Part 3:Analytical report

Transcription

Part 3: Analytical Report, 3.2 Radio
Media audience behavior and perceptions survey
– 2012 (2nd wave)
1
2
3
4
5
6
Part 3:Analytical report
3.2. Radio
1
Bishkek - 2012
Media audience behavior and perceptions survey – 2012 (2nd wave)
This report contains technical and methodological description of baseline survey covering media
consumption and media perceptions in Kyrgyzstan. An extensive study was carried out by M-Vector
Consulting Agency with USAID financial and advisory support.
All materials are presented in consistent methodological order according to survey stages.
M-Vector Research Agency
42A Ahunbaev St., 2nd Floor
Bishkek, 720064 Kyrgyz Republic
Phone: +996 312 510829; 511815
Cell: +996 543 91 88 12
Web: www.m-vector.com
All copyrights belong to USAID and IRG. Unauthorized copying or distribution of these materials is subject to
local legislation.
Bishkek 2012. All rights reserved
2
Contents
3.2.1
Radio penetration ........................................................................................................................ 4
3.2.2
Quality of radio and problems with access to radio ............................................................... 6
3.2.3
Radio popularity ranks and listeners’ loyalty........................................................................... 9
3.2.4
Audience size and broadcasting market shares ..................................................................16
3.2.5
Daily ranking of selected radio stations and programs .......................................................37
3
3.2.1 Radio penetration
According to the research, conducted by «M-Vector» company in 2012, radio is the second
largest and the second reliable source of information on local and worldwide events for
population of Kyrgyzstan. As a result, the radio is the second mass media on the
penetration rate. 56.7% of the population listens to radio. This figure fell slightly (-3.6%) in
comparison with the previous research, conducted by «M-Vector» company in the first
quarter of 2011. Specialists of the company had not identified a significant prerequisite to
the reduction. Seasonal factor is highly probable reason for the reduction - 1 quarter of
2011 (winter), against the 2nd quarter of 2012 (summer).
0,0%
20,0%
40,0%
60,0%
80,0%
56,7%
Kyrgyzstan
Urban
66,3%
Rural
51,1%
Bishkek city
79,0%
Osh city
65,7%
Chuy oblast
73,8%
Talas oblast
43,2%
Issykkul oblast
62,0%
Batken oblast
42,2%
Jalalabad oblast
45,9%
Osh oblast
Naryn oblast
100,0%
42,9%
31,9%
Fig. 3.2.1.1 The penetration rate of radio by region and type of settlement, %
As we can see from the figure above the radio penetration rate is significantly less (by more
than a third) than TV penetration. The research revealed several reasons of the situation.
The first reason is in peculiarity of the radio as a mass media. Radio listening is usually
combined by the population with other things, such as driving, sports or homework,
employment, and so. In leisure time people prefer watching television as a more interactive
media than listening to the radio.
This revealed peculiarity is reflected in the figures of radio penetration rate among
population of Kyrgyzstan. Therefore, more economically active population, concentrated in
cities and towns, listen to the radio more than rural population and the population of
country regions. The largest radio penetration rate is in the capital and its suburbs. Here,
due to higher economic activity and less free time for TV watching, the radio penetration
rate reaches 79% of the population. It is an opportunity for advertisers to reach their target
groups at a lower price compared to television advertising.
Fewer radio stations and low radio signal are other reasons of lower radio listening rate in
regions, in comparison with the center and TV watching. Number of radio stations
broadcasting in the capital is 2-3 times more than the number of radio stations broadcasting
in regions of the country.
4
Further few words about radio listening rate dynamics of two waves of media researches in
Kyrgyzstan. So, against the general, probably seasonal, downturn of radio penetration rate,
we can also see other significant jumps. Batken oblast showed the record fall of 2012 to
2011 (from 82% to 42%). There, apart from the seasonal recession, experts had identified
the cause that, because of unstable power supply and broken transmitter, the major
broadcasting stations "Salam" was temporary off the air.
In terms of radio audience age, younger people (18 - 24 years) prefer radio more than the
people of retirement age (over 55 years). Radio listening rate reduces by almost a quarter
(from 63% to 48%) between these age groups. In nationality and native language groups
there is bigger difference in adherence to the radio. The most radio listening rate shows
Russian-speaking population, concentrated mainly in the central parts of the country, Chuy
and Issykkul oblasts, where there are the best conditions for radio listening.
Representatives of Uzbek nationality show the least radio penetration rate (less than 50%).
The reason for such disparity lies in the discrepancy of their radio language preferences and
actual presence of radio stations in Uzbek language. As a result one third of the group is
unsatisfied - 67% of respondents prefer radio listening in their native language (Uzbek), but
have to listen to the radio in other languages because of the lack of a decent choice.
0,0%
14-17 years
20,0%
40,0%
60,0%
62,8%
25-34 years
45-54 years
55 years and older
Kyrgyz (n=1506)
59,7%
56,6%
51,7%
48,4%
53,8%
Russian (n=277)
Uzbek (n=169)
100,0%
54,9%
18-24 years
35-44 years
80,0%
77,3%
47,9%
Fig. 3.2.1.2 The radio penetration rate in terms of age and native anguage, %
5
3.2.2 Quality of radio and problems with access to radio
Preferred places for radio listening among respondents of first and second research waves
have no difference. Two out of three respondents listen to the radio at home, yet one of
four - in a car or other public transport. The third most popular place for radio listening is on
a walk. But increased popularity of the answer in comparison to the first research wave
have a seasonal nature. The responses of rural and urban populations vary slightly and are
the shade of mentioned above economic activity. As a result more urban population listen to
the radio while on the road. At the same time in rural areas, where the most of population
are employed independently and often work at home, so they listen to the radio at home.
During the research of mass media audience, the experts have found obstacles which
interferes people to listen to the radio. The research shows that a third of listeners regularly
face barriers when they wish to listen to the radio. Comparing urban and rural population,
we see that the opportunity to listen to radio in urban areas is greater than in rural areas.
Since the first research wave the gap between villages and towns in the presence of radio
listening obstacles has been significantly increased. Specialists were able to identify the
main cause of the lack of radio listening opportunities - it is population employment and
lack of free time. And this is especially true for rural areas.
As shown in the figure below the divergence of the first (2011) and second (2012) waves
can also be attributed to the factor of seasonality - in the summer time economic activity of
urban population is decreasing and there comes the holiday season, at this time villages are
hard at work in agricultural sector. It is a signal for radio stations representatives and
advertisers of a possible change in their activity priorities.
0,0%
20,0%
40,0%
60,0%
80,0%
6,3%
Kyrgyzstan
Urban
35,0%
19,7%
Rural
Bishkek city
Osh city
Chuy oblast
Talas oblast
Issykkul oblast
Batken oblast
-11,3%
18,0%
47,8%
-10,5%
19,0%
-3,3%
16,9%
0,1%
26,7%
Naryn oblast
25,3%
42,0%
14,1%
47,7%
Jalalabad oblast
Osh oblast
-8,9%
37,1%
34,4%
66,9%
37,6%
39,3%
Fig. 3.2.2.1 Radio listening obstacles in 2012
11,1%
11,1%
Deviation 2012 to 2011
We have identified to you above that the main obstacle in radio listening is the lack of free
time (61% response rate). In second and third places in importance with little difference
respondents cited poor reception quality (18%) and inability to buy radio set (14%).
Especially population in regions feel poor quality of radio reception. Respondents of Talas
and Naryn oblasts also point to the lack of electricity, as an obstacle in radio listening.
6
Chuy oblast
Talas oblast
Issykkul oblast
Batken oblast
Jalalabad oblast
Osh oblast
Naryn oblast
TOTAL
78%
65%
66%
84%
46%
59%
62%
40%
94%
61%
13%
4%
14%
21%
9%
29%
23%
20%
29%
18%
3%
26%
23%
10%
38%
3%
11%
8%
0%
14%
2%
0%
18%
19%
4%
2%
0%
32%
0%
9%
1%
0%
0%
21%
12%
7%
1%
5%
18%
4%
2%
4%
7%
9%
2%
0%
7%
0%
0%
4%
0%
0%
0%
0%
0%
0%
1%
4%
0%
1%
4%
0%
0%
0%
0%
2%
0%
0%
0%
1%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Bishkek city
Osh city
Table 3.2.2.1.Radio listening obstacles by oblasts, %
Why don't you
listen to the radio?
Lack of free time
Poor radio reception
quality
Inability to buy radio
set
Don't have radio set
near
Lack of electricity
Don't allow me to
listen to the radio at
home
Expensive batteries,
hard to get, etc.
Relatives listen to the
radio
Is the research respondents were asked to assess the broadcasting quality of the radio(s),
which he had listened last week. We used to assess the five-point scale, where 5 excellent, 4 - good, 3 - satisfactory, 2 - poor, 1 - very bad. The following figure shows the
results on the quality of the top 20 radio stations.
5,00
4,79
4,60
4,60
4,54
4,56
4,51
4,50
4,56
4,42
4,37
4,29
4,32
4,14
2011
EhoMoskvy
Mir
Kemin FM
LoveRadio
Hit FM
BBC
Birinchi Radio
Next
Yumor_fm
Sanjyra
AutoRadio
Eho Doliny
ElFM
Tumar
Kyrgyz Radiosu
MinKyal
Retro FM
Azattyk
Evropa Plus
Kyrg.Obondoru
4,00
2012
Fig. 3.2.2.2 Average broadcasting quality of top 20 radio stations in Kyrgyzstan
If we consider the figure in whole, all radio stations received high appreciation for the
quality of their broadcasts. As a result, the average score of TOP 20 radio stations was 4.53
7
out of 5.0 possible points (more than 90%). As the breakthrough of this research wave on
2011 were mentioned Azatyk radio, El FM and Autoradio, which had improved the quality of
their broadcasts in respondents’ opinion by 5 percent or more. As this season’s fall in
broadcasting quality were mentioned Humor FM, Hit FM and Eho Moskvy, evaluation of
which in the opinion of respondents decreased by 0.18, 0.24 and 0.23 points respectively.
Table 3.2.2.2. Average broadcasting quality of top 20 radio stations by region
Bishkek city
Osh city
Chuy oblast
Talas oblast
Issykkul oblast
Batken oblast
Jalalabad
oblast
Osh oblast
Naryn oblast
(on a 5-point scale)
Kyrg.Obondoru
4.67
4.67
4.35
4.53
4.58
-
4.60
4.64
4.70
Europa Plus
4.70
4.62
4.07
4.30
4.58
-
4.70
4.43
-
Azattyk
4.83
4.83
4.50
4.69
4.61
4.60
4.67
4.22
4.80
Retro FM
4.67
5.00
4.50
-
-
-
4.40
5.00
-
MinKyal
4.63
4.00
4.71
-
-
-
4.39
4.60
-
4.33
-
-
4.50
4.55
-
4.75
4.50
4.00
4.38
4.33
4.00
Radio Station Name
ElFM
-
-
-
-
-
-
4.78
4.35
4.00
4.65
Eho Doliny
-
4.82
-
-
-
-
4.00
4.48
-
AutoRadio
4.39
4.00
4.77
-
4.57
-
-
5.00
4.00
Sanjyra
4.78
4.70
-
4.00
3.75
4.00
4.22
5.00
4.50
-
4.50
4.55
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
4.77
4.86
4.00
4.00
2.00
4.00
5.00
4.00
-
-
-
-
-
-
-
-
-
-
-
-
Kemin FM
-
-
-
-
-
-
-
-
4.56
4.50
-
4.00
3.00
4.25
4.00
4.35
4.80
4.83
4.54
LoveRadio
4.00
5.00
4.35
4.69
4.53
4.33
4.00
-
-
-
-
-
-
-
-
-
-
-
-
-
-
Kyrgyz Radiosu
Tumar
Yumor_fm
Next
Birinchi Radio
BBC
Hit FM
Mir
EhoMoskvy
-
5.00
-
-
4.40
4.79
-
Broadcasting quality of radio stations by region on respondents’ assessment has its
difference. In color (table above) you can see stations with low signal. High-quality radio
broadcasting in mountain country is not an easy task. Therefore, departing slightly from the
central cities, we are faced with signal deterioration of or even its disappearance.
8
3.2.3 Radio popularity ranks and listeners’ loyalty
In the research, respondents were asked to name what radio stations they know. First,
respondents cited radio unaided (spontaneous awareness), and then using a card on which
were displayed all the radio stations broadcasting in the territory of the Kyrgyz Republic
(induced awareness). In the analysis, we consider spontaneous awareness and total general
awareness.
The top five on the spontaneous and induced awareness consist of the same radio stations:
Europa Plus, Kyrgyzstan Obonduru, Azattyk, Tumar, and MinKyal.
0,0%
20,0%
40,0%
37,4%
Evropa Plus
40,7%
Kyrg.Obondoru
23,5%
Azattyk
28,3%
15,0%
23,8%
13,7%
ElFM
10,5%
8,9%
8,4%
Radio Mir
8,7%
Sanjyra
6,8%
7,9%
Manas FM
6,8%
Birinchi Radio
6,9%
23,0%
20,9%
17,5%
10,1%
Almaz
Eho Manasa
23,2%
14,8%
Retro FM
Russkoe Radio Asia
27,6%
3,3%
Hit FM
Yumor_fm
32,5%
7,4%
Kyrgyz Radiosu
BBC
37,0%
16,2%
AutoRadio
47,7%
39,7%
22,2%
MinKyal
49,4%
42,0%
18,0%
Tumar
LoveRadio
60,0%
16,9%
16,6%
15,7%
14,9%
14,7%
14,4%
12,8%
Spontaneous awareness
Induced awareness
Fig. 3.2.3.1 Top 20 most famous radio stations in Kyrgyzstan
Listeners’ awareness on a certain radio station is more interesting for representatives of
radio stations, as showing the effectiveness of their marketing efforts and their potential
market. Only having information about a particular station, the listener will try to tune it
9
and, using modern technical means of radio set, will keep it in memory of his receiver for
future selection.
For advertisers radio potential is less important than current selection and listening to a
certain radio station by population. We will discuss these indicators later in this chapter of
the research.
The fame and popularity of radio stations across the regions have their own characteristics,
usually related to the timing and quality of their broadcasting in a region. By the regions all
the same top station are most popular.
When using the data we should take into account that respondents could cite the radio,
even if it didn’t broadcast in their oblast, as the question was put on common awareness. In
connection with this, some stations may have popularity ratings out of their broadcasting
area. They should consider this as the market potential for development.
Chuy oblast
Talas oblast
Issykkul oblast
Batken oblast
Jalalabad oblast
Osh oblast
Naryn oblast
Europa Plus
Kyrg.Obondoru
Azattyk
Tumar
MinKyal
AutoRadio
LoveRadio
Kyrgyz Radiosu
BBC
Hit FM
Retro FM
Yumor_fm
Russkoe Radio Asia
Almaz
ElFM
Radio Mir
Eho Manasa
Sanjyra
Manas FM
Birinchi Radio
Osh city
Radio station name
Bishkek city
Table 3.2.3.1. Total awareness by regions, %
54%
45%
64%
59%
61%
27%
43%
26%
61%
43%
48%
53%
63%
51%
50%
40%
45%
66%
22%
66%
40%
67%
63%
62%
42%
39%
62%
41%
27%
64%
45%
23%
58%
41%
20%
30%
50%
34%
51%
56%
42%
46%
28%
30%
49%
56%
13%
50%
24%
42%
3%
3%
11%
47%
59%
7%
51%
26%
16%
3%
1%
4%
4%
14%
22%
31%
63%
39%
30%
22%
34%
53%
20%
57%
17%
23%
17%
49%
27%
29%
10%
44%
5%
39%
10%
6%
1%
-
1%
-
55%
9%
27%
8%
14%
8%
6%
5%
5%
52%
1%
40%
-
-
-
-
-
-
43%
3%
24%
13%
7%
8%
-
3%
2%
10%
37%
21%
2%
4%
13%
16%
20%
57%
4%
19%
11%
4%
-
17%
51%
26%
-
36%
2%
27%
1%
-
5%
2%
4%
2%
25%
-
36%
5%
3%
3%
2%
2%
2%
8%
1%
24%
12%
19%
23%
10%
9%
58%
19%
4%
29%
9%
7%
5%
1%
13%
11%
5%
7%
9%
19%
22%
30%
21%
5%
43%
To be aware about the radio station does not mean to listen to it. Let's look at the actual
choice and listening to the radio stations by the population of Kyrgyzstan.
As expected, let’s begin consideration of the issue with the most popular radio stations in
our country. Top 10 most listened radio station is almost equal to top 10 most loved and
include (in order of ranking): Kyrgyzstan Obondoru, Europa Plus, Min Kyal, Retro FM,
Azattyk, Tumar, El FM, Kyrgyz Radiosu, Eho doliny, Yumor FM.
10
Considering the situation in term of regions, we can see that Kyrgyzstan Obondoru radio
gains its popularity rating by the audience in the regions. Every fifth listener likes and
prefers this station. The closest competitor, Europa Plus radio, has about 30% less on
audience and listeners’ loyalty level. Next group of radio stations, representing the top 10,
collects from 2.4% (Yumor FM) to 6.4% (Min Kyal) of radio audience and is from 3 to 10
times behind the leader in republic scale, and only from 1.5 to 2 times by individual regions
consideration.
Most listened
6%
18%
20%
29%
20%
-
43%
36%
31%
22%
Most loved
4%
22%
16%
34%
22%
-
44%
35%
45%
21%
Most listened
Most loved
30%
31%
10%
9%
18%
-
2%
2%
-
27%
32%
12%
9%
18%
-
2%
2%
-
14%
13%
Most listened
1%
-
-
-
-
38%
20%
4%
-
6%
Most loved
1%
-
-
-
-
37%
22%
4%
-
6%
Most listened
Most loved
18%
2%
5%
-
-
-
3%
2%
-
17%
2%
5%
-
-
-
3%
2%
-
6%
6%
Most listened
3%
8%
2%
11%
14%
12%
7%
5%
14%
6%
Most loved
2%
6%
2%
11%
12%
12%
5%
9%
10%
6%
Most listened
Most loved
4%
4%
8%
8%
7%
7%
-
-
-
5%
3%
-
5%
4%
-
-
5%
7%
4%
4%
Most listened
-
-
-
-
-
-
11%
15%
-
4%
Most loved
-
-
-
-
-
-
12%
15%
-
4%
Most listened
Most loved
-
-
1%
9%
-
-
3%
4%
4%
-
-
6%
0%
-
9%
-
24%
14%
4%
3%
Most listened
-
17%
-
-
-
-
-
14%
-
3%
Most loved
-
18%
-
-
-
-
-
15%
-
3%
5%
4%
-
6%
5%
-
-
-
-
-
-
-
-
-
-
-
-
2%
2%
Most listened
Most loved
- market loss risk
Yumor FM
10%
TOTAL
Eho doliny
Naryn oblast
Kyrgyz
radiosu
Osh oblast
El FM
Jalalabad oblast
Tumar
Batken oblast
Azattyk
Issykkul oblast
Retro FM
Talas oblast
Min Kyal
Chuy oblast
Europa Plus
Osh city
Kyrgyzstan
obondoru
Bishkek city
Radio
station
name
Choice attribute
Table 3.2.3.2. Top 10 listened and loved radio stations
22%
-
- growth potential
17%
- top region position
In the research and analisys, experts of M-Vector company, tried not only to identify and
reflect the static data of the media market, but also show possible development potential,
postor, on the contrary, the risk of losing market share by the station. In the table these
data are displayed in blue (for potential) or red (for risk) colors.
Let’s consider how to read the data in table on Obondoru Kyrgyzstan radio stations. On the
fact 31% of radio listeners in Naryn oblast listen to this station, but at the same time 45%
of the listeners are aware of it and like it (highlighted in blue). Because of its coverage area,
not all of being already ATTRACTED audience has the opportunity to listen to this radio
station, ie for the station it is the real potential of uncovered listeners. But there is an
opposite situation to the same station in the Chuy oblast, where every fifth listener listens
11
to the station, but for 20% of them the station is not favorite one. This audience can easily
give their preference to another station anytime.
The data in this table can be used by managers of radio stations in order to achieve
maximum results in attracting their target audience, as well as to reduce risky moments of
capturing their audience by other stations.
These tables are also one of the most important tools for advertisers, who advertise on the
radio looking for their target audience. Actual indicator of the radio audience coverage in a
particular region of the country is important for them. The most significant shares are
highlighted in the tables in green.
Taking into account the significance of the information in this section for a wide range of
users, here is the second Top ten of radio stations. Their main position is regional presence
and neighborhood to their audience. This allows them to occupy a niche position close to the
Republican leaders, and in some cases exceed them.
Most listened
5%
-
4%
-
-
-
-
-
-
2%
Most loved
4%
-
7%
-
-
-
-
-
-
3%
Most listened
Most loved
4%
2%
3%
-
1%
-
0%
2%
7%
4%
0%
4%
-
1%
-
0%
2%
3%
2%
2%
Most listened
6%
-
4%
-
-
-
-
-
-
2%
Most loved
6%
-
2%
-
-
-
-
-
-
2%
Most listened
Most loved
-
-
-
-
-
-
-
-
-
-
15%
7%
-
-
-
-
-
-
3%
1%
Most listened
-
-
7%
-
-
-
-
-
-
1%
Most loved
-
-
6%
-
-
-
-
-
-
1%
Most listened
Most loved
4%
4%
-
-
-
-
-
-
-
-
1%
1%
-
-
-
-
-
-
1%
1%
Most listened
-
-
2%
-
-
-
-
-
-
1%
Most loved
-
-
2%
-
-
-
-
-
-
1%
Most listened
Most loved
-
-
-
0%
-
-
-
3%
3%
3%
11%
11%
0%
0%
1%
1%
3%
3%
1%
1%
Most listened
1%
-
2%
6%
1%
0%
0%
1%
0%
1%
Most loved
1%
-
1%
6%
1%
2%
0%
1%
3%
1%
-
-
-
-
15%
-
-
-
-
-
-
-
-
12%
-
-
-
-
1%
1%
Most listened
Most loved
- market loss risk
Artek FM
10%
TOTAL
Sanjyra
Naryn oblast
Birinchi radio
Osh oblast
Next
Jalalabad oblast
Radio Mir
Batken oblast
Radio Tatina
Issykkul oblast
Kemin FM
Talas oblast
Hit FM
Chuy oblast
AvtoRadio
Osh city
Love radio
Bishkek city
Radio
station
name
Choice attribute
Table 3.2.3.3. Top 20 (form 11th to 20th) listened and loved radio stations
22%
- growth potential
17%
- top region position
In this group of radio stations we would like to highlight Kemin FM radio, which according to
the research covers 15% of large territorial segment of Chuy oblast – it is about 3.1% of
12
total radio listening across the country. This station can be included in the list of
"Breakthrough of the Year ', as the radio station, which launched in February 2011 and
achieved such results during the period of a little more than 1 year. In order to strengthen
market position station managers need to pay more attention to the loyalty of their
listeners, and, possibly, revise a part of radio programs closer to their target audience.
Let’s move further from the loyalty to radio stations to preferred and current languages of
radio listening. Listeners of Bishkek and Chuy oblast prefer to listen to radio in Russian.
There much of the Russian-speaking population is concentrated. There a large number of
radio stations broadcast in Russian. Russian language broadcasting and listening is also well
represented in Issykkul, Osh, Talas and Naryn oblasts. A smaller number of stations
broadcast and, accordingly, are listened in Russian in Osh, Jalalabad, and Batken oblasts.
Kyrgyz language as native to most of the population, dominates in radio listening in all
oblasts except for Chuy oblast, where it has almost the same rate to Russian language. And
it is second on radio listening to Russian in Bishkek city.
Uzbek language and Uzbek audience is concentrated in Osh oblast and Osh city. There
quarter of listeners prefer to listen to radio in Uzbek language. Eho Daliny radio, which
broadcasts in Uzbek, meets the major part of this demand in Osh oblast. Currently, several
multilingual radio stations are planned to be launched with the support of international
organizations.
0%
Bishkek city
25%
Talas oblast
Issykkul oblast
93%
97%
71%
25%
72%
78%
0%
94%
49%
3%
72%
0%
86%
97%
9%
8%
2%
Osh oblast
Naryn oblast
100%
0%
Batken oblast
Jalalabad oblast
75%
33%
Osh city
Chuy oblast
50%
100%
22%
21%
87%
29%
55%
0%
Kyrgyz
Russian
100%
Uzbek
Fig. 3.2.3.2 Current language of radio listening by regions, %
Comparing the data of current radio listening language and preferred language, we see
almost parity data weighting with a small deviation from the mean proportion of Russian
13
and Uzbek languages. Giving an explanation to these values, we can say that the need
(preferably) to radio broadcasting in Russian and Uzbek languages satisfied more than in
Kyrgyz language. Thereof radio station management can conclude that greater development
of radio broadcasting in the Kyrgyz language, especially in the regions, is needed.
Considering preferred language in term of oblasts, we can see an increased preference for
the Kyrgyz language in the regions, and at the same time the dominance of the Russian
language in our capital city and Chuy oblast. An interesting point can be noted in Osh city,
where all three main broadcasting languages are preferred in almost equal parts, with a
slight dominance of the radio listening preferences in Kyrgyz.
0%
Bishkek city
Osh city
Chuy oblast
20%
40%
60%
13%
80%
100%
87%
37%
34%
47%
Talas oblast
29%
53%
81%
Issykkul oblast
19%
75%
Batken oblast
25%
97%
Jalalabad oblast
2%2%
91%
Osh oblast
7% 2%
74%
Naryn oblast
5%
97%
Kyrgyz
Russian
20%
3%
Uzbek
Fig. 3.2.3.3 Preferred radio listening language by regions, %
As for the difference of radio listening language preferences, between the two waves of
2011 and 2012, the preferences of radio listening in Russian had the greatest changes:
+3% of the Kyrgyz population, +17% among the Russian-speaking population and +13%
among the Uzbeks. A possible reason for this change can be a bigger amount of preferred
news and music on Russian language broadcasting.
14
0%
Kyrgyz lang.
Russian lang.
78%
22%
Russian
Kyrgyz lang.
81%
Russian lang. 17%
100%
Uzbek lang. 11%22%
Kyrgyz
0% 25% 50% 75% 100%
25% 50% 75% 100%
67%
Uzbek
Fig. 3.2.3.4 Preferred language 2012
Uzbek lang.
Kyrgyz
26%9%
Russian
19%
83%
66%
Uzbek
Fig. 3.2.3.5 Preferred language 2011
The major chapter results:
 Radio is the second most common, important and reliable media source. It attracts
56.7% of the population in Kyrgyzstan. By its nature, radio listening has seasonal
reduction in overall consumption between winter and summer research waves. It
also has some dynamics in radio listening by representative of urban and rural areas.
 Despite widespread and popularity of this type of media, more than a third of
listeners encounter some obstacles in radio listening. Most obstacles don’t depend on
radio stations and is linked directly to the listener and his lack of free time (21% of
radio listeners). There are also obstacles of a bad signal (6.4%) and economic wellbeing (4.7% of listeners cannot buy a receiver).
 Broadcasting quality is growing and it does not stay unnoticed by respondents.
Overall quality, weighed on Top 20 radio stations, have raised by 6 points between
the first and second research waves and reached 4.53 of 5.0 points (vs. 4.47 in
2011). If we consider in particular, there are stations which made a “jump up”, but
there are also those which, in respondents opinion, significantly worsened its
broadcast. In general, broadcasting quality of most radio stations remained stable
with a slight fluctuation in plus.
 Using the data on radio station popularity advertisers have to take more
comprehensive approach and consider detailed information in context of segment
groups and oblasts to maximize the coverage of target audience within a certain
budget. The market has its mass leaders over the country such as Kyrgyzstan
Obondoru and Europe Plus, as well as regional radio stations with a significant
audience segment: Kemin FM in Chuy oblast, Artek FM in Issykkule oblast, Eho
Doluny in Osh city and Osh oblast, and some other stations.
 Preferred and current language of radio listening predictably correlate with the size
of the national language groups, with an insignificant shift in the Russian language
group. Historical preconditions, as the main reason of the shift, will be smoothed by
continuing development of radio content in the Kyrgyz language, native to most of
the population.
15
3.2.4 Audience size and broadcasting market shares
In broadcasting market analysis it is internationally used a number of indicators presented
in the table below.
Table (). Indicators for Media Broadcasting
Weekly Reach
The cumulative number of different individuals listening to a
particular radio station for at least 30 minutes across a period of
seven days
Time Spent Listening
(TSL)
The average number of minutes spent by each individual
listening to a specific channel
Share
The proportion of individuals listening to a radio station
compared to the total number of individuals listening to all radio
stations during a specific time period
Radio station audience size and market share are most important working indicators for
representatives of radio stations, competing for listeners, as well as for business managers,
who reach through radio advertising their target groups.
To attract listeners to a particular radio station, like clients of any other business, is not an
easy task. Radio managers solve it through a series of marketing activities on promotion, as
well as through high-quality content on the radio station. It is very important to remember
that it is much easier to lose audience than to attract it.
The price level of advertisement, which mostly depends on achieved results in attracting
audience, will be the compensation and reward.
The business community is generally guided by already achieved radio ratings, and place
their advertising based on the assessed cost of one rating point or one effective contact with
target audience.
The results of this and previous large-scale media research, conducted by M-vector’s
specialists, designed to provide both sides of the process with objective and independent
information about the situation in the media market of Kyrgyzstan.
In this section we will consider dynamics and ratings of top radio stations in the regional
context.
Radio broadcasting has more competitive environment than TV broadcasting. As a result, in
the market there are no multiple gaps in popularity of different stations and ratings can
and, as the research shows, is changing significantly in a relatively short period of time.
We proposed to start with an assessment of weekly audience size and its dynamics. In
general, radio penetration, as we noted earlier, dropped by 3.6% compared to the first
wave of the study in 2011. Looking at the top five market leaders, we can note a significant
audience reduction of the leading radio station Kyrgyzstan Obondoru. Since the last study
this leader lost more than 11% of its audience, but still takes the leading position.
Four other leaders, in contrast, has strengthened their positions across the country. Min
Kyal radio is another failure of the Top 10 radio stations; it has lost almost a quarter of its
audience. In contrast to losing stations, other stations of the second half of Top 10 surely
strengthen their positions. Radio Retro FM could be announced the breakthrough of the
second top five, as well as of the whole research. It began broadcasting at the Russkoe
Radio frequencies in 2011, and in June 2012 (the period of the research) was the 8th
largest station in terms of listeners across the country.
16
1 200
900
1 112
2011
2012
993
887
770
695
600
613
747
612
483
300
315
466
280
456
393
241
387
364
229
206
0
Kyrgyzstan
obondoru
Evropa Plus
Azattyk
Tumar
Avtoradio
Min Kyal
Kyrgyz
radiosu
Retro FM
Love radio
Yumor FM
Fig. 3.2.4.1 Weekly reach, Kyrgyzstan, thous. peop.
Radio broadcasting market, as we have noted above, is more flat in competitiveness in
comparison to TV broadcasting. The main reason is availability and similarity of the content,
including music, on different radio stations. Competition, in this way, is shifted to the level
of technical resources and broadcasting quality, as well as DJ skills and their ability to
attract and retain radio audience. Another important part of competition is the presence of
popular news on situation in the country and abroad. The grade the news meet population
needs also affects audience quantity.
Audience quantity is only one indicator of market dominance. The second is a qualitative
indicator. It describes the amount of time spent listening to a certain radio station. Retro FM
radio is the leader of the top ten on quality indicator. Its audience spends more than 148
minutes a day listening to the radio. Such a significant time of listening let the station
move from eighth rating position in number of listeners to the third position (with Min Kyal)
in market share.
Taking into account the qualitative indicator of time spent listening we see an even greater
fall of leading radio station Kyrgyzstan Obondoru. Thus, in terms of market share the
station has lost almost a third of listener attention, and have come close to its competitors
on a national scale. The other three of the top five radio stations in Kyrgyzstan also show
the reduction of their market shares.
17
20%
18%
2011
2012
15%
12%
12%
10%
11%
10%
7%
9%
7%
5%
6%
6%
6%
6%
5%
4%
0%
3%
5%
4%
4%
3%
0%
Kyrgyzstan
obondoru
Evropa Plus
Min Kyal
Retro FM
Azattyk
Tumar
Avtoradio
Yumor FM
Hit FM
Kyrgyz
radiosu
Fig. 3.2.4.2 Market share, Kyrgyzstan, %
Working tool for marketing managers will be provided below in the form of data table on top
radio stations. The tool will include information on average weekly reach, radio station
penetration level, including regional representation, average time spent listening and
calculated market share of certain radio station.
Using the tool marketing managers can make an objective effectiveness assessment of
advertising budget allocation and calculate the cost per 1 or 1000 targeted contacts. In the
calculations it is important to work not only with the global ratings, but also have timing
map, indicating the total hours and prime times.
Gathered all data of this media research and using data on market shares and program
timing radio managers can evaluate competitive advantages of the market and target their
stations to achieve or retain the competitive position. It is very important to use the
assessment in dynamics. It lets more accurately identify the symptoms that affected the
change in market positions.
Radio managers have to remember that modern technical means let listener to choose a
radio in a second by simply pressing the button on a receiver. Listener today is very
"indulged" and keeps on hand an average of 3 to 6 different stations between which he
switches in search of the most interesting and appropriate content. In this way, first of all
radio managers need to put their radio station into listener’s list of "Three" ("Six") preferred
radio stations. The next step is professional DJs and good content, which will keep audience
on the radio as long as possible.
Described working tool is in the table below.
18
Table 3.2.4.1. Weekly reach and market share, Kyrgyzstan, 2012
Radio station name
Weekly reach
Penetration,
%
TOTAL
2 191 617
57%
Kyrgyzstan obondoru
993 402
26%
107
12.0%
Europa Plus
887 108
23%
105
10.5%
Min Kyal
465 934
12%
125
6.6%
10%
148
6.6%
20%
68
5.9%
5.9%
Retro FM
Azattyk
392 678
770 220
Average
TSL
Market
share, %
100%
Tumar
611 723
16%
85
Avtoradio
483 450
13%
106
5.8%
Yumor FM
363 876
9%
113
4.6%
Hit FM
362 868
9%
112
4.6%
Kyrgyz radiosu
456 131
12%
83
4.3%
Love radio
387 305
10%
81
3.6%
8%
91
3.2%
4%
139
2.6%
2.5%
El FM
Radio Mir
312 798
164 678
Vodii Sadosi
138 070
4%
161
Almaz
250 555
6%
80
2.3%
BBC
268 890
7%
71
2.2%
Sanjyra
154 414
4%
100
1.7%
Birinchi radio
148 277
4%
70
1.2%
Russkoe Radio Azia
231 753
6%
44
1.2%
3%
80
1.1%
Radio Record
Other stations
124 340
11.6%
Considering the whole country we can distinguish two leading radio station with appreciable
gap. But as we can see on example of current leader, the situation can change in a very
short period of time. After leaders follows a group of stations with similar market shares on
total, and significantly differs from each other in the regional context. Now we propose to go
on consideration of station ratings across the regions.
Bishkek in one of the biggest regions of the country and is most sated by various radio
stations. To date, more than 20 different radio stations broadcast by air in the city and
suburbs. At the same time, capital's residents have great opportunities to listen to radio via
internet or satellite. Bishkek radio market has the strongest competition among radio
stations. And it is not surprising, since key businesses have also aimed their products to
more prosperity consumers of the capital and use all available means to achieve target
audience by their advertising messages.
Europa Plus is the current leader of Bishkek radio market on audience. It has received
leader position after previous leader (Kyrgyzstan Obondoru) has lost nearly two-thirds of its
audience in the region. Europa Plus radio has also lost about a quarter of its audience and is
now followed on the heels by Hit FM radio station. Retro FM radio is a breakthrough of this
year and places now on the third position. It has inherited the audience of Russkoe radio,
on the frequencies of which it broadcasts, and also can attract big amount of new listeners.
Bishkek listeners of the station make almost a half of the radio’s country audience.
Traditional and long known to listeners Humor FM and AvtoRadio stations could strengthen
their positions and have almost equal to Retro FM number of listeners.
19
As we have seen with you earlier in this report, Russian is preferred radio language for
residents of Bishkek. As the result, top 6 radio stations, selected by radio listeners,
broadcast in Russian.
300
282
297
2011
2012
216
225
206
198
172
150
169
169
147
129
158
131
131
110
102
75
58
38
0
3
0
Evropa Plus
Hit FM
Retro FM
55
Yumor FM
Avtoradio
Love radio
Kyrgyzstan
obondoru
Tumar
Radio Mir
Eho Manasa
Fig. 3.2.4.3 Weekly reach, Bishkek, thous. peop.
Market share, as well as weekly reach top five of Bishkek leaders consists of four Russian
(Retro FM, Hit FM, Europa Plus and Yumor FM) and one Kyrgyz (Kyrgyzstan Obondoru)
radios, which have a slight gap between their positions.
Due to its ability to retain listeners continuously by the radio, Retro FM was put by Bishkek
listeners to the first place on market share after its third place on audience quantity. As
we'll see later in this report, Retro FM radio attracts its listeners primarily through its
morning air - the majority of radio listeners starts their day with Retro FM radio. At this
time, on the radio inherit music of seventies, eighties and nineties sounds. The morning air
and morning audience of the station make nearly two-thirds of its total radio listening.
On almost equal positions to the leader Hit FM and Europa Plus radios are following.
Kyrgyzstan Obondoru radio closes the top five radio leaders of the Capital.
As noted above, the competition between radio stations on Bishkek market is constantly
increasing. Leading radio stations have so close position to each other, that the situation
could change any time and the shift could be more than one line. And we have seen this on
some examples of this season. Capital residents are "indulged" of radio station choice, as
well as of other products, and have very high demands on the radio. To please them at such
a competitive market is not an easy task. This and other similar researches are designed to
help radio managers to increase understanding of audience and its desires, which
sometimes are unknown even to themselves.
20
16%
2011
14%
13%
12%
13%
2012
12%
11%
9%
8%
10%
10%
8%
6%
8%
6%
7%
5%
6%
6%
5%
4%
4%
3%
0%
0%
Retro FM
Hit FM
Evropa Plus
Yumor FM
Kyrgyzstan
obondoru
Avtoradio
Love radio
Tumar
Radio Mir
Min Kyal
Fig. 3.2.4.4 Market share, Bishkek, %
The working table for marketing managers is below. It is similar to general market and will
help manages to select station for their Bishkek audience.
For representatives of radio stations it is a tool to assess the effectiveness of their strategy.
This tool, the data on radio popularity, listening time intervals, and data on age target
groups will help radio managers to choose the right way of further development and to
evaluate competitors’ effectiveness.
Table 3.2.4.2. Weekly reach and market share, Bishkek, 2012
Radio station name
Weekly reach
Penetration,
%
Total
520 072
79%
Retro FM
171 833
26.1%
140
13.2%
Hit FM
197 584
30.0%
120
12.9%
31.2%
109
12.2%
25.6%
104
9.6%
8.0%
Europa Plus
Yumor FM
205 768
168 681
Average TSL
Market
share, %
100%
Kyrgyzstan obondoru
110 489
16.8%
132
Avtoradio
168 501
25.6%
82
7.5%
Love radio
131 097
19.9%
80
5.7%
Tumar
102 004
15.5%
100
5.6%
Radio Mir
58 255
8.8%
143
4.5%
Min Kyal
50 580
7.7%
128
3.6%
Eho Moskvy
50 414
7.7%
117
3.2%
7.4%
103
2.7%
1.8%
Radio Record
48 729
Azattyk
42 054
6.4%
79
Eho Manasa
54 914
8.3%
60
1.8%
Radio Maks
46 825
7.1%
61
1.6%
Sanjyra
14 305
2.2%
182
1.4%
Vesti FM
22 917
3.5%
102
1.3%
21
Golos Rossii
27 529
Almaz
23 397
Manas FM
31 811
4.2%
68
1.0%
3.6%
70
0.9%
4.8%
26
0.5%
Other stations
0.8%
Having dealt with the tool of weekly reach and market share, we proceed to consideration of
the tool in regional context.
For a start, in comparison to the northern capital, let's look at the situation with radio
broadcasting in the southern capital – Osh city. It is important to note the increased interest
in radio among residents of southern region. Compared to last season research, radio
penetration in Osh city has increased by a third and the indicator reached 65.7% of the
population aged 14 years and older. As a result, the audience of leading radio stations has
significantly grown. Thus, eight of top ten radio stations show the growth of their audience,
and only two show a decrease of listeners (radio Almaz and El FM).
Earlier in the report we have seen that population of the Osh city prefer to listen to radio
almost equally in all three main languages - Kyrgyz, Russian and Uzbek, with a little gap of
the Kyrgyz language. As a result, we see radios of all three languages in the top five of the
region. Most respondents of the southern capital choose Russian-speaking radio Europa Plus
– it is number one radio station on audience quantity. Then, three stations of the Kyrgyz
language follow almost on equal positions. Uzbek radio Vodiy Sadosi (Echo Valley) closes
the top five list.
92
2011
89
2012
75
69
66
66
58
46
44
35
36
28
23
23
17
24
27
25
19
15
9
0
Evropa Plus
Tumar
Azattyk
Kyrgyzstan
obondoru
Vodii Sadosi
Almaz
Min Kyal
BBC
18
17
0
Kyrgyz
radiosu
El FM
Fig. 3.2.4.5 Weekly reach, Osh city, thous. peop.
The top five radio stations on total time spent listening are the same as on audience
quantity. In the frames of total listener growth in Osh city, not all radio stations were able
to grow with the market and to retain previously reached positions. So the leaders on the
dynamics of market share growth are radio Azattyk (+11% of market share), radio Vodiy
Sadosi (+8%), Retro FM (+6%) and Min Kyal (+5%). Europa Plus radio (-12% market
share) showed the largest drop. Tumar and Almaz radios are also losing their positions (4%).
22
32%
29%
2011
2012
24%
18%
16%
17%
14%
14%
13%
12%
11%
8%
6%
8%
6%
0%
3%
Evropa Plus
Tumar
Azattyk
3%
Kyrgyzstan
obondoru
Vodii Sadosi
3%
Min Kyal
4%
Avtoradio
6%
0%
Retro FM
5%
2%
BBC
2%
Almaz-Yug
Fig. 3.2.4.6 Market share, Osh city, %
The main thing we would like to draw your attention on broadcasting in Osh city is
increasing people's interest in Uzbek language radio stations, and total loss listening to
radio in Russian. More detailed ratings of radio stations in Osh city are in the table below.
Table 3.2.4.3 Weekly reach and market share, Osh city, 2012
Radio station name
TOTAL:
Europa Plus
Tumar
Azattyk
Kyrgyzstan obondoru
Vodii Sadosi
Min Kyal
Avtoradio
Retro FM
BBC
Almaz-Yug
El FM
Zamin
Birinchi radio
Didor
Golos Rossii
Weekly reach
Penetration, %
126 156
89 392
75 084
66 078
65 514
44 042
27 113
13 743
7 210
19 384
10 453
16 631
6 967
4 134
3 083
2 621
66%
47%
39%
34%
34%
23%
14%
7%
4%
10%
5%
9%
4%
2%
2%
1%
Average
TSL
78
80
89
80
103
120
180
342
110
91
41
93
120
80
30
Market
share, %
100%
16.5%
14.2%
13.9%
12.4%
10.8%
7.7%
5.9%
5.9%
5.1%
2.2%
1.6%
1.5%
1.2%
0.6%
0.2%
Similar to radio market in Osh city, we see a significant increase of radio penetration in
Chuy oblast. This media is gaining its positions and could be one of the best ways to contact
your target audience. 9 out of 10 top stations show an increase of its audience. Only Hit FM
station has cut its position on number of listeners. It is important to draw your attention to
Kemin FM radio, which started a little more than one year ago in a limited geographical area
and today could get very close to the experienced market leaders. Today the audience of
this radio station has 74,000 listeners a week.
23
200
2011
193
2012
150
147
150
136
131
113
100
87
86
70
50
58
56
86
82
78
77
75
60
49
36
0
0
Kyrgyzstan
obondoru
Evropa Plus
Tumar
Love radio
Avtoradio
Yumor FM
Min Kyal
Radio Tatina
Retro FM
Hit FM
Fig. 3.2.4.7 Weekly reach , Chuy oblast, thous. peop.
Considering the dynamics of market shares, we would like again to stay on Kemin FM radio.
It rises from 11th place in audience ranking to the third position in market share of Chuy
oblast due to long audience listening to its broadcast. This is the result of a great work of
radio staff on good content and DJs selection, thus a promotion itself can’t achieve such
results.
It is also important to correlate time of a particular program with the audience of the
program listening to the radio in this particular time. Such correlation will help to long time
of listening and will exclude efforts fragmentation, because otherwise the try to manage a
wide audience through a multiplicity of radio broadcasting can lead to nothing. To do this,
the radio have to select audience for itself with similar preferences and best meet their
needs. This finally will increase loyalty and will long the time spent listening of the audience.
Due to highly competitive environment TOP 10 radio stations have the least gap on market
shares between each other. Europa Plus radio had the greatest fall of the season. While it
has saved its audience it has lost about a half of its market share on TSL indicator.
24
20%
2011
17%
2012
15%
13%
13%
10%
9%
8%
5%
0%
8%
7%
5%
0%
Kyrgyzstan
obondoru
Evropa Plus
Kemin FM
7%
4%
7%
5%
6%
5%
4%
3%
0%
Tumar
Retro FM
5%
0%
Yumor FM
Avtoradio
Love radio
Radio Tatina
Kyrgyz
radiosu
Fig. 3.2.4.8 Market share, Chuy oblast, %
Complete data on radio station positions, which broadcast and are listened Chuy oblast, are
in the table below.
Table 3.2.4.4 Weekly reach and market share, Chuy oblast, 2012
Radio station name
TOTAL:
Kyrgyzstan obondoru
Europa Plus
Kemin FM
Tumar
Retro FM
Yumor FM
Avtoradio
Love radio
Radio Tatina
Kyrgyz radiosu
Min Kyal
Hit FM
Radio Mir
Next
Manas FM
Azattyk
Sanjyra
Burana
Radio Record
Birinchi radio
Golos Rossii
Eho Manasa
Other stations
Weekly reach
447 948
192 605
149 809
73 608
131 176
76 527
85 672
85 785
112 586
77 711
51 430
81 917
75 435
40 230
16 392
30 249
46 441
30 811
20 929
31 019
6 439
14 048
16 678
Penetration,
%
74%
32%
25%
12%
22%
13%
14%
14%
19%
13%
8%
13%
12%
7%
3%
5%
8%
5%
3%
5%
1%
2%
3%
Average
TSL
110
102
178
94
144
128
127
86
114
158
90
91
137
317
120
56
78
102
54
240
70
42
Market
share, %
100%
12.9%
9.3%
8.0%
7.6%
6.7%
6.7%
6.6%
5.9%
5.4%
4.9%
4.5%
4.2%
3.4%
3.2%
2.2%
1.6%
1.5%
1.3%
1.0%
0.9%
0.6%
0.4%
1.0%
25
Radio audience in Talas oblast had the least changes. Changes have almost not affected the
region in common (-8% of radio audience), as well as individual stations, which, with only
minor changes, retained their last season positions.
52
49
46
39
2011
2012
43
40
37
33
32
26
25
20
23
16
13
10
10
0
0
Kyrgyzstan
obondoru
Azattyk
Next
Evropa Plus
Kyrgyz
radiosu
9
8
8
8
7
Avtoradio
Min Kyal
4
Radiomost
Birinchi radio
BBC
Fig. 3.2.4.9 Weekly reach, Talas oblast, thous. peop.
In market shares also had minimal changes. Kyrgyzstan Obondoru radio remains the leader
of Talas oblast with a great gap from its competitors (29% of market share). In contrast to
its country position dynamics, it could strengthened its position in Talas oblast. There it
shows the longest time spent listening and is now one of the most effective means to
achieve the Talas audience by advertising. Remember, that the effectiveness of advertising
message is achieved by the number of contacts with the target audience, which minimum
number must be three. The chances of the effect are higher on the radio station with a
longer time spent listening.
40%
2011
30%
2012
29%
27%
20%
18%
16%
15%
10%
14%
14%
12%
5%
6%
4%
0%
4%
0%
Kyrgyzstan
obondoru
Next
Evropa Plus
Azattyk
Retro FM
Birinchi radio
4%
2%
Min Kyal
3%
0%
Kyrgyz
radiosu
3%
3%
Avtoradio
3%
Radiomost
Fig. 3.2.4.10 Market share, Talas oblast, %
26
We would like to draw your attention to the growing role of local radio stations. We have
seen successful examples in Chuy oblast - Tatina (Jaiyl district) and Kemin FM (Kemin
district) radios. Thus, local radio station Next occupies the second position on market share
and the third on weekly reach of the Talas audience.
Table 3.2.4.5 Weekly reach and market share, Talas oblast, 2012
Radio station name
Weekly reach
66 783
45 530
37 446
24 510
40 101
4 924
7 994
9 314
23 089
9 573
8 037
6 629
3 580
7 531
3 433
4 591
4 379
1 066
652
2 561
TOTAL:
Kyrgyzstan obondoru
Next
Europa Plus
Azattyk
Retro FM
Birinchi radio
Min Kyal
Kyrgyz radiosu
Avtoradio
Radiomost
Sanjyra
Baldar FM
BBC
Talas
Russkoe Radio Azia
Love radio
Tunky Beles
Manas FM
Tumar
Penetration,
%
43%
29%
24%
16%
26%
3%
5%
6%
15%
6%
5%
4%
2%
5%
2%
3%
3%
1%
0%
2%
Average
TSL
Market
share, %
100%
28.7%
15.8%
14.4%
11.6%
4.1%
3.7%
3.6%
3.5%
2.6%
2.5%
2.5%
1.6%
1.4%
1.1%
0.8%
0.8%
0.3%
0.2%
0.2%
101
67
94
46
132
74
62
24
44
50
60
73
30
49
29
30
40
60
15
In contrast to Talas oblast, there were significant changes on the market of radio listening
in the Issykul region. Two local radio stations have entered the top ten at the 4th and 7th
positions. Three of top 10 radio stations, broadcasting in the Kyrgyz language, show the
reduction of their audience.
140
105
128
2012
104
110
96
70
2011
92
70
64
64
62
52
55
49
35
37
25
0
0
Evropa Plus
Kyrgyzstan
obondoru
Azattyk
Volna IssykKulya
8
Tumar
4
BBC
0
Radio Artek
FM
9
0
Kyrgyz
radiosu
Avtoradio
Birinchi radio
Fig. 3.2.4.11 Weekly reach, Issykul oblast, thous. peop.
27
The market shares of Issykul radio stations have also changed significantly. The main
players of last season have given up their positions for beginners of the market. We would
also like to note the drop in popularity of Radio LW (fall from 3rd to 10th position). Radio
presenters have moved to the newly opened station Volna Issykulya and lead new station to
the 4th place on the market share.
32%
31%
24%
2011
2012
24%
25%
19%
16%
17%
16%
9%
8%
9%
7%
0%
Evropa Plus
Kyrgyzstan
obondoru
Azattyk
0%
1%
Volna IssykKulya
Tumar
7%
0%
Radio Artek
FM
6%
4%
4%
0%
1%
0%
Kyrgyz
radiosu
Avtoradio
BBC
3%
Radio LW
Fig. 3.2.4.12 Market share, Issykul oblast, %
Detailed information on Issykul oblast is in the table below.
Table 3.2.4.6 Weekly reach and market share, Issykul oblast, 2012
Radio station name
TOTAL:
Europa Plus
Kyrgyzstan obondoru
Azattyk
Volna Issyk-Kulya
Tumar
Radio Artek FM
Kyrgyz radiosu
Avtoradio
BBC
Radio LW
Birinchi radio
Min Kyal
Sanjyra
Russkoe Radio Azia
Vesti FM
Tunky Beles
Golos Rossii
Weekly reach
195 226
109 555
96 187
92 211
64 495
63 666
55 392
48 728
37 131
61 887
16 999
24 811
20 984
8 650
11 390
5 994
3 461
7 518
Penetration,
%
62%
35%
31%
29%
20%
20%
18%
15%
12%
20%
5%
8%
7%
3%
4%
2%
1%
2%
Average
TSL
149
130
65
89
72
80
76
76
40
98
60
60
93
60
60
60
23
Market
share, %
100%
25.0%
19.2%
9.1%
8.8%
7.0%
6.7%
5.7%
4.3%
3.8%
2.5%
2.3%
1.9%
1.2%
1.0%
0.5%
0.3%
0.3%
In comparison to other markets, radio market of Batken oblast is not so flat and
competitive. There are very few broadcasting radio stations and little choice for the local
audience.
28
200
181
2011
158
2012
146
150
100
84
69
50
32
43
33
20
0
Min Kyal
BBC
Azattyk
Salam
26
22
19
Kyrgyzstan Birinchi radio
obondoru
014
Sanjyra
Fig. 3.2.4.13 Weekly reach, Batken oblast, thous. peop.
On the results of previous research wave local radio station Salam was the leader of the
market and best met the needs of Batken oblast residents. Due to results of the second
research wave radio number 2 of last season - Min Kyal – became the leader. The main
reason for such a change of powers in the region is a temporary stop of Salam Radio
broadcasting due to technical reasons, which began this spring. It is more likely that radio
Salam be able to regain its market share after troubleshooting and resume broadcasting.
There is also a general decline in the number of listeners (-41%) on the market. The reason
lies in the same absence of a major broadcasting station and is seasonal.
60%
2011
45%
46%
30%
31%
2012
41%
18%
15%
16%
10%
0%
2%
Min Kyal
Azattyk
BBC
9%
9%
5%
Kyrgyzstan
obondoru
3%
0%
Salam
Ruhsor
3%
2%
Birinchi radio
2%
Sanjyra
1%
Baldar FM
1%
Eshlik
Fig. 3.2.4.14 Market share, Batken oblast, %
Market shares changes are also predictable. With broadcasting stop of the market leader, its
share redistributed among the remaining market players. Min Kyal radio became the leader
29
station of the oblast and have nearly half of the market. Other stations are much smaller
than the leader. The reasons are their low signal level and little coverage. Considering
situation in general we see double reduction of total time spent listening in comparison with
the first research wave in 2011.
Table 3.2.4.7 Weekly reach and market share, Batken oblast, 2012
Radio station name
Weekly reach
126 280
84 011
68 949
42 518
26 180
33 284
4 185
18 515
8 459
6 830
4 185
1 200
TOTAL:
Min Kyal
Azattyk
BBC
Kyrgyzstan obondoru
Salam
Ruhsor
Birinchi radio
Sanjyra
Baldar FM
Eshlik
Zaman
Penetration,
%
42%
28%
23%
14%
9%
11%
1%
6%
3%
2%
1%
0%
Average
TSL
Market
share, %
100%
46.5%
15.9%
9.9%
8.9%
8.6%
3.3%
2.6%
1.9%
1.2%
0.8%
0.5%
168
70
71
103
79
243
42
67
55
60
120
The top three leaders of Jalalabad radio market are the same as in last year’s research and
have almost the same number of listeners. The significant changes of the season are
entering of Kyrgyz Radiosu radio into the top five and significant audience increase of BBC
informational station. Europa Plus radio has saved the same amount of its audience, but due
to overall penetration increase, its position shifted on 2 lines below.
260
248
2011
239
2012
195
155
130
141
132
87
84
65
75
76
74
61
32
0
16
0
Kyrgyzstan
obondoru
El FM
Azattyk
Min Kyal
Kyrgyz
radiosu
Evropa Plus
BBC
25
14
25
17
Almaz
Birinchi radio
39
25
Tumar
Fig.3.2.4.15 Weekly reach, Jalabad oblast, thous. peop.
30
40%
37%
2011
2012
34%
30%
20%
17%
17%
12%
11%
10%
12%
12%
10%
6%
0%
Kyrgyzstan
obondoru
El FM
Azattyk
Min Kyal
Evropa Plus
6%
3%
6%
0%
0%
Kyrgyz
radiosu
Retro FM
1%
Sanjyra
1%
BBC
1%
Vodii Sadosi
Fig. 3.2.4.16 Market share, Jalabad oblast, %
The same radio stations remain in the list of top 5 market leaders on market share, but
have a slightly different position from second to fourth place. If we consider the market as a
whole, there is a general increase of time spent listening in Jalalabad oblast.
Table 3.2.4.8 Weekly reach and market share, Jalabad oblast, 2012
Radio station name
TOTAL:
Kyrgyzstan obondoru
El FM
Azattyk
Min Kyal
Europa Plus
Kyrgyz radiosu
Retro FM
Sanjyra
BBC
Vodii Sadosi
Almaz
Birinchi radio
Tumar
Tunky Beles
Weekly reach
320 563
239 419
154 870
132 068
87 296
74 430
75 358
16 835
18 586
31 527
13 219
25 325
25 246
25 147
4 773
Penetration,
%
46%
34%
22%
19%
12%
11%
11%
2%
3%
5%
2%
4%
4%
4%
1%
Average
TSL
127
101
84
121
75
74
297
57
30
60
30
30
30
120
Market
share, %
100%
33.7%
17.3%
12.3%
11.8%
6.2%
6.2%
5.6%
1.2%
1.0%
0.9%
0.8%
0.8%
0.8%
0.6%
Market share statistics of Osh oblast is notable. With a general 2.5 times increase of radio
listening and more than 60% increase of radio audience, the Uzbek Vodiy Sadosi radio has
comу up to the first place on market share. This radio is especially popular with its
programs and music of morning air from 9 am to 13 pm.
31
220
2011
209
2012
165
159
110
114
105
90
99
81
55
0
80
72
70
58
13
Kyrgyzstan
obondoru
Azattyk
Vodii Sadosi
Tumar
0
El FM
Kyrgyz
radiosu
63
56
24
Evropa Plus
45
30
21
20
Min Kyal
Almaz
Avtoradio
Fig. 3.2.4.17 Weekly reach, Osh oblast, thous. peop.
Kyrgyzstan Obondoru, Azattyk, Vodiy Sadosi, Tumar and Kyrgyz Radiosu have significantly
increased its audience in Osh region. Vodiy Sadosi may be noted as the breakthrough of the
year. It have twice increased its market share since last wave of the research in 2011 and
has now almost a quarter of total TSL of Osh oblast. One more Uzbek station Zamin places
in the top 10 ranking. Kyrgyzstan Obondoru, El FM and Azattyk radios have increased the
number of their listeners, but can’t keep them long on their broadcasting. As a result their
market share is coming down.
36%
33%
2011
2012
27%
24%
17%
18%
14%
14%
9%
12%
10%
7%
6%
7%
6%
3%
0%
Vodii Sadosi
Kyrgyzstan
obondoru
Azattyk
Evropa Plus
El FM
Avtoradio
6%
1%
Tumar
5%
2%
Birinchi radio
5%
3%
0%
0%
Zamin
Kyrgyz
radiosu
Fig. 3.2.4.18 Market share, Osh oblast, %
м
32
Table 3.2.4.9 Weekly reach and market share, Osh oblast, 2012 г.
Radio station name
Weekly reach
323 591
99 170
208 823
158 705
63 405
79 801
30 273
81 203
12 993
19 036
69 536
16 588
56 280
21 715
21 770
10 186
25 479
15 637
11 088
TOTAL:
Vodii Sadosi
Kyrgyzstan obondoru
Azattyk
Europa Plus
El FM
Avtoradio
Tumar
Birinchi radio
Zamin
Kyrgyz radiosu
Didor
Min Kyal
Almaz-Yug
BBC
Retro FM
Manas FM
Eshlik
Sanjyra
Penetration,
%
43%
13%
28%
21%
8%
11%
4%
11%
2%
3%
9%
2%
7%
3%
3%
1%
3%
2%
1%
Average
TSL
Market
share, %
100%
24.0%
14.3%
9.9%
7.4%
7.2%
6.5%
5.6%
4.9%
4.7%
3.2%
3.0%
2.1%
1.7%
1.6%
1.5%
1.0%
0.8%
0.6%
192
54
49
92
72
170
55
300
197
36
143
30
61
60
120
30
40
40
As we have seen from the first tables of the report, 94% of radio listeners in Naryn oblast
are often unable to listen to the radio because of the lack of time. As a result of seasonal
employment, time spent for listening to the radio has decreased by almost a half.
Decreasing of radio listening has increased competition on the market segment, which
finally led to a flatting of participants market positions on audience and time listening.
64
2011
62
2012
48
37
35
32
30
26
22
26
19
16
15
17
14
14
8
0
0
Kyrgyzstan
obondoru
Kyrgyz
radiosu
Azattyk
BBC
Almaz
Birinchi radio
Tumar
13
12
0
Sanjyra
7
6
0
Avtoradio
Tunky Beles
Fig. 3.2.4.19 Weekly reach, Naryn oblast, thous. peop.
33
32%
30%
2011
26%
2012
24%
16%
16%
16%
16%
15%
13%
8%
9%
8%
6%
0%
8%
7%
3%
0%
Кыргызстан
обондору
Азаттык
Алмаз
BBC
6%
5%
3%
Кыргыз
радиосу
6%
7%
Авторадио
Санжыра
0%
Биринчи
радио
Tumar
Европа Плюс
Fig. 3.2.4.20 Market share, Naryn oblast, %
Like in other areas it has not been without the change of leading radio stations. Kyrgyz
Radiosu radio has win leading position on market share. The station has risen from seventh
place in 2011 to the first place in 2012 with a market share of 16.5%. The country leader
Kyrgyzstan Obondoru radio stays on the second position. Last season’s leader - Azattyk
radio – have lost two positions in rating and a half of its market share.
Table 3.2.4.10 Weekly reach and market share, Naryn oblast, 2012 г.
Radio station name
TOTAL:
Kyrgyz radiosu
Kyrgyzstan obondoru
Azattyk
Almaz
BBC
Avtoradio
Sanjyra
Birinchi radio
Tumar
Europa Plus
Tunky Beles
Weekly reach
56 097
25 873
29 706
25 679
17 021
18 949
6 732
12 356
14 439
14 139
4 872
6 435
Penetration,
%
32%
15%
17%
15%
10%
11%
4%
7%
8%
8%
3%
4%
Average
TSL
109
90
96
128
75
205
94
80
72
120
30
Market
share, %
100%
16.5%
15.6%
14.5%
12.8%
8.3%
8.1%
6.8%
6.8%
6.0%
3.4%
1.1%
Above, we have looked at the weekly reach of radio stations, which is quite common to
evaluate radio listenership. However, in some cases, it is important to understand how
radio listenership is distributed by days. Only around half of population listens to the radio
every day. Analysis of daily reach can help advertisers to do a better planning of
advertising campaigns.
Analysis of each radio station audience by social-demographic criteria is very important for
both managers of radio stations and advertisers. Managers can better understand how to
attract their target group to their radio station, increase their loyalty and keep them as long
as possible. For advertisers, it is a good chance to target the right audience, selecting the
right radio station.
34
Target groups of different radio stations are presented in the table below. The table reflects
shares of radio listeners of a particular radio station in different age groups.
Besides the age criterion, it is important to consider another criterion - the language of
broadcasting. For instance, the leader among school segment (14-17 years old) in Russian
language is HIT FM radio station; the second most popular radio station in this segment is
Humor FM.
Another example of efficient segmentation and targeting are Europa Plus and Retro FM radio
stations. We can see a classical specialization by age here - Europa Plus radio station is
targeting people under 35 years old; Retro FM station is dominating in the upper age
segment. These examples are good cases for those managers, who want to become more
focused on a specific target group.
Kyrgyz language radio listenership has its own leaders. The market leader, Kyrgyzstan
Obondoru radio station, has managed to attract the most economically active groups of
population in the age from 35 to 44. In addition, the radio station managed to win good
share of people in all other age groups. It means that the content and scheduling of this
radio stations satisfies a wide range of radio listeners, in different age groups. At the same
time, lack of a strong focus could lead to the loss of some audience comparing to the last
year.
Some other segments for the Kyrgyz language radio listenership are common to Azattyk
Radio (people above 45 years old), Min Kyal radio (young people from 18 to 34 years old,
Tumar radio (young people from 14 to 34 years old) and Kyrgyz Radiosu (for people of oder
age). Different segments of radio stations are presented in the table below.
Table3.2.4.11. Shares of radio stations in different age groups, Kyrgyzstan 2012, %
Ranking
TOP 10
TOP 20
Radio station
Kyrgyzstan Obondoru
Europa Plus
Birinchi Radio/Azattyk
Retro FM
Min Kyal
El FM
Tumar
Kyrgyz Radiosu
Humor FM
Auto Radio
HIT FM
VodiySadosi
Love Radio
Sanjyra
Kemin FM
Radio Artek FM
Birinchi Radio
BBC
Radio Mir
Next
14-17
17%
18%
6%
1%
8%
5%
12%
1%
7%
1%
1%
3%
5%
3%
3%
2%
1%
2%
0%
3%
18-24
20%
25%
8%
1%
12%
9%
6%
7%
2%
1%
8%
3%
6%
2%
5%
4%
1%
1%
0%
2%
Age group
25-34
35-44
18%
29%
19%
15%
9%
15%
11%
15%
9%
9%
4%
3%
8%
3%
4%
6%
4%
6%
4%
7%
3%
1%
5%
4%
3%
1%
3%
4%
3%
2%
0%
2%
2%
2%
1%
4%
4%
3%
1%
3%
45-54
23%
11%
19%
21%
3%
6%
3%
6%
6%
6%
4%
3%
1%
4%
3%
2%
3%
3%
1%
1%
55 +
17%
7%
24%
8%
2%
10%
2%
8%
5%
6%
0%
1%
0%
5%
1%
3%
9%
4%
3%
1%
35
The major chapter results:

The market of radiostations is very competitive and does not forgive mistakes.
Radio listeners have a good choice of different types of stations and programs,
which can satisfy all needs. Tough competition forces changes in the overall
market structure – leaders are changing quite quickly. For managers of radio
stations, tt is very important to track closely all changes in the market to protect
leadership positions or find a way to become the market leader. For advertisers,
it is also very important to track changes in the market to ensure the best return
on funds invested into advertising and informational campaigns.

The major fall of the season is, undoubtedly, Kyrgyzstan Obondory radio station,
which was the market leader in 2011. In 2012 it lost a large share of its
audience both by the total number of listeners and by duration of time, which
people spent listening to it. Keeping overall leadership positions on the national
level, the radio station lost its leadership in some regions of the country and in
Bishkek city. Detailed analysis showed that the major fall was during the
morning prime time (morning show) and evening. Urgent measures should be
undertaken to return lost positions and not to slide further down.

The major national success of the year became Retro FM radio station; it received
the major success and leadership positions in Bishkek city. In addition, it is
worth mentioning success of some regional radio stations, such as Kemin FM
(Chui province), Vodii Sadosi (Osh city and Osh province), Next radio (Talas
province) and Artek Radio FM (Karakol city). Positions of the mentioned radio
stations have improved comparing to the last year, and their task now is more
complicated: to keep the success and try to increase it even more.

It is very important to understand each radio station target group. Some of the
criteria for segmentation are age and preferred language of listenership. Radio
stations should become more focused, selecting specific target groups and
ensuring their high loyalty through appropriate content, schedule and
programming. The report provides valuable information for the radio stations to
take appropriate management decisions. Advertisers should always compare
their promotion campaign target group with the audience of a particular radio
station to ensure efficient advertising.

Regular market studies can provide managers of radio stations with valuable
information to take appropriate management decisions and reach leadership
positions.
36
3.2.5 Daily ranking of selected radio stations and programs
Besides such indicators as daily reach and market share, an important indicator is the
ranking of radio stations. Ranking is usually calculated for a certain time interval and
related to a certain radio program, which is broadcasted at this particular time interval.
First of all, ranking depends on the lifestyle of listeners, who switch radio on in specific time
of their day. Many people have similar life patterns, and, as radio listeners, they are
grouped in certain time periods (prime time). The most common prime times for radio are
mornings, when people wake up, get prepared and go to work, and early evenings, when
people leave their job, go home and do some work around their house. Some additional
peaks for radio listenership are lunch time and, if we consider just a separate segment of
housekeepers (housewives), morning and afternoon peaks.
From other side, ranking depends directly on work of radio stations and their programming
schedule. In most cases, it should reflect preferences of radio listeners and is directed to
attracting as many listeners as possible through proper programming and scheduling. The
major peaks of radio listenership and positions of different radio stations in the country will
be reflected in this chapter.
Ranking, as a tool, is aimed at establishing a constructive dialog between representatives of
radio stations and business enterprises, who want to promote something using this media.
It should be remembered, though, that this tool is not a magic; it just provides directions
and rules, which allow two sides coming to a common agreement.
Comparing the reach of radio listeners by all radio stations in Kyrgyzstan, we can make the
conclusion that there were no large changes comparing to last year. As we have mentioned
above, there are certain peaks of radio listenership, when a lot of people switch their radio
stations on. Generally, there are four such peaks in the country: first – morning prime time
(from 7 to 10 am); second – lunchtime peak (from 12 to 2 pm); third – afternoon peak
(from 4 to 6 pm); and the fourth one – evening prime time (from 8 to 10 pm). Each of the
mentioned prime times has its logical justification – a way to work, lunch and afternoon
break, or evening work at home.
400,0
350,0
300,0
Kyrgyzstan 2011
Kyrgyzstan 2012
250,0
200,0
150,0
100,0
0,0
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
50,0
Pic.3.2.5.1.Average daily reach for all radio stations of Kyrgyzstan, thousand people
37
Although there is some difference in radio listenership between urban and rural residents,
the difference is not large. The major difference is related to morning prime time: rural
residents switch their radio stations on earlier than people from cities. Other prime times
are similar for both, rural and urban residents.
180,0
160,0
Urban
140,0
Rural
120,0
100,0
80,0
60,0
40,0
0,0
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
20,0
Picture3.2.5.2. Average daily reach for urban and rural areas, thousand people
Taking into account the importance of time rankings both for managers of radio stations (to
evaluate efficiency of their schedules and programming) and for advertisers (to identify the
most appropriate time for advertising), this report will analyze time rankings of the top-20
radio stations of Kyrgyzstan, which will include all major national and regional radio
stations.
The top-5 radio stations, with the highest ranking in Kyrgyzstan, were Kyrgyzstan
Obondoru, Europa Plus, Min Kyal, Retro FM and Birinchi Radio/Azattyk. Picture 3.2.5.3
reflects the radio stations’ shares in different time intervals. By share we mean the share of
those people, who listened to radio at that particular moment of time.
As you can see, from 6 to 7 am on work days, the leading radio station is Europa Plus; at
this time, it broadcasts music. The second peak of this radio station is after midnight, when
it broadcasts a special night show ‘RUSH’.
Birinchi radio/Azattyk has the largest share of listeners from 7 to 7-30 am, when it
broadcasts ‘Kyrgyzstan’ show; right after the show, there is a news program, provided by
Azattyk.
Kyrgyzstan Obondoru has the largest share of listeners from 12 to 15 pm; at this time, it
broadcasts ‘shocking questions’ (‘shock suroolor) show, five-minute news and ‘Yrdukon’
program. The share of this radio station also goes up during broadcasting of evening news
and a music program.
The largest share of Min Kyal radio is at 4 pm. At this time interval it broadcasts ‘DJ time’
(DJ saaty) program, which provides a lot of games and presents to its listeners.
38
0
Birinchi radio-Azattyk
Retro FM
Europe +
Kyrgyzstan Obondoru
После 01:00
После 01:00
00:30-00:59
00:00-00:29
10
00:30-00:59
23:30-23:59
23:00-23:29
22:30-22:59
22:00-22:29
20,5
00:00-00:29
23:30-23:59
16,7
23:00-23:29
Kyrgyzstan Obondoru
22:30-22:59
21:30-21:59
21:00-21:29
20:30-20:59
15,0
22:00-22:29
21:30-21:59
18,1
21:00-21:29
20:30-20:59
20:00-20:29
19:30-19:59
19:00-19:29
11,0
20:00-20:29
13,3
19:30-19:59
18:30-18:59
18:00-18:29
17:30-17:59
17:00-17:29
16:30-16:59
13,6
19:00-19:29
18:30-18:59
18:00-18:29
Europe plus
17:30-17:59
17:00-17:29
17,4 16,1
16:30-16:59
16:00-16:29
15:30-15:59
15:00-15:29
14:30-14:59
14:00-14:29
25
16:00-16:29
40
15:30-15:59
15:00-15:29
Retro FM
14:30-14:59
14,3
13:30-13:59
20
14:00-14:29
35
13:30-13:59
13:00-13:29
12:30-12:59
12:00-12:29
13,8
13:00-13:29
14,3
12:30-12:59
20,3
11:30-11:59
11:00-11:29
10:30-10:59
13,7
12:00-12:29
Birinchi radio-Azattyk
11:30-11:59
25
11:00-11:29
10:30-10:59
10:00-10:29
09:30-09:59
09:00-09:29
08:30-08:59
08:00-08:29
07:30-07:59
07:00-07:29
06:30-06:59
06:00-06:29
05:30-05:59
15
10:00-10:29
09:30-09:59
16,2
09:00-09:29
08:30-08:59
18,0
08:00-08:29
07:30-07:59
20
07:00-07:29
06:30-06:59
15
06:00-06:29
30
05:30-05:59
05:00-05:29
0
05:00-05:29
30
24,3
21,6
20,4
18,8
16,3
12,7
10,9
8,9
5
Min Kyal
Picture3.2.5.3. The share of radio listenership by 30-minute intervals, work days, %
On weekends, from 10 am to 8 pm, the largest share of listeners belongs to Retro FM radio.
45
39,6
33,2
28,2
21,8
19,1
14,4 15,8
11,9
10
5
Min-Kyal
Picture 3.2.5.4.The share of radio listenership by 30-minute intervals, weekends, %
39
What are the preferences of population for radio programs? Opposite to television, there is
no visual picture, which takes attention of people, when they listen to radio. It makes them
combining radio listening with some other work. However, all hearing attention is captured
by sounds of radio: music, DJ talking, news and weather forecasts.
The major and the most expected preference of population, when listening to radio, is
music. Based on music format, listeners make their selection of a specific radio station.
The second most important selection criterion is availability and content of news programs.
This criterion was selected at important by one third of radio listeners. The third most
popular type of radio programs is talk shows; however, it lags a lot behind the two major
criteria.
Availability and quality of such radio programs was important for 6% of
respondents. Other preferences did not exceed 2% of the overall radio listenership.
90%
84%
Preferred radio program
74%
incl. Favorite radio program
60%
52%
33%
27%
30%
22%
1%
2%
2%
1%
0%
3%
0%
Health
Religion
Education
10%
Politics
12%
Weather
Talk Show
News
Music
0%
13%
Sport
6%
17%
Picture3.2.5.5.Typesofpreferredandfavorite radio programs, % of radio listeners
Music, as the most favorite type of programs, has a lot of different directions. The most
popular and favorite of them are presented in the picture below.
40
70%
67%
Preferred music
incl. Favorite music
45%
47%
35%
32%
22%
21%
15%
9%
13%
8%
5%
4%
0%
Pop
Folk
Classic
Rap /
Hip Hop
Rock
11%
Chanson
8%
7%
7%
2%
1%
2%
2%
3%
1%
1%
0%
R&B
Soul
Jazz
Techno
Reggy
Salsa
Picture3.2.5.6. Types of favorite and preferred music, % of radio listeners
The most popular type is pop music; it is the most widespread music in the country.
Besides general types of programs, preferred by population, such as music and news, there
are some specific radio shows, which have large popularity. The largest number of such
popular programs, recalled by respondents, belongs to Kyrgyzstan Obondory radio station.
The most favorite type of radio programs is musical present programs.
Table3.2.5.1. Favorite radio programs (selection of radio listeners), thousand people
Type of radio program
News/Dailyevents
Practical jokes
TankyTamasha
Music presents
Ultraviolet
Tentek microphone
ChackTush
Games
Yrdukon
Azattyk
200.3
3.5
VodiySa
dosi
22.3
17.8
Europa
Plus
20.8
12.3
115.5
Kemin
FM
19.0
Kyrgyzstan
Obondory
147.8
28.6
38.4
Min
Kyal
35.4
75.7
21.7
70.7
27.9
5.6
Hit FM
5.0
12.8
19.3
59.7
0.9
32.4
100.7
Each radio station has formed certain associations with its band name: some of them did it
intentionally, others formed naturally. One of the research goals was to reveal and analyze
images of different radio stations.
41
Table3.2.5.2. TOP radio stations in certain criteria, share (%) of ALL radio listeners
Evaluation criterion
Tumar
The most popular
Broadcasts the best music
5.0%
Has the best news on Kyrgyzstan
5.0%
This is the source of the least
reliable information
Azattyk
Europa
Plus
Kyrgyzstan
Obondoru
6.8%
19.4%
21.7%
16.4%
20.8%
5.8%
17.4%
18.3%
0.9%
1.4%
Min
Kyal
4.2%
13.7%
5.2%
9.1%
Has the best news on activity of the
Kyrgyz government
2.9%
18.0%
3.3%
12.2%
Has the best DJs/hosts
3.4%
16.8%
18.7%
6.0%
This radio station is the closest to
the culture of Kyrgyzstan
3.8%
8.8%
4.8%
21.2%
3.3%
3.2%
3.9%
8.8%
18.1%
4.9%
13.2%
Best of all reflects my needs
6.4%
10.2%
13.3%
3.8%
Reflects my opinion on the major
events, important to me
8.0%
6.9%
12.1%
2.7%
2.7%
Reflects opinions/needs of ordinary
people
2.6%
8.0%
6.0%
10.8%
Reflects opinions/needs of elite
social strata
2.2%
4.0%
5.6%
6.9%
El FM
6.9%
1.7%
2.4%
Broadcasts the latest news of
Kyrgyzstan
Radio
Tatina
5.4%
This is the source of the most
reliable information
The best source of information
about your town/area
Retro
FM
0.9%
3.9%
3.1%
3.4%
5.4%
3.1%
For some associated images, the results are quite expected, and the leading stations are
quite predictable. However, there are some unexpected results as well.
The major Kyrgyzstan news radio stations became Azattyk and Kyrgyzstan Obondoru. In
addition to the image of a news radio station, Azattyk was perceived as a reliable source of
information about the country and politics.
A noteworthy fact for managers and owners of radio stations was that there were no radio
stations, perceived as the best source of information about native towns. This role could be
taken by regional stations, but national stations could also use this opportunity to launch a
series of programs about the major cities of Kyrgyzstan, because a lot of listeners seemed
to be interested in such topic.
The major conclusions to the chapter:

Daily 30-minute ranking of radio stations is an efficient tool to evaluate the
quality of different programs and, generally, radio programming and scheduling,
by managers of the radio stations. In addition, this is a good tool for advertisers,
who want to receive maximum return on funds invested into radio advertising
and to reach its target audience.

From 6 to 7 am on work days, the leading radio station is Europa Plus; at this
time, it broadcasts music. The second peak of this radio station is after midnight,
when it broadcasts a special night show ‘RUSH’.
Birinchi radio/Azattyk has the largest share of listeners from 7 to 7-30 am, when
it broadcasts ‘Kyrgyzstan’ show; right after the show, there is a news program,
provided by Azattyk.
Kyrgyzstan Obondoru has the largest share of listeners from 12 to 15 pm; at this
time, it broadcasts ‘shocking questions’ (‘shock suroolor) show, five-minute news
42
and ‘Yrdukon’ program. The share of this radio station also goes up during
broadcasting of evening news and a music program.
The largest share of Min Kyal radio is at 4 pm. At this time interval it broadcasts
‘DJ time’ (DJ saaty) program, which provides a lot of games and presents to its
listeners.

On weekends, from 10 am to 8 pm, the largest share of listeners belongs to
Retro FM radio.

For population, the major criterion of radio station selection is music. The second
most important selection criterion is availability and content of news programs –
people prefer when news programs combine both local and foreign news about
the major events. The third most popular radio content is music-presents shows.
43

Part 3:Analytical report

Transcription

Similar documents

here - Havasu Airport Show

news INSIDE >> Wednesday, April 25, 2012

BH_project_BeMobility, Berlin Elektromobil 2

EX Gas Stations

Opportunity

news INSIDE >> Monday, February 11, 2013

news INSIDE >> Monday, November 11, 2013

Public Radio 101

October 23, 2014

Thursday, December 19, 2013