Media Consumption and Perceptions Research - Ukraine, Georgia, and Moldova

"...it is important to enhance the capabilities of independent media that can be trusted as part of creating more free, fair, and informed societies. The need for trusted information sources has become even more urgent during the Covid-19 pandemic and 'infodemic', where audiences require objective, clear and concise reporting to make, in some instances, lifesaving decisions."

This set of research reports provides insight into media consumption patterns and audience perceptions around independent media in three Eastern European countries: Ukraine, Georgia, and Moldova. The findings of the research are meant to be used to help the donor community, practitioners, and independent media in the three countries to better understand their audience's perceptions of independent media and good journalism. The reports also make recommendations on how to enhance the ability of independent media to reach and retain audiences and to raise awareness within each country of the presence and importance of independent media.

The research forms part of the Independent Media in the Eastern Partnership States (EPIM) project, which is being led by the Thomson Reuters Foundation in partnership with BBC Media Action. The three-year project, which started in 2019, is helping independent media in in the three countries by building editorial and technical skills through mentorship and training, as well as by supporting newsrooms to build audience-centred approaches to content developed in line with Reuters' standards of high-quality journalism. The project supports newsrooms to develop more viable business models that better adapt to audiences' habits and expectations and to market conditions.

The purpose of the research is threefold: (i) to contribute to the baseline for future programming; (ii) to support the identification of additional activities to assist media to build trust with their core audiences; and (iii) to provide independent media with audience insights that they might not otherwise be able to access.

The reports are based on quantitative and qualitative research with populations in each country. The quantitative research used a random sampling approach to obtain a representative sample of adults aged between 18 and 65 years. This part of the research took place December 1-11 2020. In addition, focus group discussions were held and, in Ukraine, a social media listening study was also conducted.

The reports cover the following:

• Media consumption and sources of news - Survey respondents were asked where they liked to get their news from and which sources they used most frequently. The research looked in particular at how people accessed news on the internet and what type of news and information they liked.
• Trust in media - The research looked at changes in trust over time and perceptions around fake news and propaganda.
• Understanding of independent news - Study participants were asked what they understand by independent news and what their perceptions are around how independent the news is in their country.
• Good journalism - Study participants were asked how they define good journalism.
• Case study: Media Reporting of COVID-19 - Participants in focus groups were asked for their views on how well the media in their country reported on COVID-19.
• Recommendations - Based on the findings, each report offers recommendations that are intended for media development organisations and for media and journalists.