EMTV – Nationwide Media Consumption Survey
Client: EMTV (Papua New Guinea’s National Television Broadcaster)
Project Title: Understanding Media Consumption Patterns in Papua New Guinea
Sector: Media & Communications
Timeline: February 2019
Coverage: 11 Provinces | 2,800 Respondents
Background
EMTV, a leading national broadcaster in Papua New Guinea, sought to enhance its content strategy by gaining insights into media consumption habits across different regions. With changing viewer preferences and increasing competition from digital platforms, EMTV required a comprehensive understanding of audience behavior related to television, radio, and print media.
Research Objectives
- Identify the most-watched television programs across urban and regional areas.
- Understand the popularity of various radio channels and print media formats.
- Provide regional breakdowns of media engagement to support programming and marketing decisions.
Methodology
A quantitative survey was conducted with a stratified random sample of 2,800 respondents across 11 provinces:
Port Moresby, Lae, Mt. Hagen, Kokopo, Alotau, Goroka, Kavieng, Kimbe, Madang, Wabag, and Wewak.
Face-to-face interviews were carried out to ensure accuracy, with questions tailored to capture frequency, preference, and time-of-day usage for each media type (TV, radio, newspaper).
Key Findings
- Regional preferences varied significantly, with some provinces showing higher engagement in radio over television.
- Entertainment and local news programs were among the most popular TV content categories.
- Print readership was declining in urban centers but remained steady in provincial towns.
Impact & Outcome
The insights enabled EMTV to realign its programming schedule, enhance regional content offerings, and develop targeted marketing strategies. The data also supported their advertising sales team with audience metrics that improved media planning and stakeholder engagement.