The local production and broadcast of messages that ensure useful content for the poor (especially that generated and managed in the South), might be incorporated into existing media organisations. This may include the ministry of radio and telecommunications or private enterprise that already operates national television/radio/printed matter. But it may also include other groups who can see the potential of the new cheaper mechanisms for mass communication (. Ministry of Agriculture, Ministry of Health), local government (a town council that takes up the opportunities), civil society (development organisations, local community based organisations, advocacy groups), and possibly the private sector
