Choose Electronic Media
According to national surveys, the majority of Lithuanians
are getting information from radio and TV. It is not surprising
that they choose free information sources. Print newspapers are
not always affordable, and online publications are not always accessible
in a country where unemployment has reached 13 percent.
national radio dominates in the radio market. About 33 percent of
Lithuanians prefer this radio station to the others. A total of
23 percent of the population of the capital city Vilnius and 42
percent of people living in rural areas get news from it. According
to the media research company Gallup Media, about 70 percent of
people aged 50 to 74 and only 4 percent of young people aged 20
to 29 prefer this radio station to the others.
people prefer television. Over 80 percent of the TV audience committed
to the three biggest commercial channels are people aged 20 to 29.
This market segment is shared in the following way: Polish-owned
channel BTV owns a market stake of about 18 percent and Swedish-owned
channels LNK and TV3, about 34 and 29 percent respectively. National
TV is watched by about 9 percent of the entire Lithuanian television
audience and only by about 4 percent of younger people.
newspapers are popular among the working population, especially
in big cities. About 47 percent of the readers of the biggest daily
Lietuvos rytas and about 17 percent of those of the second-largest
daily Respublika read it at work.
to the National Readership Survey conducted by Gallup Media, about
25 percent of readers prefer Lietuvos rytas to the others.
Eight percent of Lithuanian readers read the regional daily Kauno
Diena, which is Swedish-owned and published in the second-largest
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