Shamshad TV – Audience Research for the Marketing and Communications Department

Established in 2006, Shamshad TV has become a fast-growing satellite television station broadcasting nationally and catering mostly to the country’s Pashto speakers. The channel broadcasts 24 hours a day, providing educational content, news, shows, dramas, and entertaining programmes to both local areas of Afghanistan as well as other countries via satellite. Airing mainly in Pashto (80%), Shamshad TV programmes are predominantly watched in the South and East of the country. In order to continue being a company that duly caters to its customers, Shamshad TV commissioned Samuel Hall with a phone-based audience research. Conducted in Kabul and other relevant provinces, it targeted a sample of 2000 respondents, both male and female. This research aims shape Shamshad TV’s future strategy in terms of programming and time viewership.