Findings from the 2012 International Audience Research Project Survey Background and Conditions Survey Background and Conditions Target population is any adult in Burma aged 15 years or older Total sample size is 3000 ID: 147914
Download Presentation The PPT/PDF document "Media Use in Burma" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Media Use in Burma
Findings from the 2012 International Audience Research ProjectSlide2
Survey Background and ConditionsSlide3
Survey Background and Conditions
Target population is any adult in Burma, aged 15 years or older
Total sample size is 3,000
Language: Burmese
Interviews were collected face-to-face in respondent’s homeDuration was 8 ½ weeks (May 5 – June 20, 2012)Fieldwork team of 48 interviewers and supervisors + 2 independent QC
3Slide4
4Slide5
Survey Background and Conditions
Nationally representative sample
The
country has 7 states (ethnic minorities) and 7 regions (predominantly Burman)
4 states and 7 regions were coveredChin and Kayah (size) and Kachin (armed conflict) were excluded, representing 4.1% of total population 50 townships out of 287 were selected by PPS methodSampled wards and villages were selected in the townships depending on urban and rural population ratio25% urban, 75% rural, or 760 urban, 2,240
rural interviews
5Slide6
Survey Background and Conditions
6
Chin
Kachin
KayahSlide7
Survey Background and Conditions
Household selection
Systematic random sampling method was used, by which an interval was devised using the total number of households in the village/ward and dividing by the target (10 households).
Respondent selection
Kish grid7Slide8
8Slide9
Survey Background and Conditions
Conditions for collecting data in Burma are difficult.
Supervisors spoke of taking multiple modes of transportation to reach a village (moto, boat, ox cart, walking several kilometers).
There are bad roads and irregular public transportation.
It is customary, but not necessary, to ask permission of township administrator to conduct the survey.Most township administrators say yes, but not all. This causes delays and at times tense situations.9Slide10
Most Households Have Radio, Television; Digital Devices Remain
Rare
Which of the following do you have working in your household?
10Slide11
TVs, Digital Devices Most Common in Urban Areas
Which of the following do you have working in your household?
11Slide12
12
When was the last time you…?
Overall,
Radio
is
More Commonly Used Than TelevisionSlide13
AM Radio Audience Drops Sharply; FM Use Continues
to
Rise
13
Which of the following wave bands have you used in the
last
week to listen
to
the radio?Slide14
State-Owned Radio Faces Competition From Private and International Stations
14
Radio broadcasters
% listened in the past week
Myanmar Radio
National Service
44%
Shwe
FM
40%
Myanmar Radio Padauk
Myay Service
38%
U.S. Radio
Broadcasts
21%
BBC World Service
18%
Mandalay City FM 87.9
16%
Yangon City FM 89.0
8%
DVB
Radio
3%Slide15
Weekly TV Use Twice as
Common
in
Urban
as Rural Areas15
Percentage who used each form of media in the past seven daysSlide16
16Slide17
TV, Internet Use Also Skew Toward Higher Education Levels
17
Percentage who used each form of media in the past seven daysSlide18
TV Market Still Largely Dominated by
State-Owned Outlets
18
TV broadcasters
% watched in the past week
Myanmar Television (MRTV)
39%
Myawaddy TV
33%
MRTV 4 (local)
24%
MRTV
3 (international TV service)
5%
DVB-TV
4%
CNN International
3%
CCTV4 – China TV
2%
U.S.
TV Broadcasts
1%
BBC World
News
0.5%Slide19
Mobile Phone SIM
Cards Remain Out
of
Reach
for Most19
Do you, yourself, have a mobile
phone,
or not?
Percent “yes”Slide20
Major Developments
The introduction of new private FM radio stations in recent years has prompted a dramatic rise in FM listenership; many AM listeners may have migrated to new FM
options.
Television use is more common than radio use in Burma’s urban areas; if the pace of
development quickens with new foreign investment, TV use may also grow more quickly. Internet use remains rare – but it remains to be seen whether the end of Burma’s censorship regime will spur the development of new media infrastructure.20Slide21
Use of Media for News in Burma
21
Photo: DVB-TV
Photo: AFP
Photo: FreeBurmaRangers.orgSlide22
Weekly Use for News
22
Source: Amnesty International
Photo: Amnesty InternationalSlide23
Weekly Use for News
All Burmese
(
n=3,000
)
Urban areas
(n=900)
Small towns
/
Rural
areas
(
n=2,100)
Every day/ most days
At least once a week
Every day/ most days
At least once a week
Every day/ most days
At least once a week
Radio
43.3%
62.3%
29.6%
50.8%
49.2%
67.3%
TV
23.3%
44.7%
41.3%
67.5%
15.7%
35.1%
Newspapers/Magazines
5.8%
14.4%
16.3%
33.8%
1.3%
6.0%
Friends/Family
members
5.3%
25.6%
6.0%
32.7%
5.0%
22.6%
Journals
2.1%
16.3%
5.5%
36.4%
0.7%
7.8%
SMS
0.4%
1.7%
0.8%
4.1%
0.3%
0.7%
Internet
0.4%
1.1%
1.3%
3.3%
–
0.1%
23Slide24
What
Is
News in Burma?
Photo: AFP
Photo: AFP
Photo: Wikimedia CommonsSlide25
What
Is
News in Burma?
Photo: AFP
25
What are the most serious problems facing Burma today?
(%, First response, unprompted)Slide26
What
Is
News in Burma?
Photo: Avaaz.org
Please tell me your level of interest in the following topics:
(% responding “very interested”)
26Slide27
27
Source
First
Response
Second Response
Third
Response
All
Responses
Myanmar Radio National Service
15.3
8.8
4.8
28.9
MRTV
12.5
6.9
3.9
23.3
Shwe FM
11.4
5.6
4.2
21.2
Padauk
Myay Radio
7.6
7.5
3.6
18.7
Myawaddy TV
7.4
8.4
2.5
18.3
MRTV 4
7.8
3.9
2.9
14.6
Radio Free Asia
5.6
5.0
3.4
14.0
VOA
3.2
6.5
4.1
13.8
BBC
3.0
3.7
4.2
10.9
Padamya FM
3.5
3.0
2.8
9.3
Mandalay City FM
1.7
2.2
1.5
5.4
DVB-TV
2.4
0.8
0.8
4.0
Cherry FM
0.4
1.3
1.5
3.2
Days News Journal
0.0
1.3
1.6
2.9
Which stations, publications, or sites are your three MOST important sources of information?
(%, unprompted)
Media Outlets Most Frequently Mentioned Among Respondents’ Top Three SourcesSlide28
Media Outlets Most Frequently Mentioned Among Respondents’
Top Three Sources
28
Which stations, publications, or sites are your three MOST important sources of information
?
Source
Total
Burmese
(n=3,000)
Yangon
/ Mandalay
(n=269)
Other urban areas
(n=631)
Small
towns/
Rural
areas
(
n=2,101
)
Myanmar Radio National Service MW/SW
29.0%
6.3%
19.2%
34.8%
Myanmar Television (MRTV)
23.6%
21.9%
40.0%
18.9%
Shwe FM
21.0%
9.3%
11.3%
25.4%
Padauk
Myay Radio MW/SW
18.7%
6.3%
10.7%
22.7%
Myawaddy TV
18.6%
28.3%
27.9%
14.5%
RFA
14.5%
2.2%
14.8%
15.9%
MRTV 4
14.3%
62.5%
17.1%
7.4%
VOA
14.1%
4.5%
14.4%
15.3%
BBC London/BBC International
11.0%
11.5%
11.6%
10.7%Slide29
Jointly operated by official MRTV and Forever Group
Launched May 2004
24 hours daily with a focus on entertainment
MRTV
4 international (2008) Forever Media TV operations now called “4-TV” 51 channels, including 12 free-to-air, 8 HD, 7 digital and 24 international stationsFor Info provides attractively produced talk shows and newsFree-to-air foreign news products include CCTV, Fox News, Bloomberg, DW, KBS, Arirang
29Slide30
Est. 1995, creating television commercials using computer graphics
1998-2001
, cooperative ventures with government
Tech training, “
e-education,” publishing, public relations, advertising, digital marketing Other media ventures also include Mandalay FM (2008) and Pyinsawadi FM (2009)Latest venture: Myanmar Media Development Center (MMDC) opened in July.Forever Group30Slide31
Shwe FM
Launched October 2009
The only fully private radio operation in Burma
Weekly audience: 40% of Burmese adults
Pop music, chat, variety of topics31Slide32
How does a private station grow
so
large, so fast?
32Slide33
Shwe Than Lwin Co., Ltd.
Chairman
Kyaw Win has close ties to military leaders
Until
recently, best known for its mining, construction, trade, and agricultural venturesShwe FM (2009)“Sky Net” direct-to-home, multi-play services (late 2010)Beer, soft drinks, and cigarettes (2012)2011: Official media reported the group would launch a free-to-air television channel33Slide34
Reached via satellite, requires SkyNet box
Costs
roughly $180, plus monthly $12 fee
48
channels International News: MSNBC, Fox, Sky News, CCTV, Channel News Asia (soon) Sole domestic broadcaster of Aung San Suu Kyi’s speeches during European trip Four locally produced channels:Buddha ChannelUp-to-Date ChannelMyanmar International Hluttaw Channel
34
Photo: AFPSlide35
How much do you trust the news you get from the following sources?
Comparisons with BBG 2010-11 survey:
Significantly more said they trusted international radio
“
a great deal compared” with 2010-11 Drop in overall trust numbers for all three domestic stationsNo significant change in those considering domestic TV stations “very trustworthy”
35Slide36
Is official media more trustworthy now than 6 months ago?
52% yes (6% say “much more trustworthy now”)
34% the same
1% no (0% say “much less
trustworthy now”)14% don’t know
36Slide37
Satellites, New Media, and the Future
37Slide38
Mobile Phone Ownership Trends
Base: 2009
n=6,137
; 2010
n=4,030
; 2012
n=3,000
.
Data
show percentages of adults who personally own a mobile phone.
38Slide39
“Alternative” Media: Mobiles, Internet, Satellite
Alternative media impact held back by obstacles of strict control, high cost, and inadequate infrastructure
Most access now in large cities; even there, 80% or more are unconnected
Radio remains main means of access to external information for most
Neighboring countries show how quickly alternative media growth can be achieved39Slide40
Mobile Phone Ownership:
Regional Comparison
Data for Bangladesh, Cambodia, and Vietnam based on BBG-sponsored national surveys in 2011. All figures show percentages of adults who personally a mobile phone.
40Slide41
Mobile Ownership by Urbanicity
41Slide42
Activities Performed on Mobile Phones
42
Base: Mobile phone owners (n=417).
Data
show percentages of mobile owners performing each activity listed in past 7 days.Slide43
Internet Use
43
Base: All respondents (
n=3,000
). Data show percentage using Internet within previous 7 days.Slide44
Locations of Internet Use
Base: Past month Internet users (n=77). Data show percentages of this group accessing Internet at each location (multiple responses accepted
).
44Slide45
Internet Use by Age
Percentage in each age group using Internet in previous 7 days.
45Slide46
Websites Used for News/Information
Base: Past month Internet users (n=77
).
46Slide47
Satellite Dish Ownership
Percentage of households in each category with installed satellite dish.
47Slide48
Satellite Dish Trends
Percentage of households with satellite dishes.
48Slide49
TV Viewing Patterns:
Satellite vs. Non-Satellite TV HHs
Base: Satellite households (n=177); TV households without satellite (
n=1,491
)
49Slide50
A “Connectedness” Index
Percentage of individuals who EITHER have satellite dish
or
have used Internet in past 4 weeks.
50Slide51
Trends From a Neighboring Country: Bangladesh
Percentage of individuals who own a mobile phone
and
percentage of households with cable television
.
51Slide52
Conclusions
Burma’s media environment is underdeveloped and firmly anchored in old
media,
but changes have
started.Radio is the most used media for entertainment and news in Burma, and domestic outlets have expanded rapidly in recent years.Television’s growth in urban areas has been striking in recent years.A very limited number of private players have gained market access, tapping into a deep desire for entertainment, religion,
and “news you
can use.”
Photo: Amnesty International
Burmese are cautious but appear to
trust local
media more than in the
past.
Web
and
mobile infrastructure
lags with slow connections and low
use.
Mobile
phone growth potential
is high.
52
Gallup
®
is a trademark of Gallup, Inc. All other trademarks are the property of their respective owners.