I conducted FGD in Jhelum in Dec 2009

1. FM 95 Jhelum
December 10, 2009
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2. 10th December 2009
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3. RESEARCH OBJECTIVES
 Use of media
 Reasons for listening to PPI news bulletins
 Appeal of PPI news bulletins– specific like and dislike
elements
 Detailed probing of specific elements including contents, accuracy,
language, voices, background music and production quality
 Uniqueness. Relevance and credibility of the PPI news
 Motivational elements for listening PPI news more frequently
 Suggestions for improvement, if any
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4.  RESEARCH METHODOLOGY
 Focus Group Discussion – 2 Groups held in Jhelum
 Group I: PPI news – Loyal / Regular Listeners
Men and Women
Age: 25 to 54 years
Resident of Jhelum
Regular listeners of PPI news
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5.  RESEARCH METHODOLOGY
 Group II: PPI news – Occasional/ non – regular listeners
Men and Women
Age: 22 to 55 years
Residents of Jhelum and Mirpur (AJK)
Aware of and sometime listen to PPI news
All participants were selected from the list provided by FM 95 Jhelum
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6. Group I
PPI news – Non Regular Listeners
Date: 10th December 2009 – 3:00pm to 5:00pm
No: Sex Name Occupation Freq. of
listening /day
Preferred time
of listening
1 M Manzar Hussain Educationist 2 times /day 3:00pm, 9:00pm
2 M Mr. Ilyas NGO person 2 times/day 1:00pm, during
drive
3 M Mr. Majid Doctor 3 times/day 9:00am, 1:00pm,
5:00pm
4 F Zile Huma Student 1 time/day 1:00pm
5 M Yawar Imran Journalist 1 time/day During drive
6 F Mrs. Robina House wife 2 times/day 1:00pm, 7:00pm
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7.  Group II
 PPI news – Regular Listeners
 Date: 10th December 2009 – 5:30pm to 7:30pm
No: Sex Name Occupation Freq. of
listening /day
Preferred time
of listening
1 M Dr. Zafar Human Rights
Observer
6 times/day 11am, 1pm,
5pm, 6pm, 7pm,
9pm
2 F Ms. Rukhsana Secretary Civil Club
Jhelum
5 times/day 11am, 3pm,
5pm, 6pm, 7pm
3 M Mr. Asim Businessman 5 times/day 11am, 6pm,
7pm, 8pm, 9pm
4 M Mirza Safdar Lecturer 7 times/day 8am,3pm, 5pm,
6pm, 7pm, 8pm,
9pm
5 M Mr. Waseem Marketing Manager 6 times/day 9am, 3pm, 6pm,
7pm, 8pm, 9pm
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8.  Which media is available
 Which media is frequently used
 What are different news sources available
 Which media is reliable
 How much time of a day is spent for news
 What is the effect of media on daily life
 Perception of PPI news
 Like and dislike elements, uniqueness and relevance
 Any improvement that has been made (regular listeners only)
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9.  Evaluation of PPI news
 News Content
 Other news segments
 Production, language, voices and style
 Special Reports
 Strengths & Weaknesses
 Suggestions for improvement
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10. 10th December 2009
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11.  Media that is available:
 Television
 Radio
 Newspaper
 Internet
 Magazines
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12. “ I mostly
listen to
radio because
while
listening to it
I can do my
other work as
well”
I feel that I
am addicted
to media and
use all three
mediums i.e.
TV, radio &
newspaper”
“During my
work hours I
listen to
radio and in
leisure hours
I prefer to
watch TV”
“I try to use all
the available
media but most
of the time I use
Internet and
radio”
“I don’t like TV
because for me it is
no more a source
of information but
the source of
tension”
“I like to listen
to radio
especially when
I travel. It is not
only
entertaining
but also
informative”
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13. NEWS SOURCES:
 Different sources that are available for news are:
 Television – Cable
Radio
Newspaper
Internet
Friends and relatives
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14.  TELEVISION:
 Strengths:
 Television is a very common source of getting news
 News is available with the footages as well
 It is an instant source of news
 It does not only provide news but also their details along with discussions
and feature reports
Weaknesses:
 Footages of the bomb blasts and other such incidents are repeatedly shown
on TV which leaves horrifying impacts, especially on children.
 The competition among news channels to be ‘the first’ often results in
providing misinformation
 TV goes into the core details of a news that is not necessary and is
sometimes confusing
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15.  RADIO:
 Available source are PPI News, BBC, VoA, Ap ki Duniya and local news
bulletins
Strengths:
 It is easily accessible to people
 Both educated and uneducated people can benefit from it
 Does not disturb routine work
 Local, national and international news and information is available along
with entertainment
Weaknesses:
 BBC news and VoA news come to us from the third source outside Pakistan.
The angle of their news mostly reflects their own interest.
 Less time is given to news and current affairs
 Mostly focus on ‘less talk – more music’
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16. PPI NEWS BULLETIN _ PERCEPTION
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17. SPONTANOUS TALKOUTS
Overall PPI News
is sufficient to
get amount of
knowledge
required
(REGULAR
LISTENER)
Another good
aspect PPI news
bulletin is , that it
does not create
unnecessary hype
Being a
housewife I
hardly get time
for news. Thanks
to PPI news as its
News is concise
& comprehensive
PPI news
bulletins are
very short
not
detailed.
(Non regular
Listener)
Since PPI news
bulletin has
increased the
frequency, its
patrons are
increasing day by
day.
(Regular Listener)
PPI News is
broadcasting
regular news
like other
channel
broadcasts.
There is no
thing in the
bulletin which
makes it
unique.
Duration of the
news bulletin
often varies. Its
duration should
be fix. (non
regular listener)
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18.  News is mostly updated and provides enough details and information and
does not go into the unnecessary details
 News is concise and comprehensive
 News is very balanced and equal time is given to government and opposition
news.
 PPI news not only provides enough news on national issues but also useful
and updated international news that are timely, balanced and proportional.
 Current issues are highlighted and there details are relevant and updated.
 Language is simple and easy to understand
 PPI news bulletins are authentic and unbiased
 It is less sensational and is not exaggerated
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19.  SPORTS:
 Sports news section mostly complies of cricket news only and is very
short.
 Sports news needs should be more detailed.
 If PPI produces one bulletin for sports news daily, it will be highly
appreciated.
 More news of other sports should also be included
 Weather reports and forex exchange rates are OK. Weather report must be
added in more news bulletins
 Business news is so short that they go unnoticed
 Flight s and railway schedules should also be added.
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20.  One of improvements in PPI news bulletin is the addition of' special reports’
 These reports are not only detailed, but also very informative.
 These reports can also help in reforming the society by educating and
informing them about basic health issues, law and order, women rights and
other social issues like child labor in Pakistan, etc.
 PPI New has started another series of producing special reports on UN world
days. This, in fact, is another very useful program. It should remain continue
in the future as well.
 Other proposed topics for reports are literature, sports, science &
technology, latest research, showbiz and IT.
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21.  Mr. Majid, a doctor, said ‘I like the tagline of PPI news’
 Voices are very good and pure radio voices
 Each and every word is understandable and clear. Pronunciation is good
but it can be further improved.
 Production of the news bulletin is good but sometimes the sound bites
that are recorded from the phone are not very clear.
 Background music is attractive, lively and compatible. It would be better if
news details are produced without music
 Overall quality of PPI news bulletin is great.
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22.  These documentaries are another good source of information: A good way
to know what is happening in the other countries of Asia
 Documentaries are mostly about the current issues and happenings in Asia.
 Time of the broadcast is suitable as most of the people are free at this time
and can pay more attention to it.
 In Pakistan people want to listen to more stories about their own country.
Therefore, more stories from Pakistan should be included.
 Science and Technology, education counseling, latest researches and
cultural documentaries should also be covered.
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23.  PPI News is authentic and usually accurate.
 For the fact that PPI holds a good name in print media, that is why it is
considered as a reliable source.
 News are not biased.
 News bulletin is usually based on current issues.
 Production and sound quality is high.
 Style of the news reading is simple and understandable.
 Special reports are very informative .
 News is not sensational and exaggerated.
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24.  Last new bulletin is at 9:00pm. There should be more news bulletins after
9:00pm.
 Duration of PPI News bulletin varies often. Duration of the news bulletin
needs to be specified.
 It is necessary for PPI News to produce such kind of news bulletin which
contains all sort of news and information that everyone needs, so that one
should not switch to other medium for more news.
 PPI News is broadcasting regular news which every other channel is also
broadcasting. There is no newness in the bulletin which makes it unique.
 sometimes news is a repetition with a few change of words.
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25.  Now people are well aware of everything that is happening around
them and they want to express their opinion. In this regard PPI News
should start SMS service for getting an instant feedback.
 If PPI news wants to get a brief review about their news it should
also start email service, so that people can explain and give their
feedback in detail.
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26.  Last bulletin of PPI news is at 9:00pm. Usually people get time to listen to
radio after 7:00pm, when they are home. Therefore frequency of PPI news
bulletin should be increased and there should be more news bulletin after
9:00pm.
 Along with national and international news people want more news from
their respective areas. Local news should also be included in the news
bulletin. If PPI cannot cover local news in all the bulletins then it should
produce at least one news bulletin daily which comprises of local news only.
 There should be one main news bulletin which contains detail of the news,
reviews and analysis along with sports news, weather updates, showbiz and
entertainment news. Time recommended for the main bulletin is 10:00 pm.
 PPI News should also start interviews of the people belonging to different
walks of life at least once in a week.
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27.  PPI News should enhance its promotional skills so that it becomes a house
hold name like BBC. In this regard what PPI should start joint collaboration
with FM radio stations and organize interviews and live discussions on radio
channels.
 PPI should also appoint local correspondents, who not only provide it with
the important local news but also produce a documentary or report based on
the local issues of the respective area, once a month.
 Use of Internet is increasing day by day. It is thus suggested that PPI News
should start news bulletins on Internet. In this way people will have more
access to PPI news bulletins!
 Breaking news is a good source to catch more audience. PPI should also
start ‘breaking news’.
 Along with news, more original statements should also be added.
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28. FOCUS GROUP DISCUSSION SNAP SHOTS
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29. THANK YOU
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