Year by year, television has been losing more and more viewers, but it still remains the most popular media, says a survey conducted by the Media Consulting Public Association.
The survey entitled “Media Preferences of the Population of Tajikistan: TV; Radio; Printed Publications; websites; Social Media; and Messengers” was presented in Dushanbe on May 2.
The survey involving 2,507 respondents was conducted across the country in January-February this year.
“This survey has been conducted for the fourth time. The first three surveys were conducted in 2018, 2019 and 2022,” says Media Consulting Director Nabi Yuspov, “The survey contains reference information on the state of certain specialized media, comparative assessment of the results obtained and brief analysis. We only provide an opportunity to find out the level of preference for one or another media, comparing data from past and current years.”
The survey authors note that they are seeing a downward trend in television viewership for the first time.
In 2 years the number of TV viewers reportedly decreased by almost 7 percent and currently stands at 89.2%.
TV channel Tajikistan ranks first in the TV channel viewing ratings. It is followed by TV channel Safina and TV channel Sinamo ranks third in terms of TV channel viewing.
Among foreign TV channels, the most popular are the Russian ones – 38.4 percent, Iranian TV cahnnels – 31.6 percent, and Uzbek TV channels – 29 percent.
It’s interesting that Chinese TV channels also have their audience in Tajikistan, although their share is insignificant in Tajikistan’s television space – only 1.7 percent.
Meanwhile, the survey findings show that radio-broadcasting data in Tajikistan is disappointing. Over the past two years, Tajik radio stations have lost 10% of their audience; today, only 30 percent of those surveyed listen to radio programs.
Among the state-run radio stations, Sadoi Dushanbe (The Voice of Dushanbe) has the highest rating – 27.1 percent.
Among the independent radio stations, Imrouz (Today) has the highest rating – 10.9 percent.
Asia-Plus Radio ranks second among the independent radio stations and Vatan Radio ranks third.
Print media are also losing their audience, according to the survey. Today, only 28% of those surveyed read newspapers.
Among the state-run print media, Jumhuriyat newspaper, an official mouthpiece of the Tajik Government ranks first, and among the independent print media, Oila weekly has the highest rating.
Among magazines, Bonuvoni Tojikiston has the largest audience.
As the survey authors note, the survey not only traditional media (TV, radio, print media) but also new means of disseminating information – the Internet, social networks, messengers.
“The survey findings show the transition of Tajikistan’s population to the Internet. The share of the network users has been increasing. The dynamics of change are obvious, but the pace is lower in comparison with neighboring countries. First of all, this is due to insufficient Internet penetration in the country and its high cost,” says Abduaziz Qosimov, the senior analyst, the Center of Sociological Research “Zerkalo”.
Those surveyed noted that among Internet websites and social networks they get the most onto YouTube, Instagram and TikTok. The top three websites in terms of attendance are Radio Ozodi (Radio Liberty’s Tajik Service), somon.tj (classified site) and Asia-Plus.
Same as two years ago, WhatsApp remains the most used messenger in Tajikistan.
