Cambodia Sentinel Survey 2008: Media Consumption (Radio, Television, Internet and Mobile Phone) and HIV and AIDS Information in the Media

This 58-page report from the Research and Learning Group (R&L) of the BBC World Service Trust (hereafter, "the Trust") details a quantitative sentinel survey of young Cambodians' media habits. It was conducted as part of a 3-year project, launched in October 2006, to focus on HIV prevention through behaviour change communications (BCC) using mass media. The overall project goal is to create an enabling environment for prevention of sexual transmission, measured through increased exposure to HIV and AIDS media. In addition to mass media, the strategy also uses niche media to reach most-at-risk populations (MARPs) such as men who have sex with men (MSM) and entertainment workers.

Specifically, a number of television and radio outputs are being produced and broadcast:

• Television: 21 TV spots, 3 documentaries - each geared toward specific audiences, such as people living with HIV (PLHIV), MSM, and those seeking voluntary and confidential counselling and testing for HIV (VCCT) - and 1 drama feature film.
• Radio: 18 radio spots and 3 weekly radio phone-in programmes: Real Men (intended for rural males 20-29 years old), Really (intended for urban youth, 15-24 years old), and Hip Hop Girls (intended for urban females 15-19 years old).

Using the same sampling methodology as the 2007 Sentinel Study, this study aimed to achieve a similar sample in order to enable reliable analysis of trends. Namely, the Trust applied a survey methodology using cross-sectional household-based surveys, with a total sample size of 1,368 young people aged 15-29 from 6 locations: Phnom Penh, Kandal, Kampong Speu, Kampong Chhnang, Battambang, and Siem Reap. Data were collected in August 2008 using face-to-face interviews in the Khmer language. The survey questionnaire, as in the 2007 Sentinel Study, covered topics including: demographics, media practices, HIV and AIDS on radio and TV, and exposure to the Trust's HIV and AIDS outputs.

Excerpts from the Executive Summary and Conclusions sections of the report follow:

Media Consumption

"Overall media consumption did not change significantly between 2007 and 2008. In 2008, 90% reported consumption of radio, TV or both radio and TV. Those who had not listened to radio nor had watched television ('no media') remained stable at 10%.

Radio listening increased (57% 2007, 65% 2008). More than half of radio listeners (55%) reported listening to the radio every day. The channels with the three largest audiences were:

• Municipal Radio FM 103 Phnom Penh (PP) station (26%)
• Women's Media Centre FM 102 PP station (22%)
• Khmer Radio FM 107 (PP) (17%)

Nearly all (92%) radio listeners had ever listened to a radio phone-in programme, but only 15% of phone-in listeners said they had ever called one.

Television viewing remained stable at 81%. The majority of television viewers reported that they watched television every day (59%). The channels with the two largest audiences were:

• CTN (73%)
• TV5 (72%)

Virtually all respondents (98%) had access to a mobile telephone. Since 2007, there were significant increases in phone ownership (25% 2007, 34% 2008), as well as access to a relative's (35% 2007, 53% 2008).

Internet use, while remaining low overall, increased significantly (4% 2007, 7% 2008), and in urban areas nearly a fourth (23%) of respondents reported internet use.

HIV and AIDS in the Media

HIV and AIDS content was encountered in the media over the past year on television (86%) and radio (73%). The multi-platform approach resulted in two-thirds (67%) of respondents reporting some HIV and AIDS content on both radio and television.

Compared to 2007, exposure to HIV and AIDS information on television was stable. On radio it increased, and exposure to content on a combination of both platforms increased.

BBC World Service Trust Outputs

BBC World Service Trust TV spots were widely recalled. Virtually all (98%) television viewers had seen a TV spot.

BBC World Service Trust radio formats were also widely recalled (78% of respondents, 96% of radio listeners). Listening to two phone-in programmes, Real Men and Really increased among their target audiences.

A very small number of each of the programme's listeners reported that they themselves had ever called the radio phone-in programmes:

• Real Men - 6%
• Really - 4%
• Hip Hop Girls - 3%

On the other hand, many of the programme's listeners reported that they had talked about the programmes at some point.

• Real Men - 30%
• Really - 27%
• Hip Hop Girls - 33%

Most listeners - more than three-fourths of each programme audience - reported that the programme increased their confidence to talk about issues covered by the programmes (Real Men 76%, Really 79%, Hip Hop Girls 77%).

Conclusions

The report presents a recent picture about young Cambodians' use of radio, television, mobile phones and the internet.

While this study only highlights short-term trends (2007 to 2008) in key media habits, many changes are significant and substantial. In this changing media landscape, radio listening has grown and TV viewing is widespread so that only 10% of respondents have not seen or heard them in the past month ('no media'). Of particular note are the near universal access to mobile phones and increases in internet use, particularly in urban areas.

HIV and AIDS information in the media over the past year is reaching young people on television and radio. The multi-platform approach resulted in two-thirds of respondents reporting encountering HIV and AIDS information on both radio and television.

Trust outputs are successfully reaching audiences on radio and television. Virtually all television viewers had seen at least one of the Trust's TV spots. Similarly nearly all radio listeners had heard at least one radio format. The audiences for two of the Trust's radio phone-in programmes have increased, while the third one's audience holds steady.

The phone-in audiences express that their engagement with the programmes is similar to their friendships, and that they extend the knowledge and confidence from that listening experience into their other social interactions.

The changing Cambodian media landscape offers many new possibilities for responding to HIV and AIDS in Cambodia."