OSCE Mission to Montenegro publishes opinion poll on RTCG’s brand awareness and programming

Almost half of the respondents in a survey polled perceive the national public service broadcaster – Radio Television Montenegro (RTCG) as a metaphor for the term “television”, about 27 per cent watch the RTCG on a daily basis, while RTCG channels, in comparison to other TV stations, are the second most viewed in Montenegro. A large number of citizens noticed a positive change on RTCG 1, in relation to 2020 and, statistically, the trust in RTCG information program has increased, while 16% of respondents watch RTCG more today than a year ago.

These are some of the key findings from a survey Exploring RTCG brand strength, commissioned by the OSCE Mission to Montenegro and conducted by the Damar agency, and presented on 5 July 2022 in Podgorica.

The research was conducted in June on a sample of 1,015 citizens. Its goal is to measure awareness of the RTCG brand and the public’s perception of its programmes, in order to support RTCG development strategy.

“RTCG 1 is recognized as a TV station with a long tradition, with consistent quality, that is improving. Respondents thought  that the information programmes, including the morning show,  documentaries,  scientific, educational, cultural and sports programmes are  the best that RTCG can offer, although there was a concern about the lack of  entertainment, film and music programmes,” said Miloš Vukanović from Damar Agency.

Following the presentation, Dominique Waag, Head of the Mission said that Public Service Broadcasters in every democratic society play an important role in the public interest, in order to reflect the society, its culture and diversity, to inform and investigate independently, adhering to ethical standards of journalism, and to educate.  “The poll’s findings should provide information on what needs to be changed to meet the expectations of its audience, achieve the highest professional standards and be more recognizable,” said Ambassador Waag.

Boris Raonić, General Director of the RTCG said that they are encouraged and motivated by the latest research results. “Comparative data for 2020 show that trust in RTCG has increased by 6 per cent, while 41 per cent of respondents’ believe in the accuracy and impartiality of our information, an increase of 9 per cent from 2020. A further 37 per cent of respondents recognize the RTCG as a medium that promotes the true spirit of citizens, with a growth trend of nine per cent,” said Raonić, adding that it is their goal to ensure the continuity of success and growing trust that people have in the public service.

The research results will support the development and implementation of the RTCG Communications Strategy and Action Plan and map areas for improvement. After six months, a second round of public opinion polls will be conducted to see how the changes affected the public and whether they met the needs and expectations of RTCG.