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Afghan Media in 2014: Understanding the Audience

Altai Consulting;Internews (2015), 169 pp.
"In 2014, competition in the Afghan media sector has increased in order to attract diminishing advertising revenue. This has led to increased professionalization and a certain degree of segmentation with the introduction of specialist, niche channels. The pace of development of new outlets has slowed, reflecting the challenging environment, and increasing competition: There is now an average of three TV channels created each year as opposed to the average of nine in 2010. The programming scene looks much like that of 2010, filled with news programming, drama series, entertainment programs and political debate, with the exception of the introduction of a significant level of sports programming. Production remains split between national production of a number of key genres, with a high level of internationally procured series, and movies, done so by a variety of means, largely illegal. Whilst there is an increasing desire for internal production, financial, social and political constraints continue to make this difficult. Among media users in the sample, 62% turn their TV on, and 32% turn their radio on at some point during the day, compared to 63% and 39% respectively last year." (Executive summary)
A. INTRODUCTION, 14
B. METHODOLOGY, 16
C. THE MEDIA INDUSTRY IN AFGHANISTAN: TEN YEARS OF RESEARCH AND ANALYSIS, 30
2002-2004 -- 2004-2010 -- Since 2010 -- Focusing on audience research -- Conclusions: current trends and future areas of opportunity for research
D. AFGHAN MEDIA OUTLETS IN 2014: CONTENT, POSITIONING AND PROGRAMMING STRATEGIES, 38
Afghan media sector in 2014 -- Positioning -- The programming landscape -- Competition, programming and advertisement sales strategies
E. MARKET SHARE ACCORDING TO THE RATINGS DATA, 88
Usage rate -- Reach -- Audience share
F. AUDIENCE BEHAVIOUR AND PREFERENCES: DRIVERS OF AUDIENCE CHOICE, 99
Drivers of audience choice -- Outlet: Audience perception - Content: Strengths of popular programs -- Pull factor: Outlet vs. content
G. AUDIENCE BEHAVIOUR AND PREFERENCES: CONSUMPTION HABITS, 147
H. CROSS ANALYSIS, 158
I. AREAS OF OPPORTUNITY: STRENGTHENING THE MEDIA’S SUSTAINABILITY, 163
J. LOOKING FORWARD, 168