Afghan TV beats radio
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Research data from the Broad-
casting Board of Governors and
Gallup shows that the media
market in Afghanistan is primarily
split between radio and television.
While Afghanistan remains one
of the few media markets where
shortwave radio use is still in the
double digits, presenters at a
research briefing today showed
that TV use is overtaking radio
for the first time in the country.
“Viewership rates are particularly
high in the northern part of
Afghanistan, where the electricity
supply is more reliable, and drop
off in the south where we see
more Taliban activity,” said Paul
Tibbitts, director of market
insight and evaluation at RFE/RL.
TV usage has nearly doubled
since 2008, with current weekly
viewership at 64% of the total
population. Urban residents and
non-Pashtuns are more likely to
tune in, and TV viewing also
increases with education level.
“Those with a post-secondary
education are the most avid
media users for news overall,”
said Sonja Gloeckle, director of
research for the International
Broadcasting Bureau. Highly
educated Afghans were more
likely to use TV (72%), radio
(51%), Internet (19%), SMS
(15%), and social media (14%) on
a daily basis for news than other
segments of the population.
These findings indicate the
best media avenues to reach
Afghans during a particularly
uncertain transition with continued
NATO troop withdrawals. According
to Gallup World Poll data, Afghans’
quality of life ratings are at the
lowest in eight years. Based on
self-reporting zero Afghans can
be considered “thriving” within
Gallup’s life evaluation scale.
