,
the rate of unemployment and
underemployment is high and most of those in
employment still work in poorly paid positions, above all in agriculture.
Although primary school attendance is comparatively high in Rwanda, the fast
majority of youth leave schools hardly equipped for the labour market. A strong
middle class that could provide for a solid foundation for the country’s
economy does not exist.
The
programme Eco-Emploi is part of the priority area “Sustainable Economic
Development” of the Rwandan-German Development Cooperation and will be
implemented between June 2016 and Mai 2019. Eco-Emploi embodies an integrated
approach of technical and vocational education and training, labour market
interventions and private sector development. It supports the economic sectors
ICT, wood economy, tourism and creative industries [above all audiovisual
business]. The economic empowerment of women and people living with
disabilities are a cross-cutting effort in all activities of the programme.
programme Eco-Emploi is part of the priority area “Sustainable Economic
Development” of the Rwandan-German Development Cooperation and will be
implemented between June 2016 and Mai 2019. Eco-Emploi embodies an integrated
approach of technical and vocational education and training, labour market
interventions and private sector development. It supports the economic sectors
ICT, wood economy, tourism and creative industries [above all audiovisual
business]. The economic empowerment of women and people living with
disabilities are a cross-cutting effort in all activities of the programme.
EcoEmploi’s
success is mainly defined by the amount of jobs that are created though the
programme’s activities.
success is mainly defined by the amount of jobs that are created though the
programme’s activities.
For
more information, please visit EcoEmploi’s homepage:
http://ecoemploi.org/
more information, please visit EcoEmploi’s homepage:
http://ecoemploi.org/
B.
Rationale of the assignment
1) Background of assignment
Rationale of the assignment
1) Background of assignment
Distribution
is a key function of the audio visual value chain. In line with the objectives
of the Rwandan government to capitalize the country’s audio-visual sector, an
efficient and formal content distribution shall be developed. Distribution is
ideally where investors and creatives receive remuneration and return on
investment while the customer receives access to the content. Furthermore,
distribution is the delivery of audio-visual products through channels such as
television, cinema, internet and street vendors (e.g. Internet) and physical
media (e.g. pen-drives, CDs or DVDs). A functioning and transparent
distribution system will enable producers, artists and other audio-visual
investors to be remunerated for their products by means of royalty interest
payments. A royalty is a payment made by one party, the licensee or franchisee
to another that owns a particular asset, the licensor or franchisor for the
right to ongoing use of that asset. Royalties are typically agreed upon as a
percentage of gross or net revenues derived from the use of an asset or a fixed
price per unit sold of an item of such, but there are also other modes and
metrics of compensation. A royalty interest is the right to collect a stream of
future royalty payments. An operative and applied royalty interest scheme would
foster new investments in the sector and continuous contribution in the
economy. It will further secure the rights of artists and audio-visual
producers. For the time being, the weakness of distribution segment is a major
constraint for the growth of the audio-visual industry in Rwanda.
is a key function of the audio visual value chain. In line with the objectives
of the Rwandan government to capitalize the country’s audio-visual sector, an
efficient and formal content distribution shall be developed. Distribution is
ideally where investors and creatives receive remuneration and return on
investment while the customer receives access to the content. Furthermore,
distribution is the delivery of audio-visual products through channels such as
television, cinema, internet and street vendors (e.g. Internet) and physical
media (e.g. pen-drives, CDs or DVDs). A functioning and transparent
distribution system will enable producers, artists and other audio-visual
investors to be remunerated for their products by means of royalty interest
payments. A royalty is a payment made by one party, the licensee or franchisee
to another that owns a particular asset, the licensor or franchisor for the
right to ongoing use of that asset. Royalties are typically agreed upon as a
percentage of gross or net revenues derived from the use of an asset or a fixed
price per unit sold of an item of such, but there are also other modes and
metrics of compensation. A royalty interest is the right to collect a stream of
future royalty payments. An operative and applied royalty interest scheme would
foster new investments in the sector and continuous contribution in the
economy. It will further secure the rights of artists and audio-visual
producers. For the time being, the weakness of distribution segment is a major
constraint for the growth of the audio-visual industry in Rwanda.
The
upcoming enforcement of Intellectual Property Rights (IPR) is a change maker in
the audiovisual sector, especially regarding the distribution of local “Made
in Rwanda” content.
upcoming enforcement of Intellectual Property Rights (IPR) is a change maker in
the audiovisual sector, especially regarding the distribution of local “Made
in Rwanda” content.
A
planned policy dialogue on the implementation and enforcement of the new IPR
and the promotion of Made in Rwanda content shall facilitate a smooth
transition during the formalization of the distribution sector. To date, the
sector is characterized by a high degree of informality in regard to the status
of businesses (e.g. informal cinemas, television channels not paying royalties
to local artists, wholesaler distributors illegally burning DVD and CD) meant
to operate under IPR regulations and the employment status of individual
(street) vendors. Understanding the current distribution environment is
therefore essential.
planned policy dialogue on the implementation and enforcement of the new IPR
and the promotion of Made in Rwanda content shall facilitate a smooth
transition during the formalization of the distribution sector. To date, the
sector is characterized by a high degree of informality in regard to the status
of businesses (e.g. informal cinemas, television channels not paying royalties
to local artists, wholesaler distributors illegally burning DVD and CD) meant
to operate under IPR regulations and the employment status of individual
(street) vendors. Understanding the current distribution environment is
therefore essential.
This
study shall cover corporate vendors and street vendors and shall take into
account both international and local content (movies, series, soap operas,
music video clips etc.). Furthermore, the difference between the distribution
in rural and urban areas as well as different consumption shall be highlighted,
and employment potential analysed.
study shall cover corporate vendors and street vendors and shall take into
account both international and local content (movies, series, soap operas,
music video clips etc.). Furthermore, the difference between the distribution
in rural and urban areas as well as different consumption shall be highlighted,
and employment potential analysed.
2)
Scope and objective
Scope and objective
The
objective of the assignment is to conduct a status quo analysis of the
audio-visual distribution system in Rwanda that enables the policy dialogue to
promote formalization, Made in Rwanda content and fair remuneration among to
all players of the audio-visual distribution system.
objective of the assignment is to conduct a status quo analysis of the
audio-visual distribution system in Rwanda that enables the policy dialogue to
promote formalization, Made in Rwanda content and fair remuneration among to
all players of the audio-visual distribution system.
In
order to achieve the objective, the research will focus on distribution
channels used in Rwanda by broadcasters, exhibitors and sellers: 1)
Televisions, 2) Cinemas, 3) Online platforms, and 4) Vendors. The audio-visual
products will comprise movies, series, soap operas, music video clips as well
as documentaries and distinguish between local and international productions.
order to achieve the objective, the research will focus on distribution
channels used in Rwanda by broadcasters, exhibitors and sellers: 1)
Televisions, 2) Cinemas, 3) Online platforms, and 4) Vendors. The audio-visual
products will comprise movies, series, soap operas, music video clips as well
as documentaries and distinguish between local and international productions.
In
order to have a representation of regional particularities, the research should
cover:
order to have a representation of regional particularities, the research should
cover:
- City
of Kigali: Gasabo, Nyarugenge - Eastern
Province: Nyagatare - Northern
Province: Musanze Gicumbi - Western
Province: Rubavu - Southern
Province: Nyamagabe, Huye
In
every location, the consultant shall conduct group interviews with at least 5
distributors and 25 users and consumers.
every location, the consultant shall conduct group interviews with at least 5
distributors and 25 users and consumers.
The
analysis shall provide details of the following (but not limited to):
analysis shall provide details of the following (but not limited to):
I.
Supply Chain Analysis used by broadcasters, exhibitors and sellers: 1)
Televisions, 2) Cinemas, 3) online platforms, and 4) Vendors
Supply Chain Analysis used by broadcasters, exhibitors and sellers: 1)
Televisions, 2) Cinemas, 3) online platforms, and 4) Vendors
- Product:
Types of products and format/medium are distributed on the market, in
terms of volumes, shares, trends: Comparison between local and
international products. - Operators:
Starting from the artists, describe all relevant players and their
functions in the different distribution channels, from providers to buyers
in terms of organizational and HR capacities, socio-economic
characteristic (particular for the large group of street vendors as well
as for clients) and consumer patterns (what they buy, with which budget
they use, from which sales channel) - Linkages:
Describe modes of formal and informal collaboration between the supply
chain operators and reason for non-cooperation - Value
Distribution: Analysis of where the value is generated per type of product
and how the profit is distributed, for both for formal and informal
structures. Analyse the pricing mechanisms, from the artist all the way to
the end consumer; who makes what money in the VC? - Support
Structure: Description of organizations offering support and services. For
each organization mention the beneficiaries in this supply chain.
II.
Analysis of intervention areas for the promotion of Formalization and Made in
Rwanda content
Analysis of intervention areas for the promotion of Formalization and Made in
Rwanda content
- Potential
for fair remuneration: Observations on potentials and best practices of
how to distribute profit in a fair way; and how to optimise possibilities
for more trickling down of profits to the artists - Availability
and Access: Observations on potentials and best practices on how to
increase availability and access of (local) content - Potential
for (formal) inclusive employment generation: Observations on potentials
and best practices to formalize and increase employment in an inclusive
way - Institutional
and legal framework: How are associations, governmental organizations,
policies affecting or supposed to affect the sector? - IPR
transition: Observation on potential risk and opportunities for the
introduction and enforcement of the new Intellectual Property Rights - Capacity
development needs: In terms of framework conditions and collaboration,
organizational capacities and human capacity development
3)
Process and methodology of the assignment:
a) The process of the assignment is as follows:
Process and methodology of the assignment:
a) The process of the assignment is as follows:
The consultant is expected to meet the Rwanda· Arts Council and GIZ
Eco-Emploi to fully understand the detailed needs of this study
Eco-Emploi to fully understand the detailed needs of this study
- The
consultant is expected to prepare a detailed road map for the whole
assignment - The
methodology and related tools shall be prepared by the consultant and
presented to the Rwanda Arts Council and GIZ for approval and adjustment
prior to the study kick-off - Prepare
missions/locations meetings to (group) interview with the
professionals/individuals and/or companies - For
every location, the consultant shall ensure that he/she has all necessary
official authorizations for conducting such study - After
the first field trip a short review of the methodology will be conducted
with GIZ Eco-Emploi - The
consultant shall do data analysis and interpretation, as long as charts
for visualizing the information - Presentation
of draft findings to RAC and Eco-Emploi - Presentation
of findings to relevant policy dialogue stakeholders - Submitting
a report in English at the end of data collection, outlining key
observations during the data collection process as relevant to the Rwanda
Arts Council and GIZ
b)
Methodological concept
The research should comprise:
Methodological concept
The research should comprise:
- Desktop
research - Supply
Chain overview - Field
research, interview, group discussions - Qualitative
and quantitative research - Questionnaire
should include open ended and closed ended formats
c)
Report
Report
The
report of the assignment has to be between 50 and 100 pages long (including any
annexes). The report is to adhere the following structure:
report of the assignment has to be between 50 and 100 pages long (including any
annexes). The report is to adhere the following structure:
I.
Table of content
II. Abbreviations
III. Executive Summary
1. Introduction
2. Context
3. Methodology
4. Supply Chain Analysis
4.1. Television
4.1.1. Product
4.1.2. Operators
4.1.3. Linkages
Table of content
II. Abbreviations
III. Executive Summary
1. Introduction
2. Context
3. Methodology
4. Supply Chain Analysis
4.1. Television
4.1.1. Product
4.1.2. Operators
4.1.3. Linkages
4.1.4.
Value Distribution
Value Distribution
4.1.5.
Support Structure
Support Structure
4.2.
Online platforms
Online platforms
4.2.1.
Product
Product
4.2.2.
Operators
Operators
4.2.3.
Linkages
Linkages
4.2.4.
Value Distribution
Value Distribution
4.2.5.
Support Structure
Support Structure
4.3.
Cinemas
Cinemas
4.3.1.
Product
Product
4.3.2.
Operators
Operators
4.3.3.
Linkages
Linkages
4.3.4.
Value Distribution
Value Distribution
4.3.5.
Support Structure
Support Structure
4.4.
Vendors
Vendors
4.4.1.
Product
Product
4.4.2.
Operators
Operators
4.4.3.
Linkages
Linkages
4.4.4.
Value Distribution
Value Distribution
4.4.5.
Support Structure
Support Structure
- Analysis
of intervention Areas for the promotion of Formalization and Made
in
Rwanda content
Rwanda content
5.1.
Fair profit distribution
Fair profit distribution
5.2.
Availability and Accessibility
Availability and Accessibility
5.3.
Inclusive employment generation
Inclusive employment generation
5.4.
IPR Implementation
IPR Implementation
5.5.
Capacity Development Needs
Capacity Development Needs
6.
Conclusion
7. Annex
Conclusion
7. Annex
Next
to the final products, all raw data and materials used must be delivered to RAC
and GIZ Eco-Emploi upon finalization of the contract. Only Microsoft Office
compatible files are permitted for delivery.
to the final products, all raw data and materials used must be delivered to RAC
and GIZ Eco-Emploi upon finalization of the contract. Only Microsoft Office
compatible files are permitted for delivery.
4)
Reporting and cooperation:
Reporting and cooperation:
The
consultant will report to the Principal Technical Advisor of GIZ Eco-Emploi.
The Creative Industry Expert will assist the implementation and function as
contact person with regard to the content for the consultant. The partner of
the assignment is the Rwanda Arts Council (RAC). The assignment will be
implemented in cooperation with the mentioned institutions. The Creative
Industry Expert will ensure exchanges and linkages between the consultant, RAC
and GIZ.
consultant will report to the Principal Technical Advisor of GIZ Eco-Emploi.
The Creative Industry Expert will assist the implementation and function as
contact person with regard to the content for the consultant. The partner of
the assignment is the Rwanda Arts Council (RAC). The assignment will be
implemented in cooperation with the mentioned institutions. The Creative
Industry Expert will ensure exchanges and linkages between the consultant, RAC
and GIZ.
C.
Deliverables
Deliverables
- Draft
report: This report in English will be generated after the first field
visit findings. It shall include a synthesis of data and provisional
research findings - Final
report: The study results for every location as requested by the GIZ and
RAC. This document shall be in English and will provide all information as
per the requirement described above. - At
least 20 photos in the quality required for a publication that are to be
taken during the field research - Presentation
of findings by using MS PowerPoint.
D.
Timeframe of the assignment
Timeframe of the assignment
The
assignment is to start on 01/10/2017. All final products have to be handed in
by 30/11/2017.
assignment is to start on 01/10/2017. All final products have to be handed in
by 30/11/2017.
E.
Key characteristics of consultant(s)
Key characteristics of consultant(s)
For
the assignment, the following characteristics and competencies are essential.
the assignment, the following characteristics and competencies are essential.
Academic
Background:
Background:
Minimum
Master’s degree in Economics, Social Sciences, Law or related field
Master’s degree in Economics, Social Sciences, Law or related field
Professional
Experience:
Experience:
Experience
in Supply Chain analysis
in Supply Chain analysis
At
least two years’ experience in research and data analysis
least two years’ experience in research and data analysis
Knowledge
of the Rwandan Audio-Visual sector would be an asset
of the Rwandan Audio-Visual sector would be an asset
Special
competencies needed for this assignment:
competencies needed for this assignment:
Ability
to conduct research in Kinyarwanda
to conduct research in Kinyarwanda
Ability
to collect and provide a synthesis of qualitative and quantitative data
to collect and provide a synthesis of qualitative and quantitative data
Ability
to generate reports in English
to generate reports in English
Ability
to use research and data analysis software
to use research and data analysis software
F.
Contact
Contact
In
case of questions regarding the assignment, please contact
procurement-rw@giz.de. Please note that for a fair tender process,
we only point to publicly available information.
case of questions regarding the assignment, please contact
procurement-rw@giz.de. Please note that for a fair tender process,
we only point to publicly available information.
G.
Timeline
Timeline
Please
deposit your application in sealed & separated envelops (technical and
financial) until latest 28 September 2017 at 4PM, at the front desk of
GIZ office/Kiyovu, 41, KN ST 17, P.O. Box 59 Kigali.
deposit your application in sealed & separated envelops (technical and
financial) until latest 28 September 2017 at 4PM, at the front desk of
GIZ office/Kiyovu, 41, KN ST 17, P.O. Box 59 Kigali.
