AUDIENCE FEEDBACK FOR IDENTIFYING AND CORRECTING PROBLEMS IN THE VOV SERIAL DRAMA KHAT VONG SONG

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AUDIENCE FEEDBACK FORIDENTIFYING AND CORRECTING
PROBLEMS IN THE VOV SERIAL DRAMAKHAT VONG SONG
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Presentation content

• Introduction
• Research rationale
• Research design
• Preliminary findings
• Lesson learnt

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Introduction

• Audience feedback a research between CCRD and VOV
• Funded by the Government of Denmark with
  technical support from PMC (USA) and UNFPA in
  Vietnam
• VOV producing 104 radio serial dramas (15
  minutes/episode) titled Khat Vong Song (Lifes
  Aspirations)
• Apply Sabido Methodology, a comprehensive
  approach for reinforcing positive attitudes and
  for motivating behavior change using mass media
  channels

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Introduction (cont.)

• Entertainment- Education (E-E) drama focus on
  HIV/AIDS, reproductive health and gender
  inequality
• Broadcasted since June 2008 in VOV1, VOV2, VOV3
  and website www.khatvongsong.vovnews.vn
• Airing schedule
• First airing Sunday evening on VOV2 at 8.15 pm
• Re-airing Thursday evening on VOV2 at 8.15 pm
• Saturday afternoon on VOV3 at 12.30pm
• Sunday afternoon on VOV1 at 16.35pm

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Research rationale

• Why conduct audience feedback for identifying and
  correcting problems in Khat Vong Song?
• Audience feedback is one of 8 steps in Sabido
  approach, monitoring
• Measure audience reaction while the program is on
  the air
• Provide feedback to the creative team

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Research rationale (cont.)

• Research objectives audience feedback is
  continuously conducted to make sure that the
  program
• Is entertaining and relevant
• Gets audience members involved in the plot
• Conveys key themes clearly and accurately
• Shows positive and negative characters being
  perceived by the audience as what the writers
  intend

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Research design

• Site selection
• Purposive sampling 3 sites, representative of
  region, urban-rural areas, selected in baseline
  survey and formative research
• Quang Ninh Quang Hang ward- Cam Pha town
• Binh Dinh Nhon Phu ward- Quy Nhon city
• Can Tho An Khanh ward- Ninh Kieu district

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Research design (cont.)

• Research methods
• Qualitative research employed with
• Collecting and analyzing listener diaries
• Analyzing audience letters
• Conducting focus group discussion
• Data processing and analyzing are supported by
  qualitative software NVIVO 7.0

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Research design (cont.)

• Sampling distribution

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Research design (cont.)

• Recruitment of subjects and Obtaining informed
  consent
• Selecting project coordinator each site by using
  CCRDs social network
• Establishing target audiences by criteria (being
  resident of these areas, radio listeners,
  commitment to keep track the research, sex, age,
  and marital status)
• Voluntary involvement of all participants, agreed
  with and signed the consent form

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Research design (cont.)

• Time frame and research activities
• Audience feedback start August 2008- end by July
  2009
• Listener diaries feedback every week
• Fieldtrip quarterly to conduct FGD
• Monthly meeting with VOV and creative team
• Presently, 37 episodes were nationally
  broadcasted

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Preliminary findings

• Entertainment
• Education
• Relevant, realistic, and understandable
• Identify positive and negative characters

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Preliminary findings (cont.)

• Entertainment
• 1/3 target audience showed that episodes are
  interesting and emotional
• Still being normal and even being insipid
• Lack of humor characteristic (recommended in
  baseline survey and formative research)

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Preliminary findings (cont.)

• Education (perceiving episodes content)
• Question Can you list any episodes contents
  youve heard from Khat Vong Song?
• 2/3 participants perceived and list episode
  content
• Target audience said the radio contents are
  meaningful
• FGD with female showed some audiences ready to
  talk, share and discuss information with their
  husband

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Preliminary findings (cont.)

• Relevant, realistic and understandable
• All target audience said being quite familiar
  with storyline
• Participants believe what happen in drama is a
  real in their daily lives
• Audience understand most language used in drama
  but some confuse with proper name (Nhinh? Nhin,
  Pau? Bao, Tuat? Tuc) do not understand slang rau
  sach

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Preliminary findings (cont.)

• Identify positive and negative characters
• Positive characters
• Ms. Nhinh naïve, honest, hard-working
• Ms. Thao tender, helpful
• Mr. Phan energetic, highly- spirited, helpful
• Mr. Ha Chinh clever, straightforward, honest,
  knowledgeable, sympathy
• Ms. Suu good-natured, altruistic, dedicate her
  life to family

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Preliminary findings (cont.)

• Identify positive and negative characters
• Negative characters
• Ms. Suu passive
• Mr. Tuat patriarchal, perpetrator, egocentric,
  conservative, ignorant
• Mr. Quy debauched, dishonest
• Ms. Nam selfish, talkative
• Mr. Quang immoral, authoritative
• Mr. Tung debauched, careless to advise

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Lesson learnt

• Understand and keep following up the Sabido
  approach
• Formative research provides information for
  scriptwriting purposes
• Closely keep in contact with local project
  coordinator and target audience to get audience
  feedback without delay
• Double checking of diary input to ensure data
  reliability
• Apply triangular method for collecting and
  interpreting data

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• Thank you for your attention!

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• QA