The call for independent media grows - eight out of ten people want independent media

Eight-one percent of metro adults feel that it is important to have independent TV and radio stations and newspapers so that people receive unbiased news according to a new study released today by TNS Research Surveys, South Africa's leading marketing and social insights company.  This is significantly higher than the figure of 73% obtained in a similar study four years ago.  In the 2010 study, only 7% disagreed with the study whilst 12% gave a "don't know" response.

TNS surveyed 2 000 adults living in metro areas at the beginning of September 2010 and asked them to agree or disagree with the statement "It is important to have independent TV stations, radio stations and newspapers so we get unbiased news".  The same statement exactly had been posed in October 2006.  These figures have a margin of error of less than 2.5%.

TNS also asked people to agree or disagree with the statement "The media help to expose corruption".  The level of agreement with this statement was 75% - essentially the same as the 74% obtained in the 2006 study.  Thirteen percent disagreed and 12% again gave a "don't know" response.

How do different demographic groups feel?

Whilst there are differences between race groups, these are much smaller than usual - the feeling cuts across all race groups:

It is important to have independent media - agree

• Blacks -78% (up from 69% in 2006)
• Whites - 89% (slightly up from 85% in 2006)
• Coloureds - 83% (up from 70% in 2006)
• Indians/Asians - 84% (same as the 85% in 2006)

Hence, the increase in 2010 comes largely from blacks and coloureds. 

There are no differences by age but more affluent people feel somewhat more strongly.  There are some differences by area with people in Pretoria and Bloemfontein feeling more strongly about this issue whilst those in Durban and the Vaal Triangle/South rand were somewhat less concerned.

The media helps to expose corruption - agree

• Blacks -75% (76% in 2006)
• Whites - 71% (65% in 2006)
• Coloureds - 73% (78% in 2006)
• Indians/Asians - 89% (78% in 2006)

More affluent people showed an increase in response here over the four year period. 

People in Soweto gave a higher response in the 2010 study whilst those in the Vaal Triangle/South Rand but there are few other demographic differences.

Our take out

It is clear that the role of the media in providing balanced and unbiased news coverage and in exposing corruption is seen to be very important - and this importance has grown in the last four years.   Given the intention of the Government to amend the Information Act to restrict the release of information to the public, this would appear to be a move most people would oppose.

Technical note

The study conducted amongst 2 000 adults (1260 blacks, 385 whites, 240 coloureds and 115 Indians/Asians) in the seven major metropolitan areas: it has a margin of error of under 2.5% for the results found for the total sample.  The study was conducted by TNS Research Surveys (Pty) Ltd as part of their ongoing research into current social and political issues and was funded by TNS Research Surveys.  For more details, please contact Neil Higgs on 011-778-7500 or 082-376-6312.            www.tnsresearchsurveys.co.za

About TNS

TNS is the world's largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions.  TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 70 countries, TNS is part of Kantar, the world's largest research, insight and consultancy network. Please visit www.tnsglobal.com for more information.

About Kantar

Kantar is one of the world's largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 26,500 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies.   For further information, please visit us at www.kantar.com

Statement issued by Neil Higgs, Director: Innovation and Development, TNS Research Surveys, October 12 2010

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