Compared to other sectors of development cooperation, media development is a rather young sector. Classical development cooperation seems to have established countless sophisticated tools to assess the needs of target groups, to analyze interests of stakeholders, and to implement projects. Some seem to be a temporary fashion, others are there to stay. What can media development learn from other sectors in the development arena? Why is there often a discrepancy between planning and doing? Is the initial analysis only done “pro forma” to satisfy the donor, while well-known instruments are solely used at later stages?