The survey -- by Synovate and Objective Research -- canvassed almost 2,000 consumers in nine markets, examining issues such as trust- worthiness, impartiality and bias and influence. Aimed at high-end consumers, typically senior management figures in large companies, the survey also included 100 in-depth interviews across the region.
"The whole objective is to go beyond the numbers and address people's relationships with, and attitudes towards, media," said Steve Garton, director, media, Asia-Pacific, at Synovate.
According to Garton the survey's major findings suggested consumers rated 'trust' as the leading issue when it comes to their daily diet of news, while 'channel uniqueness' was the second most important issue.
On the broadcasting side CNN International fared the best, taking the number one spot in 13 of 15 categories, with BBC World rating second. Duncan Morris, VP, research, Turner International Asia-Pacific, said the results showed CNNI was heading in the right direction.
Garton said the survey is initially slated to run every two years, because consumers viewing habits and opinions would not change drastically during that time.
Trust key for media: survey
Trust has emerged as one of the key issues for media consumers, according to the Media Brand Values Asia survey released this week.