Sharecast Initiative Nepal's National Media Landscape Wave II was conducted among 5555 sample in January-February 2017. This report compiles the toppling finding of the survey focusing on access to traditional and new media in Nepal. Please contact info@sharecast.org.np if you need further information or want to collaborate on the next survey which is planned in February 2018.
3. Other contributors:
Population Media Center
BBC Media Action
HC3 by JHU CCP/USAID
Nepal Media
Landscape Survey 2017
SurveyTeam:
Madhu Acharya:Team Leader
Bhumiraj Chapagain: Survey Coordinator
Balkrishna Khadka, Sampling design, methodology and Statistics
Field Co-ordinator: Dhrubaraj Thapa
Technical Support:
Rooster Logic
Survey Software: REMO by Rooster Logic
Sharecast Initiative Nepal with support from
Suklaphanta FM, Kanchanpur
Krishnasar FM, Banke
Radio Bheri, Surkhet
Vijaya FM, Nawalparasi
Gorkha FM, Gorkha
Radio Baglung, Baglung
Radio Narayani, Parsa
Radio Janakpur, Dhanusha
Radio Kalinchowk, Dolakha
Radio Namobuddha, Kavre
Radio Menchayam,Tehrathum
Radio Trishuli, Nuwakot
Vision FM, Jhapa
Saptakoshi FM, Sunsari
Nepal FM, Kathmandu
Hetauda FM, Makwanpur
Dinesh FM, Kailali
Machhapuchre FM, Kaski
Partner Radio Station:
4. Nepal Media Landscape Survey 2017 is part of
Nepal Media and Democracy Survey 2017 is a
national level survey carried out by Sharecast
Initiative Nepal.
Sharecast Initiative Nepal is grateful to
Rajendra Dahal, Hari Sharma, Binod Bhattarai,
Gopal Guragain, Upendra Aryal, Bishnuhari
Dhakal, Jaya Luintel, Rajan Parajuli, and
all station managers of participating radio
stations for providing guidance and input into
questionnaire development process.We would
also like to thank media related organizations
like ACORAB, BAN,Antenna Foundation Nepal,
Equal Access, Ujyaalo, NEFEJ, SFCG, BBC Media
Action for their interest in audience data and
providing input during the survey design process.
Much of the credit for the success of this
project goes to our Survey Team at Sharecast
who worked tirelessly for the success of this
survey: Balkrishna Khadka, Senior Statistician
for leading the survey design and ensuring our
methodologies are correct, Bhumiraj Chapagain
for coordinating the overall execution of the
survey, Field Coordinator Dhrubaraj Thapa for
managing the field team.We must also thank all
field supervisors and field enumerators (a full
list of their names is at the end of this report)
who worked tirelessly for a month in January-
February 2017.
Thanks also goes to team at Rooster Logic for
their technical support in digital data gathering
through REMO software and keeping the data
flow secure.
Finally this survey could not have been
conducted with the assistance of National
Endowment for Democracy NED in Washington
DC, Open Society Foundation/Alliance for Social
Dialogue, BBC Media Action, Population Media
Center and HC3/JHU CCP/USAID.We are also
thankful to our 18 local radio partner stations,
Station Managers and Presidents for generously
agreeing to contribute financially and inputs on
questionnaire designing phase to include large
portion of radio related questions in the survey.
Our finance and admin team and all those
5555 respondents in the study from across the
nation, who gave their time for the face to face
interview in their “Aangan”.
We have received considerable interest in the
media and democracy related data generated
via Nepal Media and Democracy Survey
conducted in the past two years.At Sharecast
we are committed to continue Nepal Media
and Democracy Survey in an annual basis and
work towards flourished media where audience
(readers and consumers) voice is heard and
decisions are made in their audience interest.
Any weakness, omissions and mistakes remain,
of course, the responsibility of Sharecast
Initiative Nepal.
Madhu Acharya
President/CEO
Sharecast Initiative Nepal
ACKNOWLEDGMENTS
5. Empowered audience and digital platforms
Empowered audiences can create demand for quality and diversity in content. Sharecast
Initiative’s focus on Web and mobile applications seek to deliver online and offline
content directly to our audiences through podcasts. It collaborates with diverse stations,
content creators and independent producers for content aggregation, curating and
digital distribution for enhancing personalized listening experiences. Sharecast intends
to become an innovation hub for quality and creative content delivery by empowering
listeners and content creators for facilitating a smooth transition from traditional to
personalized broadcasting.
Audience Data
Sharecast uses different
research tools to gather
audience numbers to
understand their interests
and expectations. It then
works closely with local and
national media organizations
to support their development.
Research is the entry point
for Sharecast to engage and
collaborate in all areas of
public broadcast management.
Sharecast is also working on
multiple tools and guidelines
for local partners to carry
out regular audience surveys.
Content Innovation
Based information from
research, Sharecast supports
Nepali local radio stations
in content and technical
strategy, human resource
development, and market
and content innovations.
It currently works with
station managers, producers/
reporters and board members
from 16 radio stations using
mentoring and coaching as
learning tools.
Strengthening Radio
Sector
Sharecast believes in the power
of radio that has the power
to make a difference in Nepal.
We also believe that only
through collaborations can
empower and strengthen the
capacity of local radio stations.
The national conferences,
festivals and formal/informal
discussions it organises can
help create a common vision
for well-organized, visionary,
audience-cantered, and
institutionalized radio sector in
Nepal. Sharecast also provides
policy, human resource and
organization development and
assessment support to radio
stations
For more detail:
Sharecast Initiative Nepal, Bakhundole, Lalitpur Nepal, +977 1 5010776,
Email: info@sharecast.org.np www.sharecast.org.np
Sharecast Initiative
Nepal
Sharecast Initiative Nepal or Sharecast, a not-
for-profit distributing company established
in 2013, is a new media organization focused
on promoting digital content sharing and
distribution online and through local radios in
Nepal.A group of passionate and experienced
radio and local media professionals founded
the organisation that focuses primarily
on audience data, content innovation and
institutional development of radio stations
in Nepal.We believe that audience data,
innovation (content, ideas, marketing and
operation), and institutionalization can build
strong foundation of sustainable local media.
INTRODUCTION
6. ABBREVIATIONS
ACORAB:Association of Community Radio Broadcasters
BAN: Broadcasting Association of Nepal
BBC MA: BBC Media Action
DK/CS: Don’t Know Cant Say
JHU CCP:
MA: Multiple Answer
NEFEJ: Nepal Forum of Environment Journalist
PMC: Population Media Center
SA: Single Answer
7. TABLE OF CONTENT
INTRODUCTION 1
PREVIOUS RESEARCH EXPERIENCE 1
CURRENT STUDY 1
SAMPLE DESIGN 2
SAMPLE DESCRIPTION
(DEMOGRAPHICS OF MEDIA SURVEY II) 2
INSTRUMENT DEVELOPMENT 3
DATA ANALYSIS AND FORMATTING 3
DATA ANALYSIS AND FORMATTING 3
LIMITATION AND ASSUMPTION 3
SAMPLE COVERGAE OF SURVEY RESPONDENTS 4
DEMOGRAPHIC CHARACTERISTICS
OF RESPONDENTS 5
MEDIA LANDSCAPE 8
NEPALITV CHANNELS 9
NEPALI NEWSPAPERS 13
ONLINE NEWS PORTALS 14
MOBILE PHONES 16
RADIO 19
LEVEL OFTRUST 25
PEOPLE’S MAJOR CONCERN 26
8.
9. 1
Nepal Media and Democracy Survey 2017 (Wave II) carried out by Sharecast is an initiative to help
media organizations make informed decisions based on their audience interest and reach.The survey
intends to:
CURRENT STUDY:
PREVIOUS RESEARCH EXPERIENCE:
Sharecast conducted its first nationwide study
Nepal Media and Democracy Survey Wave
I in January of 2016.This quantitative study
was conducted among 4500 respondents from
25 districts of Nepal in partnership with 14
local radio stations. Survey covers broadly
three areas for public discourse: general media
landscape and media consumption patters,
detail breakdown of audience rating, choices
and expectations for 14 different local stations
in Nepal as well as latest Democracy, Economic
and Governance perception highlights. Based
on the feedback received from stations, different
organizations and individuals interested in media
survey data Findings of the survey were shared
among partner radio organizations, media
organizations in Kathmandu using media as one
of the tool of advocacy as well as individuals and
organizations interested in audience data.
Wave II of Nepal Media and Democracy Survey
2017 was launched based on the learning and
outcomes of this survey.
• To find out reach of each media traditional or digital and communication tools
• To understand different media consumption patters of Nepali people and level of trust and
preferences.
• To examine the popularity and usefulness of different programs, stations and outputs
• To evaluate audience popularity of individual radio stations and their programs as well as
suggestions for change.
• To understand the relevance and credibility of various media and the information disseminated
• To understand perceptions about local democracy linked to local elections and participation.
Findings of this component are not included in this report.
10. 2
SAMPLE DESCRIPTION
(DEMOGRAPHICS OF MEDIA SURVEY II):
The sample characteristics very closely resemble
the population characteristics. Of the total 5,555
respondents, 52.5 percent were female and
47.4% were male. 29.2% respondents are of age
groups 16 – 25, 25.3% belong to age of 26 – 35,
19.1% belong to 36 – 45 age and rest are aged
above 45. In terms of ecological regions, 6.2%
of the respondents are from Mountain, 43.9%
from Hill and 49.8% from Terai region.The larger
proportion of respondents from the Hilly region
can be accounted by the greater population
density in that region. Of the total respondents,
14.7 percent are illiterate and 9.2 percent are
literate but with no formal education.Around
41 percent have education up to secondary, 14.2
percent have completed the SLC, 13. 2 percent
have completed the intermediate education,
and 7.8 percent have education above the
intermediate level. Regardless of the education
level of the respondents, our interviewers
ensured that each respondent completely
understood the question and that none of the
questions required additional interpretation.
Bahun are over represented in the sample, 24.9
percent respondents were Bahun, and 16.1
percent are Chhetri, 6.8 percent Newar, 6.4
percent Tharu, 5.7 percent are Magar.
SAMPLE DESIGN
Nepal Media and Democracy Survey Wave
II with a sample size of 5,555 was spread in
34-sample district of Nepal covering 282VDC/
Municipalities and 370 sample wards.The
random sampling (probability sampling) was
employed in each stage of sampling.Three-
stage sampling was adopted in the selection
process of sample. In the first stage wards were
selected using PPS sampling and in the second
stage household was selected using systematic
random sampling and finally respondents from
the sample household were selected using KISH
Grid Method.
The survey produces +/- 1.3% margin of error at
the 95% confidence level at the aggregate level
finding.The survey will not claim the same level
of precision for the disaggregated level findings.
11. 3
DATA COLLECTION PROCEDURE:
DATA ANALYSIS AND FORMATTING:
LIMITATION AND ASSUMPTION:
Digital data collection technology with GPS
using Mobile and tablets were used in the data
collection process. 38 field enumerators were
deployed in the data collection and data were
captured in the mobile-based REMO Software
through face-to-face interview at households.
7 field teams were formed. In one team of 6
members, 5 were enumerators and one was a
supervisor. Mobile based data collection was
created by the Nepali technology company-
Rooster Logic.
A two-day training and one day pre-test was
conducted for the field workers who were
covering various aspects of survey design.The
training mainly focuses on sampling design, field
plan, interview, questionnaire, roles, responsibility
and mobile technology for data collection.
The collected digital data using mobile
technology was further processed using
Microsoft Excel and statistical package for the
While we are confident that our random
sampling method yields a representative
population, just like any other survey report,
our skepticisms arise from the response bias
that might have affected the data. In answering
some questions, the respondents might have
been tempted to answer in order to impress the
interviewer.While it is definitely hard to gauge
the level of honesty with which the interviewees
INSTRUMENT DEVELOPMENT:
A closed structured questionnaire was
formulated in Nepali with series of discussion
and coordination of concerned expert who were
well known about the Nepali media landscape,
governance, politics and election system of
Nepal. Questionnaire were translated into
English only after field test and orientation to
field enumerators. Before implementing the
questionnaire in the field, the sequence, meaning,
scope and understating of question were
pre-tested in the field and they were revised
accordingly as per the feedback of pre-test.
7 Field Supervisors were mobilized in outskirts
of Kathmandu valley (outside of sampled area in
Kathmandu) using tablet devices.
For the data accuracy and quality control,
we adopted multiple activities of field
monitoring during the fieldwork.We reached
around 10 districts randomly and observed
4 to 5 interviews on the spot in each. Our
partners JHU CCP and BBC Media Action
were also became a part of field monitoring
in order to check fieldwork.Along with
this, we accomplished back check of nearly
500 interviews.We called randomly to our
respondents about the interview, topics, time
spent, way of questioning, response and behavior
of enumerator etc. Besides this, we checked
GPS points of every respondent’s on everyday
in order to ensure the methodology is adopted
rightly.
social science (SPSS). SPSS was used for the data
analysis and MS Excel was used to manage and
format the output findings generated by SPSS.
responded, we are assured that majority of the
questions were objective enough to dissuade
response biases.
The data obtained for the “other” category
for sex may not be representative of the entire
queer population of Nepal given the lack of
sufficient responses.
17. 9
MEDIA LANDSCAPE
NEPALITV CHANNELS
52.8
72.3
97.9
19.9
8.2
0.0
20.0
40.0
60.0
80.0
100.0
Radio Television Mobile phone Computer
Laptop
Landline
Telephone
B1 Household Ownership, [Base = 5555]
54
59
12
23
89
39
13 14
9
66
3
13
2 10
24
61
66
4
0
20
40
60
80
100
Radio Television Newspapers Internet Mobile
B2 In past six months, how often did you access the following media? [Base = 5555]
Everyday
Few times a week
Few times a month
Never
B2 In past six months, ho often did you access the following media? [base=5555]
B1 Household Ownership [base=5555]
18. 10
5.7
8.4
84.7
1.2
0.0
20.0
40.0
60.0
80.0
100.0
Morning Afternoon Evening DK/C
What time do you usually watchTV?
[Base = 4203, B3.1] [SA]
23.0
58.0
12.6
2.4
4.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Less than 1 hour 1-2 hours 3-4 hours More than 4
hours
DK/CS
Approximately, how long do you watchTV every day? [SA]
[Base = 4203, B3.11]
B3.1 What time do you usually watch TV? [Base = 4203] [SA]
B3.11 Approximately, how long do you watch TV every day?
[SA] [Base = 4203]
19. 11
91.7
43.9 41.5
24.4
6.9 5.7 4.7 3.2
0.0
20.0
40.0
60.0
80.0
100.0
What do you watch NepaliTV Channels for? [MA]
[Base = 4203, B3.6]
35.6
28.1
13.3
5.0
3.8 3.5 3.0 2.0 1.8
0.0
10.0
20.0
30.0
40.0
Which NepaliTV channel do you watch to for news? [SA]
[Base = 4203, B3.10]
B3.6 What do you watch Nepali TV Channels for? [MA]
[Base = 4203]
B2 In past six months, how often did you access the following media?
[Base = 5555]
20. 12
58.6
37.7
1.6 2.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
I trust A little trustworthy I don't trust at all DK/CS
How trustworthy do you find news on Nepali television
channels? [SA][Base = 2192, B3.12]
B3.12 How trustworthy do you find news on Nepali television channels? [SA]
[Base = 2192]
21. 13
NEPALI NEWSPAPERS
B2 In past six months, how often did you access the following media?
[Base = 5555]
54
59
12
23
39
13 14
6
3
13
0
24
61
0
20
40
60
80
100
Radio Television Newspapers In
54
59
12
23
89
39
13 14
9
66
3
13
2 10
24
61
66
4
0
20
40
60
80
100
Radio Television Newspapers Internet Mobile
E
F
F
N
22. 14
ONLINE NEWS PORTALS
38.0 37.2
28.7
11.3 11.0
8.4
6.6
0.0
20.0
40.0
Online
khabar
I don't visit
Nepali news
portals at
all
E-Kantipur Setopati Ratopati Ujyalo
Online
Nagarik
Which Nepali news portal do you regularly visit for news and other
information? [MA, Read aloud] [Base = 1884, B5.1]
B2 In past six months, how often did you access the following media?
[Base = 5555]
B5.1 Which Nepali news portal do you regularly visit for news and other
information? [MA, Read aloud] [Base = 1884]
54
59
12
23
39
13 14
6
3
13
0
24
61
0
20
40
60
80
100
Radio Television Newspapers In
4
59
12
23
89
39
13 14
9
66
3
13
2 10
24
61
66
4
Radio Television Newspapers Internet Mobile
Everyday
Few times a week
Few times a month
Never
23. 15
17.3
70.4
11.7
.5
0.0
20.0
40.0
60.0
80.0
I trust A little trustworthy I don't trust at all DK/CS
How trustworthy do you find the contents of Nepali news
portals? [SA] [Base = 1184, B5.2]B5.2 How trustworthy do you find the contents of Nepali news portals? [SA]
[Base = 118]
24. 16
MOBILE PHONES
92.4
7.6
0.0
20.0
40.0
60.0
80.0
100.0
Yes No
Do you own a mobile phone? [SA] [Base = 5323, B6.1]
B6.1 Do you own a mobile phone? [SA][Base = 5323]
B6.2 I would like to see the kind of phone you have. Can you show it to me?
[Base = 4916]
52.9
44.8
2.1
0.0
20.0
40.0
60.0
Smart phone Feature phone Both- feature and Smart phone
I would like to see the kind of phone you have. Can you show it to me?
[Base = 4916, B6.2]
100.0
80.0
60.0
40.0
20.0
0.0
25. 17
98.0
10.8
2.3
0.0
20.0
40.0
60.0
80.0
100.0
Mobile phone Laptop/tablet Desktop Computer
How do you access internet? [Read aloud, rotate, MA]
[Base = 1884, B7.1]
99.9
66.8
54.1
46.5
35.1 33.8
24.3
16.2
0.0
20.0
40.0
60.0
80.0
100.0
What do you use your mobile phone mostly for?
[Read aloud, rotate, MA] [Base = 4916, B6.3]
B6.2 I would like to see the kind of phone you have. Can you show it to me?
[Base = 4916]
B7.1 How do you access internet? [Read aloud, rotate, MA]
[Base = 1884]
26. 18
78.8
14.5
4.1 1.4 .6
0.0
20.0
40.0
60.0
80.0
100.0
Social Media
(Facebook,
Twitter, etc.)
Search for
Information I am
looking for
Read/Watch new Study/research
related to my
profession
For my
school/college
related work
What do you use internet mostly for?
[Read aloud, rotate, MA] [Base = 1884, B7.2]B7.2 What do you use internet mostly for? [Read aloud, rotate, MA]
[Base = 1884]
What [internet based] applications do you use most? [MA]
[Base = 1884, B7.3]
96.7
38.1 35.5
31.6
26.0
11.6
8.4
.4
0.0
20.0
40.0
60.0
80.0
100.0
Facebook Viber Youtube News
portals
IMO Skype Twitter Others
What [internet based] applications do you use most? [MA]
[Base = 1884, B7.3]
27. 19
RADIO
67.1
52.9
2.1
0.0
20.0
40.0
60.0
80.0
Mobile phone Radio receiver Vehicles
How (on what device) do you listen to the radio?
[MA, Read aloud] [Base = 5555, C3]
60%
27%
45%
35%
54%
Sept. 2013 (Internews
Wave I, Base=3000)
March, 2014
(Internews Wave II,
Base=3000)
Nov, 2014 (Internews
Wave II, Base=3000)
Jan, 2016 (Sharecast
Media Wave I,
Base=4535)
Feb, 2017 (Sharecast
Media Survey II,
Base=5555)
Everyday Radio Listening PatternEveryday Radio Listening Pattern
C3 How (on what device) do you listen to the radio? [MA, Read aloud]
[Base = 5555]
28. 20
12.1
57.7
19.1
10.1
0.0
20.0
40.0
60.0
Less than one hour 1-2 hours 3-4 hours More than 4 hours
If daily, approximately how many hours do you listen to the radio?
[SA] [Base = 2951, C2]
C2 If daily, approximately how many hours do you listen to the radio? [SA]
[Base = 2951]
18.3
38.0
2.1
41.2
0.0
20.0
40.0
60.0
Once daily Mornings and evenings Every hour At my own convenient
time
How often do you tune in to radio for news and current affairs?
[SA] [Base = 5555, C9]
C9 How often do you tune in to radio for news and current affairs? [SA]
[Base = 5555]
29. 21
1.0
20.5
7.9
11.3
.8 .6 .1
2.4
6.6
16.3
.2
31.9
0.0
20.0
40.0
What time do you usually tune in to Radio for news and
current affairs show? [MA] [Base = 5354, C8]
4.5
18.0
27.7
47.4
Less than 1 year 1-2 years 3-4 years More than 5 years
C11.2: How long have you been listening to your local radio? [SA]
C8 What time do you usually tune in to Radio for news and current affairs show?
[MA] [Base = 5354]
C11.2: How long have you been listening to your local radio? [SA]
30. 22
3.5
28.6
4.7
8.4
4.5
27.9
4.6
.5
47.4
C11.3:Which time of the day do you listen to your local radio ?
[Base 3971, MA]
C11.3:Which time of the day do you listen to your local radio ?
[Base 3971, MA]
C11.10: What sort of issues interest you most while listening to programs on
your local radio ? [Base 3971, MA]
59.8
32.7
5.3 6.2
9.1
5.1
55.8
7.7
C11.10:What sort of issues interest you most while listening
to programs on your local radio ? [Base 3971, MA]
31. 23
26.6
16.8
7.5
19.3
14.5
11.5
56.4
C11.11:What type of program do you like the most while listening
to your local radio ? [Base 3971, MA]
44.9
39.7
2.3
5.9
2.6 2.5
0.0
20.0
40.0
60.0
What is your preferred medium for obtaining news and
information? [SA, Read aloud] [Base = 5555, B8]
C11.11: What type of program do you like the most
while listening to your local radio ? [Base 3971, MA]
B8 What is your preferred medium for obtaining news and information?
[SA, Read aloud] [Base = 5555]
32. 24
More
programs in
my own
language
More
priority to
local news
and events
Priority to
local issues,
problems
and
programs
Technical
transmission
is clear
Promote
about the
radio station
itself
Radio
should
participate
more in
local events
and
programs
All right
15.2
17.3
18.7
37.2
10.0
13.2
30.4
C11.17 Based on your listening experience, what are the areas you
would suggest your local radio to improve on? [Base 3967, MA]
C11.17 Based on your listening experience, what are the areas you would suggest
your local radio to improve on? [Base 3967, MA]
33. 25
Believe Believe a little Don’t believe
A Political leader 4.4 37.6 57.5
B Social mobiliser 23.4 62.3 13.8
C NGO 21.4 61.6 16.0
D Civil Society 35.3 56.3 7.7
E Journalist 40.2 52.9 6.0
F Human Right Activist 40.0 51.8 7.4
G Elderly people in the locality 79.0 20.0 1.0
H National Newspapers 34.5 35.5 1.7
I Local newspapers 33.3 35.5 2.0
J Local radio station 62.7 36.5 .8
K Radio Nepal 66.0 31.9 .6
L Family members 83.3 16.0 .6
M Teacher 74.4 23.3 1.2
N TV 56.7 39.0 2.6
O Friends 34.7 60.3 5.0
P Neighbor 32.3 60.6 7.1
Q Organization I am associated with 35.9 23.6 .9
R Book 61.0 26.6 1.0
S Religious book 54.1 32.2 4.4
T Religious leaders 54.7 36.9 8.2
E1:Whom do you believe the most among the individuals/institutions below? [SA for each row, Read
Aloud] [Base = 5555]
E.17:What is your level of trust to the following institution/organization in a scale of 0 to 10? [SA for
each row, Read aloud, ]
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Number0to10
Institution