A survey commissioned by the Malawi Regulatory Authority (Macra) but conducted by the National Statistical Office (NSO) has found Malawians listen more to Zodiak Broadcasting Station than to any other.
The 2019 National Household Survey on Access and Usage of ICT Services in Malawi found that the proportion of individuals across the country with a functioning radio was 37.5 percent.
An analysis by place of residence indicates that 60.8 percent of individuals in urban areas had a working radio compared to 32.8 percent in rural areas.
The survey also found that the percentage of people owning a radio set increased with sex (more men have radio sets that women), and literacy levels.
It essentially could means women have less access to information than their male folk and that the less literate and the poor are deprived of information as compared to the more literate folk.
However, not owning a radio set should not be mistaken for not listening to one as despite only 35 percent of Malawians owning a radio set, 71 percent are still able to tune in.
Now of the people that do listen to radio, the survey found that they tended to tune in more to ZBS followed by MBC radio 1.
"During the survey individuals were asked to mention which national radio stations they listened to. It is important to note that the survey allowed an individual to mention more than one radio station in their responses. About 57 percent of individuals were usually listening to Zodiak Broadcasting Station, 39.4 percent were listening to MBC Radio 1, and 37.7 percent were listening to MBC Radio 2," the survey observes.
But when it came to TV the study apparently found that people watched more of MBCTV.
This was the second survey following that of 2014 and was designed to collect key information on access and use of ICT services for computation of updated ICT indicators for local and international reporting.
The survey used 2018 Malawi Population and Housing Census frame to draw a sample of 12,000 households that were interviewed during the survey period.