Africa-Press – Botswana. The Department of Broadcasting Service (DBS) has released the first audience survey of the Botswana Audience Measurement Survey (BAMS).
Raymond Tsheko, DBS director, said the survey was conducted by Nielsen company, a global leader in audience insight, data and analytics in partnership with a local company, Ventures Bliss to measure radio and television audiences in the country.
Tsheko said the survey would be rolled out for the next three years, and that the results would assist them to make data driven decisions when changing content strategy in order to have a competitive urge on the market.
He added that the results would not only benefit his department, but also the industry and stakeholders, including bankers, mobile operators and printing.
He explained that they would continue with the survey regardless of whether it was sustainable because it was what the industry needed. “We need to know who watches us and what people are doing when they are watching us,” he said.
The audience survey, Tsheko explained, was a comprehensive analysis that would assist his department to make informed decisions and position itself in the market.
He said they have been trying to come up with decisions on what people liked and what they did not like, “what can we put on air and at what time, and what can we put off air for what reasons.”
He expressed delight that the survey would serve as a baseline and that a detailed survey would follow that would enable them to engage with the industry if they wanted in-depth data,
Tsheko also said they were confident that they would be able to facilitate the television industry accordingly, adding that their mandate was to facilitate and strengthen their platform in order to ensure that they had everything to support the needs of the industry.
Giving an overview of the survey, Ditsotlhe Ketlogetswe from Venture Bliss and Nielsen joint venture said the ceremony marked the release of the first results of the first part of the survey, being the establishment survey.
He noted that the field work for the survey started in July to December 2023 with 2 000 respondents interviewed face-to-face.
He said more granular data of the survey would be released during the second quarter of this year and that the second part of the survey would be television and radio diaries.
Still at the ceremony, RB2 unveiled a new brand and new line-up of radio presenters as part of the stations efforts to grow its audience and remain relevant in the industry.
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