HispanicBusiness

The media research and field studies, especially the research conducted by well-established international research institutions, force the people in charge of communication to face up to many facts which may have escaped them during their busy work schedules.

The International Research and Exchanges Board, IREX, based in Washington, commissioned the D3 Systems Inc. located in McLean, Virginia, to conduct an opinion poll in Iraq to obtain information on the way the media are used, based on the demographic and psychographic changes.

From a methodological aspect, this survey was a research study of all parts of Iraq, and it examined the habits and the orientations of the citizens towards the media, from the print media to the audio and visual media. A sample of 3,502 individuals aged 15 and over took part in the research which covered the period from 25 February to 7 March this year, in other words the research period did not exceed 10 days.

The research established that the vast majority of Iraqis were interested in local news, and that they showed very little interest whenever these news reports did not affect them directly. Thus, 85 per cent of the population thinks that the news relating to the governorate [in which they live] is more important than the news which comes from an external source.

The details of the opinion poll clarify this point through the level of interest shown in the news. The reports dealing with women affairs, health issues, property, democracy, and international news were at the bottom of the concerns of the Iraqi readers, listeners, and viewers.

The study also showed that more than half of society was more interested in issues relating to living conditions.

Press

Judging by the answers given by those taking part in the survey, there is less interest in press publications, and the credibility of the news has also declined. Thus, the [overall] popularity of the newspapers has dropped from 64 per cent to 39 per cent.

Al-Sabah newspaper came first in terms of circulation and popularity, with 33 per cent of the people surveyed voting favourably.

Satellite TV Channels

The study confirmed that most of the viewers who watch the satellite channels choose entertainment programmes and avoid news programmes and news bulletins. However, the Iraqi satellite channel Al-Iraqiyah TV obtained 57 per cent of the vote, coming third, only one point behind the MBC, which came second, while Al-Jazeera TV, Rotana Cinema TV, Al-Hurrah, and Dubai TV were at the bottom of the viewers' priorities.

In central Iraq, the Iraqi satellite channel Al-Iraqiyah TV was in third position as far as the viewers' interest was concerned and with regard to its use as a source of news and information. In terms of credibility, Al-Iraqiyah TV obtained 64 per cent, two points behind Al-Arabiyah TV which came second.

In southern Iraq, Al-Iraqiyah TV came in second position as a source of news and information, and it enjoyed the trust of the viewers, so much so that it overtook the channel which came first with a six-point difference [sentence as received].

The statistics and the detailed graphics also showed that with regard to trust in the news, Al-Iraqiyah TV was ahead of its nearest rival, namely MBC1, by a 31-point difference.

These trust indicators, and their high percentages, prove the