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 Smart Phone: ~ 10% Feature Phone/Basic Phone: ~ 90% Only 1 in 5 people have Internet
Literacy and Language Barriers Non-Literate Language Known Literate in Other Language Literate in English
Interactive Voice Response Systems
Voice Forums for Development Job Opportunities by Entertainment Raza et al. CHI 2013 Civic Engagement Portal Community Radio Guliad et. al. ICTD 2013 Koradia et al. ICTD 2012 Citizen News Journalism Feedback on School Meals Mudliar et al. ICTD 2012 Grover et al. DEV 2012 Viral Entertainment Platform Agriculture Discussion Forum Raza et al. ICTD 2012 Patel et al. CHI 2010 Content Creation and Dissemination Agarwal et al. ICTD 2009 Millions of calls & hundreds of thousands of voice messages in local languages!
Managing Content using Moderation 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?
Key Idea: Enable Scaling through Community Moderation Create a vibrant virtual community of low-income users in rural India Research Questions 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?
Sangeet Swara A Community-Moderated Voice Forum for Songs, Poems, Jokes & Cultural Content 1800-102-3690 1 4 2 3 If you do�’t like this �essage, the� give your vote If you like this message, then give your vote by ….Message re�orded �y a user is �ei�g played…. Now you are listening the message with Rank 5 To share this song with friends, Press 4. To play this message again, Press 3. by pressing 2. pressing 1.
Sangeet Swara A Community-Moderated Voice Forum for Songs, Poems, Jokes, & Cultural Content How to order posts? .. message is played .. .. vote is solicited .. Newest first? .. message is played .. Most upvoted .. vote is solicited .. first? .. message is played .. Balance of .. vote is solicited .. novelty and popularity
Deployment Spread from 73 people to 1500+ by word of mouth Traffic in 11 weeks • 25,000 calls • 5,400 audio posts (by 500 people) • 140,000 ratings • 200,000 playbacks • Avg. call 5 min
User Analysis • 50% from rural areas • Impassioned use by VI (>26%) • 94% male 6% female • Earn ~2.5 USD/day Musician Farmers Unemployed Private Jobs Teacher Student
Content Analysis Blank Messages Instrumental Jokes Performance Questions and News Songs from a Playback Device Generic Social Media Introductions Poems Songs
Key Idea: Enable Scaling through Community Moderation Create a vibrant virtual community of low-income users in rural India Research Questions 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?
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 our 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 �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. � � 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. �
Key Idea: Enable Scaling through Community Moderation Create a vibrant virtual community of low-income users in rural India Research Questions 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?
Crowd Categorization • Designated regular users as �“e�ior Me�bers� Task Type Offered Done Response Rate Accuracy Content 1704 1551 91% 98% Categorization Gender 2000 1895 94.7% 98% Categorization
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 0 Bottom 50 10 0 2 38 46 0 4 Significant variation in content type and gender No significant variation in language, duration or inaudible posts
Key Idea: Enable Scaling through Community Moderation Create a vibrant virtual community of low-income users in rural India Success metrics 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?
Toll-free Access Total Calls Total Callers 1000 800 600 400 200 0 1 6 11 16 21 26 31 36 41 46 Day
Toll-free Lines to Regular Lines Total Calls Total Callers 1000 Paid Lines Toll-free 800 600 400 200 0 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 Day
Follow-Up Experiment: Talent Hunt Total Calls Total Callers 1600 1200 800 400 0 1 16 31 46 61 76 91 Day
Conclusion Created a vibrant virtual community of low-income users in rural India 1. Participants deeply valued their interaction with the community 2. The community moderated itself without any outside support 3. We need mechanisms to address financial sustainability challenge
Thank You! Aditya Vashistha Joint work with Ed Cutrell, Gaetano Borriello and Bill Thies @adityavash
Recommend
More recommend
