MALAY SERVICE PRESCRIPTION REVIEW
AUDIENCE MEASUREMENT
Survey Results
A survey covering the adult (15+) population of Peninsular Malaysia was conducted between January and March 1987. (Peninsular Malaysia contains 5/6ths of the total population of Malaysia, of whom about a half are ethnic Malays. In the survey,
89% of the sample could understand Malay, and 56% spoke it most in the course of their daily life.)
The regular (i.e those listening at least once a week) audience for the BBC in Malay was 0.2% of the sample. The 1987 survey did not obtain information about BBC's competitors in Malay.
Few international broadcasters provide a service in Malay. previous survey, carried out in 1983/84, the regular weekly audiences for the BBC and its competitors were as follows:
Station
Radio Indonesia
BBC
Radio Beijing
Radio Cairo*
Radio Japan*
Regular Audience
%
5.7
0.2
0.0
0.0
0.0
In a
Total output in Malay in December 1983 (hours and minutes per week)
7.00
1.45
14.00
5.15
3.30
* No listening at all recorded for these stations in Malay
AUDIENCE PROJECTION
The regular audience 0.2% is rather too small for purposes of projection, given the fairly small sample size (2,024). A very tentative projection would give around 20,000 people aged 15 and over among Malay speakers in Peninsular Malaysia.
There were too few listeners in the sample for reliable analysis of the audience composition. We can, however, say that listening in Malay was most likely among young men (aged under 30) who had secondary or higher education.
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Private notes are available after approval.