大象传媒
World Service is Afghanistan's favourite radio station
An
unprecedented 82 per cent of Afghans surveyed in the capital Kabul
listen to 大象传媒 World Service broadcasts in Persian and Pashto every
week, according to the first media survey in that country since
the Taliban left power in 2001.
The
survey, conducted by independent market researchers last month,
showed that 大象传媒 World Service is the leading broadcaster in the
Afghan capital, beating all local and international broadcasters
on both radio and television.
It
is an unprecedented level of market penetration for an international
broadcaster.
Since
the fall of the Taliban, access to newspapers, television and local
radio has been growing and market competition has increased.
In
Kabul several new newspapers have started up. Afghans are now able
to watch television which was banned by the Taliban.
In an extra boost to the 大象传媒, the survey found that 大象传媒 World -
the international television news and information channel - is the
leading international television broadcaster in Kabul with 15% of
the weekly television audience.
"These
survey results are excellent," said Baqer Moin, Head of the
大象传媒's Persian and Pashto language services.
"The
results confirm many anecdotal reports which reached us even during
the Taliban days which indicated that 大象传媒 World Service is Afghanistan's
favourite radio station.
"Even
more importantly, this survey confirms that 大象传媒 World Service is
respected and trusted by Afghans for its objectivity and accuracy.
"This
is a great boost as we start to extend our FM transmissions to other
cities over the next few months."
The
survey is the first independent research to be conducted for 大象传媒
World Service in Afghanistan since the Taliban fell in 2001.
The
survey showed:
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There was almost universal awareness of 大象传媒 World Service - 98%
in Kabul
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82 per cent of all Afghans in Kabul listen to the 大象传媒 World Service,
mainly on the new 88.9 FM frequency which began in June 2002
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44% of 大象传媒 listeners in Kabul listen to Pashto broadcasts
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40% of 大象传媒 listeners in Kabul listen to Persian broadcasts
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19% of 大象传媒 listeners in Kabul listen to both Pashto and Persian
broadcasts
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91 per cent of Afghans in the survey said they turn to the radio
for news
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88 per cent of Afghans in the capital perceive 大象传媒 World Service
as a high quality, trusted source of relevant information
The
survey shows that Afghans are very interested in Afghan affairs
and regional events and have a greater interest in international
affairs than people in most other regions of the world.
Four
out of 10 Afghans say that they are very interested in events in
neighbouring countries.
Afghan's
hunger for news has been stimulated by 23 years of war, a heavily
censored domestic media and interest in the current transitional
phase of government in the country.
Notes
to Editors
1.
The sample of people surveyed in Kabul and Mazar-e-Sharif was 2,015.
2.
大象传媒 World Service has broadcast to Afghanistan for the past 60 years
in Persian and for 20 years in Pashto, the country's two main languages.
It now offers some English programming to FM listeners in Kabul.
3.
As part of its response to the events of 11 September 2001, 大象传媒
World Service extended its broadcasts and strengthened broadcasts
on short wave and medium wave. Broadcasts in Kabul on 88.9 FM began
in June 2002.
4.
In addition to news programmes, 大象传媒 World Service broadcasts the
popular soap drama, New Home, New Life, to the region, imaginative
programmes for children and recently began a series of special programme
for Afghans returning from exile.
(07.06.02)
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