"Radio was found to be the most frequently used media channel with 46% of the respondents listening to radio on a daily basis and a further 30% listenership on a weekly basis. Newspapers were found to be the least used media with 22% of the respondents reading newspapers less than once a month. The overall perception on all media is that they are mostly informing electorate and influencing choice of leaders with up to 29% attesting to this. Fewer respondents at 10% feel that media is
exposing poor leadership. Comparing the different media, TV was found to have more influence on service delivery than the other media with 18% followed by Radio and Newspapers with 14% and 8% respectively. On the other hand, Newspapers were found to play the greatest role in exposing poor leadership with 16%. Radio was found to be the main source of actionable knowledge compared to the other media at 14% though this is closely followed by TV and Newspapers at 13% and 12% respectively. All three media are generally doing poor in influencing perceptions on social issues with Newspapers leading at only 6%. Majority of the newspapers, radio and TV stations are almost similar in programming areas with little differentiation. Few newspapers come out strongly in specific coverage areas. The major dislike for many programmes and stations is the limited time allocation. Media consumers generally feel that the media outlets would perform better if they improved reach and improved on level of programming." (Executive summary)