59. A questionnaire designed to supply the needed data was administered to a sample of 2,000 people. These were all Chinese adults (over 16 years) living in radio-homes. The sample was selected with quota controls for age, sex, economic class and area. The results are too lengthy to be dealt with in detail and the following brief precis covers only the major points of information which the survey brought
out.
60. It was confirmed that sound radio reaches nine out of every ten homes in Hong Kong and is the single most important medium of communication in the Colony.
61. Radio plays major roles as informer and entertainer to the population, and information type programmes such as news bulletins, topical talks and discussion programmes are extremely important to listeners. Entertainment programmes such as radio-theatre and music are the major source of entertainment for 48% of the population.
62. As many as 60% of adults in radio-homes listen regularly to news programmes. Radio is an important source of news for all groups, though commanding less interest among the wealthier classes. Fifty percent of adults consider radio as their primary source of news and information. News programmes in Chinese languages other than Cantonese attract very few listeners, and encourage Cantonese listeners either to switch off or tune elsewhere. The most important Kuoyu news programme, for example, is heard by only 2% of the population. The importance of news programmes generally is reflected in high ratings-- 52% of the adults interviewed had heard one or more radio news programmes on the day prior to interview and 85% claim that they usually listen to radio news programmes at least once a day. The news broadcast with the biggest impact is at 1.15 p.m., which is heard by 20% of the total population or one in every five adults in radio-homes.
63. Twenty-eight percent of adults living in radio-homes listen regularly to news magazines and Topical Events', broadcast twice daily, is heard by an additional 33% of people living in radio-homes more than once a week.
64. Another important programme is 'Enquire Within', produced in conjunction with the Public Enquiry Service. The discussion series 'Talking Point' appears to attract a more limited and selective audience. In general terms men and younger people appear most interested in topical information programmes. If the programme subject is to be of
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