Media potential of radio underestimated, say experts

Kyiv, July 14 (Interfax-Ukraine) – A new study of radio audiences shows the great potential of this medium and uts significant advertising possibilities, experts have said.

"Our research results show the high potential of radio," Executive Director of the Independent Association of Radio and Television Broadcasters Kateryna Miasnykova said at a press conference in the Interfax-Ukraine on Tuesday.

She said that the research proved the great potential of radio as an advertising and information resource, which is listened to by a large number of people.

According to TNS Ukraine Deputy Director General Hanna Dobrivecher, earlier studies had used answer sheets given to respondents, which had posed certain difficulties. She added that starting from 2009, the study has been conducted through the computer-operated telephone polls.

Dobrivecher explained that over 12,000 respondents aged 12 to 60 could be polled annually using the new DAR CATI method.

According to the experts, the research results showed that the power of radio as a media was greatly underestimated, especially by advertising companies in Kyiv.