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USAID/OTI Media Impact Assessment in Nepal

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USAID/OTI Media Impact Assessment in Nepal July 16, 2009 USAID/OTI Media Impact Assessment in Nepal GRANT #KAT175 July 16, 2009 USAID/OTI Media Impact Assessment in Nepal GRANT #KAT175 Table of Contents List of Tables ................................................................................................................................. v List of Figures ............................................................................................................................... ix Executive Summary ..................................................................................................................... xi 1 Methodology ............................................................................................................................ 1 1.1 Addressing the research questions ................................................................................... 1 1.2 Sampling .......................................................................................................................... 6 1.3 Fielding ............................................................................................................................ 9 2 General Media Behavior ...................................................................................................... 11 2.1 General interest in media topics ..................................................................................... 13 2.2 Media usage ................................................................................................................... 15 2.3 Most reliable media sources .......................................................................................... 18 2.4 Radio .............................................................................................................................. 18 2.5 TV .................................................................................................................................. 24 3 Change in Media Programming and Formats (Objective 1) ............................................ 27 3.1 How do people perceive FM radio programming at stations? ....................................... 27 3.2 Has an increase in informational programming changed how radio stations view their own programs? ...................................................................................................... 29 3.3 Are local FM stations communicating in different ways than before? .......................... 29 3.4 Do people talk about political issues in a more dynamic and engaged fashion than before?.................................................................................................................... 30 3.5 Are radio listening habits changing to a new/different perspective? ............................. 30 3.6 What other factors have contributed to radio’s changing format/programming? .......... 31 3.7 Do people like, prefer, and find the new radio program formats useful? ...................... 32 3.8 Has radio listenership started to have more awareness of marginalized communities or has radio programming focused more on marginalized issues? .......... 32 4 Plausible Links between USAID/OTI Media Programming and the Media Changes in Nepal (Objective 2) ........................................................................................... 35 4.1 Are there other organizations with programs of comparable or greater popularity to those of USAID/OTI? .................................................................................................... 35 4.2 What are other organizations’ impressions of the USAID/OTI program objectives and their intended and unintended consequences? ....................................... 43 4.3 Have USAID/OTI media programming or other factors raised expectations at local levels for stations to do their own programming? ................................................. 43 4.4 Has USAID/OTI Nepal or other actors contributed to increased discussions around democracy through media? ................................................................................ 44 4.5 Are other programs imitating the format of USAID/OTI-funded programs? ............... 45 4.6 Would the programs die out if funding ended, or have they become sustainable? ....... 45 USAID/OTI Nepal Media Assessment iii 5 Change in People’s Attitudes and Behavior (Objective 3) ................................................ 47 5.1 Have USAID/OTI programs or others fundamentally changed the way Nepalese interact with and understand media? ............................................................................. 47 5.2 Are people participating more in call-in programs? Are they calling stations or calling government officials? ......................................................................................... 48 5.3 Has listenership increased due to the USAID/OTI model of programming? ................ 49 5.4 How do people perceive popular USAID/OTI Nepal-funded national radio and television programs? ...................................................................................................... 49 5.5 Is radio an effective dissemination mechanism, and if so, how is it different from television programming? ............................................................................................... 52 6 Differing Regional versus Local Effects .............................................................................. 55 6.1 What are the different regional versus local effects of media? ...................................... 55 6.2 Which way does information flow? ............................................................................... 57 6.3 Do local stations now model their programs along the ones that were sent from Kathmandu Valley? ....................................................................................................... 58 6.4 Has local FM become more independent from Kathmandu Valley? ............................. 58 6.5 Have local radio stations been encouraged to go out and seek other avenues for program funding? ........................................................................................................... 59 6.6 Are there regional networks with different media producers? ...................................... 59 6.7 Has this changed the way different regional groups interact with and communicate with each other in process of political transition? ................................... 59 7 Conclusions ............................................................................................................................ 61 Appendices Appendix A: USAID/OTI-Sponsored Radio Programs Appendix B: USAID/OTI-Sponsored TV Programs USAID/OTI Nepal Media Assessment iv List of Tables Table 1.1: Research Objectives, Research Questions, and Methods to Use to Address Them ............................................................................................................ 1 Table 1.2: Questions Addressed by Focus Froups ...................................................................... 5 Table 1.3: Questions Addressed by In-depth Interviews ............................................................ 5 Table 1.4: Sample Sizes, by Region............................................................................................ 7 Table 1.5: Demographics and Regions of Focus Group Respondents ........................................ 8 Table 1.6: Demographics of IDI Respondents ............................................................................ 8 Table 2.1: Demographics, by District ....................................................................................... 12 Table 2.2: Topics of Interest, by Gender (% of “very interested”) ........................................... 13 Table 2.3: Topics of Interest, by Education Level (% of “very interested”) ............................ 14 Table 2.4: Preferred Formats (% of “very interested”) ............................................................. 14 Table 2.5: Native Language (“language spoken at home”), by District ................................... 15 Table 2.6: Ownership (home access), by Setting ...................................................................... 15 Table 2.7: Ownership (home access), by Wealth ...................................................................... 16 Table 2.8: Daily Use for News and Information, by Setting .................................................... 16 Table 2.9: Daily Use of News and Information, by Wealth ...................................................... 17 Table 2.10: Preferred Sources for News and Information on Nepalese Politics versus Local Community Events ........................................................................................ 18 Table 2.11: Frequency of Listening to Radio, by Education ...................................................... 19 Table 2.12: Radio Listening Medium, by Setting ....................................................................... 20 Table 2.13: Domestic Radio Reach in Kathmandu Valley, by District ...................................... 21 Table 2.14: Domestic Radio Reach in Dhanusha........................................................................ 22 Table 2.15: Radio Reach in Makwanpur ..................................................................................... 22 Table 2.16: Radio Reach in Morang ........................................................................................... 23 Table 2.17: Domestic Radio Reach in Parsa ..............................................................................
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