Part 3: Analytical Report, 3.2 Radio

Transcription

1
Media Consumption and Consumer Perceptions Survey 2012 (3rd wave)
This report contains technical and methodological description of the survey covering media
consumption and consumer perceptions in Kyrgyzstan. This comprehensive survey was implemented by MVector Consulting Agency with financial and consulting support of USAID and KRCBI’s IRG.
All materials are presented as per the methodological order.
M-Vector Research and Consulting Company
720064, Bishkek, Kyrgyzstan
42A Akhunbaev St., 2nd floor
Phone: +996 312 510829; 511815
Cell: +996 772 515111
Web: www.m-vector.com
All copyrights belong to USAID and IRG. Unauthorized copying and distribution is prosecuted under the
local legislation.
Bishkek, 2013. All rights reserved.
Contents:
3.2.1
Radio Reach ................................................................................................................................ 4
3.2.2
Radio Broadcasting Quality and Accessibility Barriers ......................................................... 7
3.2.3
Radio Station Popularity Rating and Audience Loyalty ......................................................... 9
3.2.4
Radio station reach and market share ...................................................................................14
3.2.5
Daily Radio Station and Broadcasting Ratings.....................................................................25
3
3.2.1 Radio Reach
In a dynamic modern-day society, information represents the highest value commodity. It
serves as a progress driver to science and industry, while ordinary men see information
management as a manner of existence. With the variety of sources being so vast, every
person may choose to draw information from the most suitable ones. Not only watch we TV,
but also read newspapers, magazines, listen to the radio, and browse the Internet. For the
time being, TV retains clear leadership stance, dominating by a substantive margin the
Kyrgyz media-market. At the same time, not to be disregarded some television aspects and
bottlenecks, as pricey TV sets, low quality and limited coverage in the remote country
corners, and lack of time. Those who found drawbacks above relevant switch to other
information sources. In particular, radio sets are highly affordable and elderly population
used to those better. The radio is becoming indispensable for the most active population
that is reluctant to burn time watching TV. Unlike the later, radio does not bound you to
staring at one point and delivers fresh information while a person is heading to the office or
school, or enjoying a cafe during lunch hours.
Who are they, active radio listenership?
To further explore the radio audience, it is worth taking a look at basic radio listenership
indicators. This survey assessed the radio reach through different prisms. The indicator in
question means the ratio of the total number of individuals preselected against a specific
attribute (e.g. place of abode) to the number of individuals listening to the radio (in a
particular region).
Radio reach values for Jalal-Abad, Naryn, Talas, Osh and Issyk-Kul regions are quite close,
implying 30 to 40% of the population there listens to the radio. Radio reach of Chui region
(67.7%) with the largest selection of 25 stations drastically contrasts to Batken region
(6.9% and 9 stations only). As per previous studies, the majority of people residing in the
central region is prevailed by urban and economically potent population. Given the lack of
time, those naturally carve preferences to radio, as opposed to TV. This is partially
confirmed by a below data on radio reach disaggregated by urban and rural areas and city
of Bishkek.
0%
10%
20%
30%
40%
Kyrgyzstan
50%
60%
70%
44,1%
Urban
51,4%
Rural
39,9%
Bishkek city
71,1%
Osh city
22,9%
Chui region
67,7%
Talas region
35,4%
Issyk-Kul region
Batken region
Jalalabad region
80%
30,6%
6,9%
39,3%
Osh region
35,3%
Naryn region
35,5%
Fig. 3.2.1.1. Radio Reach Disaggregated by Regions
The overall radio reach within the age groups is quite high and exceeds 40%, except for
those over 55 years old (Figure 3.2.1.2). Radio reach is broadly represented by three age
groups: young people in the age 18 to 24, adults from 24 to 35, and middle age people
from 35 to 44 years.
The Russian speaking population is the most active radio audience as compared to other
language groups. This is attributed to high availability of radio stations broadcasting in
Russian (Figure 3.2.1.2).
0%
10%
20%
30%
40%
14-17
50%
60%
40,2%
18-24
46,8%
25-34
47,1%
35-44
48,8%
45-54
42,1%
over 55
33,8%
Kyrgyz
45,1%
Uzbek
26,2%
Russian
56,0%
Fig. 3.2.1.2 Radio Reach Disaggregated by Age and Native Language
Consideration of the age and sex composition of radio reach provides that the bulk of
audience, namely 65.5%, is represented by the 18-44 y.o. listenership (Figure 3.2.1.3). The
gender distribution for the same age listenership is similar (Figure 3.2.1.4).
11,3%
9,9%
13,4%
23,0%
19,6%
22,9%
14-17
18-24
25-34
35-44
45-54
55 и старше
Fig. 3.2.1.3. Radio Reach Disaggregated by Age Groups
Having reviewed the gender composition of the audience disaggregated by region, a one
may observed a slight outnumber of male audience in all regions except for Chui and Naryn,
where men and women are represented equally. The number of male listeners in Jalalabad
region exceeds female audience twofold.
5
Males
9,2%
Females
10,7%
9,8%
12,9%
13,7%
13,2%
23,0%
23,1%
17,0%
21,7%
23,1%
22,6%
Fig 3.2.1.4. Radio Reach Disaggregated by Age and Gender
3.2.2 Radio Broadcasting Quality and Accessibility Barriers
Explanation of the ranging radio reach across the regions requires a review of the existing
regional impediments to radio listening. The survey reveals that half of the population in the
country may not listen to the radio in desired hours due to time shortages. This is the most
commonly attributed reason in other regions too. Every 3rd resident of Talas region faces
this problem. This may be explained by the fact that ¾ of the population practicing
agriculture, which is dominant income generator in the given area. It also requires
extensive outdoor works, even within winter months when the farmers are released of croprelated activities and focus on livestock. The problem of poor radio reception is called the
2nd largest by respondents of Osh and Jalal-Abad regions. It is so common that being cited
by 20% of the country’s population.
The pressing problem of Bishkek respondents remains interrupted power supply. A note
here is that 94% of respondents mentioned this reside in private houses. This quite a high
rate (26.1% in Bishkek) may be rendered an explanation. The period of this survey
coincided with December 2012, when "KyrgyzGas" cut gas supply to certain districts leaving
major residential parts of the city uncovered. The resulting massive abuse of electric power
supply led to consumption spikes and congested networks. City distribution utility could not
manage blackouts and had to implement scheduled outages.
Issyk-Kul region
Batken region
66,9
75,7
48,6
61,1
No power supply
Can’t afford buying a radio
set
I am sometimes not allowed
to listen to radio at house
Expensive batteries, hard to
get, etc.
No radio set in close vicinity
to me
Quality of radio reception is
poor
26,1
2,8
7,5
7,9
43,5
22,9
58,5
52,7
19,5
12,1
6,6
13,4
3,2
15,0
3,5
6,2
1,4
4,2
23,9
8,0
33,5
0,9
10,9
2,5
11,8
8,7
1,7
11,7
1,0
2,9
3,4
6,4
Don’t know/No answer
Total
Total
Talas region
65,5
Naryn region
Chui region
61,7
Osh region
Osh
No time to listen
What is the barrier for
radio listening?
Jalalabad region
Bishkek
Table 3.2.2.1 Radio Reach Barriers Disaggregated by Regions, %
12,0
9,8
16,2
8,1
2,7
0,8
1,5
1,9
2,5
52,5
36,1
0,8
100
100
100
100
100
100
100
100
14,5
20,6
5,5
0,5
100
100
Product quality is the key selection criteria for the consumer. Accordingly, the quality of the
radio broadcasting conditions the popularity of a particular radio station. The radio
interferences, signal loss and a low quality output may be due to a poor quality radio set,
but mostly, the problem lays with radio stations. The respondents rated the quality of
broadcasting by Top 15 radio stations using the 5-point scale where 1 is very poor and 5 -
7
excellent.
5
4,9
4,8
4,7
4,6
4,5
4,4
4,3
4,2
4,1
4
5,0
4,8
4,6
4,6
4,5
4,5
4,5
4,4
4,3
4,3
4,5
Record
Radio OK
Russkoe Radio Asia
Yumor FM
Avtoradio
Hit FM
Kyrgyz Radiosu
Retro FM
Tumar
Min Kiyal
Birinchi radio/Azattik
El FM
Europa Plus
Kyrgyzstan Obondoru
4,1
4,3
Vodiy Sadosi/Echo
Dolini
4,2
4,2
3.2.2.1. Average Broadcasting Rating for the TOP 15 Kyrgyzstan Radio Stations
The table below brings quality assessment of the same broadcast stations by regions.
Respondents from Talas region rated these radio stations highest. The lowest radio
broadcasting quality rating was given to Bishkek city. Tumar Radio Station received the
highest rating in Issyk-Kul region, Europa Plus was also strongly evaluated by the Issyk-Kul
and Naryn listnerships.
Kyrgyzstan Obondoru
3,3
4,2
4,6
4,7
4,6
Europa Plus
3,2
4,2
4,6
4,5
4,3
El FM
Naryn region
4,4
4,7
4,5
4,4
4,7
5,0
4,0
4,4
4,3
4,4
4,4
4,1
4,5
4,6
4,6
4,5
4,6
4,5
Tumar
4,6
4,1
4,6
4,8
5,0
Retro FM
3,1
4,3
4,8
Kyrgyz Radiosu
2,7
4,4
4,7
4,6
Hit FM
3,2
4,2
Avtoradio
3,1
3,9
4,9
4,4
Yumor FM
Russkoe radio Asia
Radio OK
3,4
5,0
3,5
5,0
Radio Record
3,1
4,4
4,6
Min Kiyal
Vodiy Sadosi/Echo dolini
Osh region
4,4
4,3
5,0
Jalalabad
region
4,2
3,5
Birinchi Radio/Azattik
Batken region
Issyk-Kul
region
Talas region
Chui region
Osh
Radio station
Bishkek
Table 3.2.2.2 Average Broadcasting Quality Rating for the TOP-15 Kyrgyzstan Radio
Stations Disaggregated by Region
4,0
4,3
4,2
4,4
4,5
3,9
4,6
3,7
2,5
4,1
5,0
3,9
4,5
3.2.3 Radio Station Popularity Rating and Audience Loyalty
In further, the survey will try to address the question about how many people recognize a
particular radio station. It is no secret that the station’s name is a brand that generates
certain associations among the audience.
The extent of its popularity may be identified by asking people a simple question: "What
radio stations do you know?" Collected answers may be categorized into three general
types. The first type of answers should be credited apparently to efforts of the marketing
team. Respondents may not even listen to the stations, but keep hearing about its brand all
the time. The name of the brand will primarily be associated with the that particular radio
station in Kyrgyzstan. The other answers, given without short hints, fall under the
spontaneous awareness type. Finally, the prompted awareness, focused on identifying the
most popular radio stations in the list of less familiar radio stations.
Kyrgyzstan Obondoru holds a clear advantage among radio stations in terms of spontaneous
awareness. Also worthw paying attention tois Avtoradio station, which spontaneous and
prompted awareness has been identical. Meanwhile, Almaz, Record and Birinchi Radio have
higher prompted awareness rates.
0,0
10,0
El FM
Almaz
Next
Vodiy Sadosi/Echo Dolini
Birnichi Radio
Record
First mentioned
22,3
4,0
27,2
16,6
14,4
3,3
21,0
21,3
3,2
20,7
17,8
3,2
14,9
13,5
2,9
1,5
44,3
22,7
15,9
4,8
Min Kiyal
60,0
38,4
20,7
8,2
Birinchi Radio/Azattik News
Kyrgyz Radiosu
50,0
60,6
27,0
12,1
Tumar
Hit FM
40,0
18,8
14,6
Europa Plus
Autoradio
30,0
26,3
Kyrgyzstan Obondoru
Retro FM
20,0
7,4
13,9
8,2
11,0
1,4
3,6
4,4
1,4
4,5
1,8
1,2
5,4
6,6
1,2
3,5
4,5
Spontaneous awareness
Prompted awareness
Fig. 3.2.3.1. TOPp-15 Most Popular Kyrgyzstan Radio Stations
9
Having aggregated the data on all the types of awareness, the survey indicates the
following: the average awareness of Kyrgyzstan Obondoru across regions amounts to 82%,
with the awareness rate of 87.4% in the South and 86.1% - in the North. Thus, Kyrgyzstan
Obondoru has a quite even coverage over the country, as may be assumed by figures in
the table below.
More than 50% of reach are aware of Europa Plus station, with highest popularity observed
in the Chui region and Bishkek City. A similar situation is with Hit FM?, except that its
awareness gap with other regions is much higher. Further on, the report will elaborate on
the reasons to that. Almaz radio station catches attention with rather low awareness rates
in all regions, with Naryn’s (92.9% being an exception. Awarness of Vodiy Sadosi \ Echo
Dolini trend can easily be interpreted. Given its articulate focus on the Uzbek content, it
becomes obvious why the station is the scores high recognition in Osh, Batken and
Jalalabad regions with the highest density of Uzbeks.
Bishkek
Osh
Chui region
Talas region
Issyk-Kul region
Batken region
Jalalabad region
Osh region
Naryn region
Table 3.2.3.1 TOP - 15 Most Famous Kyrgyzstan Radio Stations In Kyrgyzstan
Disaggregated by Region
Kyrgyzstan Obondoru
53,3%
74,1%
88,8%
89,1%
79,6%
74,8%
92,1%
95,3%
86,9%
Europa Plus
89,7%
71,8%
84,7%
62,9%
57,5%
64,8%
55,6%
47,1%
49,1%
Tumar
55,7%
54,5%
79,6%
28,2%
46,5%
37,9%
54,8%
56,6%
36,7%
Birinchi Radio/Azattik News
23,0%
51,1%
31,2%
73,9%
75,5%
86,8%
54,3%
29,9%
58,4%
Min Kiyal
35,6%
14,5%
67,0%
59,1%
47,9%
79,7%
57,2%
43,3%
39,3%
Retro FM
64,4%
3,5%
29,7%
31,8%
16,4%
32,1%
21,2%
0,9%
Avtoradio
64,5%
6,3%
62,1%
32,3%
35,8%
63,1%
14,7%
8,6%
47,1%
Hit FM
70,5%
1,7%
61,9%
6,6%
9,0%
18,5%
1,2%
0,8%
Kyrgyz Radiosu
61,3%
55,1%
56,0%
37,5%
17,2%
62,0%
1,1%
40,0%
56,4%
51,8%
3,7%
30,7%
10,3%
11,9%
92,9%
14,0%
4,2%
1,5%
46,7%
11,4%
20,3%
7,1%
6,4%
11,6%
Radio station
24,1%
14,8%
18,6%
El FM
1,9%
53,7%
6,4%
Almaz
7,1%
35,4%
35,1%
11,5%
Next
1,6%
13,4%
41,5%
Vodiy Sadosi/ Echo dolini
0,5%
12,4%
1,1%
Birinchi Radio
8,6%
19,3%
15,2%
Radio Record
18,8%
44,9%
10,6%
12,0%
11,8%
Should descriptive attributes such as "Favorite" and "Most Frequently Listened" be applied
to the same station? The respondents were asked to select a station answering each of
these definitions. Comparison of results for each station by region will identify region
leaders in terms of the listening, learn about the development opportunities, provided that
the percentage share of "Favorite" is significantly higher than the "Most Frequently
Listened" share, and to assess market share loss risks of stations with percentage shares
being reverse to those indicated above.
Kyrgyzstan Obondoru is a listening champion in 6 out of the 9 regions surveyed, namely, in
6 out of the 7 regions. Europa Plus is a leading station in Bishkek City, meanwhile El FM has
the highest rating in Osh City. Kyrgyzstan Obondoru has a large space for growth in Talas
and Naryn regions, where the number of people who listen to it was less than the number of
those who liked it. This may be explained by some barriers to listening, which had been
reviewed earlier. Talas and Issyk-Kul remain risky regions for Radio Azattyk, as the gap
between listenership and those who enjoy it is high enough to speculate on the possibility of
diluting market share.
Osh
Chui region
Talas region
Issyk-Kul region
Batken region
Jalalabad region
Osh region
Naryn region
Total:
Most often
7,0
17,9
33,9
31,2
19,7
8,3
45,2
49,3
29,4
28,9
Favorite
8,3
42,7
49,3
35,1
28,1
Criteria
Bishkek
Table 3.2.3.2 TOP - 15 Most Listened and Favorite Radio Stations
Radio station
Kyrgyzstan
Obondoru
Europa Plus
Birinchi
Radio/Azattik
Min Kiyal
Tumar
Retro FM
6,3
19,3
30,3
40,6
21,0
Most often
25,2
14,6
12,6
3,2
14,9
7,8
6,9
2,0
13,8
Favorite
26,7
14,6
11,9
3,2
12,0
7,8
5,7
2,0
13,7
Most often
2,6
10,9
1,5
18,6
14,1
21,3
11,0
11,7
12,4
7,1
Favorite
1,7
8,6
1,0
14,1
9,6
21,3
11,0
11,7
15,2
6,4
Most often
2,4
9,9
5,5
2,4
55,5
11,2
5,9
Favorite
1,1
8,1
2,4
2,4
55,5
11,9
5,1
Most often
8,6
14,2
8,9
4,1
3,1
2,1
3,4
5,6
Favorite
6,7
16,5
6,3
4,1
3,1
2,1
1,5
4,5
Most often
14,6
3,5
3,0
0,7
5,1
Favorite
14,9
5,4
2,4
0,7
5,6
Most often
El FM
Hit FM
Kyrgyz Radiosu
Avtoradio
Vodiy Sadosi/
Echo dolini
Radio Record
Sanjira
Radio Artek FM
Yumor FM
19,9
10,0
12,0
4,0
19,9
11,3
13,2
4,5
Favorite
0,4
Most often
9,4
Favorite
8,3
Most often
1,2
1,7
Favorite
1,2
1,7
Most often
4,0
Favorite
2,5
3,2
2,6
4,3
0,5
3,8
1,9
3,6
5,3
6,2
2,3
21,9
2,2
5,3
7,4
2,3
17,5
2,0
3,0
2,0
2,6
1,5
2,7
2,4
1,9
1,3
Most often
8,1
1,4
5,7
1,3
Favorite
8,1
1,4
5,7
1,3
Most often
3,8
0,5
Favorite
1,8
0,5
Most often
0,6
1,0
4,3
4,8
15,0
Favorite
0,6
1,0
7,5
3,6
15,0
1,2
0,6
1,1
2,9
1,1
1,7
1,3
Most often
18,6
1,1
Favorite
20,2
1,1
Most often
2,1
0,9
Favorite
1,7
1,4
1,1
1,0
0,8
11
- region leader
31,2
35,1
-development potential
14,1
-risk of losing rating
Kyrgyzstan is being an example of a multi-ethnic country, and in some regions the mixture
of culturesmakes population speak a few languages. At the same time, there are also
mono-ethnic regions, and the issue of language, therefore, is quite important
More than 80% of the population across the country listens to the radio in Kyrgyz. This
value could have been even higher (over 90%), but the overall picture is affected by
Bishkek, where the Russian language is currently twice as popular in terms of broadcasting
and listening, and Chui region, but in part only, because the Kyrgyz language has been
prevalent there. Broadcasting exclusively in Russian brought a rather high popularity to Hit
FM and Europa Plus in these two regions. Osh region yielded equal distribution between
radio listening in Russian and Uzbek (17% per language), while Kyrgyz holds almost full
coverage of the region.
Bishkek city
90,8
Bishkek city
100 ,0
100 ,0
90, 0
90, 0
Naryn region
80, 0
47,8
Osh city
Naryn region
70, 0
60, 0
60, 0
50, 0
50, 0
40, 0
40, 0
Osh region
97,6
20, 0
17,0
Jalalabad
region
Batken region
Kyrgyz
16,5
30, 0
Chui region
87,0
10, 0
0,0
15,4
44,2
80, 0
70, 0
30, 0
Osh city
67,7
Talas region
60,5
Issyk-Kul
region
Russian
Osh region
84,4
20, 0
10, 0
34,2
Jalalabad
region
Batken region
Uzbek
Fig. 3.2.3.2. Current Listening Languageby
Region
Chui region
65,8
29,2
0,0
Kyrgyz
Talas region
Issyk-Kul
region
85,1
Russian
Uzbek
Fig. 3.2.3.3. Preferred Listening Language by region
Let us also compare data on the current and preferred language of listening. This
information will contribute to better understanding the need for swapping the content
language at the station level (or, at least, a portion of programs) or leaving the language
untouched. In Bishkek and Chui Region, the current availability of stations broadcasting in
Russian is in excess (90.8% vs. 67.7% sufficient in Bishkek city alone). A similar situation
develops around Kyrgyz broadcasters in Issyk-Kul, Osh and Jalalabad regions, and Osh City.
Key Section Findings





Radio is popular among 41.1% of the population and occupies third place in the
media rating. On average, share of radio reach across all regions is 36%. In the
central regions (Chui and Bishkek City)the reach is higher as compared to other
regions. In addition, radio listening is more common to urban residents: 71.1% of
reach reside in cities, while 39.1% -in rural areas.
The primary audience for this type of media is the population in the aged from 18 to
44 years old. The male and female reach groups are equally represented in Chui and
Naryn regions. In Jalal-Abad region, the number of male listeners is twice as high
compared to female listeners. As for the remaining regions, the male audience
outweighs female by a small margin only. In comparison to other language
audiences, the Russian speaking one constitutes the most active share of listeners.
More than 50% of respondents cited lack of free time as an obstacle to listening to
the radio. 94% of Bishkek respondents mentioned unreliable power supply as a
barrier. One fifth of the respondents pointed at poor quality of broadcasting. The
worst situation is in Bishkek, where the average result of the broadcasting quality
assessment (based on a 5-point scale) does not exceed 3.5 points. Talas region
boasts the highest quality of radio broadcasting countrywide.
Kyrgyzstan Obondoru is the most recognizable station, as it is familiar to 82% of
respondents. Europa Plus is known and listened by 50% of respondents. The Echo
Dolini station is not popular in the northern regions of Kyrgyzstan, but it is quite
recognizable in the South due to its strong emphasis on the Uzbek content. Almaz
radio is also worth noting, as it is familiar to 92% of listeners in Naryn region.
Kyrgyzstan Obondoru has some development opportunities in Talas and Naryn
regions. Azattik is at risk of losing its share in Talas and Issyk-Kul regions.
More than 80% of the country’ population listens to the radio in Kyrgyz. In all
regions, except for Bishkek (where 90.8% of the audience listens to the radio in
Russian), the reach prefers Kyrgyz for broadcasting purposes.
13
3.2.4 Radio station reach and market share
TV and Radio reach measurement indicators are similar in principle. the difference arises
when it comes to the audience of radio stations, which is very specific in every case. First,
the audience is increasingly mobile, since intensive movement during the day does limit
access to the radio which usually available in transport (be that a personal car or public
transport vehicle), shops, catering facilities, repair shops. This days people can even listen
to the latest news while walking down a street or park using cell phones. Thus, the radio
has become an omnipresent and continuous personal companion.
Second,a a certain portion of reach comprises of people with high and very high incomes. A
preference of a particular media source is made based on high availability of thereof, and
lack of free time for watching TV news.
Third, the listenership have demonstrated tangible loyalty n to one or two radio stations,
which they listen to all the time.
Air time is one of the most popular advertisement platforms and key revenue source of
radio stations. The more popular a station is, the more effective placed advertisement
becomes. That correlation also makes air time more expensive. From a marketing
standpoint, the reach may ultimately be divided into two groups, i.e. those who sell and buy
goods, services, and other. The first group always pursues the second in the attempt to
achieve a widest coverage of potential customers. A close look to radio reach indicators will
contribute to better understanding of what and when should be sold.
Let us start with the daily reach, which is the average number of people listening to the
radio every day. A list of Top 10 stations was compiled based on the number of people who
listen to one or another radio station daily in 9 regions: Bishkek, Osh City and 7 regions of
the Kyrgyz Republic.
1200
1000
981
800
600
541
400
333
261
247
242
200
171
140
137
137
0
Kyrgyzstan Obondoru
Retro FM
Birinchi Radio/Azattik
Hit FM
Kyrgyz Radiosu
Fig. 3.2.4.1. TOP-10 Kyrgyzstan Radio Stations Daily Reach, thousands of people
The following survey outcomes were obtained throughout the country: Kyrgyzstan
Obondoru radio station takes the 1st place with a score of nearly a million daily reach
(981,000 people) leaving the closest competitor far behind. Europa Plus radio station has
over half a million of listeners and is placed second in in the top-10 ranking list. Retro FM
holds the 3rd position, with almost 3 times less daily reach as compared to Kyrgyzstan
Obondoru. Kyrgyz Radiosu and Record radio stations are completing the top-10 list sharing
the 9th position and having daily reach of 137,000 listeners.
Due to specific nature of such mass media it is crucial to measure not only the number of
listeners, but also the frequency of listening as to describe the radio rating. Therefore, we
introduce the "share" term implying the proportion of people who listen to particular radio
station for a certain time at a fixed time during a day from the total number of listeners of
all stations during this time.
19,9
24,6
3,4
3,5
3,5
13,5
4,3
6,1
8,4
6,1
Kyrgyzstan Obondoru
El FM
Hit FM
Kyrgyz Radiosu
6,6
Europa Plus
Birinchi radio/Azattik News
Tumar
Other
Retro FM
Min Kiyal
Record
Fig. 3.2.4.2. Kyrgyzstan Radio Stations Market Share, %
Kyrgyzstan Obondoru radio has ¼ of the radio market in Kyrgyzstan. More than 13% of
market share belongs to Europa Plus, meanwhile Birinchi Radio/Azattik, Min Kiyal and El FM
radios occupy roughly equal shares, i.e. over 6%. Let’s analyze the data obtained for other
regions and see what regions or cities primarily contributed to improvement of rating as for
radio stations included in the country’s top ten list.
300
250
249
209
200
150
83
100
81
64
61
57
51
50
0
Retro FM Europa Plus
Record
Hit FM
Autoradio
Tumar
Kyrgyzstan
Obondoru
Radio LW
41
Yumor FM
33
Mir
Fig.3.2.4.3. TOP-10 Radio Stations Daily Reach, Bishkek city, thous. people
Retro FM radio appeared to be a leader in daily reach size for Bishkek city with about
250,000 listeners. It is worth noting the huge gap between 1st and 10th place (Retro FM vs
Mir) constituting 217,000 listeners. Seven of the five reviewed radio stations broadcast in
Russian and only two in Kyrgyz, and the latter are not included in the Top 5.
15
About 23% of the Bishkek city audience listen to the Retro FM radio, meanwhile Europa plus
has a slightly less daily reach (20.5%) (Fig.3.2.4.4). Record radio is positioned 3rd in this
region. Three of the above radio stations make up over 50% of all radio listening in the of
Bishkek city. That is quite likely, given the language preference of the Bishkek residents.
TOP-5 radio stations have only Russian content.
10,3
2,9
23,1
4,2
4,9
5,5
20,5
5,7
6,7
7,9
8,3
Retro FM
Europa Plus
Record
Hit FM
Autoradio
Tumar
Kyrgyzstan Obondoru
LW
Yumor FM
Mir
Other
Fig. 3.2.4.4. Radio Stations Market Share, Bishkek,%
In contrast to the northern capital let’s consider indicators of the Osh city, with quite
different language preferences. Our assumption is that radio stations broadcasting in Kyrgyz
and Uzbek languages are going to occupy the leading positions in the list.
25
20
20
18
16
15
15
10
10
9
7
5
1
0
Kyrgyzstan
Obondoru
El FM
Europa Plus
Tumar
Vodiy
Sadosi/Echo
dolini
Birinchi
radio/Azattik
News
Almaz-Yug
Kyrgyz radiosu
1
1
Birinchi radio
Hit FM
Fig. 3.2.4.5. TOP-10 Radio Stations Daily Reach, Osh city, thous. people
However, as it may be observed from the above chart, there is a dozen of radio stations
broadcasting in three languages, meanwhile Echo dolini radio station, which broadcasts in
Uzbek, is placed in the middle of the list. Europa Plus and Hit FM – the Russian content
broadcasting radio stations – hold 3rd and 10th places correspondingly. Seven of the ten
stations have the Kyrgyz content. Thus, Osh city population listens to the radio in 3
languages, while giving its preference to Kyrgyz language.
1,8
6,7
0,8 0,8 0,6
20,2
9,8
10,5
17,9
15,3
15,6
Kyrgyzstan Obondoru
Echo Dolini
Birinchi radio
El FM
Birinchi radio Azattik
Hit FM
Europa Plus
Almaz-Yug
Other
Tumar
Kyrgyz Radiosu
Fig. 3.2.4.6. Radio Stations Market Share, Osh city,%
Tumar, Europa Plus and El FM radios occupy approximately equal shares of the market in
the Osh city and making up about half of its total reach (48.8%). Kyrgyzstan Obondoru
radio stands ahead with 20.2%, leaving Echo dolini radio station behind.
Going from region to region should take into account specific features of a particular area:
religious and language structure, key employment areas, etc. It is worth mentioning that
there are two regions with high share of Russian language broadcasting, namely Bishkek
city and Chui region, where more than half of the audience prefer Russian-speaking radio
stations.
140
120
119
119
100
75
80
69
60
52
47
40
32
26
17
20
0
10
Kyrgyzstan
Obondoru
Europa Plus
Hit FM
Min Kiyal
Retro FM
Record
Tumar
Next
Russkoe radio
Echo
Asia
Manasa/Manas
Janirigi
Fig. 3.2.4.7. TOP-10 Daily Reach, Chui region, thous. people
17
A leading position in this region is occupied by Kyrygyzstan Obondoru radio station
broadcasting exclusively in Kyrgyz, and by Europa Plus radio, which is a leader in the
Bishkek city. These two stations share a first place in terms of daily reach. Daily reach of
both radio stations totals 119,000 people.
However market share of Kyrgyzstan Obondoru slightly outweighs its closest competitor
(19,6% against 18,4% of Europa Plus daily reach), meanwhile Min Kiyal radio is slightly
behind Hit FM radio, namely by 1.2% of market share.
3,1
9,7
1,6
19,6
4,1
5,0
7,0
18,4
7,3
11,5
Kyrgyzstan Obondoru
Min Kiyal
Tumar
Echo Manasa/Manas Janirigi
12,7
Europa Plus
Record
Next
Other
Hit FM
Retro FM
Russkoe radio Asia
Fig. 3.2.4.8. Radio Stations Market Share, Chui region,%
Now let’s review
market share of
dominates in this
the top leaders in
35
what radio frequencies have the highest reach and occupy the largest
radio stations in Talas region. Obviously the Kyrgyz language content
region. Rarely mentioned Manas FM and Sanjira radio stations are among
this area, the latter holds 2nd best position.
32
30
25
23
20
15
15
12
11
10
7
6
5
0
Kyrgyzstan Obondoru SanjiraBirinchi radio/Azattik News
Birinchi radio
Next
Tumar
Kyrgyz radiosu
4
4
Europa Plus
Manas FM
Fig. 3.2.4.9. TOP-10 Daily Reach, Talas region, thous. people
3
Retro FM
3,5
3,0
3,0
3,8
26,6
5,2
5,3
8,9
18,1
10,1
12,4
Kyrgyzstan Obondoru
Sanjira
Birinchi radio
Next
Tumar
Kyrgyz Radiosu
Europa Plus
Manas FM
Retro
Other
Fig. 3.2.4.10. Radio Stations Market Share, Talas region
44.7% of the Talas radio market belongs to Kyrgyzstan Obondoru and Sanjira radios. As for
Sanjira, it previously did not fall in the top ten, meanwhile is in second place in Talas. The
next three radio stations in the top-10 list jointly have 31,4% (Birinchi Radio / Azattik news,
Birinchi Radio, Next), the remaining share of 23.9% is accounted for the rest radio stations.
Considering the performance of Issyk-Kul region, it should be noted that the major market
share and the key radio audience belong to five radio stations: Artek FM, Kyrgyzstan
Obondoru, Kyrgyz Radiosu, Europa Plus and Birinchi Radio / Azattik.
90
80
77
70
60
53
53
50
40
33
33
30
20
8
10
0
Artek FM Kyrgyzstan ObondoruKyrgyz radiosu
5
3
3
Europa Plus
Birinchi radio Volna Issik-Kulya
Birinchi radio/Baldar FM Tumar
3
Min Kiyal
Fig. 3.2.4.11. TOP-10 Daily Reach, Issyk-Kul region, thous. people
The largest market share is taken by Artek FM radio, followed by Kyrgyzstan Obondoru and
Kyrgyz raidiosu, and finally by Europa Plus and Birinchi Radio / Azattik with almost identical
rates of 13.5 and 13% correspondingly.
19
2,1
2,0 1,5 1,2 1,0 0,9
27,5
13,0
13,5
19,8
17,4
Artek FM
Kyrgyzstan Obondoru
Kyrgyz Radiosu
Europa Plus
Birinchi radio
Volna Issik-Kulya
Tumar
Birinchi radio/Балдар ФМ
Min Kiyal
Other
Fig. 3.2.4.12. Radio Stations Market Share, Issyk-Kul region
Let’s proceed to the next region - Batken. As to obtain reliable information it was decided to
exclude stations with insufficient input data, thereby only four market players will be further
reviewed: Min Kiyal, Sanjira, Kyrgyzstan Obondoru, Birinchi Radio/Azattik news.
450
421
400
350
300
250
200
150
100
50
0
Min Kiyal
15
13
Sanjira
Kyrgyzstan Obondoru
4
Fig. 3.2.4.13. TOP-10 Daily Reach, Batken region, thous. people
Min Kiyal radio is an unbeatable leader in the Batken region, occupying 53.9% of the radio
market in the region. Sanjira radio station stays behind it with a difference of 406,000
people (in terms of the daily reach) and with a market share twice less than Min Kiyal radio.
The third-ranked Kyrgyzstan Obondoru radio accompanies Sanjira radio with a small gap as
for both indicators. Birinchi Radio/Azattik with a small share of 5.1% is closing the top-4
radio stations and with a 4,000 daily reach.
5,1
19,6
53,9
21,3
Min Kiyal
Sanjira
Kyrgyzstan Obondoru
Fig. 3.2.4.14. Radio Stations Market Share, Batken region, thous. people
There is an apparent leader in Jalalabad region - Kyrgyzstan Obondoru radio station
simultaneously holding the leading position in the rest 4 regions: Osh city and Osh region
(to be discussed below), Talas and Chui regions (where it shares the first place with Europa
Plus radio). And even if it does not hold the first place, it is certainly in the top ten list. A
huge gap with its competitors just additionally supports its leading position throughout
Kyrgyzstan (Figure 3.2.4.1). The nearest rival, El FM radio station, is falling behind by the
daily reach of 204,000 (Figure 3.2.4.15).
Kyrgyzstan Obondoru radio station holds 40.5% of the radio station market in Jalalabad
region, which is similar to the total share of the four following radio stations: Min Kiyal
(11,7%), El FM (11,3%), Birinchi Radio / Azattik (8,7 %) and Europa Plus (8,3%).
350
300
288
250
200
150
84
100
83
61
57
34
50
0
Kyrgyzstan Obondoru
El FM
Min Kiyal
Europa Plus
Kyrgyz radiosu
33
Retro FM
20
14
11
Autoradio
Yumor FM
Tumar
Fig. 3.2.4.15. TOP-10 Daily Reach, Jalalabad region, thous. people
21
4,8
3,0
1,9 1,5
3,0
5,2
40,5
8,3
8,7
11,3
11,7
Kyrgyzstan Obondoru
Retro FM
Tumar
Min Kiyal
Europa Plus
Autoradio
Other
El FM
Kyrgyz Radiosu
Yumor FM
Fig. 3.2.4.16. Radio Stations Market Share, Jalalabad region, %
As mentioned above, Kyrgyzstan Obondoru remains in first place in the Osh region with a
daily reach of 335,000. Europa Plus and Birinchi Radio/Azattik share the third place with a
daily reach of 67,000. It stands to mention the Uzbek broadcasting radio, Echo dolini, which
is ranked 5th and having daily reach of 58,000.
400
350
335
300
250
200
165
150
100
67
67
58
50
0
Kyrgyzstan
Obondoru
El FM
Europa Plus
Birinchi
radio/Azattik
News
Vodiy
Sadosi/Echo
dolini
35
Zaman
15
Min Kiyal
6
5
5
Echo
Manasa/Manas
Janirigi
Tumar
Kyrgyz radiosu
/Тунку Белес
Fig. 3.2.4.17. TOP-10 Daily Reach, Osh region, thous. people
There is no doubt that Kyrgyzstan Obondoru radio station is superior to all other
competitors with the closest El FM radio having this indicator half as great.
4,5
2,0
0,7 0,6
0,8
0,4
7,6
8,5
44,2
8,7
22,0
Kyrgyzstan Obondoru
Europa Plus
Min Kiyal
Kyrgyz Radiosu/Тунку белес
El FM
Echo Dolini
Echo Manasa
Other
Zaman
Tumar
Fig. 3.2.4.18. Radio Stations Market Share, Osh region,%
Initially Manas FM radio was present in the top ten holding the 9th position in Talas region.
At the same time this radio is leading in Naryn region. It is daily reach totals 56,000 people.
Birinchi Radio / Azattik is in the top 10 countrywide, except for the Bishkek city, but it has
never been placed in the top-2, meanwhile it became the 2nd most popular radio station in
Naryn region standing down the leader by 9,000 listeners.
60
56
47
50
40
31
27
30
20
15
9
10
0
Манас FM
Биринчи
радио/Азаттык
Кыргыз
Европа Плюс
радиосу
/Тунку Белес
Кыргыз
радиосу
Мин Кыял
8
Кыргызстан
обондору
5
Алмаз
2
2
Радио Рекорд
Авторадио
Fig. 3.2.4.19. TOP-10 Daily Reach, Naryn region, thous. people
Below is the market share distribution within Naryn region.
Kyrgyzstan Obondoru and Radio Almaz radio stations make up together more than 50% of
the total radio market share. Kyrgyz Radiosu has 15.5% and Birinchi Radio/Azattik - 13.3%.
The remaining 20% of the market share is distributed between the other market players.
23
4,0
2,4
1,3
4,1
0,9
0,5
27,5
7,6
13,3
22,9
15,5
Kyrgyzstan Obondoru
Almaz
Kyrgyz Radiosu
Europa Plus
Manas FM
Kyrgyz Radiosu/Tunku Beles
Autoradio
Min Kiyal
Tumar
Other
Fig. 3.2.4.20. Radio stations market share, Naryn region,%
Key Section Findings:



In terms of countrywide radio reach the leading radio is Kyrgyzstan Obondoru with
981,000 people. The TOP-3 also includes Europa Plus (541,000) and Retro FM
(333,000) that are gaining its audience mainly due to Chui region and Bishkek city
and owing to the fact that they broadcast in Russian, which, as explained above, is
the most popular in these two regions.
The distribution of market shares is in the same order as the distribution of daily
reach. The ¼ belongs to Kyrgyzstan Obondoru radio station, 13,5% - to Europa Plus,
and 8.4% - to Retro FM.
As anticipated earlier radio station selection depends on its language broadcasting,
so Echo dolini with its Uzbek content is the most popular in Osh region and Osh city.
As for Bishkek city, the TOP-5 radio stations with the largest daily reach broadcast
exclusively in Russian.Рис. 3.2.4.20.
3.2.5 Daily Radio Station and Broadcasting Ratings
What are the ratings and what are they used for?
The answer to this question lies in the definition. Rating means the averaged number of
listeners of a particular program / station at a particular time interval or time of day, as a
percentage of the total population. The rating reflects the top programs, and those
gathering the smallest audience.
A radio station just as any company manufacturing products is focused on consumer
preferences in the first place, such as preferences of listeners.. While designing a program
schedule, radio station employees have to tailor the content according to the life patterns of
the reach. Despite various formats employed by radio stations, be that a youth station with
a great deal of musical content or a talk station, all of them must create content while
being guided by some universal principles.
The daily schedule of listeners is defined by idle and prime-time periods. 9 to 10 am makes
the hottest morning period, when the size of the listenership leaps sharply. While preparing
to depart to school or office, a lot of people turn radios on, as have no time to watch TV or
read newspapers. For those who missed radio at home, radio is available in the car or public
transport. This broadcasting time-slot is saturated with advertisement and news, all
programs are hosted by the most quick-witted and outstanding DJs. The subsequent to it
period up until noon, as well as afternoon hours are featured by a smaller number of
listeners. These are so-called housewife hours, when majority of reach is in the office.
Access to the radio becomes possible by a lunch hour, which causes a noticeable increase in
the audience and later on in theevening, from 20:00 to 22:00, when the dance music is
broadcasted.
Fig. 3.2.5.1 Daily Distribution of Radio Listeners, 30-Minute Time Interval, Kyrgyzstan,%
TOP-5 Kyrgyzstan radio stations rating was made as to evaluate the efficiency of the radio
program schedule (Kyrgyzstan Obondoru, Europa Plus, Retro, El FM and Birinchi
Radio/Azattik news) along with reviewing of the 30-minute time interval based daily
25
distribution of radio listeners disaggregated by working days and weekends. The chart
below illustrates the percentage of audience listening to a particular station at a particular
period of time out of the total number of radio listeners in that period of time.
50
40
Kyrgyzstan Obondoru
Europa Plus
Retro FM
El FM
Birinchi radio/Azzatik news
40,1
34,0
35,1
28,8
30
20
32,9
36,2
30,2
28,3
15,2
13,9
16,0
14,5
0
05:00-…
05:30-…
06:00-…
06:30-…
07:00-…
07:30-…
08:00-…
08:30-…
09:00-…
09:30-…
10:00-…
10:30-…
11:00-…
11:30-…
12:00-…
12:30-…
13:00-…
13:30-…
14:00-…
14:30-…
15:00-…
15:30-…
16:00-…
16:30-…
17:00-…
17:30-…
18:00-…
18:30-…
19:00-…
19:30-…
20:00-…
20:30-…
21:00-…
21:30-…
22:00-…
22:30-…
23:00-…
23:30-…
00:00-…
00:30-…
После…
10
Fig. 3.2.5.2 Daily Distribution of Radio Listeners, 30-Minute Time Interval, Working Days,%
Comparison of changes in the radio reach volume during the working days and weekends
shows that people are more prone to the radio listening in the evening and morning hours
as for working days (as indicated above). The only exception is Kyrgyzstan Obondoru radio
station with increase in the reach size during business hours as compared to other time
intervals.
60
Kyrgyzstan Obondoru
Europa Plus
El FM
Birinchi radio/Azzatik news
51,8
50
43,2
42,5
37,7
40
30
20
Retro FM
37,1
25,3
37,2
28,1
21,9
13,7
0
05:00-05:29
05:30-05:59
06:00-06:29
06:30-06:59
07:00-07:29
07:30-07:59
08:00-08:29
08:30-08:59
09:00-09:29
09:30-09:59
10:00-10:29
10:30-10:59
11:00-11:29
11:30-11:59
12:00-12:29
12:30-12:59
13:00-13:29
13:30-13:59
14:00-14:29
14:30-14:59
15:00-15:29
15:30-15:59
16:00-16:29
16:30-16:59
17:00-17:29
17:30-17:59
18:00-18:29
18:30-18:59
19:00-19:29
19:30-19:59
20:00-20:29
20:30-20:59
21:00-21:29
21:30-21:59
22:00-22:29
22:30-22:59
23:00-23:29
23:30-23:59
00:00-00:29
00:30-00:59
После 01:00
10
Fig. 3.2.5.3 Daily Distribution of Radio Listeners, 30-Minute Time Interval, Weekends,%
The people prefer to listen to the radio during the weekends in the in the evening time,
meanwhile the above-mentioned radio Kyrgyzstan Obondoru radio shows different trend
again. Its audience is more active in the first half of the day. Europa plus radio station has
three prominent active peaks, namely 7:00 am – 9:00 am, 14:00-15:30 and 18:00 - 20:00.
Certainly, each radio station has its own unique format, and often it becomes a favorite for
the listener through the DJ's performance. DJs attract audience being bright, interesting,
and charismatic. As the time goes by people start their days turning on the radio at a
certain time as to listen to the program with the pleasant presenter. There is another way of
attracting audience, namely inviting of interesting characters and individuals for live
broadcasting. All of the above methods are so specific and unique for each individual radio
station that it is almost not feasible to identify general trends reviewing various target
audiences and the specific audience-oriented content. At the same time it should be noted
that a set of programs provided by radio stations is almost identical, even considering some
possible distinction in its format. Therefore it is expedient to determine the most favorite
radio broadcasts as to make general conclusions about the audience preferences.
Respondents were asked to choose a favorite type of program, as well as other preferred
types.
0%
Music
10%
20%
55,6%
News
Talk Show
Politics
69,8%
Weather forecast
59,1%
72,3%
50%
27,6%
70%
19,2%
84,5%
48,1%
80%
90%
100%
32,0%
27,5%
29,4%
42,9%
24,0%
43,2%
67,0%
72,3%
100,0%
Religion
60%
32,3%
28,8%
55,8%
66,5%
Humor
40%
73,0%
Sports
Health
30%
16,7%
20,9%
63,2%
100,0%
25,2%
46,2%
100,0%
9,3%
46,2%
16,5%
Culture
42,1%
Don't know
News
17,5%
Music
Weather forecast
Talk Show
Politics
Sports
Health
Culture
Religion
Draw games
Horoscope
Games
Don't know
100,0%
42,1%
Figure 3.2.5.4 Favorite and Preferred Types of Programs, Kyrgyzstan,%
Most listeners like news programs, along with music and weather forecasts. The talk shows
hold the 4th position in the audience preferences rating, meanwhile political programs are
placed 5th. The last thing they are interested in is draw games, horoscopes and games.
27
Below is the distribution of audience preferences: a majority of respondents mentioned
news as their favorite type of program, 56% also like listening to the music, 32.3% - listen
to talk shows, 27.6% - listen to weather forecast. The respondents had the option of
multiple answers, i.e. one person could mark more than one favorite program types, and
therefore total sum of responses for one type will exceed 100%.
Since the musical content is so popular among the Kyrgyzstan listeners, let’s consider their
genre preferences.
40,0
35,0
36,8
32,9
Preferred
30,0
25,5
22,9
25,0
19,7
20,0
15,0
Favorite
14,7
12,1
11,1
8,0
10,0
8,1
7,0
2,8
3,0
5,0
13,7
6,9
2,6
2,2
2,6
Don't know
Rock
Jazz / Blues
R&B
Rap/Hip Hop
Chanson
Pop
Folk music
Classic
0,0
Fig. 3.2.5.5 Favorite and Preferred Music, Kyrgyzstan,%
Thus, the Kyrgyzstan residents like to listen to popular music (36.8% mentioned it as a
favorite style), and 32.9% prefer the classics. 25.5% of respondents like folk music, while
22.9% reported it as their preferred music. The least interest among the population was
given to reggae, soul, gospel, meringue and techno that were not presented in the chart
being below the required threshold.
News and music - are the two most popular and demanded type of programs. But there are
other types of content offered by radio stations. Let’s consider the specific programs
broadcasted by certain radio stations and identify the most popular ones at the same time
defining its type. News and music programs continue holding the lead. The three radio
stations (Birinchi Radio/Azattik, Europa Plus, Kyrgyzstan Obondoru) broadcast the most
popular programs. The highest reach of 70 thousand people belongs to the Birinchi
Radio/Azattik radio station. At the same time the Kyrgyzstan Obondoru radio station
outstrips its competitors as for several radio programs: Ir-Dukon, Tentek microphone, Erke
tan. Europa Plus radio is known for its extensive music content, which is supported by the
obtained data. Among the audience favorites are music programs and the program show.
Tumar
Almaz
Birinchi
Radio/Azattik
Europa Plus
Kyrgyzstan
Obondoru
Min Kiyal
Radio Artek FM
Retro FM
Table 3.2.5.1 Favorite radio program (choice of radio listeners), thous.
4,8
17,5
-
5,3
2,3
-
70,1
-
11
44,6
4,5
54,3
57,4
13,6
9,1
16,9
-
2,2
1,4
-
4,4
17,6
-
4,6
19
-
1,1
1,8
1,4
-
7
-
6,5
39,5
58,4
3,7
-
5
2
1,2
-
Greetings
-
-
-
1,1
10,1
3
5
0,5
Present
Azattik+
Erke tan
-
-
30
-
39,8
-
0,3
31,7
-
-
-
Radio program
News
Music
Draw games
Program of requests
Ir-dukon
Tentek microphone
The station defines a particular format as per needs of the target audience: music, talk,
news or other. The format per se, is a concept developed by the station’s experts to carve
music styles and behavior of hosts, as well as predefined sequence of program elements in
the schedule. The intention is to have as many listeners from the reach to tune-in that
station, as possible.
Nowadays, stations should modify their format from time to time and usually such decision
could be dictated by a need to change the listenership, cover another market share, or by
changing preferences of the audience. In any case, the concept of the format is not static,
and could either be changed fundamentally, or tweaked gently into something else. As
oppose to the format, the preferences and evaluation by the listenership is far more steady.
Oftentimes, a radio station develops an image over the course of years. The image may be
inspired by with a slogan or statement that listeners bind to a particular station. Based on
that, listeners were offered a number of descriptive attributes to build associations around
stations.
26.5% believe that Kyrgyzstan Obondoru enjoys the strongest popularity, and almost the
same number think it broadcasts the most popular music. Kyrgyzstan Obondory is
undisputable champion among stations in terms of the collected positive feedback,
maintaining a confident percentage gap in that respect. Europa Plus is seen as the most
popular by only 1/5 of the reach, which say the station has the best hosts. The highest
value under the notorious indicator of “The Least Reliable & Unbiased Information” is
attached, again, based on the respondents answers, to Birinchi Radio/Azattik, although it is
rather small on itself – 1,8%.
29
Europa Plus
Birinchi
Radio/Azattik
Tumar
El FM
Min Kiyal
Retro FM
Kyrgyz
Radiosu
Birinchi Radio
Radio station criteria
Kyrgyzstan
Obondoru
Table 3.2.5.2 TOP Radio Stations with Criteria List, %
26,5
20,4
6,5
7,8
4,1
5,1
5,7
1,8
0,2
26,0
0,1
0,8
7,0
4,5
5,5
6,5
1,4
0,4
29,9
4,7
-
4,5
3,5
2,6
0,3
3,6
14,8
1,6
0,7
1,9
1,8
0,7
1,7
0,0
1,0
0,4
13,8
3,2
10,6
3,3
4,4
2,9
0,4
1,8
0,6
22,7
2,7
13,6
2,1
3,7
2,1
0,3
3,3
0,6
24,4
18,8
2,1
5,9
3,6
5,2
2,8
1,1
0,4
29,8
3,0
6,5
6,1
4,0
3,2
0,3
2,6
0,5
14,4
3,1
3,8
2,9
4,1
1,6
0,3
1,0
0,3
26,2
4,2
12,0
2,3
2,6
2,6
0,2
2,1
0,7
21,5
10,7
5,7
4,6
4,3
4,1
4,2
1,8
0,2
18,5
6,5
7,1
4,8
3,6
3,3
1,0
1,4
0,2
19,1
4,7
6,1
4,3
4,7
2,4
2,1
1,5
0,6
14,6
5,2
3,6
1,6
2,4
1,3
1,0
0,8
0,2
Is the most popular
Plays the best music
Gives you the best news coverage about
Kyrgyzstan
Is a source that provides the least
reliable / objective information
Is a source that provides the most
reliable / objective information
Gives you the best news coverage of
Government of Kyrgyz Republic activities
Has the best presenters
Most relevant to the people of
Kyrgyzstan
Is the best source of news about your
city / rayon
Is the most up-to-date source of news
about Kyrgyzstan
Best reflects my needs
Reflects my opinion about events
important to me
Reflects the opinion of ordinary people
Reflects the opinion of the elite
Key Section Findings:
 Ratings – a dramatically important instrument to build understating of daily reach
distribution. Ratings helped to discover that the peak listening hours are 09:0010:00 AM, and 12:00-13:00 PM.
 Throughout business days, people tend to listen to the radio early in the morning
and in the evening, once after office hours, while on weekends – during evening
hours. Exception is the Kyrgyzstan Obondoru listenership, which listens to the radio
on weekends in the morning-noon period.
 The favorite types of programs are the news, music and weather forecasts. The least
interesting are the draw-games, horoscopes and games.
 Pop-music is the favorite genre of the listenership (36.8%), while classic and folk is
preferred by 32.5% and 25.5% respectively.
 Kyrgyzstan Obondoru maintains the most popular programs, such as Ir-Dukon,
Tentek Microphone, Erke Tan. While news programs have gained more popularity on
the other station – Birinchi Raddio/Azattyk. This is the most popular program among
population of all available on the radio.
 Best feedback was given to Kyrgyzstan Obondoru, although according to 1/5 of
listenership, Europa Plus should be the most popular radio station.

Part 3: Analytical Report, 3.2 Radio

Transcription

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