Formerly Naath FM
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////////////////////////////// South Sudan National Audience Survey: A Nationally Representative Assessment on Radio Listening Habits with Key Findings in Five Booster Areas for Internews Stations September 2013 This survey and ensuing report were commissioned by Internews Internews is funded by the United States Agency for International Development //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// As one of the leading research firms in post-conflict environments, Forcier Consulting is the trusted advisor to the world’s leading businesses, organizations, and governments. We provide our clients with reliable research in logistically challenging environments and develop unparalleled insights to demonstrate impact and inform business decisions, programming, and policy making. Our experience, expertise, and knowledge allow us to identify our clients’ highest-value opportunities and take on challenges that matter to our clients. This assessment was conducted with data processing and analysis support from: An innovative market research solutions company providing an extensive range of research and data processing services to domestic and international businesses and research agencies. Indices were created by: An independent, global consultancy specializing in strategic research and evaluation. Since 1995, InterMedia’s quantitative and qualitative research alone has engaged 1.4 million respondents in more than 100 countries, including many of the world’s most challenging places, to enhance the impact of policy, programs and investment in the 21st century’s rapidly evolving economic, social and technological environments. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without prior approval in writing from Forcier Consulting. This report is not a legally binding document. It is a collaborative informational and assessment document and does not necessarily reflect the views of any of the contributing partners in all of its contents. Any errors are the sole responsibility of the authors. Copyright © 2013 Forcier Consulting. All rights reserved. ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////South Sudan National Audience Survey / i ////////////////////////////// Acknowledgements The cooperation and assistance of several organizations and individuals were crucial in the implementation of this assessment, and thus the research team would like to extend their sincere gratitude to the government authorities and citizens who participated in this assessment as well as the Internews staff who facilitated survey design and data collection. Sincere gratitude is extended to the following institutions: Internews South Sudan National Bureau of Statistics The following individuals at Forcier Consulting contributed to the research and analysis of this report: Alan Gutsell, Jonglei Team Leader Caroline Morogo, Lakes Team Leader Cathal Tunney, Graphic Designer Catherine Pratt, Northern Barh el Ghazal Team Leader Chelsea Cowan, Eastern Equatoria Team Leader David Boze, Upper Nile Team Leader Erin Satterlee, Project Manager Fernando Salcedo, Warrap Team Leader Gatmai Mathiang, Unity Team Leader Laurence Kamau, Western Bahr el Ghazal & Western Equatoria Team Leader Mogga Francis & Mangu Joseph Bande, Juba Team Leaders Rebecca Kaduru, Analyst Richard Stanley, Director of Research Stanley Gore & Thomas Mozofuri, Central Equatoria Team Leaders Finally, on behalf of Forcier Consulting and the research team, I would like to extend my appreciation to the citizens who volunteered their time to participate in this important assessment. Natalie I. Forcier Managing Director Forcier Consulting September 2013 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////i / South Sudan National Audience Survey //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Introduction // 1 Contents Media in South Sudan // 2 Internews in South Sudan // 2 Methodology // 3 Sampling // 4 Questionnaire // 5 Fieldwork // 5 Analysis // 5 Limitations // 6 Section 1: Nationally Representative Survey Socio-Demographic Profile of Respondents: National Level // 10 Marital Status // 11 Language // 11 Education and Literacy // 12 Occupation and Income Generating Activities // 13 Access to Media // 15 Access within the Household // 15 Access Outside of the Household // 17 Listening Habits // 19 Non-Listeners // 19 Radio Listeners // 22 Media Consumption and Engagement // 29 Radio Station Recognition and Top Station Profiles // 31 Station Profiles // 34 UN Miraya FM // 34 BBC World Service English // 34 Yambio 90.0 FM // 35 BBC World Service Arabic // 35 Radio Anisa // 35 Station Comparisons // 36 Knowledge among Radio Listeners // 38 Civic Awareness // 38 Gender // 41 Health and Hygiene // 43 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////South Sudan National Audience Survey / iii Contents Section 2: Booster Areas Station Profiles // 50 Continued Eye Radio // 52 Social-Demographic Profile of Respondents // 52 Education // 54 Occupation and Income Generating Activities // 54 Access to Media // 56 Listening Habits // 57 Non-listeners // 57 Listeners // 57 Media Consumption and Engagement // 61 Knowledge among Radio Listeners // 62 Civic Awareness // 63 Gender 65 Health and Hygiene // 66 Mayardit FM // 68 Social-Demographic Profile of Respondents // 68 Education // 70 Occupation and Income Generating Activities // 70 Access to Media // 71 Listening Habits // 72 Non-listeners // 72 Listeners // 73 Media Consumption and Engagement // 77 Knowledge among Radio Listeners // 78 Civic Awareness // 78 Gender // 81 Health and Hygiene // 82 Naath FM // 84 Social-Demographic Profile of Respondents // 84 Education // 86 Occupation and Income Generating Activities // 86 Access to Media // 87 Listening Habits // 88 Non-listeners // 88 Listeners // 89 Media Consumption and Engagement // 93 Knowledge among Radio Listeners // 94 Civic Awareness // 94 Gender // 97 Health and Hygiene // 98 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////iii / South Sudan National Audience Survey //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Sobat FM (formerly Naath FM – Nasir) // 100 Social-Demographic Profile of Respondents // 100 Education // 102 Occupation and Income Generating Activities // 102 Access to Media // 103 Listening Habits // 104 Non-listeners // 104 Listeners // 105 Media Consumption and Engagement // 109 Knowledge among Radio Listeners // 110 Civic Awareness // 110 Gender // 113 Health and Hygiene // 114 Nhomlaau FM // 115 Social-Demographic Profile of Respondents // 115 Education // 117 Occupation and Income Generating Activities // 117 Access to Media // 118 Listening Habits // 119 Non-listeners // 119 Listeners // 120 Media Consumption and Engagement // 124 Knowledge among Radio Listeners // 125 Civic Awareness // 125 Gender // 128 Health and Hygiene // 129 Indices for Combined Boosters // 130 Conclusions // 132 Appendices // 135 Annex 1: Quantitative Questionnaire // 136 Annex 2: Table Summary of Enumeration Areas // 177 Annex 3: Notes on Index Creation // 183 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////South Sudan National Audience Survey / v ////////////////////////////// Acronyms and State Abbreviations Acronyms BBC British Broadcasting Corporation CPA Comprehensive Peace Agreement EA Enumerator Area GoNU Government of National Unity GoSS Government of South Sudan SPLM/A Sudanese People’s Liberation Movement/Army SSR South Sudan Radio USAID United States Agency for International Development UN United Nations State Abbreviations CEQ Central Equatoria WEQ Western