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Viewership and Listenership Survey VIEWERSHIP & Listenership Survey Lashio & North Okkalapa Research conducted by Ah Yo, Su Mon, Soe Win Myint with the FEBRUARY 2017 assistance of LRC in Lashio, Saitta Thukha Development Institute in REPORT WRITTEN BY: North Okkalapa, and Xavey Research Solutions. Anna Zongollowicz, PhD FOR FURTHER INFORMATION: Isla Glaister Country, Director of Search for Common Ground - Myanmar Email: [email protected] VIEWERSHIP & LISTENERSHIP SURVEY Lashio & North Okkalapa 2 CONTENTS Executive Summary 4 TV 5 Radio 6 Social Media 6 Reaction to News 6 Conclusion 7 Recommendations 7 Listenership & Viewership Survey 8 Introduction 8 Youth 9 Media 9 Methodology 11 Sampling 12 Limitations 12 Findings 13 Demographics 13 TV Viewership 14 Radio Listenership 16 Social Media 17 Reaction to News 18 Conclusion 19 Recommendations 20 References 21 SEARCH FOR COMMON GROUND VIEWERSHIP & LISTENERSHIP SURVEY Lashio & North Okkalapa 3 CONTENTS Executive Summary 4 TV 5 Radio 6 Social Media 6 Reaction to News 6 Conclusion 7 Recommendations 7 Listenership & Viewership Survey 8 Introduction 8 Youth 9 Media 9 Methodology 11 Sampling 12 Limitations 12 Findings 13 Demographics 13 TV Viewership 14 Radio Listenership 16 Social Media 17 © Search for Common Ground - Myanmar (2017) Disclaimer Reaction to News 18 The research has been carried out with the financial assistance of the Peace Support Fund. Conclusion 19 The opinions expressed in the report are those of the authors and in no circumstances Recommendations 20 refer to the official views of Search for Common Ground or the Peace Support Fund. References 21 SEARCH FOR COMMON GROUND VIEWERSHIP & LISTENERSHIP SURVEY Lashio & North Okkalapa 4 EXECUTIVE SUMMARY The report contains findings from a quantitative survey examining TV viewership, radio listenership and social media usage, which was conducted in the third week of November 2016 in Lashio (Shan State) and North Okkalapa (Greater Yangon). The survey targeted 488 respondents. The goal of the survey was to gather data related to people’s access to, usage of and preferences for various media, be it TV, radio or social media to better inform the multi-media campaign, which Search for Common Ground is preparing with Myanmar Radio and Television (MRTV) as part of the 12-month “Let’s Think, Let’s Change: Promoting Diversity through Popular Culture” project funded by the Peace Support Fund. The survey was conducted alongside a qualitative rapid conflict assessment, whose objective was to understand the key driving factors for peace and conflict, and the dynamics and the actors in each of the target areas (available as a separate report). The fieldwork was managed by an international consultant, who designed the methodology, and was supported by SFCG staff, local partners and Xavey Research Solutions - a private research solutions service provider in Myanmar. The data was collected using an electronic survey that was administered by enumerators equipped with tablets. Enumerators were drawn from the local partners’ networks and trained in North Okkalapa and Lashio by Xavey and SFCG staff. All the enumerators were Buddhist. The data was collected offline and uploaded at the end of each data collection day. Xavey Research Solutions created the SPSS data sheet that was used for analysis. Of the 488 respondents, 48.6% were women and 51.4% were men. The overwhelming majority of respondents were Buddhists, followed by Christians, Muslims and Hindus. One reason for this disparity is that Buddhists are the dominant religious group in both survey locations. Another reason, which explains why a higher number of Christians rather than Muslims were surveyed can be attributed to the unease of enumerators who were predominantly Buddhist with limited links to the Muslim communities in the respected town. SEARCH FOR COMMON GROUND VIEWERSHIP & LISTENERSHIP SURVEY Lashio & North Okkalapa 5 TV • The survey found that in Lashio 98.3% and in North Okkalapa 91.1% of respondents watched TV. • In both locations, Monday and Saturday emerged as the most popular days for viewing TV. Of the 462 respondents who answered the question about their preferred TV viewing day, 39.4% identified Monday and 28.4% indicated Saturday. Wednesday and Thursday were identified as the least popular days for watching TV with Wednesday being the least popular in Lashio and Thursday being the least popular in North Okkalapa. It is not clear from the survey why certain days are preferred over others. It may be related to programming, e.g. new TV series episodes are shown on Saturdays and Sunday, and re-runs are likely to be shown on Mondays. • The survey found that the most popular TV channels in Lashio and North Okkalapa were MRTV4, MRTV and Channel 7. It is noteworthy that the favourite channels are state-owned or controlled media and available free of charge. • In both locations, Monday and Saturday emerged as the most popular days for viewing TV. It is not clear from the survey why certain days are preferred over others. It may be related to programming, e.g. new TV series episodes are shown on Saturdays and Sunday, and re-runs are likely to be shown on Mondays. • The survey found that both women and men, in Lashio and North Okkalapa, were most likely to tune in to TV to watch ‘the news’. ‘Music programmes’ emerged as the second most popular viewing material for women, while ‘sports’ emerged as the second most popular viewing material for men. A clear preference for a specific TV series, film or programme did not emerge from the survey. • The majority of respondents in both locations indicated that their preferred time to watch TV was in the evening, especially in the early evening between 6pm-8pm. The preferred times were almost the same for both sexes, although men were more likely than women to watch TV later in the evening, between 8pm-10pm. • People learn about upcoming programming from the TV itself, followed by friends and social media. In Lashio and North Okkalapa, over 80% of women learnt about new programming from the TV, less than 5% knew about it from social media and in North Okkalapa only one woman said she learnt from a friend, while 5.5% of women in Lashio knew from friends. In the case of men, just over 70% knew about upcoming programming from the TV itself, around 10% learnt about it on social media and some 8% knew about it from friends. This small but notable discrepancy is reflective of the roles that women and men play in Myanmar’s society/ies with women being more house-bound and exposed to TV than men who can spend time outside the household more freely and access a variety of media. SEARCH FOR COMMON GROUND VIEWERSHIP & LISTENERSHIP SURVEY Lashio & North Okkalapa 6 RADIO • There was a notable difference in radio listenership between people in Lashio and North Okkalapa. Overall 67.8% of respondents in Lashio said they listened to the radio versus 42.7% in North Okkalapa. Almost 70% of respondents said they listened to the radio at home with women more likely to listen at home than men in both Lashio and North Okkalapa. The remaining 30% gave a variety of answers ranging from a teashop - particularly for men - to a public bus to a car or taxi. Among those who did not listen to the radio around 55% said they did not like the radio, 29.4% said they did not have a radio and 14.9% said they did not have time to listen to it. • In both locations Mondays followed by weekends emerged as the preferred days for listening to the radio. Cherry FM was identified as the most received radio station in both Lashio and North Okkalapa. Following Cherry FM, Myanmar Radio and Shwe FM emerged as the second most popular radio stations in Lashio and North Okkalapa respectively. • The survey found a clear difference in the listenership of radio talk shows. In Lashio respondents were more 12% more likely to like and listen regularly to talk shows than in North Okkalapa. In both places a similar percentage of respondents said they liked and listen sometimes to radio talk shows. People did not express an obvious preference for a radio personality/presenter. • While the data shows that respondents in Lashio and North Okkalapa slightly prefer to listen to the radio between 6am-8am, the data also shows that people tend to listen to the radio throughout the day (much more so than watching TV, for which people had clearly preferred times) although they are least likely to do so between 4pm-6pm, which is the time when families regroup at home after a day’s work or school, prepare dinner, eat, do homework and tend to personal chores. SOCIAL MEDIA • The overwhelming majority of all respondents had internet access on their phones. In Lashio 94.6% of women and 96.9% of men said they had access to the internet on their phones. In North Okkalapa this was the case for 89.7% women and 96.7% of men. • In line with popular knowledge in Myanmar, Facebook and Viber emerged as social media platforms of choice, with Facebook clearly ahead of Viber. Almost 85% of respondents at both locations said they accessed social media every day primarily to access the news and for fun. The majority used their phones for access. • The 7 Daily, 11 Media and the Crime Journal were identified as the main sources of news. The downloading of apps and music emerged as common, with very few respondents downloading films, books, games or educational materials. Facebook emerged as the most popular app. REACTION TO NEWS • In both Lashio and North Okkalapa, men showed a greater tendency to worry about news about disagreements, while women were more worried about news about violence.
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