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MONITORING REPORT FOR HIV AND AIDS PROGRAMS
ON RADIO AND TELEVISION, AND ARTICLES IN PRINT
MEDIA
FEBRUARY 2010
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MARCH 2010 NAC MEDIA MONITORING REPORT
Contents
1.
BACKGROUND ................................................................................................................................. 3
2.
PURPOSE AND OBJECTIVES ............................................................................................................. 3
3.
2.1
Purpose or Broad Objective .................................................................................................... 3
2.2
Specific objectives ................................................................................................................... 3
METHODOLOGY .............................................................................................................................. 4
3.1
Radio and Television Monitoring............................................................................................. 4
3.2
Print Media Monitoring ........................................................................................................... 5
4.
SIGNIFICANCE OF MEDIA MONITORING ......................................................................................... 6
5.
MAIN FINDINGS............................................................................................................................... 6
5.1
RADIO MONITORING RESULTS ................................................................................................ 6
5.2
TELEVISION MONITORING RESULTS ...................................................................................... 35
5.3
PRINT MEDIA MONITORING RESULTS ................................................................................... 39
6.
DISCUSSION................................................................................................................................... 45
7.
RECOMMENDATIONS AND CONCLUSION..................................................................................... 47
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MARCH 2010 NAC MEDIA MONITORING REPORT
1.
BACKGROUND
The Government of Malawi, through the National AIDS Commission received
financial assistance from various donors to fund the implementation of
activities within the context of the National HIV and AIDS Action Framework.
The overall goal is to reduce the incidence of HIV and other sexually
transmitted infections and improve the quality of life of people infected and
affected by the epidemic which will be achieved by intensifying the
development and dissemination of targeted and interactive communication
initiatives for HIV prevention and behaviour change, treatment, care and
support and other areas in the national response. As such, part of these funds
were set aside to be used to support monitoring of HIV and AIDS programmes
and spots on radio and television and newspaper articles in the print media.
Footprints, research and monitoring consultants were therefore appointed to
provide media monitoring of HIV and AIDS programmes on Radio and
Television and articles in the print media.
2.
PURPOSE AND OBJECTIVES
2.1
Purpose or Broad Objective
The purpose of the assignment is to monitor HIV and AIDS programmes and
spots on radio and television; and newspaper articles and assess them based
on content, quality, adequacy, prominence, relevance and adherence to
schedules. This includes all HIV and AIDS media interventions funded by the
National AIDS Commission, partners and those by media houses as their
contribution in the national response.
2.2
Specific objectives
The specific objectives for monitoring HIV and AIDS programmes are to:
I.
Evaluate the content of programmes, spots and articles.
II.
Evaluate the quality of programmes, spots and articles.
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MARCH 2010 NAC MEDIA MONITORING REPORT
3.
III.
Establish the frequency of programmes, spots and articles.
IV.
Establish the relevance of HIV and AIDS programmes, spots and
articles.
V.
Determine the prominence of HIV and AIDS programmes, spots
and articles.
VI.
Determine the adequacy of HIV and AIDS programmes, spots and
articles.
VII.
Find out adherence to schedule of HIV and AIDS programmes,
spots and articles.
METHODOLOGY
3.1 Radio and Television Monitoring
We monitored 9 radio stations and one television station namely Television
Malawi. The radio stations monitored are:









Capital Radio
Joy Radio
MIJ FM
Power 101 FM
Malawi Broadcasting Corporation Radio 1
Malawi Broadcasting Corporation Radio 2
Transworld Radio
Zodiac Broadcasting Station
Star Radio
The data collectors worked in shifts – day and night shifts. The day shift starts
from 4:50 hours to 17:00 hours. The night shift starts from 17:00 hours to
00:00 hours when the radio stations close. Each shift has five data collectors,
each one monitoring two radio stations and only one data collector monitoring
one radio station and the television channel.
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MARCH 2010 NAC MEDIA MONITORING REPORT
The monitoring of almost all radio stations (MBC 1&2; Zodiak; Capital Radio;
Trans-World Radio; and 101 Power fm) has been computerised such that most
programs and spot adverts are being recorded. The computerisation process
for the remaining stations (Star; Joy; and MIJ) will be finished by mid 2010.
A Data Sheet was used when monitoring the radio stations and the television
channel. This data sheet consisted of the name of the radio station, the day
and date, name of the programme, duration of the programme, whether the
program was sponsored or not, name of sponsor, product being promoted;
HIV/AIDS message; and quality of the flighted material.
The filled data sheets are given to the Supervisors per radio stations, on a daily
basis for checking, and then the data is analysed. The analysed data is used to
prepare Weekly reports using another data sheet in Microsoft Excel. The
monthly report is produced by consolidating the Weekly Reports.
3.2 Print Media Monitoring
On Newspaper Monitoring, one Supervisor is responsible for all print media
monitoring. The supervisor checks all newspapers and magazines on a daily
basis. Upon noticing advertising, articles, features, editorials, and cartoons in
the press carrying HIV messages, the Supervisor photocopies the relevant page
on which the adverts or articles appear, records the details of the advert on a
data sheet and then files the photocopies. The data sheet where information is
entered consists of the Date, Name of newspaper, Name of advertiser of
article, product being advertised, type of advert, size of advert, HIV/AIDS
message, and quality of material.
The newspapers that we monitored were:
(i)
(ii)
(iii)
(iv)
(v)
The Daily Times
The Nation Newspaper
The Malawi News
The Sunday Times
Weekend Times
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MARCH 2010 NAC MEDIA MONITORING REPORT
(vi)
(vii)
Weekend Nation
The Sunday Nation
In terms of magazines we monitored Pride Magazine and The Big Issue.
4.
SIGNIFICANCE OF MEDIA MONITORING
This exercise will enable NAC and implementing partners to know the quality,
frequency, prominence and relevance of HIV and AIDS programmes and
adverts being flighted in Malawi. This will help NAC and implementing partners
to assess the effectiveness of radio and television programmes and adverts as
well as the articles in the print media on the reduction of incidence of HIV and
other sexually transmitted infections and the improvement of the quality of life
of people infected and affected by the epidemic.
5.
MAIN FINDINGS
5.1
RADIO MONITORING RESULTS
5.1.1 Radio programs
Radios monitored were MBC 1, MBC 2, Transworld Radio, Zodiac Broadcasting
Station, Star fm, 101 fm, Capital Radio and Joy radio.
Table 1 shows the key HIV and AIDS messages that were aired on the 9 radio
stations monitored, the total number of HIV/AIDS programs monitored was
226. MBC Radio1 had the highest number of HIV/AIDS programs at 30,
followed by Zodiak at 18.
Table 1 shows the key HIV and AIDS messages that were aired on each radio
station monitored.
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MARCH 2010 NAC MEDIA MONITORING REPORT
Table 1.
Message
Radio station
MBC
1
VCT
9
Circumcision
HIV/AIDS
&
Stop
stigma
discrimination
&
Ignorance
HIV/AIDS in
rural areas
ARVs &
treatment
101
fm
Star
fm
MIJ
4
1
Joy
fm
MBC
2
Capital
4
Prevention methods
Supporting
positive people
HIV
HIV/AIDS policies
TWR
TOTAL
9
4
31
1
1
1
4
1
1
1
on
some
HIV/AIDS
ZBS
4
10
4
3
1
1
2
2
1
3
3
3
1
5
1
2
7
1
16
1
1
1
10
12
4
42
3
1
10
2
7
Youth friendly health
service
1
1
Friends of AIDS trust
launch
HIV/AIDS
manual
1
1
2
5
PMTCT
3
Cultural practices that
increase the spread
of HIV
3
How HIV is being
spread
3
Encouraging
home
based care groups
1
1
HIV/AIDS groups in
the work place.
2
2
Caring for orphans
whose parents died of
AIDS
1
The role of religious
institutions in the fight
4
1
1
2
4
5
3
3
1
10
5
7
32
1
1
1
3
3
1
5
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MARCH 2010 NAC MEDIA MONITORING REPORT
against AIDS
Youth clubs are an
important
way to
teach the youth about
HIV and AIDS.
1
HIV and AIDS movie
launch
1
1
1
1
1
Problems being faced
by
HIV
positive
people
1
Encouraging people
to spread HIV and
AIDS messages
Nutrition
HIV/AIDS
and
1
4
Sensitizing people on
the
dangers
of
contracting HIV/AIDS.
1
People with AIDS
should live positive
lives
1
Human rights is a
contributing factor to
the spread of HIV &
AIDS
1
1
TOTAL
1
3
2
2
2
1
9
3
4
9
Misconception
that
disabled
people
cannot be infected
with HIV
Homosexuality
HIV & AIDS
5
1
Peer education
Rejection of the HIV
& AIDS global funding
proposal from Malawi
1
1
4
2
16
1
2
2
2
1
1
1
and
2
1
48
24
16
2
12
18
12
69
1
25
226
Table 2 shows the HIV and AIDS radio programmes aired on the 9 radio
stations monitored. There were several HIV/AIDS programs aired on all radio
stations. Some radio stations like MBC radio 1 and Zodiak had more HIV/AIDS
programs than the others as shown.
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MARCH 2010 NAC MEDIA MONITORING REPORT
Table 2.
MBC 1
101 fm
Star
fm
Zinapangana
kusanapsye
Anti
AIDS
Tipewe
Tikuferanji
MIJ
Joy
MBC 2
Capital
Zodiak
TWR
Youth
Connect
ion
Pakach
ere
Timveni
Breaking
the
silence
Timverane
Moyo
wanga
Pakache
re
Chituku
ko
chilipati
Muum
odzi
Tingat
he
Youth
alert mix
Having
your say
Tiwoloke
Pakacher
e-One
Love
Tikuchitapon
ji
Healthy
Living
Victorio
us living
One
Love
Alindiuful
unso
Malawi
have your
say
Tiuzeni
Zoona
Titani
Zammadera
Umoyo
Guest of
the
week
Msung
wana
wa
lero
Let’s talk
it over
Liu
la
achinyam
ata
Ife Amayi
One Love
Pakachere
One
Love
Titani
TB special
Day break
Malawi
Zatikhudza
Youth
Aflame
Tigwirane
manja
Mukuti
bwanji
Mutiuz
anji?
Let’s Talk
Capital
straight
talk
Umoyo
wathu
TWR play
Positive talk
Zaumoy
o
Special
program
Capital
report
Masomphe
nya
pachitukuk
o
Take
Charge
Umoyo wa
mtundu
wathu
Mukuchita
nji
Titani
Uchembere
wabwino
Umoyo
wathu
Ukundikoku
dya
Sunrise
Malawi
Umoyo
Mmalawi
Tiunikirane
Mgwirizano
mu umodzi
One Love
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MARCH 2010 NAC MEDIA MONITORING REPORT
Tiombe
Mkota
Achinyama
ta
lankhulani
Njatosye
Zakukhosi
Ali
ndi
ufulunso
Umoyo
wathu
Kalata yanga
Mukuchita
ponji
Umoyo
Wachinya
mata
Tuzye
Nyimbo
zatsopano
Tiwasamale
One Love
Zatonse
Tikuchitapon
ji
Morning
basket
(zammadera
)
Youth Alert
Mix
Makiyolobas
i
Phukusi
moyo
la
Pamphala
Kulinga
Mawa
Wachinyama
ta wakale
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MARCH 2010 NAC MEDIA MONITORING REPORT
Thumba la
moyo
wathanzi
We also observed the time when programs with HIV/AIDS messages are aired
and concluded that they are quite prominent. Most programs that had
messages concerning HIV/AIDS were aired between 6:00 and 8:00 pm. There
were no HIV/AIDS programs on MIJ but there was a message on HIV and AIDS
in a news bulleting.
We measured adequacy of HIV/AIDS messages in a program by looking at how
thoroughly a chosen HIV/AIDS topic was discussed and calculating the
estimated percentage of adequacy. Messages on all radio stations were also
analysed in terms of adherence to schedule, prominence and quality. Tables 3
a-g presents the analysis for each radio station.
Over 50% of the programmes monitored on MBC Radio 1, most thoroughly
discussed the particular HIV/AIDS message. The quality of the aired material
was of fairly good quality; whereas in terms of prominence most programs
were well targeted. The programmes covered a variety of HIV/AIDS messages
such as condom use, VCT, PMTCT, Government policies on HIV/AIDS among
others as indicated in the table below.
Table 3a presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on
MBC Radio 1.
Table 3a.
PROGRAM
TIME
17:3017:56
Tikuchitaponji
Morning
Basket Basket- 07:25Zam’madera
07:30
11:30Njatosye
11:40
Umoyo
13:4614:00
HIV/AIDS MESSAGE
Encouraging employers to have
HIV policies in their companies
and employers to have AIDS
groups
Drinking too much beer causes
one to be vulnerable to
HIV/AIDS
Some of the ways in which AIDS
is being spread e.g. prostitution
Encouraging people to go for
VCT and to join home based
care groups
PROMINENC QUALI
ADEQUACY E
TY
Just
adequate
Has a good
focus
Good
Average
Well
presented
Good
Adequate
Good topic
Good
Adequate
Good topic
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
14:2014:33
Tyuze
Phukusi
la 15:20moyo
15:45
Morning
BasketZam’madera
07:25segment
07:30
Alindiufulunso
18:3018:55
Youth
alert
mix
Mgwirizano
muumodzi
19:3020:00
19:3020:00
Tikuferanji
07:1007:20
Youth
mix
Alert 15:2015:50
Encouraging people to go for
VCT
Adequate
Encourages VCT, taking care of
HIV positive people and advises
the youth on the dangers of Just
contracting the virus
adequate
Not
expressive
Fair
Well
presented
Good
People should not be afraid to
go for VCT
Adequate
Discouraging cultural practices
like kulowa kufa and asking
government to train health
assistants
on
ARVs
administration
Adequate
Has a good
Good
focus
Having
multiple
sexual
partners increases the risk of
contracting HIV/AIDS
Fighting HIV and AIDS in the
workplace
Orphans whose parents died
of AIDS should not be
discriminated
Sex workers increasing the
spread of HIV/AIDS among the
youth
Encouraging parents to send
their children especially girls
to youth clubs
Criticising people who use
ARVs to brew kachasu
18:30Tiombe Nkota 18:58
05:40Makiyolobasi 05:50
Morning
BasketZammadera
07:25- People on ARVs should avoid
segment
07:30 spreading the virus
Various messages to people
Kalata Yanga
14:50 with HIV
Girls and boys should
concentrate on their studies
rather than engaging in sexual
acts. People should be faithful
One Love
15:45 to their partners.
Zatonse
14:00- Launch of program that will
Good topic
Good
Just
adequate
Just
adequate
Has a good
target
Good
Well
presented
Good
Average
Not
expressive
Average
Has a good
target
Good
Just
adequate
Poor
Good
Has a good
target
Good
Not
well
explained
Fair
Average
Well
targeted
Good
Not
very
clear
Poor
Adequate
Just
Well
explained
Well
Adequate
Good
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
14:58
serve those with HIV.
adequate
Encourages families to go for
VCT, people with HIV should
reveal their status so that
others can help them and
17:30- people with HIV should eat
Tikuchitaponji 18:30 nutritious food
Adequate
Morning
BasketDue to the introduction of
Zam’madera
07:25- radio listening clubs people
segment
07:30 are now able to go for VCT
Average
Uku
ndiko 18:22- Feeding and care for children
kudya
18:38 born with HIV
Adequate
19:30- World Vision has opened VCT
Njatosye
19:44 and ARV centres in Rumphi
Average
People are being trained on
Umoyo
13:45- how they can take care of Just
m’Malawi
13:58 those suffering from AIDS
adequate
Sex workers are sensitised on
Phukusi
la 15:20- how they can prevent the
Moyo
15:45 spread of HIV and AIDS
Adequate
We should prevent AIDS by
16:22- being faithful to our sexual
Pamphala
16:30 partners
Adequate
Alindiufuluns 18:30- Encourages women to go or Just
o
19:00 VCT
adequate
The
youth
should
be
sensitised on the dangers of
Youth Alert 19:30- having
multiple
sexual
mix
20:00 partners
Adequate
20:2320:33
06:1606:26
Criticises people who use
Makiyolobasi
ARVs to brew kachasu
Pregnant women should go
Tikuferanji
for VCT
Morning
Launch of a film about HIV
Basketand AIDS and the danger of
zam’madera
07:25- having
multiple
sexual
segment
07:30 partners
Kulinga mawa 14:45- We can reduce HIV by looking
explained
The issues
were
very
well tackled Good
Not
expressive
Well
targeted
Fair
Good
Informative
Good
Well
explained
Good
Well
targeted
Good
Has a good
focus
Good
Not
all
inclusive
Fair
Adequate
Well
targeted
Good
Message is
not very well
expressed
Fair
Well
targeted
Good
Average
Adequate
Informative Good
Well focused Good
Just
adequate
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MARCH 2010 NAC MEDIA MONITORING REPORT
14:55
Youth
mix
Alert 15:2015:40
Uchembere
wabwino
10:4511:45
Wachinyamat
a wakale
15:3016:30
Alindiufuluns
o
Umoyo
wa
mtundu
wathu
18:3019:00
Tikuferanji
Morning
BasketZam’madera
segment
Pakachere
Morning
BasketZam’madera
segment
Tigwirane
Manja
Positive Talk
at the causes such as initiation
and cultural beliefs
The
youth
should
be
sensitised on the dangers of
having
multiple
sexual
partners
How pregnant women who
have STIs including HIV are
treated
YONECO
offers
HIV
counselling,
marital
counselling,
bereavement
counselling and on-going
support if found positive
People are afraid to go for HIV
testing or to reveal their
status because of stigma and
discrimination
Adequate
Well
presented
Good
Adequate
Well
targeted
Good
Just
adequate
Informative
Good
Adequate
Well
presented
Good
05:4005:45 It is important to go for VCT
Adequate
There are many ways to
prevent the spread of HIV and
06:10- AIDS. Rape victims should Just
06:20 report immediately
adequate
07:2507:30
19:4520:00
Anyone can contract HIV even
the circumcised
Adequate
Encourages
faithfulness
among sexual partners
Adequate
People especially the youth
07:25- should be sensitised on the
07:30 dangers of contracting HIV
Adequate
Some
cultures
are
15:30- contributing to the spread of
16:00 HIV
Poor
17:00- Youths should avoid having
17:25 multiple sexual partners and Adequate
Well focused Good
Not
expressive
Fair
Well focused Good
Well
explained
Good
Well
targeted
Not
expressive
Well
targeted
Good
Poor
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
Morning
BasketZam’madera
segment
Kalata Yanga
Pakachere
Morning
BasketZam’madera
segment
Tigwirane
Manja
Nzatonse
they should find alternatives
to having sex such as learning
new skills
The practice whereby men
sleep with other women
07:25- when their wives are pregnant
07:30 is spreading HIV & AIDS
Adequate
Encourages
HIV
positive
14:52- people to take ARVs as
15:01 prescribed by the doctor
Adequate
Having
multiple
sexual
19:15- partners is spreading HIV &
20:00 AIDS
Average
Civic education about the
07:25- spread of HIV & AIDS and
7:30
taking care of orphans
Average
15:3016:00
14:0015:00
Wachinyamat
a wakale
15:3316:30
17:30Tikuchitaponji 18:00
Morning
BasketZam’madera
segment
07:2507:30
Girls get raped because they
dress provocatively and they
end up getting HIV and
unwanted pregnancy
Encouraging people to go for
VCT before getting married
Sensitises the youth on the
dangers of contracting STIs
and HIV & AIDS
Encouraging people to go for
VCT.
Poverty is contributing to the
spread of HIV & AIDS among
women, women indulge in
prostitution to get money
which can help them to run
their
families,
therefore
women should be given small
loans which can help them to
Well focused Good
Well
targeted
Good
Well
explained
Fair
Adequate
Focus is not
clear
Fair
Does
not
discuss
important
HIV & AIDS
topics like
prevention
and
treatment
Poor
Well
targeted
Good
Adequate
Just
adequate
Well
targeted
Well
presented
Adequate
Well focused Good
Poor
Good
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
run small businesses.
Morning
BasketZam’madera
segment
07:52- Unfaithful spouses can infect
07:56 their partners with HIV & AIDS
People who drink too much
11:30- beer are at risk of spreading
Nzatonse
11:45 HIV & AIDS
Cultural practices like fisi in
some communities like in
Kasungu district are spreading
Phukusi
la 15:20- HIV.
moyo
15:40 Encourages abstinence & VCT
15:40- HIV & AIDS has led to a high
Ufulu wa ana 15:55 number of orphans
Those with HIV & AIDS should
not be discriminated. People
Zinapangana 19:30- should be free to reveal their
kusanapsye
20:00 status to their loved ones
Morning
BasketZam’madera
segment
07:25- How HIV & AIDS is being
07:30 spread
Women who indulge in sexual
relationships with younger
men are contributing to the
Ali
ndi 07:30- spread of HIV & AIDS amongst
Ufulunso
18:55 youths.
Advising the youth not to
have multiple sexual partners
19:30- to avoid contracting HIV &
Youth Alert
19:57 AIDS.
06:15- Promoting
the
use
of
Tikuferanji
06:25 condoms
People fail to participate in
Morning
community
development
Basketactivities because they spend
Zam’madera
07:25- their time taking care of AIDS
segment
07:20 patients.HIV & AIDS has
Average
Well
presented
Adequate
Well focused Good
Adequate
Covers
important
issues
on
HIV & AIDS
Good
Adequate
Well focused Good
Good
Average
Well
targeted
Good
Does
not
cover
important
topics
on
HIV & AIDS
Fair
Adequate
Well
targeted
Adequate
Good
Average
Well
targeted
Good
Not
well
explained
Fair
Adequate
Well
explained
Adequate
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
increased the number of
orphans
14:45- Teaching students about HIV
Kulinga Mawa 15:00 & AIDS
Factors that cause the youth
Youth Alert 15:20- to have multiple sexual
Mix
15:47 partners
Poverty is contributing to the
spread of HIV & AIDS because
when some women lack basic
18:30- needs,
they
end
up
Tiombe Nkota 19:00 exchanging sex with money.
Morning
BasketWomen abuse contributes
Zam’madera
07:15- towards the spread of HIV &
segment
08:00 AIDS.
Stop stigmatisation,
nutritious food important for
Thumba
la
people with HIV,
moyo
wa 13:30- encourages people to take
thanzi
14:00 ARVs
14:50- Positive living after HIV &
Kalata Yanga
15:00 AIDS
Abstinence,
Faithfulness,
Multiple and concurrent
18:15- partners promote the spread
One Love
18:30 of HIV & AIDS
Tiwasamale
Morning
BasketZam’madera
segment
Tigwirane
Just
adequate
Not
well
presented
Good
Adequate
Well
targeted
Adequate
Well focused Good
Good
Not
well
Inadequate explained
Fair
Adequate
Adequate
Well
presented
Well
presented
Good
Good
Does
not
discuss
Just
issues
in
adequate
depth
Fair
Merely talks
about HIV &
19:30- Caring for all patients
AIDS
in
19:40 regardless of HIV/AIDS status Inadequate passing
Poor
People with HIV are wantonly
spreading the disease,
Infected people spreading the
disease due to poverty,
Infected people(prostitutes do
07:25- not use condoms in order to
Well
07:30 make more money
Adequate
presented
Good
15:30- Modern ways of living Adequate
Well
Good
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MARCH 2010 NAC MEDIA MONITORING REPORT
manja
15:52
contributing to the spread of
HIV & AIDS’
Dissatisfaction in marriage
leads marriage partners to
seek
sexual
gratification
outside marriage
Importance of VCT when
planning pregnancy,
Importance of VCT when
pregnant,
14:00- Importance of AZT during the
Zatonse
15:00 7th month
Adequate
Work place policy guides
people at the workplace on
17:30- what to do regarding HIV & Just
Tikuchitaponji 17:58 AIDS.
adequate
Morning
Basket07:15- Abuse in marriage helping in
Zam’madera
08:00 the spread of HIV & AIDS
Adequate
Morning
BasketZam’madera
07:15- Reducing the spread of HIV & Just
segment
08:00 AIDS
adequate
Some cultural practices are
11:30- fuelling the spread of HIV and
Zatonse
11:45 AIDS i.e chokolo, mitala.
Adequate
Infected people should eat
balanced diet,
Stop promiscuous behaviour,
Phukusi
la 15:20- Cultural practices spreading
moyo
15:45 HIV & AIDS i.e chokolo, mitala Adequate
Importance of VCT,
16:22- Stop
discriminating
HIV
Pamphala
16:38 positive people
Pregnant women encouraged
Zinapangana 19:30- to go for VCT together with
kusanapsye
20:00 their husbands
Youth
alert 19:30- How peer pressure and
mix
20:00 multiple sexual relationships
Just
adequate
Adequate
Adequate
targeted
Well
targeted
Good
Well
explained
Fair
Well
targeted
Fair
Not
well
focused
Fair
Well
researched
and targeted Good
Well
presented
Good
Does
not
explain
issues
in
depth
Fair
Well
presented
Well
targeted
Fair
Good
18
MARCH 2010 NAC MEDIA MONITORING REPORT
are related
On MBC Radio 2, fewer programmes with HIV/AIDS messages were monitored.
Most of them had adequately discussed the chosen HIV/AIDS messages. The
quality of material was good. Areas covered included VCT, prevention and
harmful cultural practices such as kulowa kufa.
Table 3b presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on
MBC Radio 2.
Table 3b.
PROGRA
M
TIME
13:3
0Ali ndi
13:5
Ufulunso 5
18:3
9Youth
19:0
Alert Mix 9
13:3
0Ali ndi
13:5
Ufulunso 5
18:4
2Youth
19:1
Alert mix 2
13:3
0Ali ndi
14:0
Ufulunso 0
13:3
0Let’s Talk 13:5
it over
6
Makiyolob 05:4
QUALIT
ADEQUACY PROMINENCE Y
HIV/AIDS MESSAGE
People are afraid of
revealing their HIV status
because of stigma and
discrimination
Adequate
Sex workers are
contributing to the
spread of HIV among the
youth
Adequate
Discouraging harmful
cultural practices such as
kulowa kufa
Adequate
Multiple concurring
partnerships promote
the spread of HIV
Encouraging women to
go for VCT before falling
pregnant and even those
who are already
pregnant.
What Thandizo Youth
Club In Kasungu is doing
on HIV and AIDS
Presidents’ speech in
Well focused
Good
Well targeted
Good
Well focused
Good
Just
adequate
No clear focus Fair
Adequate
Good focus
Good
Poor
Average
The message
is not clear
Not well
Poor
Fair
19
MARCH 2010 NAC MEDIA MONITORING REPORT
asi
Ali ndi
ufulunso
20:3
020:4
5
Youth
Alert mix
18:4
019:0
5
Ali ndi
ufulunso
20:3
0-20
which he says that
Malawi is one of the
countries which give
ARVs freely and there is
need for an ARV
manufacturing company
to be opened in Malawi.
Multiple sexual relations
promote the spread of
HIV. Abstinence is a good
way to prevent the
spread of HIV.
Those who are
deliberately spreading
HIV & AIDS must go to
prison. Some people
think that donations to
people living with HIV &
AIDS encourage the
spread of HIV.
Abstinence among the
youth’
Having multiple sexual
partners promotes the
spread of HIV & AIDS
Support HIV positive
people so that they do
not spread the disease
due to lack of resources
13:5
013:5
6
19:4
TB patients need to go
for an HIV test,
Importance of going for
VCT
Multiple sexual
relationships promote
the spread of HIV,
Encourage people to go
for VCT
Importance of VCT
Youth
Alert mix
505:5
8
18:3
919:0
6
TB special
Let’s talk
Special
expressed
Adequate
Well focused
Good
Average
Does not
cover any
important
topics on HIV
& AIDS
Fair
Barely
touches on
HIV & AIDS
Inadequate issues
Well
Adequate
presented
The program
is about TB
and merely
touches on
Inadequate HIV & AIDS
Adequate
Adequate
Well focused
Well targeted
Fair
Good
Fair
Good
Good
20
MARCH 2010 NAC MEDIA MONITORING REPORT
program
120:0
1
before marriage,
Cultural practices
promote the spread of
HIV in marriage
Transworld Radio (TWR) had a fewer number of radio programmes with
HIV/AIDS messages as compared to MBC Radio 1. In terms of adequacy of
HIV/AIDS messages in the monitored programmes on TWR, it was found out
that most of the programmes did not thoroughly cover the selected messages.
75% of the monitored material was of good quality; and the programmes were
well targeted.
Table 3c presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on Transworld
Radio.
Table 3c.
PROGRAM
TIME
Titani
11:3012:00
Moyo
Wanga
19:1019:16
One Love
19:1319:00
Youth
Aflame
08:1008:55
Titani
17:0517:35
PakachereOne Love
10:3010:45
Titani
11:3012:00
HIV/AIDS MESSAGE
Encouraging people to go
for VCT and those with HIV
to live positively
People live freely in
marriage when they are
HIV negative
Multiple sexual
partnerships promote the
spread of HIV
Encourages youths to go for
VCT
We have to change some
cultural practices that
promote the spread of AIDS
Advices young people to
prevent contracting HIV by
avoiding early sexual
relationships
The dangers of following
some cultural practices in
this time of AIDS, for
ADEQUACY
PROMINENCE
QUALI
TY
Adequate
Well explained
Good
Average
Not well
expressed
Fair
Adequate
Good focus
Good
Adequate
Well targeted
Good
Just
adequate
Not expressive
Fair
Adequate
Well targeted
Good
Adequate
Well presented Good
21
MARCH 2010 NAC MEDIA MONITORING REPORT
Moyo
Wanga
example, where a woman
who has just given birth has
to wait for six months
before having sex
People with HIV and AIDS
share the problems that
they face when they go to
19:11hospitals, such as being
Adequate
19:21
tested without their
consent and getting bad
ARVs.
Very
informative
Good
Zodiak had a good number of programmes covering HIV/AIDS messages. The
messages in most of the monitored programmes thoroughly discussed the
chosen themes/messages. The quality of most of the aired material on Zodiak
was good, and touched on a variety of HIV/AIDS issues such sensitising people
with disabilities about HIV and AIDS, condom use and VCT. Most of the
programs were properly targeted as they were aired at convenient times.
Table 3d below, presents an analysis of adherence to schedule, type,
adequacy, prominence, and quality of HIV/AIDS messages in programmes, on
Zodiak Broadcasting Station.
Table 3d.
PROGRAM
TIME
Mukuchita
nji
10:3011:00
12:0712:12
HIV/AIDS MESSAGE
ADEQUACY
Tiunikilane
What are we doing to stop the
spread of HIV
HIV positive teachers living
positively
Encourages people to use
19:20- condoms when having sex and
19:35 criticises stigmatisation
Sensitising people with
disabilities about HIV and
speaking against cultural
15:04- practices which promote the
15:18 spread of HIV
Zatikhudza
18:15- How married couples should live Average
Ife Amayi
Timverane
PROMINEN
CE
QUALIT
Y
Just
adequate
Well
presented
Well
presented
Not very
well
focused
Adequate
Well
targeted
Good
Not
Fair
Adequate
Adequate
Good
Good
Fair
22
MARCH 2010 NAC MEDIA MONITORING REPORT
18:45
Masomphe
nya
pachitukuk 18:45o
19:00
17:45Timverane 18:00
Umoyo
Wathu
05:5005:58
Mukuchita
nji
10:3010:55
Timverane
18:2019:33
Zatikhudza
18:2318:54
Sunrise
Malawi
06:1706:19
Sunrise
Malawi
06:2006:24
Timverane
17:4517:57
when one of them is HIV
positive.
Talks about Takondwa club
which is a group of HIV positive
people who assist other HIV
positive people to live positive
lives
The importance of going for VCT
before getting married
Youth friendly health service.
Helping young people to access
condoms, ARVs and safe
abortion
The advantages of joining a
support group for HIV positive
people
Talks about the effects that
discrimination has on HIV
positive people
Talks about discrimination
against HIV positive people in
some churches
Talks about a trainer of trainer’s
workshop organised by
evangelical Lutheran;
encourages abstinence and
faithfulness but condoms can be
used when one partner is HIV
positive
People living with HIV & AIDS in
Mangochi lack many things like
ARVs and six groups foods which
can make them. They are also
being stigmatised
Married people should go for
VCT if one of them is found
positive they should be free to
use a condom. It is possible for a
baby to be born HIV negative
expressive
Just
adequate
Average
Not
expressive Good
Not well
explained Fair
Adequate
Well
focused
Good
Adequate
Well
targeted
Good
Adequate
Well
presented
Good
Adequate
Well
presented
Good
Just
adequate
Not
expressive Fair
Adequate
Well
focused
Good
Adequate
Well
explained
Good
23
MARCH 2010 NAC MEDIA MONITORING REPORT
Zakukhosi
Timverane
Achinyama
ta
Lankhulani
10:5810:59
19:2019:30
14;3014:52
Tiunikirane
15:0415:17
Zatikhuza
18:1518:40
Ife amayi
Sunrise
MalawiNdemanga
segment
Sunrise
MalawiNdemanga
segment
Wachinya
mate
18:3019:00
even if the mother is positive if
the mother follows the doctors
instructions
Poverty is contributing to the
spread of HIV & AIDS especially
among girls
Having multiple sexual partners
is leading to the spread of HIV &
AIDS, take ARVs if you are
positive
Sensitising people on the
dangers of contracting HIV &
AIDS
Cultural practices like kulowa
chokolo and kusasa fumbi are
contributing to the spread of
HIV & AIDS & disabled people
can also catch HIV & AIDS
Church leaders should teach
their members about HIV & AIDS
and they should lead by example
A pregnant woman who was
tested while two months
pregnant and was following the
doctor’s instructions and taking
ARVs is now living a healthy life
and her baby is also healthy.
Reduction of the spread of HIV
06:15- & AIDS among communities in
06:17 Salima
Adequate
Well
targeted
Good
Just
adequate
Well
explained
Fair
Adequate
Well
focused
Good
Adequate
Well
targeted
Good
Adequate
Well
focused
Good
Well
Adequate targeted
Good
Barely
covers HIV
Inadequat & AIDS
e
issues
Fair
06:5506:58 Living positively with HIV & AIDS Adequate
Sensitising the youth about HIV
& AIDS,
15:35- Human rights is a contributing
Inadequat
16:00 factor to the spread of HIV &
e
Well
presented
Does not
discuss
the issues
in depth
Good
Fair
24
MARCH 2010 NAC MEDIA MONITORING REPORT
AIDS
Timverane
Timverane
Tiunikirane
Zatikhudza
Sunrise
Malawi
Program
interlude
Ife a mayi
17:45- Stop discrimination,
18:00 Importance of VCT
19:2019:30
15:0515:18
08:1718:44
VCT before marriage,
Use of condoms to prevent the
spread of HIV & AIDS
Misconception that disabled
people cannot be infected with
HIV & AIDS,
Some traditions are promoting
the spread of HIV & AIDS
Importance of VCT,
Stigmatisation in churches
Peer education,
Importance of sensitising people
on HIV & AIDS
06:0806:19
06:5006:53 Living positively after HIV & AIDS
18:30- Importance of VCT,
18:58 Positive living after HIV & AIDSA
Adequate
Just
adequate
Just
adequate
Adequate
Just
adequate
Adequate
Adequate
Well
explained
Does not
talk about
issues in
depth
Discusses
key HIV &
AIDS
issues
Well
targeted
Well
focused
Well
presented
Well
targeted
Good
Fair
Fair
Good
Fair
Good
Good
Capital Radio also had fewer programmes with HIV/AIDS messages. In terms of
adequacy in covering HIV/AIDS messages, it was observed that HIV/AIDS
messages were not extensively covered. The quality of material aired was fairly
good, covering areas such as female condoms, the risk of having multiple
sexual partners and condom use. The messages were well targeted as
observed in regard to the time of airing.
Table 3e below, presents an analysis of adherence to schedule, type,
adequacy, prominence, and quality of HIV/AIDS messages in programmes, on
Capital Radio.
25
MARCH 2010 NAC MEDIA MONITORING REPORT
Table 3e.
PROGRA
M
TIME
Malawi
have your
say
Day Break
Malawi
Capital
Straight
Talk
Malawi
have your
say
HIV/AIDS MESSAGE
The youth should use
condoms if they cannot
abstain to prevent the
spread of HIV & AIDS and
10:10- married people should be
11:00 faithful
06:0507:00
17:3017:56
10:1011:00
Day break 06:05Malawi
06:55
Day break 06:08Malawi
06:25
Having multiple and
concurring partners
promotes the spread of HIV
& AIDS
People who are
homosexuals are not at risk
of contracting HIV and AIDS
Cheating in relationships
promotes the spread of HIV
& AIDS
Female condoms proving to
be a successful to in the
fight against HIV & AIDS
and the prevention of
unwanted pregnancy
Rejection of the HIV & AIDS
global funding proposal
from Malawi,
Encouraging men to take a
leading role in the usage of
female condoms
ADEQUACY PROMINENCE QUALITY
Poor
Well
expressed
Good
Does not fully
explain the
issues
involved on
the topic
Fair
The message
can be
misleading
Poor
Just
adequate
Well targeted
Good
Average
Not well
explained
Fair
Average
Does not
discuss key
issues on HIV
& AIDS
Fair
Adequate
Just
adequate
On 101 Power FM, the adequacy of most HIV/AIDS messages presented was
found to be just the right level; with good quality material and well targeted.
Table 3f below, presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on
101 Power FM.
26
MARCH 2010 NAC MEDIA MONITORING REPORT
Table 3f.
PROGRA
M
TIME
19:45Pakachere 20:00
Anti-AIDS
Tipewe
10:0011:00
Mukutibw 12:30anji
13:10
Zaumoyo
11:0011:15
One Love
19:4520:00
Anti-AIDS
Tipewe
10:0011:00
Healthy
Living
Umoyo
11:0311:27
11:00-
HIV/AIDS MESSAGE
Have one sexual partner
to avoid the spread of
HIV and be faithful to
that partner
Do not hide to your
partners when you are
on ARVs
Traditional therapy that
can help to prolong the
lives of people with HIV
& AIDS. Encourages
people to use condoms
Reporters should be
open about their HIV
status so they can
encourage people to go
for testing. Encourages
people to go for testing
as being found HIV
positive is not the end
of the world
Encouraging people to
avoid having multiple
sexual partners and to
be faithful to their loved
ones to avoid the
spread of AIDS
How different people
would react if their
partners were found
HIV positive
People should be open
about their HIV status
and they should live
positively by interacting
with others
If people reveal their
ADEQUACY
QUALIT
PROMINENCE Y
Adequate
Well
presented
Good
Adequate
Well
presented
Good
Average
It is not well
explained
Fair
Adequate
Well targeted
Good
Adequate
Well focused
Good
Just
adequate
The message
is not well
focused
Good
Adequate
Adequate
Well targeted
Well targeted
Good
Good
27
MARCH 2010 NAC MEDIA MONITORING REPORT
11:30
HIV status, they will
encourage others to go
for testing
Having multiple sexual
partners puts one at
19:40- risk of contracting HIV &
Pakachere 20:00 AIDS
Anti-AIDS 10:00- Garlic helps people who
Tipewe
11:00 are HIV positive
HIV and AIDS infected
people should not get
pregnant,
11:00- Positive living after HIV
Zaumoyo 11:18 & AIDS
Multiple and concurrent
partners promoting the
One Love 19:45 spread of HIV and AIDS
Just
adequate
The
presentation
is not in the
best form
Fair
Average
Well focused
Fair
Inadequate
Barely
touches on
HIV & AIDS
issues
Fair
Average
Not well
focused
Good
On Joy radio there was a fair number of HIV and AIDS programs. The adequacy
of HIV/AIDS messages presented was found to be just the right level; with good
quality material and well targeted.
Table 3g below, presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on
Joy radio.
Table 3g.
PROGRAM TIME
Pakachere
One Love
Msungwan
a wa lero
HIV/AIDS MESSAGE
Multiple concurring
sexual partnerships
18:24- promote the spread of
18:34 HIV & AIDS
Having multiple sexual
partners promotes the
spread of HIV & AIDS
18:12- especially among the
18:28 youth
Multiple sexual
09:30- partnerships promote
10:00 the spread of HIV & AIDS
ADEQUACY PROMINENCE QUALITY
Adequate
Well
presented
Good
Adequate
Well targeted
Good
Just
adequate
Well focused
Fair
28
MARCH 2010 NAC MEDIA MONITORING REPORT
Muumodzi
Tingathe
Muumodzi
Tingathe
One Love
It is good to abstain if
you are on ARVs, Chokolo
and polygamy are some
of the
Ways through which HIV
is being spread and to
prevent HIV & AIDS,
16:00- sexual partners have to
16:26 be faithful to each other. Adequate
How to use the female
16:05- condom, a campaign by
16:30 PSI
Adequate
Encourages the youth to
be open if they have STIs
and multiple sexual
18:22- relations can affect
18:36 people and their families Adequate
Spread the news about
Covers a
broad area on
HIV & AIDS
issues
Good
Well focused
Good
Well
explained
Good
Well focused
Good
ARVs to the youth and
Prevent the spread of HIV
by not using the same
razor blade, toothbrush but
Muumodzi
tingathe
abstinence is the only
15:3015:56 100% prevention method.
Multiple and concurrent
sexual partners
18:19- promoting to the spread
One Love
18:32 of HIV & AIDS
Stigma and
17:05- discrimination in
Titani
17:35 churches
Sex workers enhance the
Mutiuzanji?
spread of HIV
Adequate
Messages are
not looked at
Inadequate in depth
Poor
Adequate
Good
Well focused
Adequate
5.1.2 Radio adverts
We grouped all adverts on all radio stations into the following sectors:
communication, government, beverages, shops, agriculture, financial, building,
fast moving consumer goods, HIV/AIDS and other adverts. The communication
29
MARCH 2010 NAC MEDIA MONITORING REPORT
sector had the highest share of voice 1113 spots while HIV/AIDS messages had
282 spots. The total number of spots for the whole advertising sector was
7602.
Figure 1 shows the share of voice for the whole advertising sector across all
monitored radio stations.
Figure 1.
SOV for the whole advertising sector
HIV/AIDS
Others
Communication
Government
Beverages
shops
Agriculture
Financial
Building
FMCG
Health
0
500
1000
1500
2000
2500
3000
Spots
Figure 2 shows the share of advertising on HIV/AIDS spot adverts across all
monitored radio stations. A comparison on the volume of HIV/AIDS adverts on
all monitored radio stations indicated that Capital Radio had the highest
number of adverts (36%) seconded by MBC Radio 2 (32%). No advert slots
were observed on MIJ Radio and 101 Power FM.
30
MARCH 2010 NAC MEDIA MONITORING REPORT
Figure 2.
Share of Voice (Spots) by Radio Station
40
Percentage
35
30
25
20
15
10
5
0
Trans World
Radio
ZBS
MBC 1
MBC 2
Capital FM
MIJ
Joy
101
Star
Radio Station
Table 4 shows key HIV and AIDS messages per radio station. The HIV/AIDS
adverts monitored were grouped into: VCT, Female condoms, Stigma, HIV
services, caring for HIV patients, Spread of HIV, and many more. As observed
from the table below, messages on Female condoms were the most prevalent,
seconded by messages on VCT.
Table 4.
Radio Station
Message
MBC 1
MBC
2
ZBS
Capital
FM
101
MIJ
Joy
Star TWR
Total
Abstinence
5
5
VCT
60
1
61
Promoting
HIV Music
1
1
2
31
MARCH 2010 NAC MEDIA MONITORING REPORT
freely
Love stories
in times of
HIV
14
HIV/AIDS
policy
1
1
HIV spread
1
1
Fighting HIV
1
1
Faithfulness
Female
Condoms
19
1
49
Dangers of
stopping
ARVs
Revealing
HIV status
Creating an
HIV free
generation
24
14
11
13
3
51
22
32
82
1
1
1
9
13
Caring for
AIDS
patients
24
24
2
2
32
MARCH 2010 NAC MEDIA MONITORING REPORT
Chiefs and
Parents to
talk about
HIV
3
3
Church
leaders
should talk
about HIV
1
1
Stigma &
discriminatio
n
1
1
29
282
Total
12
76
34
83
0
0
21
27
Table 5 shows sponsors of HIV and AIDS adverts on all the radio stations
monitored. Most of the adverts that were aired on all radio stations were
sponsored by Pakachere (87 spots), seconded by National Youth Council (79
spots), National Globe Campaign (60 spots) and NAC sponsored 19 of all the
HIV and AIDS messages. It can also be observed from the table that all adverts
that NAC sponsored were on MBC radio 2 and Transworld radio with 11 and 8
spots respectively
Table 5.
Radio Station
Sponsor
National AIDS
Commission
National Globe
Campaign
MBC 1
MBC 2
ZBS
Capital
FM
101
MIJ
11
Joy
Star TWR
8
19
60
60
33
MARCH 2010 NAC MEDIA MONITORING REPORT
Total
Malawi HIV
Music
Awareness
Campaign
Pakachere
14
YONECO
National Youth
Council
1
13
20
2
27
1
11
Population
Services
International
44
87
34
79
1
1
2
3
5
5
MBP
3
Presenter
3
8
8
No advertiser
Total
13
1
Ministry of
Health
www.itbeginswi
thyou.
1
12
76
34
83
0
0
21
27
5
5
29
282
34
MARCH 2010 NAC MEDIA MONITORING REPORT
Table 6 shows the 9 radio stations and the corresponding time where most
HIV/AIDS messages were aired. The times HIV/AIDS messages were aired were
further analysed in order to determine the prominence of the adverts as well
as targeting of the adverts. The data collected indicates that most HIV/AIDS
adverts, on most radio stations, were aired from 12:00 pm -17:00 pm.
Table 6.
RADIO STATION
Capital
Joy
Zodiak
Radio 1
Radio 2
Transworld
Star
MIJ
101
5.2
TIME CATEGORY WITH
MOST ADVERTS
12:00 - 17:00 pm
12:00 - 17:00 pm
5:00 am - 12:00 pm
5:00 am - 12:00 pm
12:00 - 17:00 pm
5:00 am - 12:00 pm
12:00 - 17:00 pm
0
0
NUMBER OF ADVERTS
36
9
15
5
32
12
12
0
0
TELEVISION MONITORING RESULTS
We grouped all the adverts that were aired on television Malawi into 6 sectors:
health, agriculture, education, politics, plays and other adverts. Figure 5 shows
that the health sector had the largest share of voice at 11%. Of the 11% in the
health sector 50% were on HIV and AIDS messages and the remaining 50%
were on other health issues.
35
MARCH 2010 NAC MEDIA MONITORING REPORT
Figure 5.
The HIV and AIDS messages on TV that were seen were on encouraging VCT,
supporting HIV positive people and prevention through faithfulness. TVM had
few programmes with HIV/AIDS messages. In terms of adequacy in covering
HIV/AIDS messages, it was observed that most HIV/AIDS messages were
extensively covered. The quality of material aired was fairly good, covering
areas such HIV/AIDS prevention through faithfulness; and offering hope to
people infected by HIV/AIDS. The messages were well targeted as observed in
regard to the time of airing (7pm and 9pm).
Most HIV/AIDS programmes on TVM were sponsored by three organisations,
namely, Bible society of Malawi, UNICEF and ADRA.
Table 6 below, presents an analysis of adherence to schedule, type, adequacy,
prominence, and quality of HIV/AIDS messages in programmes, on Television
Malawi.
36
MARCH 2010 NAC MEDIA MONITORING REPORT
Table 6.
PROGRA
M
SPONSOR
TIME
The
Story of
Sarah
UNICEF
20:4
021:0
5
15:0
015:3
0
18:0
018:0
9
Tikufer
anji
ADRA
20:4
021:1
0
Bible
Society of
Malawi
13:3
014:0
0
Tikufer
anji
ADRA
Take
Charge
Bible
Society of
Malawi
Take
Charge
Tikamb
e za
edzi
Umoyo
NAC &
MACOHA
-
19:3
020:0
0
18:3
219:0
0
HIV/AIDS MESSAGE
HIV & AIDS is not
transmitted through sexual
intercourse only, there are
other methods such as
mother to child
transmission.
ADEQUACY
PROMINE
NCE
Adequate
Well
presente
d
Good
QUALI
TY
Bible verses that can help
to prevent and to fight AIDS Average
Inconclu
sive
It is important to go for
VCT, know your status and
plan your future
Criticises promiscuity
among some men who
sleep with women whose
status they are not aware
of
Well
presente
d
Good
Debate on whether HIV &
AIDS is a punishment from
God
Kusasa fumbi is one of the
practices leading to the
spread of HIV. It is a myth
that sleeping with HIV
positive people heals HIV.
Adequate
Adequate
Average
Adequate
An HIV positive person who
is on ARVs can recover
from TB
Adequate
Fair
Well
presente
d
Good
Does not
discuss
key
issues in
the f
Fair
Well
focused
Good
Well
explained
Good
37
MARCH 2010 NAC MEDIA MONITORING REPORT
Azipem
bezo
akhoza
Good
mornin
g
Malawi
Tikufer
anji
Malawi
Interfaith
AIDS
Associatio
n
19:3
220:0
0
06:5
007:1
Pakachere 0
20:3
521:0
ADRA
2
16:0
0
Umoyo
HIV &
AIDS
workpla
ce
policy
NAC &
launch MACRA
14:3
015:0
0
15:3
0Take
Bible
16:0
Charge Society
0
16:0
Youth
0Magazi
16:2
ne
5
19:3
0Tiunikil MACOHA, 19:5
ane
NAC
5
Atsogol
19:3
eri
5akhonz MIAA
20:0
Encouraging partners to be
faithful and to use condoms
where necessary. The belief
that men can have as many
wives as they wish is
contributing to the spread
of HIV & AIDS
Adequate
Launch of an HIV & AIDS
film which talks about
openness in marriage
Encouraging people to
avoid behaviour that can
lead to having multiple
sexual partners
One can get cured from TB
even if he/she is on ARVs
Adequate
Adequate
Adequate
Employees should go for
VCT in order to know their
HIV status. Condom use is a
good way of preventing
HIV.
Adequate
Tell those with HIV about the
love of God to encourage
them.
People with HIV can do
anything like a person who is
not infected. The youth have
to encourage those infected.
Disabled people can also
take part in the fight
against HIV
Church leaders are guiding
families in addressing the
problem of unfaithfulness
Well
explained
Good
Well
presented Good
Well
presented Good
Well
focused
Good
Well
explained
Good
Adequate
Well
focused
Good
Adequate
Well
presented Good
Adequate
Well
focused
Adequate
Well
presented Good
Good
38
MARCH 2010 NAC MEDIA MONITORING REPORT
a
0
HIV &
AIDS
workpla
ce
policy
NAC,
launch MACRA
which is spreading HIV
07:0
007:3
0
20:3
5Pakachere 21:0
, Soul City 0
One
Love
5.3
Employees should go for
VCT to know their HIV status.
Condom use is a good way of
preventing HIV
Encouraging people to be
faithful to their sexual
partners in order to
prevent HIV.
Adequate
Well
targeted
Adequate
Well
presented Good
Good
PRINT MEDIA MONITORING RESULTS
In print advertising, we monitored both newspapers and magazines. The
newspapers monitored included Daily Times, Nation, Weekend Nation, Malawi
News, Weekend Times, Guardian Newspaper, Nation on Sunday and Sunday
Times. Three by-annual magazines: Pride, The Lamp, and Big Issue were also
monitored for content on HIV/AIDS messages..
In print media, information containing HIV/AIDS messages was analysed as
shown in Figure 6. In the Newspapers category the Weekend Nation was the
paper with the highest number of HIV/AIDS messages (21% of all HIV/AIDS
messages in all newspapers). The Daily Times was second at 18%, Malawi
News, Nation, Guardian and Sunday Times had 14% each, Nation on Sunday
had 4%. There were no HIV messages in the Weekend Times.
39
MARCH 2010 NAC MEDIA MONITORING REPORT
Figure 6.
Pecentage
25
20
15
10
5
0
Malawi News
Daily Times
Weekend
Nation
Nation
Weekend
Times
Nation on
Sunday
Sunday
Times
Guardian
The monitored material in print media was categorised into the following
groups: articles, action adverts, editorials, features, and cartoons. Figure 7
shows the most featured category in disseminating HIV/AIDS messages in the
print media.
Figure 7.
7
Number of Spots
6
5
4
3
2
1
0
Article
Malawi News
Editorial
Daily Times
Weekend Nation
Feature
Nation
Comment
Nation on Sunday
Cartoon
Guardian
Sunday Times
40
MARCH 2010 NAC MEDIA MONITORING REPORT
Figure 8 shows sponsors of HIV and AIDS messages and adverts in newspapers
monitored. In all the newspapers, the highest sponsor of HIV and AIDS
messages was Interfaith Aids Organization (4%) The rest of the messages were
for general knowledge (67%) and had no sponsors.
Figure 8
4% Malawi Interfaith
A IDS A s s oc iation
96% G eneral
K nowledge
Of all HIV and AIDS messages in newspapers monitored, female condoms were
the only promoted products in all the newspapers at 10%. The remaining
Percentage of the messages was for general knowledge.
Table 7 shows the analysis of HIV and AIDS messages in newspapers by size,
prominence, adequacy, relevance and quality. ¼ page messages were very
prominent
Table 7
Evaluation
Message
Prominence
Adequacy
Children's rights have to Full page, Page 46 Very
be considered in the
adequate
fight against HIV (Daily
Times)
Relevance
Quality
Very good article but Good
pushed towards the
back page where
most people can not
see.
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MARCH 2010 NAC MEDIA MONITORING REPORT
Men have to show their Strip, page 2
partners that they love
them by encouraging
them to use female
condoms(Daily Times)
Adequate
Good article and
very well placed
Good
People who are on
ARVs should get them
in time at any health
centre(Malawi News,
Sunday Times)
¼ page, page 10
Tikambe section
in Malawi News
Adequate
Well placed,
Tikambe section
many people can
read (Malawi News)
Good
Having multiple
concurring partners is
fueling the spread of
HIV (Nation)
1/3 page, page 2
Art section
Adequate
Well placed, page 2
where most people
can notice
Good
Draft bill intends to
make deliberate
infection a criminal
offence (Nation,
Guardian)
Strip, page 2 in
both papers
Adequate
Well placed, most
people can notice
Good
HIV/AIDS awareness
2 pages, pages 2
campaigns
& 3 Features
encountering HIV in
Section
colleges (Sunday Times)
Very
adequate
Well explained with
colour pictures
Good
No standard treatment
for losing weight when
one is positive
(Weekend nation)
¼ page, page 3
Society section
Adequate
Well explained and
well placed
Good
There's no cure for
¼ page, page 10
Adequate
Placed in a good
Good
Full page, page
16 Sun delite
section in Sunday
Times
Placed on a very
good page of True
Life Drama (Sunday
Times)
42
MARCH 2010 NAC MEDIA MONITORING REPORT
HIV/AIDS (Malawi
News)
zamumtima
section
section
A centre for PLWHA to ¼ page, page 2 of
be established in
Newspaper
Chigumula (Daily Times)
Adequate
Well placed
Fair
Hard life for poor
PLWHA (Daily Times)
2 pages, page 8
Features section
Very
adequate
Major issues well
tackled
Good
HIV prevalence high
among mobile
professionals and young
women who sell their
bodies (Weekend
Nation, Malawi News)
Full page, page 4
Society section
(Weekend
Nation)
Adequate
Well presented and
placed in both
papers
Good
Male circumcision to
help prevent spread of
HIV (Weekend Nation)
¼ page, page 3
Society section
Inadequate Issues not well
expanded
Fair
Many people are afraid
of VCT (Malawi News)
Strip
Inadequate It was a small
paragraph that can
easily be missed
Poor
Strip, page 2 of
the Newspaper
(Malawi News)
People should pray so
½ page in Nation
that God should help
on Sunday
fight HIV (Sunday times)
Strip in Sunday
Times
Adequate
Well tackled in that
both papers were
addressed both
Christians and nonChristians
Good
Inadequacies of the
female condom it is
difficult to insert,
uncomfortable, no
enough promotion
Adequate
Well placed
Good
¾ page, page 8
Opinion Section
43
MARCH 2010 NAC MEDIA MONITORING REPORT
(Guardian)
The battle against AIDS
cannot be won without
inclusion of vulnerable
people such as gays
(Guardian)
¼ page, page 2 of
Newspaper
Adequate
Well placed
Good
Being HIV positive does ¼ page, page 3
not qualify you to
Society section
automatically start
ARVs (Weekend Nation)
Adequate
Placed on a page
where most people
will see
Good
Many PLWHA go
untreated because of
acute shortage of staff
and are prone to TB
because of falling body
defences (Nation)
Adequate
Placed in a section
where most HIV
positive people are
likely to see
Fair
Full page, page
17, Health
section
44
MARCH 2010 NAC MEDIA MONITORING REPORT
6.
DISCUSSION
We observed that most HIV and AIDS programs were aired on MBC radio 1and
Zodiak. These radio stations target rural people and the middle aged. MBC
radio 2, Capital fm, 101 fm, Joy radio, Star and MIJ target the youth. These
radio stations do not have a lot of HIV and AIDS messages despite the fact that
they target the most important age group of our target for HIV and AIDS
messages. In fact Power 101 FM only had one advert and yet it is known to be
the most youthful and trendy of the radio stations.
In terms of HIV and AIDS programs, Zodiak Radio had the highest number of
programs in March compared to all radio stations while Capital Radio had the
highest number of advertising spots. The other radio station with a high
number of radio programs was Radio 1. Again radio stations that target the
youth had fewer programs on HIV and AIDS.
The main messages on HIV and AIDS that were on all radio stations included;
condom use, abstinence, VCT, discrimination, traditional practices promoting
AIDS spread and the like.
For MBC radio 1, HIV and messages were as shown in Table 3a. In terms of
adequacy, most programs on MBC Radio 1 were observed to be adequate
because they were well focused and presented. The HIV and AIDS messages on
MBC 1 were prominent.
MBC Radio 2 programs were rated very adequate in content, very good in
terms of prominence in that the programs explained HIV and AIDS issues very
well and the quality of the programs was also rated as good. It must be noted
that there were few HIV and AIDS messages on MBC 2 considering its high
listenership.
Transworld Radio programs on HIV and AIDS were also generally inadequate
and lacked both prominence and quality.
HIV and AIDS programs on Zodiak Radio were reasonably adequate in terms of
adequacy (see Table 3d, they were also well targeted and hence had good
prominence and the quality of programs was also generally good.
45
MARCH 2010 NAC MEDIA MONITORING REPORT
The programs on HIV and AIDS on Power 101 FM were well targeted and hence
had a good rating on prominence. The quality of the programs was good and
adequacy was also reasonable.
In terms of radio advertising, HIV and AIDS adverts are very few on all radio
stations compared to other messages such as communication, financial or
other fast moving consumer goods (FMCG) see Figure 1. Capital radio stands
out as the radio station flighting the most adverts on HIV and AIDS compared
to all radios in March unlike in February where Zodiak was the highest. The key
messages in the adverts may be observed in Table 4 and shows that Capital
radio and MBC Radio 2 had the most adverts flighted.
Pakachere is the organisation that flighted most adverts as compared to other
organisations (see Figure 3).
We also analysed the radio stations that are flighting most of the HIV and AIDS
messages on behalf of NAC. It will be observed from Figure 4 that NAC is
spending most money on the public radio station MBC Radio 2.
There were not a lot of HIV and AIDS messages on Television Malawi even
though it is the most popular and only television station in Malawi. Another
disadvantage is that these programs are repeated more than necessary.
However, the television programs are aired at a good time; between 6:00pm
and 9:00pm when most people watch television.
In all the newspapers, most HIV and AIDS messages were in English as opposed
to local languages. Only one organisation, Malawi Interfaith AIDS Association,
sponsored HIV and AIDS messages in newspapers (see Figure 8) compared to
radio and television. In the print media, the Weekend Nation was the
newspaper that flighted most adverts seconded by the Daily Times (see Figure
6).
Most HIV and AIDS messages in the press were on general knowledge about
HIV and AIDS.
Overall, we noted that there was variety in HIV and AIDS messages that were
broadcast on radio, television and in the newspapers in March compared to
February.
46
MARCH 2010 NAC MEDIA MONITORING REPORT
7.
RECOMMENDATIONS AND CONCLUSION
After monitoring the media for HIV and AIDS messages in the media for the
month of March, we make the following recommendations and conclusions;
(i)
We observed that HIV and AIDS advertising and programs appear a
lot more in some radio stations compared to others. We also note
that targeting of messages in terms of age, sex, social economic
status etc is not given the attention it deserves.
We recommend that sponsorship of HIV and AIDS programs and
adverts on radio stations needs to address mainly target groups such
as the youth by choosing radio stations appropriately so that the right
people hear the right messages on the right radio stations.
(ii)
We also observed that most HIV and AIDS programs were flighted in
the evenings only and adverts were mainly aired in the afternoon,
but our experience shows that there are three main times when
people listen to the radio and watch television, that is, morning, noon
and evening.
We recommend that HIV and AIDS programs and adverts should be
broadcast throughout the day, and not only in the afternoon or
evening, as it is the case with most radio stations.
(iii)
We have observed that there is not much sponsorship of advertising
and programs in the media in general. Compared to other messages
in the media, people were exposed to more commercial messages in
March and HIV and AIDS messages were negligible.
There is need for increased sponsorship for HIV and AIDS adverts and
programs on radio stations, Television Malawi and the print media so
that people who are exposed to such media get the messages. If
there is variety in programming, it will solve the problem of
repetition of the few programs that are there which makes them
boring to the audience.
(iv)
In newspapers, there is need for more sponsorship so that people see
more articles on HIV and AIDS in the media, there is also need for
creativity in how these messages are written and communicated.
47
MARCH 2010 NAC MEDIA MONITORING REPORT
We recommend that Journalists should be encouraged to write HIV
and AIDS messages in local languages such as Chichewa, Tumbuka
and Yao and not English only. There should also be sensitised to write
more through invitations to workshops and events on HIV and AIDS.
(v)
We also observed that most messages in the newspapers
Were in form of articles but not many people are interested in
articles.
We recommend that there should be diversity in terms of the
message types so that every individual should get the HIV and AIDS
messages in form of their preferred type.
(vi)
It has also been observed that there were no HIV and AIDS messages
in the Weekend Times but this newspaper is becoming one of the
most popular because it exposes issues that are hardly known in spite
of the position, in society, of the person involved.
We recommend that more HIV and AIDS messages should be put in
the Weekend Times because most people are likely to read them.
In conclusion, there was diversity of HIV and AIDS messages in the media in
March as compared to February; however, there were not as many HIV/AIDS
programs and messages on some radio stations like 101 power fm, MIJ, Joy
and Star, Malawi television and in newspapers. There were also less HIV and
AIDS messages as compared to other messages, as such, there is need for
increased sponsorship of HIV and AIDS messages on all radio station so that
many HIV and AIDS messages are aired and are getting to everyone in the
country.
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MARCH 2010 NAC MEDIA MONITORING REPORT