According to a survey by TNS Poland for Poles currently the most important source of information on topics of interest to them is like a year ago and television broadcast in the news publication – so treat it 71 percent. respondents.
TV leader, but loses breath
Although television remains the leader among the providers of information, its role is weakening – last year percentage of respondents treating the medium as the main source of information was 81 percent.
In the second place, respondents exchanged Internet news sites, although they have lost 4 percentage points as a source of information. The third position is the family, friends and acquaintances – it is the only news source in the survey by TNS Poland gained year on year by one percentage point.
About important, but for free
For the vast majority of respondents TNS Poland access to reliable information, it is important – such an opinion expressed 83 percent. investigated.
More than half of the respondents are interested in reports in such areas as culture and entertainment, local politics, sports, economy and work, education, science and technology.
Although the Poles want to have real-time access to reliable information in specific areas, yet few of them are going to pay for it. As much as 81 percent. of respondents want to receive information for free, while 11 per cent. It is willing to spend on paid access to 5 zł per month, and only 1 percent. – 20 zł and more.
TV loses because the young do not know, a few years its share will be 30 percent.
In conversations with service Wirtualnemedia.pl market researchers media pay attention to the various topics related to this year’s survey TNS Poland, the factors affecting the results of the survey and their consequences.
Prof. Wieslaw Godzic, media expert at the University of Social Psychology draws attention to the weakening position of television as a source of information, and the reasons for this phenomenon sees the increasing competition from the Internet and a change of generations among consumers.
– Lessons from this survey are not favorable for the media – notes prof. Wieslaw Godzic. – From various data suggest that TV watching today in most of the recipient’s older, the younger generation is relying on the internet. It has long been news are mainly used to build specific citizenship. According to this key: I’m a better citizen, for a day or watch a specific program information. The choice of station determines, in turn, my social and political views – evaluates Godzic.
– The current edition of TNS reveals a tendency, according to which the TV is clearly the reverse as a source of information, and in my opinion its share in this segment for a few years may fall by up to 30 percent – provides media expert. – You have, in turn, doubts about the means to specify that people watch the news on TV or TV news? With the current development of social media and hybrid TV viewer is not quite sure what it really is watching – whether live transmission, or perhaps previously registered material a few hours? – Asks Godzic and stresses the importance of the appearance on the scene of a new generation of customers, for whom television is not as important as for their parents and grandparents.
– I myself, yes, I watch TV news in the hours of broadcasting, but I do it most often via my smartphone, and not on the TV screen in the room – admits Godzic. – This trend is going to progress at a rapid pace all the more that the scene comes a generation that do not associate television as a medium of information. For these young people count information published and made available on the Internet, especially in social media. We will have therefore to deal with the decline of television, although this process can try to delay.
declines are not significant, but indicate a worrying phenomenon
According to Joanna Skrzyński of the Team for Social Research TNS Poland reason for declining the role of television as the main source of information for Poles is largely lasting several months the confusion around issues such as the Constitutional Court if the media law, which was reflected in the media.
– Comparison of respondents’ statements from the years 2015 and 2016 shows little change “popularity” of individual sources of information – notes Joanna Skrzyńska. – Unfortunately, in itself carried out the study does not give a clear answer to what are the reasons that the individual channels – including above all TV news programs – have lost over the years in importance. – Admits Skrzyńska.
– Reported declines are not spectacular, but – as declining viewership Messages TVP – indicate a disturbing phenomenon – warns the interlocutor Wirtualnemedia.pl – Note that the last few months it in public discourse, many ongoing and unresolved disputes – by the Constitutional Court, refugees, abortion, but also the media law. The ongoing conflict and aridity led discussions can distract from the Polish media. Some of us can relate the impression that in many cases do not appear new arguments for further information instead of explaining obscure the image and make it difficult to understand the situation. So why listen to the news? If the current status will be maintained longer, a group of skeptics will rise and fall in interest news deepen. At this point you can not see that on the horizon appeared a new “information power”, but who knows what will happen for some time? – Asks Skrzyńska and at the same time draws attention to the topic of a study on Poles’ willingness to pay for information.
– Poles are accustomed to the fact that access to information is free. They do not like it unnecessary to spend money. It is difficult to deny that the credibility of an important or even essential dimension of information. It should be noted that the sheer volume of stimuli and messages from a variety of sources to determine whether the information is or is not reliable in many cases very difficult. Here, too, there is the question of trust and identify those to whom we could trust. Maybe a big part of us doubt that it is the media, which provide only reliable information? And if so, why pay for something that is of questionable quality? – Sums up Skrzyńska.
Learn more: TV, a source of information, news program, Wieslaw Godzic, Thomas Gackowski, Joanna Skrzyńska
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