The BBC World Service Trust's skilled Cambodia research team carries out ongoing research to test the reach and impact of our work and to ensure that audiences like and learn from our productions.
The recent work of the research team includes:
- Audience pre-testing of all radio and TV programs. Audiences give detailed feedback on characters, storyline and messages
- Focus groups with callers to our radio phone-in shows to find out why they call the programs, what they like and dislike about the topics, presenters, guest speakers, inserts and format
- Evaluation after radio and TV programs have been broadcast or utilized by NGO outreach networks. For example, research of cinema viewers of the trafficking film In The Dark showed that 59% of the young views liked the film 'very much' and recalled its trafficking messages
- An extensive sentinel survey, carried out at the beginning, middle and end of the current HIV awareness program looking at knowledge, attitudes and practices of young media consumers
NATIONAL SURVEYS SHOW IMPACT OF HIV AWARENESS MEDIA
Prior to broadcasting the TV and radio PSAs in June 2007, we conducted a quantitative sentinel survey. A second sentinel survey was conducted about a year later in August 2008.
The surveys had several objectives:
- A 'baseline' measure of HIV and AIDS Knowledge Attitudes and Practices (KAP) indicators relevant to the mass media component on the Global Fund-supported work in Cambodia
- A periodic assessment of the Cambodian media landscape and the performance of selected BBC World Service Trust outputs in reaching audiences
- Ongoing trend measurement using indicators and data established since 2003 by the BBC World Service Trust's previous HIV and KAP studies
- Development and use of more detailed measurements of discussion on key issues such as HIV and AIDS
- Collecting new data that reflects and contributes to growing international knowledge about stigma and discrimination
These last two objectives reflect the BBC World Service Trust's increasing attention to measuring its impact on social obstacles - stigma and discrimination, gender inequalities, weak or under-accessed health systems - that hinder responses to HIV and AIDS.
The survey questionnaire covered the following topics:
- Demographics
- Media practices
- Risk perception
- 'Talk about'
- Sexual experiences
- Condoms
- HIV testing
- Stigma and discrimination
- HIV and AIDS on Radio and TV
- Exposure to the BBC World Service Trust's HIV and AIDS output
Survey sizes
A total of 1,368 respondents were interviewed during the Sentinel Survey 2007 and 1,368 during the Sentinel Survey 2008 of knowledge, attitudes and practices around HIV and AIDS.
Audiences reached by the mass media campaign according to 2008 figures
- 95% of all respondents had heard or seen one or more of the programmes
- 64% of radio listeners heard the PSA branding
- 89% of all respondents and 98% of television viewers had seen at least one of the PSAs about HIV and AIDS
- 44% of all respondents and 57% of radio listeners listened to radio phone in programmes
- 34% of all respondents and 43% of radio listeners listened to radio phone in programme, 'Really'
- 21% of all respondents and 27% of radio listeners listened to radio phone in programme, 'Real Men'
- 11% of all respondents and 14% of radio listeners listened to radio phone in programme, 'Hip Hop Girls'