Establishing Community Video Units

Through the establishment of Community Video Units in which the disenfranchised produce and distribute their own locally relevant video programs, we empower local communities to lead, connect and change, and then voice their issues to a global audience. With a five-year goal of training more than 200 Community Video Producers on four continents, we aim to transform the global media landscape by enabling those who are currently excluded to be seen and heard around the world.

What is a Community Video Unit?

  • It is a local production company run by up to 10 community members trained in all aspects of video production and distribution.
  • It has two video cameras, one computer, one TV/VCR and one wide screen projector for outdoor screenings.
  • It is a partnership between Video Volunteers and a local non-governmental organization.
  • It produces multiple videos on a continual monthly basis.
  • Its videos are seen by up to 10,000 people per month in community settings alone.

Solutions-Based Media

Each CVU produces “Video News Magazine” every six weeks. The content of the Magazine is decided by a Community Editorial Board based on viewer feedback and key campaign issues. Different segments might include:

  • Community News - the issues of poor communities, such as government schemes, local health issues and upcoming events that are not covered by the mainstream news
  • Opinion Polls - that capture community consensus and call to action on particular issues
  • Success Stories - such as families that have found economic success through educating their girls
  • Short Documentaries - for example, stories where families speak out against alcoholism
  • Legal Tips - i.e., what to do if your name is not on a voter’s list
  • Local Culture and Music - could be introductions to the festivals of another community/religion
  • Expose/video raids - such as short clips of closed government health services followed by an on-the-fly interview with the concerned government officials
  • Editorial - where the organization and the reporters take their stand-for-change on the issue and give follow up action points
  • Local humour/jokes/skits - because we need to make people laugh!


How is it seen?

Local Distribution

  • Widescreen projectors
  • Local cable networks
  • Distribution on VCD/DVDs in self-help groups and NGO networks

Our strategy is to bring the programs to the same people, each month. By attempting to match the regularity of a news program as opposed to the randomness of documentaries, the aim is to create community ownership and participation—true “People’s Media.” One person on the team is full-time on distribution. Every month, this community distributor, usually a woman, travels to 25 villages, one a night to screen the video, lead a discussion around, and instigate any follow up action.

National and International Distribution

In 2006, the first six Community Video Units were launched by six leading Indian NGOs. Video Volunteers is now working to create opportunities to leverage these voices into the mainstream media—by distributing their media on the Internet and on our Network’s own site www.ch19.org. We’re exploring advocacy campaigns, and starting to work with the mainstream media that is showing a growth in stories from the ‘bottom of the pyramid.’