THAI SERVICE PRESCRIPTION REVIEW
AUDIENCE measuremENT
Survey Results
A survey covering the national population of Thailand aged 12 and over was conducted between April and July 1986. The regular (i.e. those listening at least once a week) audience figures for the BBC and its major competitors in Thai were as follows:
Station
BBC
Radio Australia
Voice of Vietnam
Radio Beijing
Radio MosCOW
VOA **
Regular Audience
%
0.3
0.1
0.1
Total output in Thai in December 1985 (hours and minutes per week)
7.00
7.00
10.30
14.00
7.00
7.00
* less than 0.05%
**
VOA discontinued direct broadcasts in Thai in June 1988.
AUDIENCE PROJECTION
The regular audience 0.3% is equivalent to about 130,000 people aged 12 and over in Thailand.
AUDIENCE COMPOSITION
Of the BBC Thai Service total audience in Thailand, two-thirds were men, about three in ten were aged 25 or under, a third had received higher education, and over half were from rural areas. Compared with the sample as a whole, the BBC total audience was better educated, more urbanised and contained a higher proportion of men.
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