OSCE Mission to Montenegro publishes second Opinion Poll on RTCG’s Brand Strength 6 months after the first one

A second opinion poll conducted in November 2022 reveals that RTCG is still the second most frequently watched TV station in Montenegro, and now perceived as more independent. In the previous survey, every fourth citizen believed that RTCG was a TV station that was under strong political influence; this perception fell from 24.9% to 8.9%. Additionally, the perception that RTCG was a TV station that "shows only one side" dropped from 16.2% to 9.3%. The perception of objectivity increased from 13.4% to 17.4% and currently ranks first. About 24 % of citizens follow RTCG on a daily basis. The majority of citizens still consider RTCG as synonym for the term ‘television’.

These are some of the key findings from a second RTCG Brand Strength Research commissioned by the OSCE Mission to Montenegro and conducted by Damar Agency. A first research on RTCG’s brand realized in June measured the awareness of RTCG’s brand and the public’s perception of its programmes. It represents the second overview of the situation after the implementation of the new editorial policy. During a period of six months, the second research considered progress in RTCG’s brand awareness, sampling 1009 citizens.

Commenting on the survey, Dominique Waag, Head of the OSCE Mission stated RTCG has a specific and unique role to play within the Montenegrin media landscape. “As the Public Service Broadcaster in the country, it is mandated to produce and broadcast of radio and television programmes of importance to the citizens and be accountable to the public. The Mission believes that a strong public service broadcaster, producing quality public interest and informative content, that reflects the diversity of points of view, may contribute greatly to the promotion of social cohesion, including through educative and cultural programmes accessible to everyone and promotion of Montenegrin heritage,” said Ambassador Waag.

Boris Raonić, General Director of the RTCG said that the latest data is an extraordinary incentive and the best message for the occasion of the RTCG’s Day. “We are at the first place according to the needs and habits of the viewers. The criteria of recognition and understanding, uniqueness, perception of popularity and quality of our programme are growing. Since June, there has been an 8% increase in trust when it comes to the accuracy and objectivity of the information  on TVCG. It is crucial that 27% of trust directs us to a leadership position as a public media, since the objectivity and accuracy of information is our mission,” said director Raonić.

The Mission has supported RTCG since 2006. It will continue their support, including through digitalization and development strategies and related action plans as well as bespoke training sessions in line with RTCG’s mandate as public service and OSCE commitments of freedom of information.