CD Haus Distribution

Transcription

in the Papua New Guinea Highlands
n
Cr
e ati
TH
V E R SI
NI
U g the T
OF
Y utur e
F
E
Baseline Report
G
O
19 97
R O K
A
Centre for Social and Creative Media, University of Goroka
www.cscm-uog.org
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CSCM
RESEARCH REPORT
NO.1
2014
Suggested Citation:
Eby, M; Thomas, V (2014) CD Haus Distribution in the Papua New Guinea
Highlands: Baseline Report. CSCM Research Report 1(1). Goroka: Centre
for Social and Creative Media.
About the Authors:
Mark Eby is Lecturer at the Centre for Social and Creative Media,
University of Goroka.
Verena Thomas is Senior Lecturer and Director of the Centre for Social
n
e ati
TH
V E R SI
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U g the T
OF
Y utur e
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and Creative Media, University of Goroka.
Cr
Contact:
G
Dr Verena Thomas
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19 97
R O K
A
Centre for Social and Creative Media
University of Goroka | P.O. Box 1078 | Goroka 441
Eastern Highlands Province | Papua New Guinea
Tel. +675 5311 858
Fax. +675 5322 620
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in the Papua New Guinea Highlands
Baseline Report
Acknowledgement
This study was funded through the Pacific Media
Ipe, Kevin Ivan, Jerol Jerry, David John Toro, Efen Kaina,
Assistant Scheme (PACMAS). The research team would
Stanley Kale, Elizah Kamane, Joyce Kapak, Kelvin Kapeli,
like to thank Moses Tongere, Francis Herman, Kate
Julie Kep, Loyce Kerowa, Tongai Kints, Bobby Kiri, Everlyn
Raseta and Wilson Toa from PACMAS as well as Vipul
Koima, James Koren, John Kouba, Elis Kupa, J.Tony Leo,
Khosla from ABC International Development.
Joe Lilou, Frank Lusbe, Raphael Maine, Christine Mara,
This report was co-authored by Mark Eby and Verena
Thomas, both from the Centre for Social and Creative
Media (CSCM) at the University of Goroka. We would
Jonathan Mark, Paul Mila, Joy Moni Mininga, Bill Mark
Otto, Rebecca Peter, Dickson Robert, Jim Sale, Genevieve
Samo, Paul Simond, Paul Sine, Christa Stanley.
like to thank Miliakere Kaitani for assistance with data
Research Assistants (Data Entry): Christine Palisa, Dorah
analysis.
Mailil, Suzie Siaguru, Martha Mission, Kolvin Apa, George
The project involved a large number of student
researchers with the goal of providing training in data
collection and data entry to a variety of students.
We would like to acknowledge the contributions of
Kuno, Elizabeth Sei, Kay Minimulu, Francisca Kerenga,
Chank Sprion, Herman Pinia, Jeremiah Inase, Genevieve
Samo, Rex Apa, Pauline Yaubela, Daissy Yaganame,
Steven Asineha, Frankey Samuel, Alice Sibili, Slade Taika.
research assistants, fieldwork researchers and data entry
We would like to thank the CD haus owners, audience
assistants.
members and communities who agreed to take part in
Research Assistants: Freda Armba, Mcleen Pikacha,
the study and provided information.
Aaron Inamara, Kingsford Nepai, Efen Kaina, Tony Gai,
We acknowledge the support from the School of
Miriam Hassimani and Edward Ravian.
Humanities and the management team at the University
Student Researchers (Fieldwork): Mai Aiopa, Gideon Aku,
Thomas Anamu, Tonny Anis, Steven Asineha, George
of Goroka (UOG), as well as from staff of the Centre for
Social and Creative Media (CSCM).
Bale, Mason Blackie, Raymond Burul, Simin Carter, David
Any opinions represented in this report are those of the
Daniel, Kennedy David, Joel Embo, Tony Gai, Osborne
authors and research participants and do not necessarily
Gelwa, Allan Gonohopo, Wanpis Hesum, Ngini Hetawi,
reflect the views of PACMAS.
Misek Himuke, Jeremiah, Inase, Moses Inkham, Presley
4
CD Haus Distribution in the PNG Highlands | Baseline Report
Acronyms and Abbreviations
ABC
Australian Broadcasting Corporation
ABC ID
Australian Broadcasting Corporation International Development
AIDS
Acquired Immune Deficiency Syndrome
CSCM
EHP
Eastern Highlands Province
HIV
Human Immunodeficiency Virus
KTP
Komuniti Tok Piksa
UOG
University of Goroka
PACMAS
Pacific Media Assistance Scheme
PNG
Papua New Guinea
SHP
Southern Highlands Province
WHP
Western Highlands Province
Tok Pisin Words
CD haus
DVD house (village cinema)
Haus piksa
House picture (village cinema)
Tok Pisin
Papua New Guinea Pidgin
Note on Terminology
In this report the Tok Pisin terms haus piksa and CD haus are used interchangeably to describe a village cinema. The
Tok Pisin terms seem regionally based, with CD haus being more common in the Eastern Highlands and haus piksa
more common in the Western Highlands. There is no distinction between CD and DVD in Tok Pisin. In Tok Pisin, plural
is indicated with an adjective (e.g. ol (all) CD haus) so when we refer to the CD haus in plural, we use the English
alternative, CD houses.
5
List of Figures
6
Fig 1. Student Researchers going through survey responses and mapping haus piksas
13
Fig 2. Map of PNG and surveys undertaken by Highlands province (n=385)
14
Fig 3. Age of CD Haus Owners (n=378)
15
Fig 4. Employment status according to CD Haus Owners (n=280)
16
Fig 5. Reasons for owning a CD haus according to owners (n=379)
17
Fig 6. CD haus owner Peter from Hizaguruamaka, Goroka in the Eastern Highlands Province
17
Fig 7. Map of CD houses in Jiwaka Province by researcher Paul Mila
18
Fig 8. Use of CD houses for other purposes (multiple responses possible)
19
Fig 9. CD haus (left) and trade store (right) owned by Gogula Magee at Ufeka, Faniufa, EHP
20
Fig 10. CD Haus attendance weekdays/weekends (n=366/371) as reported by owners
21
Fig 11. Entry Fees charged by CD Haus Owners for children (n=385) and adults (n=383)
21
Fig 12. Audience at Hizaguruamaka CD Haus, Goroka, Eastern Highlands Province
22
Fig 13. Selling tea, betelnut and cigarettes in Masi village, Eastern Highlands Province
23
Fig 14. Items being sold at the CD haus according to CD haus owners (n=333)
24
Fig 15. Street Seller in Goroka (left) and Sylvester Stallone movie collection (right)
25
Fig 16. Most popular movies according to respondents (n=1107)
27
Fig 17. DVD covers of the HIV awareness films O Papa God and Em Rong Blo Mi Yet
30
Fig 18. Categories mentioned in regards to positive aspects of the CD haus in the community
32
Fig 19. Categories mentioned in regards to negative aspects of the CD haus in the community
33
Content
8
Executive Summary
10
1 Introduction
2 Background
11
3 Methodology
13
4 Findings
15
4.1 Respondents’ Profile
15
4.2 Infrastructure
18
4.3 Screening schedule and audience numbers
20
4.4 Ancillary revenue, DVD cost and profitability
23
4.5 Media Content
26
28
4.5.1 Popular movies
29
4.5.2 Pacific Productions
31
4.5.3 Broadcast Television
31
4.5.4 Pornography
32
4.6 Values and Social Change
4.7 The potential for edutainment
34
36
5 Outlook
37
6 References
7
Executive Summary
Demographic of CD Haus Owners and Audience
Members
The most common charge for entry for both adults and
CD haus ownership is dominated by young males.
how often they watched movies, almost a third (31%)
Ninety-four percent of all CD haus owners were male
responded every day.
children is 50 Toea. Over two thirds (72%) advertise their
films in some way. When audience members were asked
and eighty-five percent of all owners are under the age
Ancillary Revenue, DVD Cost & Profitability
of 40.
Nine out of ten CD haus owner respondents had no
tertiary education and the large majority (62%) had
dropped out of high school before completing 10th
grade.
CD haus owners can generally be considered
entrepreneurs. A third (34%) of them run trade stores in
addition to operating the CD haus. Most owners (95%)
permit other community members to sell their goods as
Many CD houses are informal or additional businesses
for people that consider themselves subsistence farmers,
self-employed or even unemployed.
well.
DVD sales are mostly conducted by young men who buy
DVDs at discount in bulk from Asian-owned businesses.
They then make a profit selling them on the streets.
Infrastructure
Over two thirds of CD haus owners (73%) prefer
The CD haus phenomenon appears to be widespread
purchasing movie collection DVDs, rather than single
throughout the Highlands region. Over two thirds (69%)
movie DVDs, or VCDs. In regards to their weekly profit,
of the respondents were aware of at least one other CD
over half (51%) said they made less than a K100.
haus in their community area.
There is a low level of individual or family ownership
of TVs. Almost three quarters (74%) of the CD houses
were generator powered pointing to the low access to
electricity in the PNG Highlands communities.
Screening Schedule and Audience Numbers
Media Content
The list of most popular films was dominated by action
movies (67%)1, followed by romance movies (23%) and
less popular were drama and comedy (5% each). Music
videos are also a popular genre in the CD haus.
Topping the list of most popular movies was Rambo
CD houses provide regular evening activity in the
(Action, USA), followed by True Love (Romantic Tragedy,
community. Over half of all owners (56%) show movies
Nigeria) and Titanic (Romance/Disaster, USA). Although
at least once a day. Audience attendance increases on
US action films dominate the list of most popular
the weekend. CD haus owners generally reported a
movies, romance movies are popular. There is also world
higher number of children viewing during the week.
cinema representation with movies from countries such
as Nigeria, Philippines, India or Thailand.
8
Over half of the owners (51%) and audience members
When asked about the negative impacts of CD houses,
(55%) said they had not shown or seen PNG films. Of
the primary concern of owners (21%) focused on the
those owners who had, the AIDS awareness film series, O
increase in sexual activities. Another complaint was that
Papa God: Wai Na Em Olsem and Em Rong Biling Mi Yet,
it distracted students, kept them from studying and from
was easily the most popular (46%).
getting enough rest (15%).
Fourteen percent of the CD haus owners admitted to
showing pornography. A fifth (20%) of those who said
they did not show pornography were aware of it being
shown in other CD houses. The most common response
(43%) when asked why they did not show pornography
was that it violated Christian principles and community
restrictions.
Over half (58%) of the respondents do not receive
a broadcast signal. Of those who do, almost all of
them (99%) received EM-TV and a quarter (24%)
received Kundu2. Watching broadcast TV however is
predominantly dedicated to sports programming.
Potential for Edutainment
When asked about whether the CD haus owners would
like to screen the locally produced Komuniti Tok Piksa
(KTP) films, almost all CD haus owner respondents (98%)
expressed interest.
A majority of CD haus owners (95%) said they would be
interested in watching educational content and nine out
of ten owners said they would be willing to pay for it.
In final open-ended comments, a third of the responses
(32%) affirmed that they were happy to show PNG and
Pacific films.
Values and Social Change
The study shows that people regard the influx of CD
houses as both positive and negative. When asked
about positive impacts of the CD houses, a third of
the owners (32%) pointed out that the CD houses had
become a place for entertainment, socialization and
relaxation. Another quarter of the responses (24%) said
they provided a space for the community to buy and
sell goods. One in ten owners (11%) pointed out the
educational opportunities to learn about the outside
world.
1
The percentage is calculated from the top 35 most popular movies.
9
1 Introduction
This report presents the findings of a study funded
The Haus Piksa Film Advocacy Program is divided in two
by the Pacific Media Assistance Scheme (PACMAS)
parts. Firstly, it includes the mapping of CD houses in
Innovation Grant and carried out by the Centre for Social
the PNG Highlands and understanding media consumer
and Creative Media (CSCM) to better understand the
patterns and, secondly, it will undertake the distribution
way people consume media in the haus piksa or CD haus
of a PNG produced film series on HIV and AIDS to see
in Papua New Guinea. The study titled The Haus Piksa
whether CD houses can be used as distribution avenue
Film Advocacy Program focuses on the Highlands region
to get locally produced films to audiences in remote and
where the haus piksa phenomenon has been observed
urban areas.
and could be considered an informal media distribution
system.
This report presents the findings of the first phase of
The PNG Highlands are characterised by a high number
mapping of 385 CD houses in the Highlands of PNG and
of village communities with at times little infrastructure
a description of their characteristics. Through surveys
and services. In the last decade the rise of the CD haus
with CD haus owners (n=385) and audience members
has provided a new video distribution avenue. CD haus
(n=755) this report captures the role CD houses play
owners purchase DVDs that they play in their home-
in the PNG Highlands and examines their previously
built cinemas charging a minimal entry fee. This informal
unrecognised contribution to the PNG media industry.
the PACMAS Innovation Grant study. This includes a
distribution system holds potential for thinking about
communication for development and CD houses as
spaces where information and communication around
pressing social issues can be communicated.
10
2Background
Papua New Guinea (PNG) has the largest media industry
To date, the CD haus phenomenon has received
among the South Pacific island countries. However, the
relatively little attention when it comes to discussing
geographic layout of the country makes media access
the media landscape in PNG. Only a few references have
uneven among its seven million people. Almost half of
been made based on observations (Eggins, Thomas,
PNG’s population lives in the Highlands region , an area
& Papoutsaki, 2011; Thomas, 2011). There has been no
that has no road access from the capital Port Moresby.
extensive study of the CD haus or of the informal video
Despite this relative isolation, the PNG Highlands have
distribution system in the PNG Highlands. Studying
been described as most media-rich in terms of home
‘informal’ (not-controlled) media distribution requires
media access compared to other PNG regions (ABC ID,
studying the places where media consumption takes
2012).
place at the grassroots level and previously unmapped
2
In the past decade PNG has seen a steady increase in the
areas.
use of media technologies, including mobile phones,
Other countries demonstrate the power of such informal
IT equipment and video equipment. While mobile
distribution systems. In Nigeria for example, local
phones and radio use in the Highlands are the most
cinemas and pirated media, have played a key role in
common form of media consumption, with 87% and
developing a local movie industry (Larkin, 2004). Initially
86% respectively, only 53% have access to a TV. This is
dominated by foreign products, informal distribution
even lower for people living in rural areas across PNG,
systems based on piracy and street sales, contributed
with 21% TV access. As the ABC report states however
to a growing production industry, demonstrating
lack of media access is often compensated by communal
the interest and enthusiasm for local productions by
media access (ID, 2012).
Nigerian audiences (Lobato, 2012).
Communal viewing is by far the most prevalent in
In Papua New Guinea, the expansion of a local film
the Highlands region, where watching TV at a friend/
production has been hindered by a number of factors
relative’s house is in fact more common than watching
including funding for filmmaking as well as copyright
TV at home. (ABC ID, 2012, p. 49)
laws, production training and distribution networks.
TV is on the rise in PNG but mainly restricted to urban
areas where electricity and broadcast signal are provided.
In the Highlands and in rural areas, the consumption of
visual media is often facilitated by the CD haus or haus
piksa, which has emerged as a new phenomenon in PNG.
The CD haus is a communal viewing place, often run by
someone as a business where people pay an entry fee to
view movies or television.
2
While it has been challenging to reach the seven
million people in Papua New Guinea with visual media
the increase of mobile technology reaching remote
communities and the emergence of the haus piksa point
to a potential movie market in PNG. In order to assess
whether a phenomenon such as the haus piksa has the
potential to support a growing media industry in PNG,
further studies are needed.
See preliminary results of the 2011 Papua New Guinea census, according to which 43% of the population live in the Highlands.
11
The haus piksa is part of a changing media landscape,
initiated by young village entrepreneurs who have
created
a
community
space
for
entertainment,
relaxation, and commerce where foreign media
products are consumed that portray heroes, shape
values, impart skills, and create a window to the world
outside the Highlands of Papua New Guinea. The impact
that the predominantly foreign movies have on people
in the community is difficult to assess. A short film by
Danish filmmakers Sofie Rordam and Anders Skovbjerg
Jepson titled Mi Go Long CD-Haus (I go to the CD haus)3
is among the few references highlighting some of the
challenges that youth face in the community when
regularly spending time at the CD haus. Understanding
what PNG audiences like and view and how movies are
distributed via informal systems allow better insight into
audience preference for further local production and
can potentially inform media education strategies in the
country.
3
12
(Rordam & Jepsen, 2011)
3Methodology
The initial goal of the study was to map CD houses in the
Student researchers travelled to their home provinces
PNG Highlands and to get a better understanding of the
during semester break and undertook surveys in
informal video distribution system.
communities they identified, usually their own home
In order to reach communities the project utiltised
University of Goroka (UOG) students to undertake
surveys with CD haus owners and audience members
as well as capture data about the communities. The
CSCM employs locally appropriate ways of undertaking
research, building links with communities through
previous relationships (see Thomas et al. 2012). Another
component of the study was capacity building of
students at UOG in undertaking community research.
A questionnaire was developed based on initial
interviews with CD haus owners, taking into account
audience numbers, infrastructure, media content,
community. Each student was asked to undertake at
least three surveys sets, each set containing four surveys,
including a survey of the CD haus owner, a survey of a
male and female audience member, and a survey about
the community. The student researchers average survey
set completed was between 6 and 7. Overall, surveys
were undertaken at 385 CD houses in all 7 of the PNG
Highlands provinces, which include Eastern Highlands
(EHP), Simbu, Jiwaka, Western Highlands (WHP),
Southern Highlands (SHP), Hela and Enga. The surveys
covered 29 out of 35 districts and 51 out of 105 locallevel governments (LLGs). The surveys included 385 CD
haus owners and 755 audience members.
revenue, profitability and an inquiry into values and
social change. A similar questionnaire applying the
same categories was developed for audience members
predominantly to verify information received from the
CD haus owners. The questionnaire was fine-tuned by
researchers and piloted and tested as part of the research
training for the field researchers. In addition a template
was developed to capture basic community information.
Fig 1. Student Researchers going through survey responses and mapping haus piksas
Credit: Kingsford Nepai
13
Fig 2. Map of PNG and surveys undertaken by Highlands province (n=385)
The number of surveys undertaken per province is not a
Contacts of CD haus owners were collected in order to
reflection of the number of CD houses in these provinces
assess feasibility of establishing a network of CD haus
but rather a reflection of community access by student
owners for distribution of educational content and
researchers. Left out of the survey were remote districts
locally produced media.
like Karimui-Nomane in Simbu, Kandep and LagaipPorgera districts in Enga and the Imonggu and KomoMargarima districts of the Southern Highlands because
student researchers did not travel to these areas. Easier
accessible areas from UOG such as the Eastern Highlands
The CD haus is usually individually owned and run as
a businesses in the community. The study sought to
find out the structure of these businesses and how
they are integrated with other services and changes
and Simbu Province had more coverage in this study.
currently happening in PNG communities. The primary
UOG staff and students who received training in data
owners themselves as their motivation and business
entry on Microsoft Excel entered the results of the
skills contribute to the haus piksa phenomenon in
questionnaires. The data was then imported into SPSS
the PNG Highlands. Secondary key informants were
predictive analytics software for analysis. Interviews and
audience members or customers of village cinemas.
key informants of the study were therefore the CD haus
observational information served to verify the results.
14
4 findings
4.1 Respondents’ Profile
In regards to education, nine out of ten CD haus owner
CD Haus Owner Profile
majority (62%) had dropped out of high school before
respondents had no tertiary education and the large
completing 10th grade. Almost three quarters (74%)
CD haus owners tend to be young men. Only a small
were married with a median number of 3 children.
percentage of all responding CD haus owners were
female (6%). This result corresponds with recent findings
In regards to religious affiliation, CD haus owner
from the ABC Citizen Survey (ID, 2012, p. 10), which
respondents
shows that often, male members of the family control
Adventists (SDA) (24%). Lutherans follow with 16%,
home media tools. Similarly the haus piksa business
then Catholics with 15%, and Evangelical Brotherhood
clearly demonstrates a male dominance in terms of
Church (EBC) with 8%. This does not correspond with
ownership.
census figures for religious affiliation among the general
were
predominantly
Seventh
Day
populace, which ranks Catholics first, than Lutherans,
Age Range of CD Haus Owners
45
41
40
35.7
35
30
25
%
20
15
10.8
7.9
10
5
0.5
0
14 or
under
3.7
15-19
20-19
30-39
40-49
50-59
0.3
60 and
over
Age Range
Fig 3. Age of CD Haus Owners (n=378)
The study found that 44% were less than 30 years old
United Church, and SDA (Gibbs 2007, p.92). Religious
and 85% were under 40 years of age (see Fig. 3). The
affiliations are relevant to provide a context for the
rapid technological developments suggest that older
media content, values and social change sections,
people are less likely to be interested in the haus piksa
where reference is made to community restrictions and
and to see the opportunities for such a business.
a Christian value system.
15
Owning a haus piksa is clearly an informal business, and
When asked why they started a CD haus, it is clear that
for some an additional business. When asked about their
there are strong economic motivations but they also
employment status, about a third of respondents did
saw it as providing a service to the community. The main
not specify an occupation. Out of those who specified
reason given (53%) was to create a business to generate
their employment status (n=280) responses varied from
income. Other reasons were to entertain, to provide
self-employment to subsistent farmer to unemployed
a community gathering place for socialization and
and others (see Fig. 4). A third of those characterize
relaxation, to pay for school fees, to attract customers
themselves as self-employed or small business owners.
to their store, provide a place to market produce, and to
This indicates that CD houses are predominantly run as
improve their standard of living (see Fig. 5).
side businesses by the CD haus owners.
CD Haus Owner Employment Status
30
27.1
26.1
25
20
%
15
12.9
12.1
10
8.2
5.7
5
4.6
2.1
1.1
0
S
mer
r
ce fa
ten
ubsis
ed
t
loyed
men nemploy
emp
U
overn
g
Selfy
b
loyed
Emp
ent
pany
wner
sman
Stud
/com
ess o
s
n
s
Trade
i
e
s
n
u
i
s
b
l
u
l
b
a
by
Sm
loyed
Emp
Employment Status
Fig 4. Employment status according to CD Haus Owners (n=280)
16
wife
e
Hous
Reasons for Owning a CD Haus
53
To generate income/business
15.8
To entertain
7.4
Reasons
For community gatherings
6.4
To raise funds for school fees
5.3
To attract customers to the store
4.7
To market produce
3.9
To improve standard of living
3.5
Other
0
10
20
30
40
50
60
%
Fig 5. Reasons for owning a CD haus according to owners (n=379)
One owner responded, “because I have the potential,
and often an established business might precede the
the community wanted entertainment, and I have the
ownership of a CD haus. For example one respondent
equipment” . People that are able to make an initial
stated he ran the CD haus “to attract customers to my
investment are able to run CD houses as a business
trade store”5.
4
Fig 6. CD haus owner Peter from Hizaguruamaka, Goroka in the Eastern Highlands Province
4
5
Credit: Mark Eby
CD Haus owner from Simbu (1491SIM)
17
Audience Member Profile
4.2 Infrastructure
The audience member surveys were conducted with
a younger demographic than the owners. Almost a
quarter (23%) were under 20 years of age and 91% under
40 years old 6.
The CD haus phenomenon appears to be widespread
throughout the Highlands region. Over two thirds (69%)
of the CD haus owners were aware of at least one other
CD haus in their community area and one quarter of CD
A number of respondents (16%) had no education. A
third (33%) had completed grade six or less. Another
40% had reached an education level between grades
7-11. Only 11% had completed high school or gone on
to tertiary education. In regards to gender a balanced
representation of men and women was anticipated
by setting out to choose one male and one female
audience member per community. The collected sample
includes 56% male and 44% female respondents.
Almost half (48%) said they were single. Almost a third
of the respondents (32%) characterized themselves
as subsistence farmers and, reflecting the youth of
the respondents, another fifth (22%) were students.
haus owner respondents (26%) were aware of 3 or more
CD houses in their community.
The reason that the CD haus has popped up in most
communities in the PNG Highlands is a reflection of the
fact that most families do not own their own TV and
DVD player. When audience members were asked if
they owned their own TV and DVD player, 83% said they
did not. When they were asked if there were families in
their community who owned TVs, over a third (36%) said
there were no families owning a TV. Of those who said
yes, almost two thirds (64%) claimed there were 5 or
fewer families owning these items.
Another 16% said they were self-employed, 13% were
unemployed, and 7% characterized themselves as a
housewife.
Fig 7. Map of CD houses in Jiwaka Province by researcher Paul Mila
6
18
n=746
Almost three quarters (74%) of the CD houses were
About three quarters of respondents (74%) said that they
generator powered pointing to the low access to
build the house specifically to show movies. However,
electricity in PNG Highlands communities. Not having
once built the house was put to many other uses as
access to electricity is not a hindrance to consuming
well, the most common being selling produce and
media within PNG communities, but it does require an
trade-store goods, gambling, sleeping quarters, and for
initial investment to purchase a generator. This likely
community meetings and social events (see Fig. 8). One
contributes to the communal movie viewing practices in
owner responded, “Yes. Sleeping, kitchen, gambling, and
the PNG Highlands.
men’s house” 7.
Half (51%) of the CD haus establishments have only
been in operation for 18 months or less. This indicates
the recent boom in this activity, or possibly, that there is
a high turnover rate. However, there is some stability in
the business since 18% reported being in the business
for over 4 years.
Use of Haus Piksa for Other Purposes
92
Selling Produce and Store Goods
85
Gambling
49
Sleeping Quarters
22
Purpose
Community Meeting and Social Events
17
Storage of goods (coffee, timber, etc.)
16
Kitchen for Cooking
13
Dancing
5
Snooker
0
10
20
30
40
50
60
70
80
90
100
Number of Responses
Fig 8. Use of CD houses for other purposes (multiple responses possible)
7
CD haus owner from Simbu (165SIM)
19
Traditionally villages in PNG have a communal gathering
space. In the Highlands, the hausman (or men’s house)
4.3 Screening Schedule and Audience Numbers
has for a long time been one of the gathering places
CD houses provide regular night activity in the
in the community, in particular for male members of
community. Over half of all owners (56%) show movies
the community. The haus piksa today is found to serve
at least once a day. Almost three quarters (74%) of the
multiple purposes and it is also used for community
owners said movies were only shown in the evening.
meetings and gatherings. It provides shelter for night
market activities while also providing entertainment.
Audience attendance increases on the weekend, with
However some criticised this transition of a communal
over half (55%) of CD haus owners indicating 50 or more
place for discussion and storytelling to include
people watching movies on the weekend as opposed
entertainment and market activities. In earlier research
to only 30% reporting over 50 people attending during
by Thomas et al., participants considered CD houses
weekdays.
to have an impact on increased sexual activities and
contribute to an increased risk of HIV transmission in the
communities (Thomas et al. 2012) (see also Chapter 4.6
in this report).
Fig 9. CD haus (left) and trade store (right) owned by Gogula Magee at Ufeka, Faniufa, EHP
20
Credit: Mark Eby
Fig 10. CD Haus attendance weekdays/weekends (n=366/371) as reported by owners
CD haus owners generally reported a higher number of
more likely to be charged less than 50 Toea (see Fig. 11). A
children viewing during the week. The most common
small percentage (4%) show movies for free, responding
charge for entry for both adults and children is 50 Toea .
that this was a way to attract buyers for goods in their
Children however are likely to get a discount and are
trade store.
8
Fig 11. Entry Fees charged by CD Haus Owners for children (n=385) and adults (n=383)
8
100 Toea = 1 PNG Kina (approximately US$ 0.42, exchange rate 29 July 2013)
21
Over two thirds (72%) advertise their films in some way.
or some just turn on the lights or play music to signal
When asked how they advertised their movies one
that the movie is about to start (3%). The fact that in
owner responded, “I make an announcement and put
many communities the haus piksa is the only place that
up the CD cover beside my house” . Most respondents
has electricity at night automatically attracts audiences.
9
confirmed displaying the cover of the DVD or posting
a notice as a way to advertise a movie showing (78%).
Another respondent described advertisement as “by
word of mouth and also the sound of the generator plus
the sight of lights indicates there is a show”10. Making a
When audience members were asked how often they
watched movies, almost a third (31%) responded every
day. Another 43% responded at least two or three times
a week and 16% responded once a week.
verbal announcement to the audience is common (10%),
Fig 12. Audience at Hizaguruamaka CD Haus, Goroka, Eastern Highlands Province
9
CD haus owner from SHP (1246SHP)
CD haus owner from EHP (0380EHP)
10
22
Credit: Mark Eby
4.4 Ancillary Revenue, DVD Cost and
Profitability
This section considers the haus piksa as a business and
considers issues such as profitability for CD Haus owners.
Understanding the conditions under which CD Haus
owners operate can assist in assessing whether a local
media industry and local distribution as a network could
be effective in the long-term.
CD Haus owners can generally be considered
entrepreneurs. A third (34%) of them run trade stores
in addition to operating the CD Haus. A typical response
was “a trade store adjacent to this video show house,
which is currently in the process of selling consumable
items” 11. Another said, “I own a trade store and a PVM
truck,”12 and a third responded, “I have a trade store,
buy cherry coffee, and poultry”13. In addition, because
they attract an audience a large majority (87%) sell
other items as well, the most popular being cigarettes
and betel nut. Only a minority sells alcohol (5%), and a
wide variety of other items were mentioned including
fresh garden produce, Digicel flex cards (mobile phone
credit), biscuits, cooked food and drinks (see Fig. 14).
Most owners (95%) permit other community members
to sell their goods as well. The area around the CD haus
in most places has become a community marketplace.
Fig 13. Selling tea, betelnut and cigarettes in Masi village,
Eastern Highlands Province
Credit: Dilen Doiki
Most CD houses in the village community are built from
natural materials. The initial investment required is in the
building of a house and installing the equipment which
in most cases consists of a TV and a DVD player, and in the
majority of cases a generator. The most popular brands
of electronic equipment were Sharp, Sony and Integrity
that offer low cost DVD players and TVs. Ongoing cost
include the maintenance of the house and the costs for
electricity or in cases of generator powered electricity
costs of purchasing fuel. The majority of respondents
(82%) estimated the amount spent on fuel to be less
than 100 Kina per week.
13
11
12
23
Items Sold at CD Hauses
278
Cigarettes
273
Belenut
231
Items
Bread Buns
212
Coffee
207
Candy
207
Tea
77
Alcohol
84
Other
0
50
100
150
200
250
300
Number of Responses
Fig 14. Items being sold at the CD haus according to CD haus owners (n=333)
In addition to the infrastructure costs mentioned above,
When asked to name specific stores where DVDs were
CD Haus owners purchase DVDs. These are usually
purchased, over a quarter (28%) mentioned ‘Asian shops’
purchased at the closest urban centres in the Highlands,
without identifying them by name. The Goana Centre
which are Kainantu, Goroka, Kundiawa, Minj, Kudjip,
in Goroka has a DVD store and is a popular place to
Banz, Hagen, Wabag, Mendi and Tari. In addition, four
purchase DVDs in the Eastern Highlands (20%); Brian Bell,
towns outside the highlands were mentioned, Lae,
with stores in most urban centres in PNG was mentioned
Kimbe, Port Moresby and the batas in Jayapura, which is
(9%), TNA located in Kundiawa (6%), and Papindo,
the PNG/Indonesian border where cheap pirated DVDs
another company with stores in most PNG urban centres
can be purchased.
(4%). In addition to purchasing DVDs, other options
DVD sales are mostly conducted by young men who buy
DVDs at discount in bulk from Asian-owned businesses.
They then make a profit selling these on the streets. When
CD haus owners were asked where they purchased their
DVDs from street sellers they mentioned the market, the
were to borrow or exchange or copy them from a flash
drive. Internet download for movies is not common as
Internet connection and download costs are high. Only
four owners responded that they downloaded movies
from the Internet.
bus stop, and areas that have informal markets.
24
CD Haus owners DVD purchases can be placed in three
interviewed said he sold from 15 to 30 DVDs a day and
different categories: DVD with a single movie, DVD with
that he was not self-employed but worked with two
a collection of multiple movies, and VCD with part 1 &
other street sellers for a businessman.
2. Many CD Haus owners (42%) had purchased all three
of these but the most popular (43%) appear to be the
DVD with a collection of multiple movies. Apparently,
collections can hold anywhere from 8 - 36 movies but
the picture and sound quality deteriorate considerably
A majority of owners keep the DVDs in their collection
after they are screened but about a fifth (20%) resell
them. Most of those who resell them (88%) do so at a
discounted price. Under half (44%) also rent their DVDs,
the higher the number of movies on a single DVD.
usually for under K5 for one night. The majority of
A follow-up question about preference shows that over
but about a fifth have somewhere between 100-150
two thirds (73%) prefer purchasing the movie collection
and another fifth have more than 150 movies in their
DVDs. The reported costs of the different types of DVDs
collection.
vary. Generally VCDs cost under K10, DVDs with a single
movie cost under K15, and most DVDs with a collection
cost under K20. Interviews of street sellers in Goroka
show that the movie collections are purchased in bulk
from a wholesaler in Lae for K5 and sold on the streets
of Goroka for K10. Movie collections are usually sold
in the street and not in stores. A street seller that was
owners (60%) have under 100 movies in their collection
When owners were asked to estimate their weekly profit
after the deduction of expenses, including from the sale
of food and any other items, over half (51%) said they
made less than a K100. Another quarter (25%) said they
cleared K100 to K199. Twenty-two percent reported
profits of K200 or over.
Fig 15. Street Seller in Goroka (left) and Sylvester Stallone movie collection (right)
Credit: Mark Eby
25
These results need to be understood in the context of
named an actor (e.g. Van Damme) or a movie title (e.g.
the income economy in the PNG Highlands. While the
Bobby Teardrops), or characters from a movie (e.g. Jack
majority of people in the rural are on a very low income
& Rose, referring to the main characters of the Titanic),
there is also a significant portion of people in the PNG
or a production company (e.g. OJ Productions, which
Highlands who make a considerable income through
is a Nigerian production company that has produced
coffee sales (Rogers et al., 2011). Coffee however is
popular movies). These were placed in the appropriate
seasonal and the CD houses in these cases provide a
category as Action, Tragedy, Romantic and African.
fairly steady income in addition to other activities for
Without preset categories there were also results like
many.
meaningful, sad, imaginary, funny, scary, sorrow, lovely,
This informal movie market is based on piracy of
predominantly international movies. While copyright law
exists in PNG, they are not strongly reinforced within the
aliens, jungle fighting, gun battle, true story and so on.
Again, these were placed in more conventional genre
categories when analysed.
legal system. The results of this study show the relatively
While this process provided an interesting insight in the
small profit margin involved in running a haus piksa and
way people describe movies, it also highlighted that
one might suggest that this village enterprise can only
respondents are not familiar with genre categories as
exist because of the low prices of DVDs based on piracy.
understood in the field of media studies. For analysis
Were DVDs more expensive CD haus owners would
purposes genres were evaluated from the favourite
likely struggle to make a profit. Currently the haus piksa
movie list (see Fig. 16). Within the top 35 movies the
system, from DVD purchase to setting up the screening
action genre clearly dominated with two thirds of the
facility and charging entry fees, works as an individual
films being action movies (67%). A quarter of the films
business at the microeconomic level. Consequently,
were romance movies (23%) and less popular were
those interested in creating locally produced content for
drama and comedy (5% each). Although no single music
the CD haus market in the PNG Highlands would need to
video made it onto the popular movie list, it is also a
understand these local economics.
popular genre in the CD haus.
4.5 Media Content
One of the primary aims of the baseline survey was to
find out what audiences are watching in the CD Haus
throughout the PNG Highlands communities. A series
of questions about content were asked, the first being
“What kind of movies do you show? Can you give
examples of five favorite genres?” The survey did not
provide genre categories because there was an interest
in seeing what kind of categories a participant would
create. The result was that instead of a category some just
26
Most Popular Movies
Rank Title
No.
Genre
Country of
Production
USA
Year
Stars
1
Rambo (series)
453
Action
1982-2008 Sylvester Stallone
2
True Love
244
Romance Tragedy
Nigeria
2003
Omotoloa, Jalade-Ekeinde, Ramsey Noah Jr.
3
Titanic
167
Romance/Disaster
USA
1997
Leondardo DiCaprio, Kate Winslet
4
Van Damme
157
Action
USA
5
Endless Love
148
Romance Tragedy
6
Delta Force
146
7
The Expendables
(series)
141
8
Commando
9
Jean-Claude Van Damme
Philippines
2010
Dingdong Dantes, Marian Rivera
Action
USA
1986
Chuck Noris, Lee Marvin
Action
USA
2010
Stallone, Statham, Li, Lundgren, Couture,
Austin, Crews, Rourke, Willis
136
Action
USA
1985
Arnold Schwarzenegger
Krishna
112
Bollywood Romance
India
2008
Ravi Teka, Trisha Krishnan
10
The Gods Must Be Crazy
108
Comedy
South Africa
1980
N!xau Weyers, Prinsloo, Thys
11
The Transporter
108
Action
France, USA
2002
Jason Statham, Shu Qi
12
Jackie Chan
92
Action Martial Arts
Hong Kong
Jackie Chan
13
Terminator (series)
91
Action Science
USA
1984-2009 Arnold Schwarzenegger
14
Jet Li
85
Action Martial Arts
China
15
Brave Heart
83
Historical Drama
USA
1995
Mel Gibson
16
Street Fighter
78
Action
USA
1994
17
Tears of the Sun
77
American War Film
USA
2003
Bruce Willis
18
Undisputed (series)
69
Action Thriller
USA
19
Sniper (series)
63
Action
USA
1993
Tom Berenger, Billy Zane
20
American Ninja
58
Action Martial Arts
USA
1985
Dudikoff, James, Fujioka, Aronson
21
Bruce Lee
53
Action Martial Arts
Hong Kong
22
Bobby Teardrops
53
Drama
23
Ong-Bak (series)
52
Action Martial Arts
Thailand
24
Rush Hour
51
Action Martial Arts
USA
1998-2007 Jackie Chan, Chris Tucker
25
Prison Break (series)
49
Action, Crime Thriller
USA
2005-2009 Domnic Purcell etc
26
Universal Soldier
46
Action/Science Fiction
USA/
1992
27
Blood Diamond
46
Political War Thriller
USA/Germany
2006
DiCaprio, Van Damme, Dolph, Lundgren
28
Mr. Bones
44
Comedy
South Africa
2001
DiCaprio, Connely, Hounsou
29
My Love
44
Romance
Nigeria
2002
Leon Schuster
30
Double Impact
44
Action
USA
1991
Chiege Alisigwe, Fred Amata, Hanks Anuku
31
Lion Heart
43
Action
USA
1990
32
Chuck Noris
41
Action Martial Arts
USA
33
O Papa God/Em Rong
Bilong Mi Yet
40
AIDS Awareness Drama
PNG
2006/07
34
Hard Target
38
Action
USA
1993
35
Twilight (series)
37
Romance Fantasy
USA
Turkey
Jet Li
2002-2010 Wesley Snipes, Ving Rhames
Bruce Lee
1970
2003-2010 Tony Jaa
Chuck Noris
Maria, John Soti, Prisilla Elwin, James
Gahare, Bonny Garahe
2008-2012 Stewart, Patterson, Lautner
Fig 16. Most popular movies according to respondents (n=1107)
27
4.5.1 Popular Movies
Expendables (141) and Commando (136). Ranked fourth
CD Haus owners were asked to name ten popular movie
movie star and used as shorthand to indicate his movies.
titles and audience members were asked to list five
Jean-Claude Van Damme movies show up multiple times
favourite movie titles. This resulted in a list of 6949 titles
in the top 35 popular films: Street Fighter (ranked 16),
(n=1107). Those movies that showed up consistently
Universal Soldier (ranked 26), Double Impact (ranked
in multiple “favourite lists” will be discussed. CD haus
30), Lion Heart (ranked 31), and Hard Target (ranked
owner and audience member lists were initially analysed
34). Arnold Schwarzenegger has two films in the top 30,
separately and later put together in a combined list (see
Commando (ranked 8) and the Terminator series (ranked
Fig. 16).
13). Chuck Norris stars in Delta Force (ranked 6) but his
is Van Damme, not a movie title but clearly a popular
name also shows up ranked 32. Similarly, Jackie Chan’s
The top eleven films were the same for both CD haus
name shows up at 12 and his popular movie Rush Hour is
owners and audience members with only a difference
ranked 24. With these top 35 statistics, the most popular
in order. Combining both, topping the list was Rambo.
action movie stars are Sylvester Stallone (594), Jean-
Movies from this series were mentioned 453 times. The
Claude Van Damme (406), Arnold Schwarzenegger (227),
Expendables, in which Sylvester Stallone directed and
Chuck Norris (187) and Jackie Chan (143). Although
starred, was ranked seventh (141) making Sylvester
writing about East New Britian, Keir Martin in a recent
Stallone the most popular actor.
publication confirms our observations in the Highlands.
The second, third, fifth and ninth ranking were romance
films. A relatively obscure film produced in Nigeria in
2003 by OJ Productions called True Love was mentioned
on 244 favourite movie lists. This is followed by Titanic,
28
“Action movies are most popular. Films are chosen largely
by whether the star of the film is well-remembered from
a previous outing. Stallone, Schwarzenegger and Jackie
Chan are big hits” (Martin 2013, p.49).
James Cameron’s 1997 Hollywood romance disaster
Ranked tenth is the 1980 South African comedy, The Gods
movie at third place (167). A romance produced in the
Must Be Crazy (108). Another South African comedy, Mr.
Philippines in 2010 called Endless Love, an adaptation of
Bones, is ranked 28 demonstrating that South African
the Korean drama, Autumn in My Heart, ranks fifth (148).
humor about race relations has some resonance in PNG.
Not only are these romantic films, they all end in tragedy
Although US action films dominate the list, it’s interesting
with both of the star-crossed lovers dying at the end.
to note that in the top 35 films, there is world cinema
Ranked number nine is Krishna (112) a 2008 Bollywood
representation: Nigeria, Philippines, France, India, South
film from India in the Telugu language. Unlike the other
Africa, Hong Kong, China, Germany, Papua New Guinea,
romance films that end in tragedy, Krishna marries
Thailand, and Turkey. The popularity of these films show
Sandhya, and presumably they live happily ever after.
that people do have an appreciation for genres besides
Interestingly, in the romance category, films produced
action blockbusters, that embraces romance, comedy,
outside the U.S. dominate.
drama, and martial arts films.
The favourite movie list is clearly dominated by US
The only films produced in Papua New Guinea to make
action movies as these are also widely circulated and
the list at 33 were the two films in the HIV/AIDS awareness
available. The sixth, seventh and eight rankings are filled
dramas series produced by the Seventh-day Adventist
with big Hollywood action films: Delta Force (146), The
HGM Media Productions and directed by Pastor Matupit
Darius. It appears O Papa God: Wai na Em Olsem? (Oh
Father God: Why is it this way?) and Em Rong Bilong Mi
4.5.2 Pacific Productions
Yet (It’s My Own Fault) have had more impact in the PNG
To find out if there are any regional productions that
Highlands than any other films produced in PNG.
make their way to the CD Haus, the survey asked if
Possibly, the most obscure film to make the list is
Teardrops, known in PNG as Bobby Teardrops (ranked
22). It was produced in Turkey in the 1970s by a UK
production company and dubbed into English in
Ireland. A story of a woman wrongly accused of infidelity
by her husband and abandoned to raise her son, Bobby,
on her own, this movie somehow made its way to PNG
some time in the 1970s and deeply resonated with PNG
audiences, PNG women in particular (Wardlow, 1996). It
remains a popular film in the PNG Highlands.
When favourite movies are analysed by audience gender
category (N755) Delta Force (57) ranks third among the
men but does not show up in the women’s top ten.
Similarly, Endless Love (44) ranks fourth with the women
but does not show up in the men’s top ten. The Gods
Must Be Crazy (36), Transporter (36), and Terminator (32)
show up in the men’s top ten list but are absent from the
women’s and Krishna (33), Jackie Chan (29) and Jet Li (25)
show up in the women’s top ten but are absent from the
men’s. In addition, even though True Love ranks second
on both lists, it was listed by 75 women versus 58 men,
they showed any movies about the Pacific Islands. A
strong majority of the owners (72%) said they had not
shown them and even more audience members (78%)
stated they had not seen any. The owners were asked
if they had shown the HIV/AIDS awareness series Love
Patrol produced by Wan Smolbag Theatre in Vanuatu
and popular across the Pacific. Only 4% of the CD haus
owners and 7% of the audience members said they had
seen it.
When owners were asked to list movies they had shown
about the Pacific Islands, only 28% responded. Most of
the movies on the list are from PNG although the survey
included a further question asking about PNG movies
specifically. Music videos are clearly popular and three
Solomon Island music artists were mentioned: Sisiva
(13%), Sharzy (7%) and Saba (5%). The Legend of Johnny
Lingo was noted by a few people (2%), a 2003 film set in
Polynesia and produced in New Zealand. Blue Lagoon,
the 1980 American romance starring Brooke Shields and
Christopher Atkins was also mentioned (2%), because it
is shot in Fiji.
demonstrating the strength of its popularity among
There are a number of Pacific productions available,
women. These results show that men and women share
but these do not seem to make it to the CD houses. This
similar tastes but women demonstrate a preference for
might have to do with their smaller distribution circle
romance and martial arts films.
and that they are generally less known. But it is also likely
to do with the merchants who copy and distribute DVDs
focusing on Hollywood and Asian movies.
29
Fig 17. DVD covers of the HIV awareness films O Papa God and Em Rong Blo Mi Yet
The survey also asked specifically about showing Papua
The videos of his fights are popular. The other PNG
New Guinean films. Over half of the owners (51%) and
films mentioned by a few are Kokoda, Tukana, Tinpis
audience members (55%) said they had not shown
Run, Black Harvest, First Contact, Joe Leahy’s Neighbors
or seen PNG films. Of those owners who had, the film
and Wokabout Bilong Tonten. Robinson Crusoe was
series mentioned above, O Papa God: wai na em olsem
mentioned as it was shot in PNG and featured a PNG
and Em Rong Biling Mi Yet, was easily the most popular
actor, William Takaku alongside Pierce Brosnan.
(46%) (see Fig. 17). An AIDS awareness genre was also
acknowledged for respondents who did not remember
the exact titles of the films (6%).
it to the CD houses. It shows that Higher Ground
Locally produced music videos are also popular. The
Seventh Day Adventist Church, has had a successful
music video categories add up to just over a fifth of the
distribution strategy through their church network.14 It
responses (22%), which includes music videos without a
is also relevant to note that 24% of the CD Haus owner
specific title (10%), CHM Collection (3%), and artists such
respondents claimed SDA religious affiliation so the SDA
as Sisiva, Texas Allan, Saba, or PNG Mekim Musik. While
church has taken the lead in producing and exhibiting
some of these are Solomon Island artists as mentioned
locally produced content by Papua New Guineans for
above, some consider them to be locally produced
Papua New Guineans. “What happens to children when
videos. Two other PNG personalities were mentioned:
their parents die of AIDS?” is the question explored by O
Kanage, a popular local comedian who stars in a series
Papa God. The follow up film, Em Rong Blo Mi Yet looks
of videos, and Stanley Nandex, a Papua New Guinea
at a group of high school girls who contracted HIV and
world champion kick-boxer known as The Headhunter.
are sent home to live with their parents. One of the girls
14
30
It is interesting that HIV and AIDS films have made
Ministry Media Production, a support ministry of the
See also http://higherground.adventistconnect.org [accessed July 2013]
is rejected by her dad, who sends her away into the bush
to live by herself until she dies15. These stories seem
4.5.4 Pornography
to resonate in the Highlands of PNG and parallel the
CD haus owners were asked if they showed pornography.
response to pathos and tragedy in the popular romance
This is a sensitive question since pornography is illegal in
films.
PNG. However, 14% admitted to the practice. Of these,
There have been no action movies produced in PNG to
date, but clearly this is a genre that could be explored
with a local twist. This research might contribute to
almost half said they showed it once a week (49%),
about a quarter (24%) showed it once a month, and a
small percentage (6%) said they showed it every day.
further exploration of the potential for action movies in
Three quarters (74%) said the entrance fee was different
Papua New Guinea and the support from audiences for
then the other movies they showed. The assumption
locally produced films.
is that it costs more but the amount was not specified.
Most respondents (96%) reported that pornography was
4.5.3 Broadcast Television
shown to a restricted audience. How it was restricted
There are two local free-to-air television stations in PNG.
(27%) reported that it is restricted without specifying
The first, EM-TV is owned by Fiji television through a
age or gender. Another 17% reported that it is restricted
subsidiary called Media Niugini Limited16. Some content
to an adult audience without specifying gender. Just
is produced locally but the majority of the programming
under half (46%) reported that it is restricted to a male
is from Australia (Papoutsaki & Sundar Harris, 2008). The
audience.
was not always specified clearly. Just over a quarter
second is the NTS (National Television Service) known as
Kundu2. Launched in September 2008, it is state-owned
and broadcasts PNG produced content but has a limited
broadcast footprint and limited broadcast hours (Wall,
2008).
A fifth (20%) of those who said they did not show
pornography were aware of it being shown in other
communities. The most common response (43%) when
asked why they did not show pornography was that it
violated Christian principles and community restrictions.
We asked audience members if they received a broadcast
Another 23% said that it was out of concern for young
TV signal and over half (58%) said no. Of those who did,
people because the CD haus audience was a mix of
almost all of them (99%) received EM TV and a quarter
children and adults. As one owner responded when
(24%) received Kundu2. A minority (4%) said they
asked, “because a majority of the audience are children
received an Australian broadcast channel, which can
and it is against society morals and values”17. Another
be received with a satellite dish. Almost three quarters
owner said “because I am an Adventist member”18.
of the CD haus owners (72%) said they charged a fee to
Another reason given was simply that it is illegal (16%).
watch TV. Watching broadcast TV however is dedicated
Finally, 11% responded with concerns that pornography
to sports programming, either for special events like the
increased sexual activity at an early age, prostitution,
Australian State of Origin rugby match between New
rape, adultery, and pregnancy. As one owner said,
South Wales and Queensland (66%) or sports events
“because it affects our sexual behavior”19.
in general (27%). A fifth of the audience (20%) also
mentioned watching television news.
See http://trove.nla.gov.au/work/36771485?q&versionId=47748352 [accessed July 2013]
http://www.emtv.com.pg/about-us [accessed July 2013]
17
18
CD Haus owner from Enga (1391ENG)
19
CD Haus owner from EHP (0592EHP)
15
16
31
Although over three quarters of the audience (84%)
When pointing out positive aspects responses focused
claimed they did not watch pornography at the CD haus,
on impact on the community as a whole, the activities
9% did admit to it with 7% choosing not to comment. Of
the CD houses created and their impact on youth. A third
those who admitted to watching pornography, 46% said
of the owners (32%) pointed out that the CD houses had
they watched it once a week, 31% once a month and
become a place for entertainment, socialization and
6% every day. Most (94%) agreed that the audience was
relaxation. This is confirmed by 36% of the participants
restricted. Almost a fifth (18%) said they were aware of it
in the audience survey. Another quarter of the responses
being shown in other CD houses.
(24%) said they provided a space for the community
to buy and sell goods, again confirmed by 27% of the
audience. An audience member said the CD haus “helps
4.6 Values and Social Change
in boosting cash flow in the community”.21
“Because of the CD haus
people live in the light.” 20
CD houses are having an impact on PNG Highland
communities in many ways. The content people are
watching is shaping values and identities. The survey
asked respondents to comment on both positive and
negative impacts of the CD houses. In responses, the
impact on youth was frequently mentioned, once again
highlighting the young demographic of CD haus viewers.
One in ten owners (11%) pointed out the educational
opportunities to learn about the outside world. For
example, one response was that the CD houses “make
people become wiser from viewing other people’s
experiences”.22
This was particularly emphasized in
relation to youth as respondents said that “it educates
school children about the global world”23 and “children
are learning English better by watching movies”.24 It was
also commented that CD houses had a positive impact
by keeping “youths from doing illegal things, especially
during the night.”25
Positive Aspects of CD houses
Rank Categories
1
2
3
4
5
6
7
8
Number
Entertain, socialize and relax
Provides space for community to buy and sell goods, generate income, and increase cash flow
Educational for children and adults. Learn about the outside world.
Promotes peace and unity
Keeps people in their own community, central place for gathering
Brings in cash to contribute to community for compensation and bride price
Improve children’s English
Power to charge mobile phone and provide light
Fig 18. Categories mentioned in regards to positive aspects of the CD haus in the community
Audience member from Simbu (0063SIM)
22
32
25
CD Haus owner from Enga (1400ENG)
20
23
21
24
573
480
159
88
54
48
45
44
The majority of respondents agree that the CD houses
The increased social activities at night were considered
provided a suitable space for community members
increasing disturbances in the community. One of the
to get together whether for business activities or to
CD haus owner respondents said “[it] attracts drunkards
socialize. Some highlighted the positive aspect in having
during the night, which leads to commenting and
people stay in their communities and promoting peace
conflict and my area has become a public area and my
and unity in the community. As one respondent said,
family does not have privacy.”28
it “keeps the community intact and they avoid moving
from village to village causing problems.”26
Mostly however comments were made about individual
When asked about the negative impacts of CD houses
responded, “[I] do not feel like going to the garden
respondents focused on the consequences of CD
after viewing the CD.”29 Another said “people become
houses as a space of socialization as well as on individual
lazy by gambling every night when the power is on.”30
behaviours among audience members. Once again,
Another complaint was that it distracted students, kept
youth were mentioned frequently as a key group that
them from studying, and prevented them from getting
CD houses are impacting.
enough rest (15%). As one respondent said, “School
behaviours.
The primary concern of owners (21%) focused on the
increase in sexual activities that lead to prostitution,
For
example
an
audience
member
children are distracted every night to watch and are not
concentrating on their studies.”31
sexual activity between young people, unwanted
The other concerns among owners were that the movie
pregnancy, adultery, polygamy, and rape. As one
content is a bad influence that promoted negative
respondent described, “people dress up well and
behaviors among children and young people (12%), an
opposite sex find their mates mostly in the CD house”.
increase in the abuse of alcohol that leads to drunken
27
Negative Aspects of CD houses
Rank
1
2
3
4
5
6
7
Categories
Number
Increase in sexual activities that lead to prostitution, unwanted pregnancy, adultery, polygamy, and rape
Distracts students. Keeps them from studying and they do not get enough rest
Promotes laziness. People stay up late, restless nights, lack sleep and are too tired to work.
Increase in abuse of alcohol and leads to drunken fight
Bad influence promotes negative behavior among children and young people
Noise disturbs the community
Promotes stealing
352
241
178
176
154
124
102
Fig 19. Categories mentioned in regards to negative aspects of the CD haus in the community
Audience member from EHP (0709EHP)
CD haus owner from SHP (1307SHP)
28
Audience member from SHP ((1300SHP)
31
26
29
27
30
33
fights (10%), the promotion of laziness because people
lacked sleep and were too tired to work (8%), promoted
stealing (5%), increased litter and waste around the CD
haus area (4%), and the spread disease including HIV
and airborne diseases (4%).
Audience members also showed concern about these
issues but also mentioned an increase in fighting (4%),
domestic violence (3%), gambling (3%), and drug
abuse (1%). Those with a smaller percentage are the
views of a minority of audience members, but concerns
nonetheless.
In particular, young people were mentioned as being
impacted by changing attitudes. One respondent said
“kids [are] stealing money from their parents to pay
for their gate fee.”32 And another respondent pointed
out that “attitudes of teenagers change due to western
influence.”33
The study shows that people regard the influx of CD
houses as both positive and negative. Firstly, the space of
the CD haus has influenced activities in the communities,
whether that includes business activities, or increased
socializing at night where issues such as gambling,
drinking and sex emerge. Secondly, it is suggested that
the content is changing individuals’ understandings and
behaviours, impacting young people in particular.
The next section focuses on the potential of the CD
houses as sites for edutainment, building on the fact
that regular consumption of media takes place there
and they can provide spaces for learning.
Audience member from Enga (1401ENG)
Audience member from Enga (1401ENG)
34
35
Audience member from EHP (0754EHP)
32
33
34
4.7 The Potential for Edutainment
“Distributing educational CDs to CD houses will greatly help the
village people. Villages are far apart and it is hard to go from village
to village to educate the people. The only place where people gather
is the CD house. Therefore, if CDs are given to the CD houses, many
people will come to watch and learn good things.”
(Audience Member)34
In preparation of the second part of the study, an
Another 15% were happy to become partners with KTP
evaluation of the impact of the HIV awareness series
and CSCM to assist in further research and screenings.
Komuniti Tok Piksa (KTP), the final section of the survey
Feedback included comments such as “as a student, I
asked CD haus owners about the possibility of screening
wish to see movies produced here, which are educational
the KTP films. It also included a section on open-ended
to help us young ones.”36 or “life is getting tougher and
comments.
tougher. Therefore, I would like to encourage students
Almost all CD haus owner respondents (98%) expressed
interest in screening the KTP films. Over two thirds
to watch education movies so that it can help them to
increase their knowledge.”37
(69%) said they would not charge for an initial screening
Others noted their appreciation for the survey (11%),
if the DVD was given to them for free to be used for
that if the KTP DVD was provided for free that they were
subsequent screenings. Almost a quarter (23%) of those
very happy to show it to the community (10%), and they
who did want to charge specified 20 toea to 50 toea per
were happy to show educational and social awareness
person.
films (4%). A final question was about after the DVD
Audience members were also enthusiastic about
delivery and if there would be any other benefit (5%).
watching PNG films at the CD haus (97%). Most (92%)
Further comments included invitation to undertake a
said they would pay money to watch a PNG film. A
production in the community and criticism of video
majority (95%) also said they would be interested in
piracy. One of the respondents said “CD haus has
watching educational content and 90% said they would
promoted media development but it has a lot of negative
be willing to pay for it.
effects,”38 commenting on the complexity of the issue
In final open-ended comments CD haus owners provided
a variety of responses, many of which emphasised their
and seeing both positive and negative impacts of the CD
houses in the communities.
interest in screening more PNG films. One respondent
The results of the final section of the study demonstrate
said “after showing so many movies from other countries,
a keen interest from CD haus owners and audience
A third of the
members to view PNG films as well as to view films with
it would be nice to show PNG films.”
35
responses (32%) affirmed that they were happy to show
educational content.
PNG and Pacific films.
Audience member from WHP (1130WHP)
Audience member from Jiwaka (0967JIW)
38
36
37
35
5 Outlook
CD houses have become part of an informal
entertainment industry in the PNG Highlands. This study
provided insights into the increased interest in visual
media consumption in PNG communities. The lack of
availability of PNG films and the cheaply available pirated
videos from overseas determine the predominantly
foreign content viewed in CD houses.
While concerns are raised about the impact of such
content and the passive consumption of such media,
the hunger for visual media reveals people are open and
keen for PNG and Pacific content. The willingness CD
Haus owners showed in working with the CSCM team
and potentially showing some of the locally produced
PNG videos demonstrates a potential for a more
established distribution network.
At the same time, the increase in media consumption
among young populations must be recognized by the
education system. There is a need to increase training in
media literacy among Papua New Guinean audiences.
This study provides the baseline for the PACMAS
innovation project, which in the second part will test the
possibility of distributing the KTP DVD via CD houses
in the PNG Highlands. This will contribute further to a
better understanding of audience consumption of visual
media in the PNG Highlands and the potential of using
this distribution system to inform and educate PNG
audiences.
36
6 References
ABC ID (2012). Citizen Access to Information in Papua New
Thomas, V; Iedema, R; Britton, K; Eggins, J; Kualawi, M; Mel,
Guinea. Melbourne: ABC International Development.
M; Papoutsaki, E (2012) Komuniti Tok Piksa - Integrating
Eggins, J., Thomas, V., & Papoutsaki, E. (2011) Engaging
youth in community action: A visual methods approach
to HIV & AIDS awareness. 20th AMIC Conference
Hyderbad, India.
Gibbs, P. (2007). Papua New Guinea in ed. Manfred Ernst,
Gobalization and the Re-Shaping of Christianity in the
Pacific Islands. Suva: Pacific Theological College.
Keir, M. (2013) The Death of the Big Men and the Rise of
the Big Shots. New York: Berghahn.
Papua New Guinean Highland Narratives into visual HIV
prevention and education material. Sydney: UTS Centre
for Health Communication & UOG Centre for Social and
Creative Media.
Wall, D. (2008) Papua New Guinea Premier Launches
National Television Service [Blog post]. Retrieved from
http://deberigny.wordpress.com/2008/09/19/nationaltv-in-png [accessed July 2013]
Wardlow, H. (1996) Bobby Teardrops: A Turkish Video
in Papua New Guinea, Reflections on Cultural Studies,
Larkin, B. (2004). Degraded Images, Distorted Sounds:
Nigerian Video and the Infrastructure of Piracy. Public
Feminism and the Anthropology of Mass Media. Visual
Anthropology Review, 12(1), 30-46.
Culture, 16(2), 289-314.
Lobato, R. (2012). Shadow Economies of Cinema:
Mapping Informal Film Distribution. London: Palgrave
Macmillan.
Papoutsaki, E. & Sundar Harris, U. (2008) South Pacific
Islands
Communication:
Regional
Perspectives,
Local Issues. Singapore, Aotearoa, Suva: Asian Media
Information and Communication Centre.
Rordam, S., & Jepsen, A. S. (2011). Mi Go Long CD-Haus,
Denmark.
Thomas, V. (2011) Yumi Piksa - Our Pictures: Communityresponsive filmmaking as research practice in Highlands
Papua New Guinea. PhD Thesis University of Technology
Sydney, Sydney.
37
University of Goroka
www.cscm-uog.org

CD Haus Distribution

Transcription

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