Mass Media in Zambia Demand-Side Measures ... - AudienceScapes

Figure 1.2Television access shows strong correlation to the respondents’ location (whether urban orrural) given that urban access levels are three times that of rural respondents. TV access alsorises alongside income level from tier 1 (the lowest) to tier 4 (the highest).Respondents’ gender and age do not seem to have a great influence on their level of householdaccess.Media access and level of developmentAccess to radio is also influenced by the availability of various wavebands in each of theprovinces. ZNBC's Radio 1 and Radio 2 are the only national stations broadcasting on shortwaveand are nationally available. A wide variety of commercial, community, religious andeducational stations broadcast on FM, but none are nationally accessible.Generally, provinces lower in the HDI scale have fewer private FM stations; thus, radio listenersin these provinces listen in higher proportions to SW broadcasts from the state radio. On theother hand, a wide variety of FM stations are available in more‐developed provinces such asLusaka and Copperbelt (see more on specific radio outlets in the following section), andlistenership in these areas is dominated by FM radio, while SW and Medium Wave (MW)listenership is low (Figure 1.3).