On Friday the 16th of August Fojo’s Rwanda Media Programme (RMP) launched the second National Media Consumption Survey in Rwanda in front of the broader media sector. Media houses, universities, advertisement businesses and more were represented in the audience.
– Access to relevant data is crucial for media houses in their work. It is also something that the media houses in the Rwanda Media Programme have asked for. The National Media Consumption Survey provides the media houses with a full set of data about their audience, for example what content they would like to see more of. We have also developed a dashboard connected to the data, which can be used in order to extract, separate and organise data, for example into age groups. The data can be used to help the growth and reach of the media houses. We also offer all media houses in-house workshops to help them make the most of the data they will receive, says the Rwanda Media Programme Manager Annelie Frank.
The survey is based on interviews with over 2 500 people between 12 – 80 years of age from all around Rwanda who were asked about their media consumption habits. The data has been connected to a dashboard and the next step is to train the media houses in how to use the data in order to develop their content and learning to better understand their audience.
Four of the members in the local team are now trained to be trainers. How to use the data and dashboard will be a part of the second phase of the media viability programme of the RMP.
