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The University cites a demand within the Government and within non-governmental organisations (NGOs) for skilled personnel in the field of performance communication, following a trend established in other countries in the region. According to the university, it has been observed that many development initiatives in such fields as health awareness, agriculture, forestry, human rights awareness, and literacy have limited success owing to their failure to take into account local cultural factors. This has resulted in the rapid rise of such fields as Theatre for Development, Afrocentric Social Art, and Media Edutainment.