Terms of Reference (ToR): Procurement of Nationwide Television Media Airtime and Broadcast Services

CALL FOR TENDERS: PROCUREMENT OF NATIONWIDE TELEVISION MEDIA AIRTIME AND BROADCAST SERVICES

Organization: Network of Ethiopian Women’s Associations (NEWA)

Project Title: Empowering Women-Led Associations and Community Structures to Strengthen Grassroots and National Movements to End Child Marriage, FGM, and Violence

Partner/Donor: United Nations Children’s Fund (UNICEF)

CALL FOR PROPOSALS: PROCUREMENT OF TELEVISION BROADCAST AIRTIME

1. Background and Context

The Network of Ethiopian Women’s Associations (NEWA) is a pioneering national coalition dedicated to advancing women’s rights, promoting gender equality, and empowering women across Ethiopia. Operating as a collective force against Gender-Based Violence (GBV), NEWA works alongside its diverse member organizations across all regional states to advocate for the systemic protection and advancement of women and girls.

In joint partnership with UNICEF, NEWA is implementing the initiative “Empowering Women-Led Associations and Community Structures to Strengthen Grassroots and National Movements to End Child Marriage, FGM, and Violence.” In Ethiopia, Female Genital Mutilation (FGM) and Child Marriage (CM) remain critical violations of bodily autonomy, stripping millions of girls of their health, education, and long-term socio-economic potential.

While top-down legal mandates are essential, sustainable elimination demands immediate grassroots behavioral and social norm shifts. Girls who resist child marriage or flee FGM trauma face severe vulnerabilities—including displacement, social ostracization, and secondary GBV. To convert legal frameworks into actionable protection, this campaign integrates localized safety nets, legal referral channels, and community support structures into a high-visibility nationwide media drive.

To achieve maximum demographic reach and drive behavioral shifts across multi-lingual communities, NEWA is commissioning a strategic, high-frequency 8-week television campaign across national and regional networks.

2. Objectives of the Assignment

General Objective

To execute a high-impact, demographically balanced nationwide television broadcast campaign across major language tracks (Amharic, Afaan Oromo, and Somali) to build public momentum, drive social norm shifts against harmful traditional practices (FGM, Child Marriage, and GBV), and engage key community influencers through verified, high-frequency prime-time placement.

Specific Objectives

• To procure Prime-Time Broadcast Airtime (Solicit and evaluate competitive Technical and Financial Proposals from eligible, licensed television service providers and media networks for guaranteed prime-time slots).
• To deliver Multi-Lingual Regional Coverage: broadcast a total of 45 pre-produced 30-second promotional spots balanced across three major language tracks—Amharic, Afaan Oromo, and Somali (15 spots each)—to ensure localized resonance in the Federal, Amhara, Oromia, and Somali regions.
• To maximize Viewership and Demographic Reach: Secure strategic placement within peak viewership windows (including evening news lead-ins, high-rated family programming, and weekend broadcasts) over an 8-week campaign duration.
• To ensure Compliance and Verification: track and verify broadcast execution through mid-campaign and final station logs, proof-of-airing documentation, and official broadcast certificates.

3. Scope of Work and Technical Specifications

The selected broadcast provider(s) will execute an 8-week nationwide campaign using pre-produced 30-second promotional video spots provided directly by NEWA.

• Campaign Duration: 8 consecutive weeks
• Total Broadcast Volume: 45 prime-time spots (~5.6 spots per week across networks)
• Spot Length: 30 seconds per spot
• Language Tracks: Amharic, Afaan Oromo, and Somali (15 spots allocated per language)
• Airtime Quality: Prime-time slots featuring peak viewership (evening news lead-ins, high-rated family programming, and weekend prime broadcasts)
• Target Coverage: Federal/National level, Amhara, Oromia, and Somali Regional States

4. Financial Proposal Submission Format

Bidders are requested to submit their financial offers using the structured tables below. Budget details must reflect competitive market rates inclusive and exclusive of applicable taxes.

Table 1: Unit Rate Financial Proposal

Table 2: Proposed Station Airtime and Prime-Time Scheduling Schedule

5. Payment Terms and Schedule of Deliverables

Disbursements will be released strictly upon milestone verification against certified station broadcast logs, official proof-of-airing documentation, and broadcast certificates:

• Tranche 1 (30%): Paid upon formal approval of the 8-week Master Broadcast Schedule and submission of confirmed station bookings/agreements.
• Tranche 2 (40%): Paid upon submission of verified mid-campaign broadcast logs and proof-of-airing documentation for Weeks 1–4.
• Tranche 3 (30%): Paid upon full completion of all 45 spots, submission of verified final station logs, and formal acceptance of the final campaign technical report.

Submission Requirements and Eligibility Criteria

Interested applicants must submit their proposals in two separately sealed envelopes (Technical Proposal and Financial Proposal) containing the following:

• Valid Trade/Business License, Tax Identification Number (TIN), and VAT Registration Certificate.
• Company/Station Profile demonstrating strong track records in managing high-volume television airtime and prime-time placements in Ethiopia.
• Direct coverage capabilities or confirmed legal broadcast access/agreements targeting national, Amhara, Oromia, and Somali regional audiences.
• Proposed Master Broadcast Schedule specifying network availability, broadcast slots, and viewership projections.