Terms of Reference (ToR) Establishment of a Two-Year Framework Agreement for Television and Radio Media Visibility Services

Background

SOS Children’s Villages Ethiopia (SOS CVE) is a child-focused organization working to ensure that children and young people grow up with the care, protection, and opportunities they need to thrive. As part of its communication, advocacy, fundraising, partnership development, and public awareness efforts, SOS CVE regularly utilizes mass media platforms to disseminate key messages, promote campaigns, highlight program impacts, and engage stakeholders across Ethiopia.

To ensure timely access to quality media platforms and competitive airtime rates, SOS CVE intends to establish a two-year Framework Agreement with qualified television and radio stations. The framework agreement will enable SOS CVE to procure airtime placement services on an as-needed basis throughout the contract period while ensuring value for money and effective audience reach.

Objective

The objective of this assignment is to identify and pre-qualify television and radio broadcasters capable of providing strategic airtime placement services through programs that align with SOS CVE's target audiences and communication objectives.

The framework agreement will ensure:

• Access to appropriate television and radio programs for communication campaigns.
• Competitive and fixed airtime rates throughout the agreement period.
• Efficient procurement of media placement services.
• Improved reach and visibility among priority audiences.
• Strong value for money through cost-effective media buying.

Scope of services

The selected media houses shall provide airtime placement services as requested by SOS CVE during the validity of the framework agreement.

Services may include but are not limited to:

Television Services

• Broadcasting of TV commercials and promotional spots.
• Public Service Announcements (PSAs).
• Sponsored program segments.
• Talk show and interview placements.
• Campaign visibility and promotion.
• Event coverage and special features.
• Live broadcast opportunities.

Radio Services

• Broadcasting of radio advertisements.
• Public Service Announcements (PSAs).
• Sponsored radio segments.
• Interview and discussion program placements.
• Awareness and advocacy campaign promotion.
• Live radio coverage and event broadcasting.

Value-Added Services (Optional)

• Social media amplification.
• Bonus airtime spots.
• Repeat broadcasts.
• News coverage opportunities.
• Special campaign packages.
• Cross-platform promotion.

Duration of the Framework Agreement

The Framework Agreement shall be valid for a period of two (2) years from the date of contract signature.

The agreement shall not guarantee any minimum volume of business. Services will be requested through individual purchase orders, service requests, or call-off arrangements issued by SOS CVE based on operational needs and available budgets.

SOS CVE’s Core Audiences

Selecting the right media partner for SOS CVE requires a clear understanding of our core audiences. The media channel should have the reach, credibility, and influence to effectively engage with these groups, helping to strengthen our visibility, fundraising efforts, and advocacy impact.

Below are the key audiences SOS CVE aims to engage with, which will also help refine the selection criteria for the media partner:

1. Individual Sponsors – Supporters who contribute financially to sustain SOS CVE’s programs and services.
2. Corporate Partners – Businesses and organizations that collaborate with SOS CVE through sponsorships, CSR initiatives, and joint projects.
3. Volunteers and Advocates – Individuals who actively promote SOS CVE’s mission, participate in fundraising activities, and amplify our impact.
4. Grant-Making Organizations – International and local organizations that fund child-focused and community-driven initiatives.
5. Government – National and regional government bodies that regulate, support, and collaborate with SOS CVE on policy and program implementation.
6. General Public – The wider community, whose awareness and support contribute to the overall success of SOS CVE’s work.

By understanding and segmenting these core audiences SOS CVE in collaboration with the selected media partner will tailor its messaging for maximum resonance and impact. The selected media partner should be able to engage these groups with strategic storytelling, localized relevance, emotional appeal, and selection of the right program ensuring that SOS CVE’s work is not only seen but deeply felt and supported across sectors.

Deliverables

The selected media houses shall:

• Broadcast approved SOS CVE content according to agreed schedules.
• Share monthly or campaign-specific airtime schedules.
• Provide proof of broadcast and transmission logs upon request.
• Submit invoices based on actual airtime utilized.
• Maintain the agreed rates throughout the framework period.
• Notify SOS CVE of any major programming changes that may affect scheduled placements.

Child and Youth Safeguarding, Privacy, Brand Safety, and Ethical Communication

1. The service provider shall comply with SOS CVE’s Child and Youth Safeguarding Policy, Code of Conduct, privacy requirements, and ethical storytelling standards.
2. The service provider shall broadcast only materials formally approved by SOS CVE and shall not edit, crop, translate, dub, reproduce, or otherwise alter the materials without prior written authorization.
3. The names, images, voices, stories, and personal information of children, young people, families, and other participants shall be handled with dignity and in accordance with applicable consent and privacy requirements.
4. The provider shall not use SOS CVE’s name, logo, Goodwill Ambassador, campaign materials, recordings, or other intellectual property for its own marketing or commercial promotion without written authorization.
5. SOS CVE content shall not be placed within or immediately adjacent to:

• Hate speech or discriminatory content;
• Political campaigning or partisan programming;
• Graphic violence or sexual content;
• Child exploitation or harmful representation;
• Deliberate misinformation;
• Content that stigmatizes vulnerable individuals or communities; or
• Other programming inconsistent with SOS CVE’s values.

1. The service provider shall ensure that its employees, subcontractors, affiliates, and platforms comply with the same obligations.
2. SOS CVE may suspend a placement, reject a program, require immediate removal of content, or terminate the relevant call-off or framework agreement in response to a serious safeguarding, privacy, or brand-safety concern.
3. Any safeguarding, privacy, reputational, or unauthorized content concern shall be reported immediately to SOS CVE through the official safeguarding reporting channel; misconduct@sos-ethiopia.org.

• Valid broadcasting license issued by the relevant authority.
• Valid business license.
• Tax Identification Number (TIN).
• VAT registration certificate.
• Trade registration certificate.

• Company background.
• Years of operation.
• Ownership and governance structure.
• Brief description of services offered.

• National and/or regional coverage areas.
• Estimated audience reach.
• Audience demographic profile.
• Geographic distribution of audiences.

• Program name.
• Type of program.
• Frequency of broadcast.
• Broadcast schedule.
• Audience profile.
• Estimated audience size.
• Reason for suitability.

• Families and caregivers.
• Youth.
• Community members.
• Government stakeholders.
• Development partners.
• Corporate audiences.
• Donors and sponsors.
• General public.

• Family-oriented programs.
• Educational programs.
• Youth-focused programs.
• Social and community development programs.
• Talk shows and public affairs programs.
• Current affairs discussions.
• Women and family programs.
• Prime-time television and radio programs.

• Airtime schedules.
• Broadcast confirmations.
• Program performance information.
• Audience data where available.

• Per-minute airtime rates (non-prime time and prime time indicated separately)
• Talk show or interview appearances.
• Sponsored program segments.

• Per-minute airtime rates (non-prime time and prime time indicated separately)
• Interview placements.
• Sponsored program segments.

• Framework agreement discounts.
• Volume-based discounts.
• Seasonal discounts.
• Bonus airtime offers.
• Other promotional arrangements.

• Accept or reject any proposal.
• Request clarification from bidders.
• Award framework agreements to one or multiple service providers.
• Cancel or modify the procurement process at any stage without obligation to award a contract.