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ARAB ADVISORS GROUP
Arab Advisors Group is a specialized research, analysis and consulting company focused on the communications, media and technology markets throughout the Arab World (MENA) region. Arab Advisors Group scope of services include providing primary research based analysis, market sizing forecasting, the competitive landscape, the regulatory landscape, market research, technology developments, market opportunity and risk assessments.
MEDIA STRATEGIC RESEARCH SERVICE
Credibility of Satellite News Channels in GreaterCairo
An analytical survey by Arab Advisors Group explores the perceived trustworthiness in Greater Cairo of nine satellite news channels, and cross-references the results with the gender and education of respondents.
This analysis is based on data from a major comprehensive survey conducted by Arab Advisors Group between November 2004 and January 2005. The survey probes the media usage patterns and habits of the population of Greater Cairo and indicates that approximately 66% of satellite TV viewers watch news programs (topped only by religious programs at 78%). Exploring the credibility of nine of the major Arabic and non-Arabic satellite news channels: Al Arabiya, Al Jazeera, Al Hurra, Al Ekhbariya, Al Mustakila, Nile News, NBN, CNN, and BBC World, the survey presents its results with reference to relevant demographic characteristics including the gender and education of respondents.
The survey is based on face-to-face interviews with 562 people from separate households selected at random from different areas within the Arab world's largest city, in a manner proportionate to the population sizes of the areas. The neighbourhoods covered comprise 3 high-income areas: Masr El Gideedah, El Mohandiseen, and El Maadi; 3 upper middle-income areas: Madinat Nasr, El Muqtam, and 6th of October City; 5 middle-income areas: Faisal, El Haram, Hilwan, El Qoba, and Wadi El Houf; and 6 low-income areas: Bab Al Sharyia, El Marg, Boula Abu Ellaa, Shoubra, Embaba, and Ain Shams. All respondents were above 15 years of age.
The scientific survey has a confidence level of 99% with a less than 5.5% margin of error. The complete results, including detailed statistical analysis and relevant cross tabulations, are available in the Arab Advisors Group report �Cairo Households Media Survey 2005�. The report covers the major Arabic and Non-Arabic satellite TV channels viewed by the Egyptian audience, as well as terrestrial TV, radio, TV interactivity, movie viewing, and newspapers.
The survey reveals that Al Jazeera is the most watched news channel (either Arabic or non-Arabic) in Cairo by far; of the 259 respondents who had a satellite dish antenna at the time of the survey, a full 229 (i.e. 88%) reported watching Al Jazeera. Al Arabiya ranks second, with a viewership of 35%, and Nile News ranks a distant third with a viewership of 9% according to the survey. Approximately 7% of the respondents with a dish reported watching CNN, while 5% reported watching Al Hurra and 3% reported watching BBC World.
Launched by the MBC network in 2003, Al Arabiya news channel features a range of programs including up-to-date coverage of political and social issues targeting Arab audiences. Of the 224 respondents who expressed an opinion on the subject of the Arabic-language channel's trustworthiness, over 75% found it to be credible (either very trustworthy or trustworthy), with almost one-third of the total labelling it very trustworthy and 43% labelling it trustworthy. Approximately 22% of the respondents classed Al Arabiya as somewhat trustworthy, while less than 3% considered it untrustworthy.
Exhibit 1: Al Arabiya Trustworthiness amongst Respondents who had an Opinion
| Al Arabiya Trustworthiness | # of Respondents | % |
| Very Trustworthy | 73 | 32.6% |
| Trustworthy | 96 | 42.9% |
| Somewhat Trustworthy | 49 | 21.9% |
| Not Trustworthy | 6 | 2.7% |
| Total | 224 | 100% |
When divided by gender, the responses indicate similar results to the above, with a greater percentage of females compared to males regarding the channel as very trustworthy.
Exhibit 2: Al Arabiya Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 28 | 45 |
| % | 25.7% | 39.1% |
| Trustworthy | 49 | 47 |
| % | 45.0% | 40.9% |
| Somewhat Trustworthy | 28 | 21 |
| % | 25.7% | 18.3% |
| Not Trustworthy | 4 | 2 |
| % | 3.7% | 1.7% |
| Total | 109 | 115 |
Divided by level of education, the results are also consistent with the aggregate ones. It is worth noting that respondents at higher levels of education were more reluctant to label Al Arabiya as very trustworthy; more opted to label it trustworthy. None of the respondents were below the high school level.
Exhibit 3: Education vs. Al Arabiya Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 8 | 8 | 7 | 0 | 23 |
| % | 34.8% | 34.8% | 30.4% | 0.0% | 100.0% |
| University or Diploma | 59 | 79 | 37 | 6 | 181 |
| % | 32.6% | 43.6% | 20.4% | 3.3% | 100.0% |
| Post Graduate (Masters or PhDs) | 5 | 8 | 4 | 0 | 17 |
| % | 29.4% | 47.1% | 23.5% | 0.0% | 100.0% |
| Not Answered | 1 | 1 | 1 | 0 | 3 |
Al Jazeera is by far the most watched news channel amongst the Egyptian audience. Almost nine years after its inception, the channel still maintains its reputation as an Arabic station that is free of censorship and government control, featuring liberated political debates and live interaction with its audiences.
Of the 244 respondents who expressed an opinion on Al Jazeera's trustworthiness, over 85% perceived the channel as credible, with the majority of the total respondents characterizing it as very trustworthy. A mere 3% deemed the channel untrustworthy. Compared to Al Arabiya (and all the other satellite news channels explored in this report), Al Jazeera enjoys a higher level of credibility in Cairo. This indicates a positive correlation between the size of a channel's viewers base and its trustworthiness.
Exhibit 4: Al Jazeera Trustworthiness amongst Respondents who had an Opinion
| Al Jazeera Trustworthiness | # of Respondents | % |
| Very Trustworthy | 142 | 58.2% |
| Trustworthy | 67 | 27.5% |
| Somewhat Trustworthy | 28 | 11.5% |
| Not Trustworthy | 7 | 2.9% |
| Total | 244 | 100% |
Variations in opinion by gender were minimal.
Exhibit 5: Al Jazeera Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 66 | 76 |
| % | 55.5% | 60.8% |
| Trustworthy | 34 | 33 |
| % | 28.6% | 26.4% |
| Somewhat Trustworthy | 15 | 13 |
| % | 12.6% | 10.4% |
| Not Trustworthy | 4 | 3 |
| % | 3.4% | 2.4% |
| Total | 119 | 125 |
As in the case of Al Arabiya, the higher the level of education of the respondents, the lower the percentage that rated Al Jazeera as very trustworthy. In this case, however, more postgraduate-level respondents rated the channel as somewhat trustworthy as opposed to trustworthy.
Exhibit 6: Education vs. Al Jazeera Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 19 | 6 | 0 | 1 | 26 |
| % | 73.1% | 23.1% | 0.0% | 3.8% | 100.0% |
| University or Diploma | 110 | 57 | 22 | 6 | 195 |
| % | 56.4% | 29.2% | 11.3% | 3.1% | 100.0% |
| Post Graduate (Masters or PhDs) | 11 | 3 | 6 | 0 | 20 |
| % | 55.0% | 15.0% | 30.0% | 0.0% | 100.0% |
| Not Answered | 2 | 1 | 0 | 0 | 3 |
United States-backed Al Hurra began broadcasting in February 2004 with the aim of providing an alternative to the two major pan-Arab news stations Al Arabia and Al Jazeera. However, of the 171 respondents who expressed an opinion on the subject of the new Arabic channel's trustworthiness, only 15 (i.e. less than 9%) considered the channel very trustworthy, and 46 (i.e. 27%) considered it trustworthy.
Exhibit 7: Al Hurra Trustworthiness amongst Respondents who had an Opinion
| Al Hurra Trustworthiness | # of Respondents | % |
| Very Trustworthy | 15 | 8.8% |
| Trustworthy | 46 | 26.9% |
| Somewhat Trustworthy | 60 | 35.1% |
| Not Trustworthy | 50 | 29.2% |
| Total | 171 | 100% |
More females than males regarded Al Hurra as credible. Again, respondents at lower levels of education were less reluctant to class the news channel as very trustworthy. High school-level respondents found Al Hurra least untrustworthy.
Exhibit 8: Al Hurra Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 5 | 10 |
| % | 5.8% | 11.8% |
| Trustworthy | 17 | 29 |
| % | 19.8% | 34.1% |
| Somewhat Trustworthy | 37 | 23 |
| % | 43.0% | 27.1% |
| Not Trustworthy | 27 | 23 |
| % | 31.4% | 27.1% |
| Total | 86 | 85 |
Exhibit 9: Education vs. Al Hurra Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 4 | 6 | 6 | 3 | 19 |
| % | 21.1% | 31.6% | 31.6% | 15.8% | 100.0% |
| University or Diploma | 10 | 35 | 48 | 42 | 135 |
| % | 7.4% | 25.9% | 35.6% | 31.1% | 100.0% |
| Post Graduate (Masters or PhDs) | 1 | 4 | 6 | 4 | 15 |
| % | 6.7% | 26.7% | 40.0% | 26.7% | 100.0% |
| Not Answered | 0 | 1 | 0 | 1 | 2 |
Of the 152 respondents with an opinion regarding the trustworthiness of Al Ekhbariya news channel - the new addition to Saudi TV - almost half rated the Arabic channel as credible, with 10% regarding it as very trustworthy. Variations in response by gender are evident in the somewhat trustworthy and not trustworthy categories. It is also interesting to note that one-third of postgraduate-level respondents perceived the channel as very trustworthy.
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Exhibit 10: Al Ekhbariya Trustworthiness amongst Respondents who had an Opinion
| Al Ekhbariya Trustworthiness | # of Respondents | % |
| Very Trustworthy | 15 | 9.9% |
| Trustworthy | 56 | 36.8% |
| Somewhat Trustworthy | 62 | 40.8% |
| Not Trustworthy | 19 | 12.5% |
| Total | 152 | 100% |
Exhibit 11: Al Ekhbariya Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 8 | 7 |
| % | 9.5% | 10.3% |
| Trustworthy | 30 | 26 |
| % | 35.7% | 38.2% |
| Somewhat Trustworthy | 38 | 24 |
| % | 45.2% | 35.3% |
| Not Trustworthy | 8 | 11 |
| % | 9.5% | 16.2% |
| Total | 84 | 68 |
Exhibit 12: Education vs. Al Ekhbariya Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 3 | 8 | 8 | 1 | 20 |
| % | 15.0% | 40.0% | 40.0% | 5.0% | 100.0% |
| University or Diploma | 7 | 45 | 49 | 16 | 117 |
| % | 6.0% | 38.5% | 41.9% | 13.7% | 100.0% |
| Post Graduate (Masters or PhDs) | 4 | 3 | 4 | 1 | 12 |
| % | 33.3% | 25.0% | 33.3% | 8.3% | 100.0% |
| Not Answered | 1 | 0 | 1 | 1 | 3 |
The results for London-based Arabic-language Al Mustakila are more or less consistent across genders and levels of education, with more high school-level respondents stating that the channel is very trustworthy.
Exhibit 13: Al Mustakila Trustworthiness amongst Respondents who had an Opinion
| Al Mustakila Trustworthiness | # of Respondents | % |
| Very Trustworthy | 8 | 7.0% |
| Trustworthy | 28 | 24.6% |
| Somewhat Trustworthy | 55 | 48.2% |
| Not Trustworthy | 23 | 20.2% |
| Total | 114 | 100% |
Exhibit 14: Al Mustakila Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 3 | 5 |
| % | 5.1% | 9.1% |
| Trustworthy | 16 | 12 |
| % | 27.1% | 21.8% |
| Somewhat Trustworthy | 27 | 28 |
| % | 45.8% | 50.9% |
| Not Trustworthy | 13 | 10 |
| % | 22.0% | 18.2% |
| Total | 59 | 55 |
Exhibit 15: Education vs. Al Mustakila Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 3 | 4 | 9 | 0 | 16 |
| % | 18.8% | 25.0% | 56.3% | 0.0% | 100.0% |
| University or Diploma | 3 | 21 | 40 | 20 | 84 |
| % | 3.6% | 25.0% | 47.6% | 23.8% | 100.0% |
| Post Graduate (Masters or PhDs) | 1 | 3 | 5 | 2 | 11 |
| % | 9.1% | 27.3% | 45.5% | 18.2% | 100.0% |
| Not Answered | 1 | 0 | 1 | 1 | 3 |
Egyptian Radio and Television Union's Nile News was rated as credible by over 60% of the 211 respondents who had an opinion on the subject. It is interesting to note that the largest percentage of postgraduate-level respondents classed the Arabic-language channel as very trustworthy.
Exhibit 16: Nile News Trustworthiness amongst Respondents who had an Opinion
| Nile News Trustworthiness | # of Respondents | % |
| Very Trustworthy | 47 | 22.3% |
| Trustworthy | 87 | 41.2% |
| Somewhat Trustworthy | 66 | 31.3% |
| Not Trustworthy | 11 | 5.2% |
| Total With Sat TV | 211 | 100.0% |
Exhibit 17: Nile News Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 24 | 23 |
| % | 23.1% | 21.5% |
| Trustworthy | 40 | 47 |
| % | 38.5% | 43.9% |
| Somewhat Trustworthy | 34 | 32 |
| % | 32.7% | 29.9% |
| Not Trustworthy | 6 | 5 |
| % | 5.8% | 4.7% |
| Total | 104 | 107 |
Exhibit 18: Education vs. Nile News Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 9 | 8 | 9 | 0 | 26 |
| % | 34.6% | 30.8% | 34.6% | 0.0% | 100.0% |
| University or Diploma | 31 | 72 | 53 | 10 | 166 |
| % | 18.7% | 43.4% | 31.9% | 6.0% | 100.0% |
| Post Graduate (Masters or PhDs) | 7 | 6 | 4 | 0 | 17 |
| % | 41.2% | 35.3% | 23.5% | 0.0% | 100.0% |
| Not Answered | 0 | 1 | 0 | 1 | 2 |
The privately owned Lebanese National Broadcasting Network (NBN), established in 1996, became a specialized news channel in 1999 and began broadcasting via satellite in 2000. Over half of the 129 respondents with an opinion on NBN's trustworthiness regarded it as credible.
Exhibit 19: NBN Trustworthiness amongst Respondents who had an Opinion
| NBN Trustworthiness | # of Respondents | % |
| Very Trustworthy | 16 | 12.4% |
| Trustworthy | 50 | 38.8% |
| Somewhat Trustworthy | 50 | 38.8% |
| Not Trustworthy | 13 | 10.1% |
| Total | 129 | 100% |
A larger percentage of males considered the channel trustworthy, whereas more of the females considered it somewhat trustworthy.
Exhibit 20: NBN Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 9 | 7 |
| % | 13.0% | 11.7% |
| Trustworthy | 29 | 21 |
| % | 42.0% | 35.0% |
| Somewhat Trustworthy | 24 | 26 |
| % | 34.8% | 43.3% |
| Not Trustworthy | 7 | 6 |
| % | 10.1% | 10.0% |
| Total | 69 | 60 |
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A greater proportion of postgraduate-level respondents deemed the channel very trustworthy.
Exhibit 21: Education vs. NBN Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 3 | 7 | 8 | 0 | 18 |
| % | 16.7% | 38.9% | 44.4% | 0.0% | 100.0% |
| University or Diploma | 10 | 36 | 36 | 13 | 95 |
| % | 10.5% | 37.9% | 37.9% | 13.7% | 100.0% |
| Post Graduate (Masters or PhDs) | 3 | 6 | 5 | 0 | 14 |
| % | 21.4% | 42.9% | 35.7% | 0.0% | 100.0% |
| Not Answered | 0 | 1 | 1 | 0 | 2 |
CNN's long standing in broadcasting news to the region dates back to the 1990 Gulf War. At the time, the channel gained popularity amongst audiences in the Arab world due to its extensive coverage of the events.
Of the 165 respondents who expressed an opinion on CNN's trustworthiness, almost 67% stated that it is credible, with 37% stating that it is very trustworthy. Approximately 7% deemed the U.S.-based English-language channel untrustworthy. Substantial variations exist between the responses of males and females in the very trustworthy and trustworthy categories. The majority of high school-level respondents stated that CNN is very trustworthy.
Exhibit 22: CNN Trustworthiness amongst Respondents who had an Opinion
| CNN Trustworthiness | # of Respondents | % |
| Very Trustworthy | 61 | 37.0% |
| Trustworthy | 49 | 29.7% |
| Somewhat Trustworthy | 44 | 26.7% |
| Not Trustworthy | 11 | 6.7% |
| Total With Sat TV | 165 | 100% |
Exhibit 23: CNN Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 24 | 37 |
| % | 27.0% | 48.7% |
| Trustworthy | 33 | 16 |
| % | 37.1% | 21.1% |
| Somewhat Trustworthy | 26 | 18 |
| % | 29.2% | 23.7% |
| Not Trustworthy | 6 | 5 |
| % | 6.7% | 6.6% |
| Total | 89 | 76 |
Exhibit 24: Education vs. CNN Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 10 | 5 | 3 | 1 | 19 |
| % | 52.6% | 26.3% | 15.8% | 5.3% | 100.0% |
| University or Diploma | 45 | 36 | 36 | 10 | 127 |
| % | 35.4% | 28.3% | 28.3% | 7.9% | 100.0% |
| Post Graduate (Masters or PhDs) | 6 | 6 | 5 | 0 | 17 |
| % | 35.3% | 35.3% | 29.4% | 0.0% | 100.0% |
| Not Answered | 0 | 2 | 0 | 0 | 2 |
Originally set up in 1991, the British Broadcasting Corporation�s English-language 24-hour news channel BBC World has a similar credibility rating in Cairo to that of CNN.
Exhibit 25: BBC World Trustworthiness amongst Respondents who had an Opinion
| BBC World Trustworthiness | # of Respondents | % |
| Very Trustworthy | 59 | 36.2% |
| Trustworthy | 55 | 33.7% |
| Somewhat Trustworthy | 43 | 26.4% |
| Not Trustworthy | 6 | 3.7% |
| Total | 163 | 100% |
As in the case of CNN, more females than males regarded BBC World as very trustworthy, although the variation in opinion between genders in this case is not as great. In addition, BBC World was also considered most trustworthy amongst respondents at the high school-level, with the percentage of respondents rating the channel as trustworthy increasing with the increase in level of education.
Exhibit 26: BBC World Trustworthiness vs. Gender
| Male | Female | |
| Very Trustworthy | 29 | 30 |
| % | 33.0% | 40.0% |
| Trustworthy | 32 | 23 |
| % | 36.4% | 30.7% |
| Somewhat Trustworthy | 25 | 18 |
| % | 28.4% | 24.0% |
| Not Trustworthy | 2 | 4 |
| % | 2.3% | 5.3% |
| Total | 88 | 75 |
Exhibit 27: Education vs. BBC World Trustworthiness
| Very Trustworthy | Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| High School | 10 | 5 | 4 | 0 | 19 |
| % | 52.6% | 26.3% | 21.1% | 0.0% | 100.0% |
| University or Diploma | 42 | 42 | 36 | 6 | 126 |
| % | 33.3% | 33.3% | 28.6% | 4.8% | 100.0% |
| Post Graduate (Masters or PhDs) | 7 | 6 | 3 | 0 | 16 |
| % | 43.8% | 37.5% | 18.8% | 0.0% | 100.0% |
| Not Answered | 0 | 2 | 0 | 0 | 2 |
As well as the extent to which satellite TV channels are watched amongst Egyptians, Arab Advisors Group�s �Cairo Households Media Survey 2005� also probes the popularity of these channels. When asked to list their favourite Arabic or non-Arabic channels, respondents ranked only Al Jazeera amongst the top ten, with Al Arabiya ranking seventeenth and the other satellite news channels explored in this report lagging far behind.
The survey also indicates that Arabic remains the preferred language in which to watch TV in Greater Cairo, even amongst respondents at higher levels of education. This may help to explain some of Al Jazeera and Al Arabiya's success compared to the major English-language players CNN and BBC World.
Although the information in this report has been obtained from sources that Arab Advisors Group believes to be reliable, we do not guarantee its accuracy, and such information may be incomplete or condensed. All opinions and estimates included in this report constitute our judgment as of this date and are subject to change without notice. This report is for information purposes only and is not intended as an offer or solicitation with respect to the purchase or sale of any security. No part of this document may be reproduced without the written permission of Arab Advisors Group.
- Credibility of Satellite News Channels inJordan
An analytical survey by Arab Advisors Group explores the perceived trustworthiness amongst Jordanians of nine satellite news channels, and cross-references the results with the gender and education of respondents.
In a turbulent region, news is one of the main reasons people watch TV. The 1990 Gulf War, during which the Cable News Network (CNN) drew audiences from all around the Arab world, underscored the importance of satellite news channels to the region, and by 1996 the first Arab all-news channel, Al Jazeera, was launched from Qatar. The newly established channel gained immediate popularity amongst Arabs due to its novel approach in pan-region satellite news broadcasting.
Today, Arab satellite TV viewers can choose from a range of thematic Arabic and non-Arabic news channels available to them. A recent survey of the media usage and viewing patterns in Jordan indicates that the largest percentage of Jordanians (83%) watch news programs (followed by family entertainment programs at 78%). The survey, conducted by Arab Advisors Group, explores the credibility of nine of the major Arabic and non-Arabic satellite news channels: Al Arabiya, Al Jazeera, Al Hurra, Al Ekhbariya, Al Mustakila, ANN, NBN, CNN, and BBC World, and presents the results with reference to relevant demographic characteristics including the gender and education of respondents.
Carried out between November 2004 and January 2005, the survey is based on face-to-face interviews with 606 people from separate households selected at random from different areas within Jordan's three major cities (Amman, Irbid, and Zarqa), in a manner proportionate to the population sizes of the areas. All respondents were above 15 years of age.
The scientific survey has a confidence level of 99% with a less than 5.25% margin of error. The complete results, including detailed statistical analysis and relevant cross tabulations, are available in the Arab Advisors Group report �Jordan Households Media Survey 2005�. The report covers the major Arabic and Non-Arabic satellite TV channels viewed by the Jordanian audience, as well as terrestrial TV, radio, TV interactivity, movie viewing, and newspapers.
According to the findings of the survey, Al Arabiya is the second most watched news channel (either Arabic or non-Arabic) in Jordan after Al Jazeera. Of the 549 respondents who had a satellite dish at the time of the survey, 298 (i.e. 54%) acknowledged watching Al Arabiya, while 396 (i.e. 72%) acknowledged watching Al Jazeera. Al Hurra, and the remainder of the news channels explored in this report, have much smaller viewer bases; less than 1.5% of respondents with a satellite dish acknowledged watching Al Hurra, and even smaller numbers acknowledged watching the other channels. CNN, for example, has a viewer ship of 0.7%, whereas BBC World has a viewer ship 0.4% according to the survey.
Launched by the MBC network in 2003, Al Arabiya news channel features a range of programs targeting Arab audiences, including up-to-date coverage of political and social issues. Of the 456 respondents who expressed an opinion on the subject of Al Arabiya's trustworthiness,almost two-thirds rated the Arabic language channel as trustworthy, one-third rated it as somewhat trustworthy, and less than 5% perceived it as untrustworthy. The remainder of the 606 people surveyed either did not have a satellite dish, did not answer the question, or answered that they did not have an opinion on the subject.
Exhibit 1: Al Arabiya Trustworthiness amongst Respondents who had an Opinion
| Al Arabiya Trustworthiness | # of respondents | % |
| Trustworthy | 279 | 61.2% |
| Somewhat Trustworthy | 155 | 34.0% |
| Not Trustworthy | 22 | 4.8% |
| Total | 456 | 100% |
When divided by gender, the responses indicate similar results to the above, with little variation in opinion between males and females.
Exhibit 2: Al Arabiya Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 160 | 119 |
| % | 64.3% | 57.5% |
| Somewhat Trustworthy | 75 | 80 |
| % | 30.1% | 38.6% |
| Not Trustworthy | 14 | 8 |
| % | 5.6% | 3.9% |
| Total | 249 | 207 |
Divided by level of education, the results are also consistent with the aggregate ones, with the majority of respondents at each level rating Al Arabiya as trustworthy.
Exhibit 3: Education vs. Al Arabiya Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 57 | 30 | 4 | 91 |
| % | 62.6% | 33.0% | 4.4% | 100.0% |
| High School | 117 | 56 | 6 | 179 |
| % | 65.4% | 31.3% | 3.4% | 100.0% |
| University or Diploma | 94 | 64 | 11 | 169 |
| % | 55.6% | 37.9% | 6.5% | 100.0% |
| Post Graduate (Masters or PhDs) | 8 | 4 | 0 | 12 |
| % | 66.7% | 33.3% | 0.0% | 100.0% |
| Not Answered | 3 | 1 | 1 | 5 |
Al Jazeera remains the most watched news channel in Jordan. Since its inception in 1996, the channel has maintained its reputation as an Arabic station that is free of censorship and government control, featuring liberated political debates and live interaction with its audiences.
Of the 505 respondents who expressed an opinion on Al Jazeera's trustworthiness,approximately two-thirds regarded the channel as trustworthy, while less than 4% deemed it untrustworthy. From the results, it would appear that both Al Jazeera and Al Arabiya enjoy a similar level of credibility in Jordan.
Exhibit 4: Al Jazeera Trustworthiness amongst Respondents who had an Opinion
| Al Jazeera Trustworthiness | # of respondents | % |
| Trustworthy | 322 | 63.8% |
| Somewhat Trustworthy | 165 | 32.7% |
| Not Trustworthy | 18 | 3.6% |
| Total | 505 | 100% |
Variations in response by gender for Al Jazeera are greater than those for Al Arabiya; however, the majority of respondents from each still stated that the channel is trustworthy. The results for different levels of education are similar to the top-line results above.
Exhibit 5: Al Jazeera Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 197 | 125 |
| % | 73.0% | 53.2% |
| Somewhat Trustworthy | 61 | 104 |
| % | 22.6% | 44.3% |
| Not Trustworthy | 12 | 6 |
| % | 4.4% | 2.6% |
| Total | 270 | 235 |
Exhibit 6: Education vs. Al Jazeera Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 65 | 36 | 3 | 104 |
| % | 62.5% | 34.6% | 2.9% | 100.0% |
| High School | 125 | 59 | 7 | 191 |
| % | 65.4% | 30.9% | 3.7% | 100.0% |
| University or Diploma | 117 | 63 | 8 | 188 |
| % | 62.2% | 33.5% | 4.3% | 100.0% |
| Post Graduate (Masters or PhDs) | 9 | 6 | 0 | 15 |
| % | 60.0% | 40.0% | 0.0% | 100.0% |
| Not Answered | 6 | 1 | 0 | 7 |
Funded by the United States, Arabic-language Al Hurra began broadcasting in February 2004with the aim of providing an alternative to the two major pan-Arab news stations Al Arabia and Al Jazeera. However, of the 245 respondents who expressed an opinion on the subject of Al Hurra's trustworthiness, only 49 (i.e. 20%) rated the channel as trustworthy.
Exhibit 7: Al Hurra Trustworthiness amongst Respondents who had an Opinion
| Al Hurra Trustworthiness | # of respondents | % |
| Trustworthy | 49 | 20.0% |
| Somewhat Trustworthy | 104 | 42.4% |
| Not Trustworthy | 92 | 37.6% |
| Total | 245 | 100% |
A greater percentage of females compared to males doubted al Hurra�s trustworthiness.
Exhibit 8: Al Hurra Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 40 | 9 |
| % | 23.8% | 11.7% |
| Somewhat Trustworthy | 78 | 26 |
| % | 46.4% | 33.8% |
| Not Trustworthy | 50 | 42 |
| % | 29.8% | 54.5% |
| Total | 168 | 77 |
Compared to other levels, university or diploma-level respondents found Al Hurra least trustworthy.
Exhibit 9: Education vs. Al Hurra Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 13 | 18 | 13 | 44 |
| % | 29.5% | 40.9% | 29.5% | 100.0% |
| High School | 21 | 44 | 31 | 96 |
| % | 21.9% | 45.8% | 32.3% | 100.0% |
| University or Diploma | 11 | 38 | 43 | 92 |
| % | 12.0% | 41.3% | 46.7% | 100.0% |
| Post Graduate (Masters or PhDs) | 3 | 2 | 4 | 9 |
| % | 33.3% | 22.2% | 44.4% | 100.0% |
| Not Answered | 1 | 2 | 1 | 4 |
The majority of the 178 respondents who expressed an opinion on the trustworthiness of the new addition to Saudi TV - news channel Al Ekhbariya - found it to be somewhat trustworthy, while only 15% considered it trustworthy.
Exhibit 10: Al Ekhbariya Trustworthiness amongst Respondents who had an Opinion
| Al Ekhbariya Trustworthiness | # of respondents | % |
| Trustworthy | 27 | 15.2% |
| Somewhat Trustworthy | 111 | 62.4% |
| Not Trustworthy | 40 | 22.5% |
| Total | 178 | 100% |
It can be noted that a larger number of males than females responded to the question relating to Al Ekhbariya's trustworthiness.
Exhibit 11: Al Ekhbariya Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 24 | 3 |
| % | 16.2% | 10.0% |
| Somewhat Trustworthy | 92 | 19 |
| % | 62.2% | 63.3% |
| Not Trustworthy | 32 | 8 |
| % | 21.6% | 26.7% |
| Total | 148 | 30 |
University or diploma and postgraduate-level respondents found Al Ekhbariya least trustworthy.
Exhibit 12: Education vs. Al Ekhbariya Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 6 | 20 | 6 | 32 |
| % | 18.8% | 62.5% | 18.8% | 100.0% |
| High School | 16 | 45 | 19 | 80 |
| % | 20.0% | 56.3% | 23.8% | 100.0% |
| University or Diploma | 4 | 41 | 12 | 57 |
| % | 7.0% | 71.9% | 21.1% | 100.0% |
| Post Graduate (Masters or PhDs) | 0 | 3 | 2 | 5 |
| % | 0.0% | 60.0% | 40.0% | 100.0% |
| Not Answered | 1 | 2 | 1 | 4 |
The London-based Arabic-language news station Al Mustakila has a similar credibility rating to that of Al Ekhbariya, with a larger proportion of the 153 respondents who expressed an opinion in this case regarding the channel as untrustworthy.
Exhibit 13: Al Mustakila Trustworthiness amongst Respondents who had an Opinion
| Al Mustakila Trustworthiness | # of respondents | % |
| Trustworthy | 18 | 11.8% |
| Somewhat Trustworthy | 78 | 51.0% |
| Not Trustworthy | 57 | 37.3% |
| Total | 153 | 100% |
It is noteworthy that a larger percentage of males rated Al Mustakila as trustworthy, while more of the female respondents considered it somewhat trustworthy.
Exhibit 14: Al Mustakila Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 17 | 1 |
| % | 12.9% | 4.8% |
| Somewhat Trustworthy | 65 | 13 |
| % | 49.2% | 61.9% |
| Not Trustworthy | 50 | 7 |
| % | 37.9% | 33.3% |
| Total | 132 | 21 |
Exhibit 15: Education vs. Al Mustakila Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 4 | 16 | 8 | 28 |
| % | 14.3% | 57.1% | 28.6% | 100.0% |
| High School | 9 | 35 | 28 | 72 |
| % | 12.5% | 48.6% | 38.9% | 100.0% |
| University or Diploma | 4 | 23 | 17 | 44 |
| % | 9.1% | 52.3% | 38.6% | 100.0% |
| Post Graduate (Masters or PhDs) | 0 | 4 | 3 | 7 |
| % | 0.0% | 57.1% | 42.9% | 100.0% |
| Not Answered | 1 | 0 | 1 | 2 |
The Arab News Network (ANN) broadcasts in Arabic from studios in London. Although the channel was launched in 1997, almost half of the 143 respondents who had an opinion rated it as untrustworthy.
Exhibit 16: ANN Trustworthiness amongst Respondents who had an Opinion
| ANN Trustworthiness | # of respondents | % |
| Trustworthy | 24 | 16.8% |
| Somewhat Trustworthy | 49 | 34.3% |
| Not Trustworthy | 70 | 49.0% |
| Total | 143 | 100% |
The disparity in the responses of males versus females is clear; many more of the females perceived ANN as trustworthy, while the majority of males regarded it as untrustworthy.
Exhibit 17: ANN Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 12 | 12 |
| % | 11.0% | 35.3% |
| Somewhat Trustworthy | 35 | 14 |
| % | 32.1% | 41.2% |
| Not Trustworthy | 62 | 8 |
| % | 56.9% | 23.5% |
| Total | 109 | 34 |
It is interesting to note that the higher the level of education of the respondents, the more trustworthy they considered ANN.
Exhibit 18: Education vs. ANN Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 3 | 5 | 18 | 26 |
| % | 11.5% | 19.2% | 69.2% | 100.0% |
| High School | 9 | 20 | 33 | 62 |
| % | 14.5% | 32.3% | 53.2% | 100.0% |
| University or Diploma | 8 | 23 | 18 | 49 |
| % | 16.3% | 46.9% | 36.7% | 100.0% |
| Post Graduate (Masters or PhDs) | 2 | 1 | 1 | 4 |
| % | 50.0% | 25.0% | 25.0% | 100.0% |
| Not Answered | 2 | 0 | 0 | 2 |
Established in 1996, the privately owned National Broadcasting Network (NBN) became a specialized news channel in 1999, and began broadcasting via satellite in 2000. Of the 149 respondents who had an opinion regarding the Lebanese channel's trustworthiness, over half labeled it untrustworthy.
Exhibit 19: NBN Trustworthiness amongst Respondents who had an Opinion
| NBN Trustworthiness | # of respondents | % |
| Trustworthy | 13 | 8.7% |
| Somewhat Trustworthy | 60 | 40.3% |
| Not Trustworthy | 76 | 51.0% |
| Total | 149 | 100% |
A larger percentage of males compared to females deemed the channel untrustworthy.
Exhibit 20: NBN Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 7 | 6 |
| % | 6.5% | 14.6% |
| Somewhat Trustworthy | 35 | 25 |
| % | 32.4% | 61.0% |
| Not Trustworthy | 66 | 10 |
| % | 61.1% | 24.4% |
| Total | 108 | 41 |
�
Exhibit 21: Education vs. NBN Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 2 | 7 | 18 | 27 |
| % | 7.4% | 25.9% | 66.7% | 100.0% |
| High School | 3 | 28 | 34 | 65 |
| % | 4.6% | 43.1% | 52.3% | 100.0% |
| University or Diploma | 6 | 22 | 23 | 51 |
| % | 11.8% | 43.1% | 45.1% | 100.0% |
| Post Graduate (Masters or PhDs) | 1 | 3 | 1 | 5 |
| % | 20.0% | 60.0% | 20.0% | 100.0% |
| Not Answered | 1 | 0 | 0 | 1 |
Despite its long standing in broadcasting news to the region, over 40% of the total 188 respondents with an opinion characterized U.S.-based English-language CNN as untrustworthy. It is interesting to note, however, that the majority of postgraduate-level respondents labeled CNN as trustworthy. In addition, substantial variations exist between the responses of males and females.
Exhibit 22: CNN Trustworthiness amongst Respondents who had an Opinion
| CNN Trustworthiness | # of respondents | % |
| Trustworthy | 44 | 23.4% |
| Somewhat Trustworthy | 67 | 35.6% |
| Not Trustworthy | 77 | 41.0% |
| Total | 188 | 100% |
Exhibit 23: CNN Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 24 | 20 |
| % | 18.6% | 33.9% |
| Somewhat Trustworthy | 34 | 33 |
| % | 26.4% | 55.9% |
| Not Trustworthy | 71 | 6 |
| % | 55.0% | 10.2% |
| Total | 129 | 59 |
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Exhibit 24: Education vs. CNN Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 3 | 9 | 19 | 31 |
| % | 9.7% | 29.0% | 61.3% | 100.0% |
| High School | 12 | 31 | 34 | 77 |
| % | 15.6% | 40.3% | 44.2% | 100.0% |
| University or Diploma | 22 | 25 | 22 | 69 |
| % | 31.9% | 36.2% | 31.9% | 100.0% |
| Post Graduate (Masters or PhDs) | 6 | 2 | 1 | 9 |
| % | 66.7% | 22.2% | 11.1% | 100.0% |
| Not Answered | 1 | 0 | 1 | 2 |
BBC World - the British Broadcasting Corporation's international 24-hour news channel, originally set up in 1991 appears to be in a similar situation to that of CNN in Jordan. Not only does the English-language channel have a small viewer ship (similar to that of CNN), but almost half of the 189 respondents who expressed an opinion on the channel's trustworthiness rated it as untrustworthy.
Exhibit 25: BBC World Trustworthiness amongst Respondents who had an Opinion
| BBC World Trustworthiness | # of respondents | % |
| Trustworthy | 51 | 27.0% |
| Somewhat Trustworthy | 53 | 28.0% |
| Not Trustworthy | 85 | 45.0% |
| Total | 189 | 100% |
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As in the case of CNN, more females than males regarded BBC World as trustworthy.
Exhibit 26: BBC World Trustworthiness vs. Gender
| Male | Female | |
| Trustworthy | 25 | 26 |
| % | 18.9% | 45.6% |
| Somewhat Trustworthy | 29 | 24 |
| % | 22.0% | 42.1% |
| Not Trustworthy | 78 | 7 |
| % | 59.1% | 12.3% |
| Total | 132 | 57 |
BBC World was also considered more trustworthy amongst respondents with higher levels of education.
Exhibit 27: Education vs. BBC World Trustworthiness
| Trustworthy | Somewhat Trustworthy | Not Trustworthy | Total | |
| Below High School | 2 | 6 | 21 | 29 |
| % | 6.9% | 20.7% | 72.4% | 100.0% |
| High School | 11 | 26 | 38 | 75 |
| % | 14.7% | 34.7% | 50.7% | 100.0% |
| University or Diploma | 32 | 16 | 25 | 73 |
| % | 43.8% | 21.9% | 34.2% | 100.0% |
| Post Graduate (Masters or PhDs) | 4 | 5 | 1 | 10 |
| % | 40.0% | 50.0% | 10.0% | 100.0% |
| Not Answered | 2 | 0 | 0 | 2 |
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As well as the extent to which satellite TV channels are watched across Jordan, Arab Advisors Group's �Jordan Households Media Survey 2005� also probes the popularity of these channels. When asked to list their favourite Arabic or non-Arabic channels, respondents ranked Al Arabiya and Al Jazeera amongst the top ten, with the other satellite news channels lagging far behind.
The survey indicates that Arabic remains the preferred language in which to watch TV in Jordan, even amongst respondents at higher levels of education. This may help to explain some of Al Arabiya and Al Jazeera's success compared to CNN and BBC World.
Although the information in this report has been obtained from sources that Arab Advisors Group believes to be reliable, we do not guarantee its accuracy, and such information may be incomplete or condensed. All opinions and estimates included in this report constitute our judgment as of this date and are subject to change without notice. This report is for information purposes only and is not intended as an offer or solicitation with respect to the purchase or sale of any security. No part of this document may be reproduced without the written permission of Arab Advisors Group.
- JordanMedia City Update: 45 channels currently broadcast from the city
By the end of 2004, the total number of channels broadcasting from Jordan MediaCity became 45, with 13 channels broadcasting directly and 32 re-transmitting via the city.
Jordan Media City (JMC) Company was established in 2001 as the result of an agreement between the government of Jordan and Dallah Production Company, a Saudi company owned by Sheikh Saleh Kamel. The city aims to create job opportunities and attract investment inflows into the country with its duty and censorship free environment. It operates under Jordan's general free zone laws which are applicable to any kind of commercial operation; although a media-specific free zone law was widely debated by the Jordanian parliament in 2000, it was never passed.
Located in east Amman in the neighborhood of the Jordan Radio and Television studios, JordanMedia City is the first private free media zone of its kind in Jordan, providing mainly broadcasting, production, postproduction, satellite teleporting and satellite newsgathering (SNG) services to its clients. JMC also includes a number of offices that can be rented to media and information companies who wish to benefit from the advantages of the private free zone. The city's major clients include Al Majd, Rotana, LBC and NBC, in addition to its sister company ART, also owned by Sheikh Saleh Kamel.
Jordan's Media City is the smallest of the three media cities in the region, compared to Dubai Media City (DMC) and the Egyptian Media Production City (EMPC). Its main lessee is the Arab Radio and Television (ART) network. Complete profiles of the Arab world's three media cities � JMC, DMC and EMPC � can be found in the Arab Advisors Group report �Media Cities in the Arab World�.
By the end of 2004, JMC was host to a total of 45 channels, up from its previous total of 16 (an impressive growth of 181%). Jordan Media City further projects that it will host 90 channels by the end of 2005. During the past year, ART began broadcasting 4 sports channels, as well the religious channel Iqraa, directly from the city, and the number of backhaul channels relayed from Asiasat to Nilesat via JMC rose to 32. Iraqi channels Al Diyar and Al Sumaria, in addition to Normina channel and Smarts Way TV, also began direct broadcasting via Nilesat from JMC, and 2 new stations - True TV and Seven Stars - are currently ready to be added to the list. Another new channel, Super Tech TV, is set to begin broadcasting via Arabsat later this year.
Exhibit: Channels broadcasting from JMC, via Nilesat
| Existing playout (direct) channels | 4 sports channels from ART
Iqraa Al Diyar Al Sumaria Normina Smarts Way TV ART Munasabat NBA |
| New playout channels | True TV
Seven Stars |
| Bouquets of backhaul channels (totalling 32 channels) | Pehla bouquet
Star TV bouquet Zee TV bouquet 8 additional Indian channels |
Source: JMC
The year 2004 saw an infusion of an additional 10 million Jordanian dinars (US$ 14.1 million) of capital into Jordan's Media City. Other major developments during the year include the signing of an agreement with Arabsat to resume broadcasting via its satellites (after a gap of two years); the agreement is expected to come into effect by April of this year. JMC also signed a 2-month contract with the British Broadcasting Corporation (BBC) with the purpose of training around 80 Iraqi employees to broadcast a channel from the south of Iraq. Iqraa, the religious channel, began broadcasting via analogue C-band, and the commentary studios for a number of sports channels, including the English league studio, moved to the city. During the year, JMC also managed to attract a number of new clients to its quarters, including Japanese TBS and UNRWA, which produced 3 films in JMC.
Currently, Jordan Media City Company has a total of 120 employees - more than double last year's figure. Approximately 80% of the employees work in the engineering department handling transmission, teleport, maintenance and editing as well as the operation of the studios and the Electronic Field Production (EFP) Van. The remaining 20% are divided over the administrative, financial, production and marketing departments.
Although the information in this report has been obtained from sources that Arab Advisors Group believes to be reliable, we do not guarantee its accuracy, and such information may be incomplete or condensed. All opinions and estimates included in this report constitute our judgment as of this date and are subject to change without notice. This report is for information purposes only and is not intended as an offer or solicitation with respect to the purchase or sale of any security. No part of this document may be reproduced without the written permission of Arab Advisors Group.
AmmanTel 962.6.5828849 �Fax 962.6.5828809 PO Box 2374, Amman 11821 Jordan
For more information www.arabadvisors.com arabadvisors@arabadvisors.com
This research note is taken from the Arab Advisors Group Strategic Research Service. We also publish Country Landscape and Projection Reports, Industry Trend Reports and provide consulting services.
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