A survey carried out by Tribal News Network (TNN) in Dec. 2017 has revealed that 27 percent illiterate people from Pakistan Tribal areas use TNN’s call to listen service for local news often ignored by mainstream media in Pakistan.
In Sep. 2016, TNN introduced this news service available via a simple phone call- anyone with a telephone or mobile can dial a local number (091-5269542) and listen to the latest two-minute bulletin. These bulletins are updated throughout the day, from 8am in the morning until 9pm in the evening. This service has an audience of 73,000.
In order to assess the listenership of Call to listen news service and to improve the quality of content, TNN carried out this survey among 5 percent (3,650) of our audience in Federally Administered Tribal Areas (FATA) and adjoining Khyber Pakhtunkhwa (KP).
The goal of this survey was to gain insights from the listeners of our telephone bulletins, and to record user experiences in order to learn new ways to improve the service.
The assessment shows that 35% of the bulletin’s audience comes from FATA, while 61 percent audience comes from KP. In FATA, the top two districts from which TNN receives calls for news bulletins are Bajaur Agency (17%) and Khyber Agency (13%). Whereas in KP, the top two districts from which TNN receives calls are District Bannu (13%) and Shangla (11%).
In addition, the survey reveals that 72% of the audience are either illiterate or have very basic education. This audience includes 27% illiterate, 24% 10th grade passed and 2% with primary education. The rest of the callers’ education is above intermediate level.
According to the survey, 67% of callers are young people aged between 18 and 35 years old. The top three mobile networks used by our phone-in listeners are Telenor (33%), Mobilink (29%), and Ufone (28%), said the survey report.
The users of the service seem satisfied with the contents as 64% of respondents said that the duration of our bulletins should last more than three minutes, instead of the current two minutes. “I was amazed that so many respondents asked for an increase in the duration of the bulletin.” – Ms. Mamoona Khan, one of the surveyors said.
The survey also adds that 49% of beneficiaries use mobile free-minutes to listen to the bulletin, while 51% are charged by Telcos to listen to the bulletin. As per the survey, 92% of beneficiaries from KP and FATA showed interest in news stories related to FATA Reforms.
Political news is also one of the popular segments among the audience, as 65% of audience wants to hear political news such as activities by political parties, opposition parties, and government.
Since majority of the audience are young people that is why 76% of beneficiaries said they were interested in sports news while 69% of them were only interested in news about cricket.