Media research 8th Wave
The situation in the media market is constantly changing amid rapidly developing technologies, as well as the influence of a number of external factors that expand the opportunities for obtaining and accessing information. Modern devices become more and more accessible and widespread among the population and open up a wide range of media sources to the user.
Over the last decades, television has undergone significant changes, as well. Every year the number of TV channels increases, the TV audience is offered a variety of genres and a wide range of programs, the television coverage becomes wider, and the signal propagation technology is being improved. The image of television changes in line with the technical development.
However, changes are taking place not only on the television market, but also in other media areas. Every year, the Internet penetration rate in Kyrgyzstan is rising. The world wide web and the new opportunities it offers are becoming more accessible and diverse. Almost everywhere the Internet, along with other media sources, is used for effective business operations and promotion, not only in the private sector, but also in governmental institutions, as well as among various media outlets.
All the changes and improvements in the media market influence the development of existing media trends, which leads to a change in behavior and the media audience itself. The values of the audience, preferences and attitudes to various media directions and media sources change.In these conditions, media research is important to understand the constantly changing situation
in the media market, which is necessary not only for further effective development of its players , but also for more effective management and pricing in the area of advertising. Understanding the necessity and significance of media research in Kyrgyzstan, especially the need to understand the situation on the television market after the transition of Kyrgyzstan to the DTV,
M-Vector Company, the Representative Office of Internews Network in the Kyrgyz Republic, and Soros Foundation Kyrgyzstan initiated the eighth wave of media research at the end of 2017 by
the f-t-f public survey method.