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I conducted FGD in Jhelum in Dec 2009

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  1. 1. FM 95 Jhelum December 10, 2009 10th December 2009 1
  2. 2. 10th December 2009 2
  3. 3. RESEARCH OBJECTIVES  Use of media  Reasons for listening to PPI news bulletins  Appeal of PPI news bulletins– specific like and dislike elements  Detailed probing of specific elements including contents, accuracy, language, voices, background music and production quality  Uniqueness. Relevance and credibility of the PPI news  Motivational elements for listening PPI news more frequently  Suggestions for improvement, if any 10th December 2009 3
  4. 4.  RESEARCH METHODOLOGY  Focus Group Discussion – 2 Groups held in Jhelum  Group I: PPI news – Loyal / Regular Listeners Men and Women Age: 25 to 54 years Resident of Jhelum Regular listeners of PPI news 10th December 2009 4
  5. 5.  RESEARCH METHODOLOGY  Group II: PPI news – Occasional/ non – regular listeners Men and Women Age: 22 to 55 years Residents of Jhelum and Mirpur (AJK) Aware of and sometime listen to PPI news All participants were selected from the list provided by FM 95 Jhelum 10th December 2009 5
  6. 6. Group I PPI news – Non Regular Listeners Date: 10th December 2009 – 3:00pm to 5:00pm No: Sex Name Occupation Freq. of listening /day Preferred time of listening 1 M Manzar Hussain Educationist 2 times /day 3:00pm, 9:00pm 2 M Mr. Ilyas NGO person 2 times/day 1:00pm, during drive 3 M Mr. Majid Doctor 3 times/day 9:00am, 1:00pm, 5:00pm 4 F Zile Huma Student 1 time/day 1:00pm 5 M Yawar Imran Journalist 1 time/day During drive 6 F Mrs. Robina House wife 2 times/day 1:00pm, 7:00pm 10th December 2009 6
  7. 7.  Group II  PPI news – Regular Listeners  Date: 10th December 2009 – 5:30pm to 7:30pm No: Sex Name Occupation Freq. of listening /day Preferred time of listening 1 M Dr. Zafar Human Rights Observer 6 times/day 11am, 1pm, 5pm, 6pm, 7pm, 9pm 2 F Ms. Rukhsana Secretary Civil Club Jhelum 5 times/day 11am, 3pm, 5pm, 6pm, 7pm 3 M Mr. Asim Businessman 5 times/day 11am, 6pm, 7pm, 8pm, 9pm 4 M Mirza Safdar Lecturer 7 times/day 8am,3pm, 5pm, 6pm, 7pm, 8pm, 9pm 5 M Mr. Waseem Marketing Manager 6 times/day 9am, 3pm, 6pm, 7pm, 8pm, 9pm 10th December 2009 7
  8. 8.  Which media is available  Which media is frequently used  What are different news sources available  Which media is reliable  How much time of a day is spent for news  What is the effect of media on daily life  Perception of PPI news  Like and dislike elements, uniqueness and relevance  Any improvement that has been made (regular listeners only) 10th December 2009 8
  9. 9.  Evaluation of PPI news  News Content  Other news segments  Production, language, voices and style  Special Reports  Strengths & Weaknesses  Suggestions for improvement 10th December 2009 9
  10. 10. 10th December 2009 10
  11. 11.  Media that is available:  Television  Radio  Newspaper  Internet  Magazines 10th December 2009 11
  12. 12. “ I mostly listen to radio because while listening to it I can do my other work as well” I feel that I am addicted to media and use all three mediums i.e. TV, radio & newspaper” “During my work hours I listen to radio and in leisure hours I prefer to watch TV” “I try to use all the available media but most of the time I use Internet and radio” “I don’t like TV because for me it is no more a source of information but the source of tension” “I like to listen to radio especially when I travel. It is not only entertaining but also informative” 10th December 2009 12
  13. 13. NEWS SOURCES:  Different sources that are available for news are:  Television – Cable Radio Newspaper Internet Friends and relatives 10th December 2009 13
  14. 14.  TELEVISION:  Strengths:  Television is a very common source of getting news  News is available with the footages as well  It is an instant source of news  It does not only provide news but also their details along with discussions and feature reports Weaknesses:  Footages of the bomb blasts and other such incidents are repeatedly shown on TV which leaves horrifying impacts, especially on children.  The competition among news channels to be ‘the first’ often results in providing misinformation  TV goes into the core details of a news that is not necessary and is sometimes confusing 10th December 2009 14
  15. 15.  RADIO:  Available source are PPI News, BBC, VoA, Ap ki Duniya and local news bulletins Strengths:  It is easily accessible to people  Both educated and uneducated people can benefit from it  Does not disturb routine work  Local, national and international news and information is available along with entertainment Weaknesses:  BBC news and VoA news come to us from the third source outside Pakistan. The angle of their news mostly reflects their own interest.  Less time is given to news and current affairs  Mostly focus on ‘less talk – more music’ 10th December 2009 15
  16. 16. PPI NEWS BULLETIN _ PERCEPTION 10th December 2009 16
  17. 17. SPONTANOUS TALKOUTS Overall PPI News is sufficient to get amount of knowledge required (REGULAR LISTENER) Another good aspect PPI news bulletin is , that it does not create unnecessary hype Being a housewife I hardly get time for news. Thanks to PPI news as its News is concise & comprehensive PPI news bulletins are very short not detailed. (Non regular Listener) Since PPI news bulletin has increased the frequency, its patrons are increasing day by day. (Regular Listener) PPI News is broadcasting regular news like other channel broadcasts. There is no thing in the bulletin which makes it unique. Duration of the news bulletin often varies. Its duration should be fix. (non regular listener) 10th December 2009 17
  18. 18.  News is mostly updated and provides enough details and information and does not go into the unnecessary details  News is concise and comprehensive  News is very balanced and equal time is given to government and opposition news.  PPI news not only provides enough news on national issues but also useful and updated international news that are timely, balanced and proportional.  Current issues are highlighted and there details are relevant and updated.  Language is simple and easy to understand  PPI news bulletins are authentic and unbiased  It is less sensational and is not exaggerated 10th December 2009 18
  19. 19.  SPORTS:  Sports news section mostly complies of cricket news only and is very short.  Sports news needs should be more detailed.  If PPI produces one bulletin for sports news daily, it will be highly appreciated.  More news of other sports should also be included  Weather reports and forex exchange rates are OK. Weather report must be added in more news bulletins  Business news is so short that they go unnoticed  Flight s and railway schedules should also be added. 10th December 2009 19
  20. 20.  One of improvements in PPI news bulletin is the addition of' special reports’  These reports are not only detailed, but also very informative.  These reports can also help in reforming the society by educating and informing them about basic health issues, law and order, women rights and other social issues like child labor in Pakistan, etc.  PPI New has started another series of producing special reports on UN world days. This, in fact, is another very useful program. It should remain continue in the future as well.  Other proposed topics for reports are literature, sports, science & technology, latest research, showbiz and IT. 10th December 2009 20
  21. 21.  Mr. Majid, a doctor, said ‘I like the tagline of PPI news’  Voices are very good and pure radio voices  Each and every word is understandable and clear. Pronunciation is good but it can be further improved.  Production of the news bulletin is good but sometimes the sound bites that are recorded from the phone are not very clear.  Background music is attractive, lively and compatible. It would be better if news details are produced without music  Overall quality of PPI news bulletin is great. 10th December 2009 21
  22. 22.  These documentaries are another good source of information: A good way to know what is happening in the other countries of Asia  Documentaries are mostly about the current issues and happenings in Asia.  Time of the broadcast is suitable as most of the people are free at this time and can pay more attention to it.  In Pakistan people want to listen to more stories about their own country. Therefore, more stories from Pakistan should be included.  Science and Technology, education counseling, latest researches and cultural documentaries should also be covered. 10th December 2009 22
  23. 23.  PPI News is authentic and usually accurate.  For the fact that PPI holds a good name in print media, that is why it is considered as a reliable source.  News are not biased.  News bulletin is usually based on current issues.  Production and sound quality is high.  Style of the news reading is simple and understandable.  Special reports are very informative .  News is not sensational and exaggerated. 10th December 2009 23
  24. 24.  Last new bulletin is at 9:00pm. There should be more news bulletins after 9:00pm.  Duration of PPI News bulletin varies often. Duration of the news bulletin needs to be specified.  It is necessary for PPI News to produce such kind of news bulletin which contains all sort of news and information that everyone needs, so that one should not switch to other medium for more news.  PPI News is broadcasting regular news which every other channel is also broadcasting. There is no newness in the bulletin which makes it unique.  sometimes news is a repetition with a few change of words. 10th December 2009 24
  25. 25.  Now people are well aware of everything that is happening around them and they want to express their opinion. In this regard PPI News should start SMS service for getting an instant feedback.  If PPI news wants to get a brief review about their news it should also start email service, so that people can explain and give their feedback in detail. 10th December 2009 25
  26. 26.  Last bulletin of PPI news is at 9:00pm. Usually people get time to listen to radio after 7:00pm, when they are home. Therefore frequency of PPI news bulletin should be increased and there should be more news bulletin after 9:00pm.  Along with national and international news people want more news from their respective areas. Local news should also be included in the news bulletin. If PPI cannot cover local news in all the bulletins then it should produce at least one news bulletin daily which comprises of local news only.  There should be one main news bulletin which contains detail of the news, reviews and analysis along with sports news, weather updates, showbiz and entertainment news. Time recommended for the main bulletin is 10:00 pm.  PPI News should also start interviews of the people belonging to different walks of life at least once in a week. 10th December 2009 26
  27. 27.  PPI News should enhance its promotional skills so that it becomes a house hold name like BBC. In this regard what PPI should start joint collaboration with FM radio stations and organize interviews and live discussions on radio channels.  PPI should also appoint local correspondents, who not only provide it with the important local news but also produce a documentary or report based on the local issues of the respective area, once a month.  Use of Internet is increasing day by day. It is thus suggested that PPI News should start news bulletins on Internet. In this way people will have more access to PPI news bulletins!  Breaking news is a good source to catch more audience. PPI should also start ‘breaking news’.  Along with news, more original statements should also be added. 10th December 2009 27
  28. 28. FOCUS GROUP DISCUSSION SNAP SHOTS 10th December 2009 28
  29. 29. THANK YOU 10th December 2009 29