Washington, D.C., September 25, 2003 -
Radio Sawa, the U.S. Government-funded Arabic language station, is the leading
international broadcaster in all Middle Eastern countries surveyed, according to
an ACNielsen report released today.
The station also scores high as a
reliable source of news and is popular with all social classes, the survey
said.
The survey, conducted in five countries in July and August 2003,
showed that Radio Sawa, launched in March 2002, has an average listenership of
31.6 percent among the general population 15 years and older. Listener rates in
five countries were: Egypt 10.6 percent; Jordan, 30.4 percent; Kuwait, 39.5
percent; Qatar, 40.8 percent and United Arab Emirates (UAE), 36.6
percent.
"The success of Radio Sawa reminds us that a significant number
of young Arabs will listen," said Kenneth Y. Tomlinson, chairman of the
Broadcasting Board of Governors (BBG), which oversees all U.S. international,
nonmilitary broadcasting. "Just as people the world over, Arab citizens want
accurate news and provocative current affairs programming," he said. "The truth
will out."
Added Norman J. Pattiz, chairman of the BBG's Middle East
Committee: "Radio Sawa proves beyond a doubt that a radio station funded
by the taxpayers of the United States, providing accurate, reliable and credible
news and information, can attract a huge listening audience in the Middle
East."
Pattiz, a driving force behind the creation of Radio Sawa, said,
"By using proven 21st Century Western broadcasting techniques, Sawa is the
foremost example of 'marrying the mission to the market,' the primary focus of
the BBG's strategic plan."
The survey also showed Radio Sawa:
Has
achieved market dominance - an average 42 percent listenership - in the
important age group between 15-29 in countries where it is broadcast on local FM
stations. Egyptian listeners can only receive Radio Sawa on medium wave (AM).
(Listening rates by country are: Egypt 20.5 percent; Jordan 40.5 percent;
Kuwait 47.7 percent; Qatar 51.6 percent and UAE 49.8 percent.)
Attracts
an older audience as well as a young audience, with 22.5 percent of listenership
among the general population over 30. (Egypt 2.9 percent; Jordan 19 percent;
Kuwait 34.3 percent; Qatar 29.3 percent; UAE 26.8 percent.)
Is popular
among all social classes, with listening rates of 34.6 percent among "elite"
listeners, upper social and economic classes including managers and
well-educated professionals. (Listening rates are: Egypt 14 percent; Jordan 51
percent; Kuwait 25.8 percent; Qatar 39.8 percent; UAE 39.6 percent.)
Is
considered a reliable source of news and information by 73 percent of its weekly
listeners. (Egypt 87 percent; Jordan 56 percent; Kuwait 84 percent; Qatar 75
percent; UAE 63 percent.)
Radio Sawa's audience has a more positive view
of the United States than the general population. When asked, "How favorably or
unfavorably inclined are you personally towards the United States," 39.3 percent
of Radio Sawa listeners replied, "Very or somewhat favorable." That compares
with 27.3 percent of the general population.
The poll has a margin of
error of plus or minus 2.9 percent. ACNielsen conducted the field work for
InterMedia, which serves as the BBG's general research
contractor.
Respondents were questioned in face-to-face interviews in
Arabic. Some 5,737 people over the age of 15 participated in the survey, which
was divided between men and women representative of key demographic groups in
terms of social class, education, employment, size and type of
household.
Radio Sawa, a 24-hour, seven-days-a-week Arabic-language
network, broadcasts objective, balanced, up-to-the minute news and news analysis
combined with an upbeat mix of the best Western and Arabic pop music. The
station also broadcasts interviews, opinion pieces, sports, and features on a
wide variety of political and social issues. Radio Sawa (www.radiosawa.com) originates its
programming from Washington and Dubai and is broadcast across the region, using
a combination of medium wave (AM) and FM transmitters, digital audio satellite,
short wave and Internet.
Radio Sawa currently has five customized 24/7
programming streams (Egypt-Levant, The Gulf, Iraq, Morocco, and Jordan/West
Bank). Late in 2003, Radio Sawa plans to launch a sixth stream for
Sudan.
The BBG is an independent federal agency which supervises all U.S.
government-supported non-military international broadcasting, including the
Voice of America (VOA), Radio Free Europe/Radio Liberty (RFE/RL); Radio Free
Asia (RFA); Radio and TV Martí, Radio Sawa and Radio Farda. The services
broadcast in 65 languages to over 100 million people around the world in 125
markets.
Nine members comprise the BBG, a presidentially appointed body.
Current governors are Chairman Kenneth Y. Tomlinson, Joaquin Blaya, Blanquita W.
Cullum, D. Jeffrey Hirschberg, Edward E. Kaufman, Robert M. Ledbetter, Jr.,
Norman J. Pattiz and Steven Simmons. Secretary of State Colin L. Powell serves
as an ex officio member.
Contact: Joan Mower, Communications Coordinator,
BBG
Phone: (202) 260-0167 or (202) 401-3736
Email: jmower@ibb.gov
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