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(Cover shot
© 2007 research worldwide)
Oliver Zöllner (ed.):

An Essential Link With Audiences Worldwide.
Research for International Broadcasting.

(= DW series, Vol. 5)

Berlin: Vistas, 2002, 234 pages,
in English




Audience research is a key player within media systems. This applies to international broadcasting in particular where immediate feedback and reactions from listeners and viewers, their evaluations of programming, and general audience data are difficult to collect or generate. "An Essential Link With Audiences Worldwide" documents the 16th annual conference of CIBAR that was held in Cologne, Germany (2000). Addressing an international readership, all articles are in English with German summaries.


Table of contents:

Introductory Articles

Oliver Zöllner: International Broadcasters, Audience Research and a Conference. An Overview of Methods and Functions of International Audience Research

Graham Mytton: Audience Research for International Radio Broadcasters. A Toolkit for Small to Medium-Sized Stations

Hélène Robillard-Frayne: Survey of CIBAR Members Concerning Developments in Their Organizations

Global Audiences

Colin M Wilding: 151 Million Listeners - But What Does It Mean? Uses and Misuses of Global Audience Estimates

Hélène Robillard-Frayne: The Process of Estimating the Global Audience at Radio Canada International

Defining Audiences

Colin M Wilding: BBC Audience Segmentation. Testing Strategy by Research Gene Parta: Mass Audiences, Elite Audiences and Target Audiences. Definition and Measurement Issues

Valentina Zlobina: New Trends in the Voice of Russia's Audience Segmentation

Case Studies

William Bell: Response Effects in a Third World Country. Acquiescence Bias in Haiti

Christoph Sahm/Allen Cooper: Getting Sampling and Fieldwork Right. The Ethiopian Experience

Daniel Nobi/Roger Nouma: International Radio and Television Audiences in Three African Metropoles

Roland Schuerhoff: How German Travellers Abroad Use Deutsche Welle. Results of a National Survey

Carole Paplorey: Towards a New Audience Measurement System for Cable and Satellite Networks in France

Hélène Robillard-Frayne: Some Thoughts on the Contribution of Audience Research Concerning Partner Stations for International Radio Broadcasters

National Images and International Broadcasting

Roland Schuerhoff: Image of and Sympathy Towards Germany Abroad. Does Using Deutsche Welle Programmes Reflect Attitudes vis-à-vis Germany?

Oliver Zöllner: Images of Germany and its International Television. Results of a Qualitative Study in Buenos Aires

Digital Challenges

Peter Senger: The Future of Shortwave? Digital Radio in the Long, Medium and Shortwave Bands

Michel Penneroux: Keeping Shortwave in the Public Ears. Strategies for Enhancing its Awareness

Online Perspectives

Allen Cooper: The Developing World Gets Connected. International Broadcasting and the Internet

Mark Rhodes: Internet Use: the Digital Future. Results from a Survey in Romania

Wilfried Runde: DW-WORLD and I-TV. Developing Inhabited Internet Television

Methodology Harmonization

Allen Cooper: CIBAR Harmonization Guidelines. An Introduction to the 3rd Edition

Annex: Harmonized Audience Measurement for International Broadcasting (3rd edition)






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