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MUMBAI: Despite continued difficulties with security and
reconstruction, television is gaining ground in Afghanistan
as the most important news and entertainment source in urban
areas, particularly the capital, Kabul.
Recent surveys have been conducted by US media and public
opinion research organisation InterMedia.
Jacob English who is an InterMedia Project Manager for the
Middle East and North Africa says, "Television use and
importance is rising most quickly in Kabul, where socioeconomic
conditions are better than in the rest of the country, and
among young people 15-24.
"From 2005 to 2006, television access in the city rose
from 59 to 78 per cent. Even urban residents who can't afford
to buy a television set have greater access to places where
TV is available-others' homes, cafes and work places. However,
due to problems with infrastructure, mainly a lack of consistent
electricity and little disposable income, television's appeal
is more socially desirable than affordable for many Afghans."
In a country where 84 per cent of the population is rural,
the urban-rural split is pronounced: nationwide only 37 per
cent of Afghans claim to watch TV weekly, compared to 89 per
cent in Kabul.
Kabul's viewers can choose from six privately run channels.
InterMedia found that Tolo TV, funded by an Australian based
Afghan businessman, is most popular, with programs including
a nightly newscast, roundtable discussions, Islamic programming,
and shows on cinema, cooking, music and sports. Afghan State
TV is the second most important information source.
The station's principal focus is news, the tone of which
is usually consistent with the government line. Other challenges
remain. More than 25 years of war has devastated the country's
infrastructure, leaving radio as the most reliable means of
news and entertainment (Afghanistan remains a radio culture
- 92 per cent of Afghans own a radio, 73 per cent listen weekly).
In a country where 56 per cent of the people are under 34,
young Afghans embrace television and other new technologies
more readily than older generations. TV access among those
15-24 has remained steady at more than 30 per cent since 2004,
but averages less than 15 per cent for those over 45.
International and local media producers realise this and
are creating programmes to target young Afghans. Young Afghans,
English says, are becoming more curious about new technologies
and are most likely to drive media consumption patterns in
the long run.
"Once this new generation sees and hears the images
and voices of television, their demand for this media will
likely rise. It's unlikely that they will return to the radio
of their parents," English concludes.
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