Audience research training bearing fruits in Malawi Catholic media houses

The Social Communications Commission of the Episcopal Conference of Malawi 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.

Tuntufwye FM training

Tuntufwye FM training

Radio presenter on training

Radio presenter on training

The National Communications Secretary, Fr. Godino Phokoso said this when he toured Radio Tigabane and Tuntufye FM of Mzuzu and Karonga dioceses respectively.

Fr. Phokoso said following the training that was facilitated by Dr. Nancy Booker and Graham Mytton from Kenya and United Kingdom respectively, media houses are able to conduct research and know for themselves how they are faring in terms of audience and programming.

“The training that we went through is now bearing fruits. From our monitoring visit,things are moving on and by the end of this exercise our media houses should be able to compete on the market and produce content that is favourable to its listeners and viewers,” said Fr Phokoso.

Adding his voice,Fr. Andrew Kaufa who is part of the monitoring team said it is convincing that out of the research that many media houses have conducted,they are now able to produce programs that would suit what their audience is looking for.

“Most of the findings from the research that our media houses have conducted are reflecting true picture of what is on the ground.  It is able to tell how many listeners one particular media house has.

“This is important because Interns of marketing,they will be able to determine how many are reached in an advert,” said Fr. Kaufa.

ECM Social Communications Commission is implementing Audience Research Training Project for Catholic Media Houses with funding from Stem Van Africa through Catholic Media Council (CAMECO).

The project involves Radio Maria Malawi,Radio Alinafe,Radio Tigabane,Tuntufye FM,Luntha Television, Montfort Media and Likuni Press.

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