Sangeet Swara A Community-Moderated Voice Forum in Rural India - - PowerPoint PPT Presentation

Sangeet Swara

A Community-Moderated Voice Forum in Rural India Aditya Vashistha

Joint work with Ed Cutrell, Gaetano Borriello and Bill Thies

Voice Remains the Primary Interface for Mobile Subscribers

Most subscribers lack smart phones

Only 1 in 5 people have Internet

Smart Phone: ~ 10% Feature Phone/Basic Phone: ~ 90%

Literacy and Language Barriers

Literate in English Non-Literate Literate in Other Language Language Known

Interactive Voice Response Systems

Millions of calls & hundreds of thousands of voice messages in local languages!

Voice Forums for Development

Citizen News Journalism Mudliar et al. ICTD 2012 Agriculture Discussion Forum Patel et al. CHI 2010 Community Radio Koradia et al. ICTD 2012 Feedback on School Meals Grover et al. DEV 2012 Content Creation and Dissemination Agarwal et al. ICTD 2009 Viral Entertainment Platform Raza et al. ICTD 2012 Job Opportunities by Entertainment Raza et al. CHI 2013 Civic Engagement Portal Guliad et. al. ICTD 2013

Moderators

• Team of 10-15 people
• Generate meta tags like

content type, gender

• Review & improve quality
• Translate and transcribe
• Publish it on IVR and web

How to reach the scale of large Internet websites?

Managing Content using Moderation

Key Idea: Enable Scaling through Community Moderation

• 1. Do participants value their interaction with

the community?

• 2. Can the community moderate itself without

any outside support?

• 3. Can it be financially sustainable?

Create a vibrant virtual community of low-income users in rural India Research Questions

Sangeet Swara

A Community-Moderated Voice Forum for Songs, Poems, Jokes & Cultural Content

1 2 3 4

Now you are listening the message with Rank 5 ….Message reorded y a user is eig played…. If you like this message, then give your vote by pressing 1. If you do’t like this essage, the give your vote by pressing 2. To play this message again, Press 3. To share this song with friends, Press 4.

1800-102-3690

.. message is played .. .. vote is solicited .. .. message is played .. .. vote is solicited .. .. message is played .. .. vote is solicited ..

Sangeet Swara

A Community-Moderated Voice Forum for Songs, Poems, Jokes, & Cultural Content

Newest first? Most upvoted first? Balance of novelty and popularity How to order posts?

Deployment

Traffic in 11 weeks

• 25,000 calls
• 5,400 audio posts

(by 500 people)

• 140,000 ratings
• 200,000 playbacks
• Avg. call 5 min

Spread from 73 people to 1500+ by word of mouth

User Analysis

• 50% from rural areas
• 94% male 6% female

Student Teacher Private Jobs Unemployed Musician Farmers

• Impassioned use by VI (>26%)
• Earn ~2.5 USD/day

Generic Social Media Songs Poems Introductions Songs from a Playback Device Questions and News Instrumental Performance Jokes Blank Messages

Content Analysis

Key Idea: Enable Scaling through Community Moderation

Create a vibrant virtual community of low-income users in rural India

• 1. Do participants value their interaction with

the community?

• 2. Can the community moderate itself without

any outside support?

• 3. Can it be financially sustainable?

Research Questions

Platform for Musicians and Rural Users

Sangeet Swara is trying to get talent from people in villages and towns. It is a channel for talented people who never got an opportunity to show their talent. Sangeet Swara is trying to get recognition and provide a channel for such people.

P4 (Male, Musician, 22 years, New Delhi)

Instrumental Benefits

I get a lot of knowledge by using Sangeet Swara. Some people record questions, which increases

• ur
• knowledge. We get to listen to things we have never
• heard. We learn new vocabulary and sometimes new

accent as well. I feel great when people give me feedback, be it good or bad. I consciously think of ways to improve my messages.

P5 (Male, Student/Farmer, Uttar Pradesh)

Emergent Ownership and Use by the Visually Impaired

You are like my father, my god, I want to thank you again and again, this small kid wants to respect you from the bottom of the heart. I want to welcome you again and again. I am a blind person so I couldn't get educated. I want to thank you because you enabled all blind people to get in touch and share. No matter how much I praise, it won't be enough.

Key Idea: Enable Scaling through Community Moderation

Create a vibrant virtual community of low-income users in rural India

• 1. Do participants value their interaction with

the community?

• 2. Can the community moderate itself without

any outside support?

• 3. Can it be financially sustainable?

Research Questions

Crowd Categorization

• Designated regular users as “eior Mebers

Task Type Offered Done Response Rate Accuracy Content Categorization 1704 1551 91% 98% Gender Categorization 2000 1895 94.7% 98%

Top 50 vs. Bottom 50 Analysis

Content Type Gender Song Joke Poem Misc Male Female Not Sure Top 50 16 7 23 4 30 20 Bottom 50 10 2 38 46 4

No significant variation in language, duration or inaudible posts Significant variation in content type and gender

Key Idea: Enable Scaling through Community Moderation

Create a vibrant virtual community of low-income users in rural India

• 1. Do participants value their interaction with

the community?

• 2. Can the community moderate itself without

any outside support?

• 3. Can it be financially sustainable?

Success metrics

Toll-free Access

200 400 600 800 1000 1 6 11 16 21 26 31 36 41 46 Total Calls Total Callers

Day

Toll-free Lines to Regular Lines

200 400 600 800 1000 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 Total Calls Total Callers Paid Lines Toll-free

Day

400 800 1200 1600 1 16 31 46 61 76 91 Total Calls Total Callers

Day

Follow-Up Experiment: Talent Hunt

• 1. Participants deeply valued their interaction with

the community

• 2. The community moderated itself without any
• utside support
• 3. We need mechanisms to address financial

sustainability challenge

Conclusion

Created a vibrant virtual community of low-income users in rural India

Thank You!

@adityavash

Aditya Vashistha

Joint work with Ed Cutrell, Gaetano Borriello and Bill Thies