Malawi’s Catholic media conducts audience research

The Social Communications Commission of the Episcopal Conference of Malawi (ECM) has expressed satisfaction over the way Catholic media houses in the country are responding to the audience research training they underwent in August this year.

The National Communications Secretary, Fr. Godino Phokoso said this when he and Fr. Andrew Kaufa toured Radio Tuntufye of Karonga Diocese recently. Fathers Phokoso and Kaufa also visited Radio Tigabane FM of Mzuzu.

The duo said following the training that was facilitated by Dr Nancy Booker and Graham Mytton from Kenya and the United Kingdom respectively Catholic media houses in Malawi are now able to conduct research and know for themselves how they are faring regarding audience and programming.

"The training that we went through is now bearing fruit. From our monitoring visit, things are moving on well, and by the end of this exercise our media houses should be able to compete on the market and produce content that is favourable for listeners and viewers," said the Communications Secretary. 
Adding his voice, Fr. Kaufa reiterated the message and importance of the exercise. 

"Most of the findings from the research that our media houses have conducted are reflecting a true picture of what is on the ground.  It is able to tell how many listeners one particular media house has.” Fr. Kaufa believes Catholic media houses can confidently approach the advertising world with accurate information and numbers as they know exactly they are reaching.

ECM Social Communications Commission is implementing the Audience Research Training Project for Catholic Media Houses with funding from Stem Van Africa through the German-based Catholic Media Council (CAMECO). The project involves Radio Maria Malawi, Radio Alinafe, Radio Tigabane, Tuntufye FM, Luntha Television, Montfort Media and Likuni Press. 

(Prince Henderson, Episcopal Conference of Malawi)

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