Studying the interests and necessity of the audience of the «Khabar TV channel»

Abstract

This research presents the results of a sociological study on the media behaviour
of the adult population of Kazakhstan viewers of TV «Khabar» in the context of the issue of
worldview orientations in the digital age. The aim of the research is to determine the specifics of
media consumption of digital technologies of the population of Kazakhstan, as well as to identify
media preferences of the adult population.
The research methodology is based on quantitative and qualitative methods. The results of
the study show a segmentation of the Kazakh audience in terms of usage of digital channels, in
terms of information consumption and in terms of media preferences. All regions of the country
can be divided into two groups according to the dominant type of television connection into areas
where rural population prevails and into areas with a higher level of urbanization. The analysis
shows that digital television is being introduced in all areas, with mobile Internet having begun to
compete with wired Internet.
The identification of media behavior of the adult population of Kazakhstan by television
viewers of the Khabar channel in the focus of development and modernization of the digital era
determines the practical and scientific significance of this empirical study.
The research methodology is based on quantitative and qualitative methods: interviewing
the middle of the target group and working in focus groups.
The results of the study show that the segmentation of the Kazakhstan`s audience of digital
information channels by style of consumption and the characteristics of the media preferences of
the audience of the Khabar TV channel differ.
The results of the study can be used in applied work in on social journalism.