Afghanistan Infrastructure and Rehabilitation Services Program(IRP) written in English, Dari and Pashto
Keshim-Faizabad Road, looking upstream on Kotcha River Schoolgirls at well pumping clean water Afghan workers building part of a bridge Asphalt being laid on an Afghan road A section of North West Kabul Power Plant Aerial view of the Kajakai Dam

Media Study Analyzes Afghan Viewer Reaction to <em>On the Road</em> Show
On the Road host Mujeeb Arez embraces an Afghan countryman in a scene from the popular TV show.
Afghan viewers learn more about their own diverse country through interactions between TV host Mujeeb Arez and the people he meets each week in various Afghan provinces.
15 June 2010 - Today, Wise Strategic Communication, with support from the United States Agency for International Development (USAID), released preliminary findings from a survey on the viewership of Tolo television’s On the Road (or "Hai Maidan Tai Maidan") program, saying more than 35 percent of the Afghanistan population tunes into the program every Saturday night.

Wise conducted the survey during April within nine selected provinces, polling more than 2,000 participants, undertook 45 key informant interviews and conducted nine focus groups to assess the opinions and impact of the show with the Afghan viewers.

On the Road, which is funded through USAID, builds Afghans’ national pride as a diverse, but unified, nation. Each week, the program focuses on a different region or province. The host, Mujeeb Arez, explores the social, cultural and historical aspects of different provinces, tasting local food, playing local games, and visiting the local historical sites. The TV program offers real Afghan stories from many locations around the country including numerous examples of successful development projects by the Afghan government in partnership with the international community. Through Mujeeb’s interviews with farmers, doctors, workers, youth and community leaders, Afghans see the changes within their country and the impact recent development efforts have had in Afghans’ own, unscripted words.

Some of the key findings from the survey include:

Through the focus groups that Wise Communication conducted, a particular emphasis was placed upon the national unity On the Road promotes week after week. Some of the responses included:

“The survey that Wise Communication conducted indicates and validates the whole purpose of why this show has seen success,” said USAID Mission Director William M. Frej. “The program is bringing the people of Afghanistan together past political and social lines to embrace the many cultures and diversity that the country has to offer. We are a proud sponsor of this program, and we hope that this show will continue for many years to come.”

Part of the Moby Group, Tolo aims to create innovative programming that appeals, informs and entertains Afghans. “The most exciting aspect to emerge from the success of On the Road is that as a first of its kind for this format of programming in Afghanistan, is has enabled everyday Afghans to better get to know each other,” said Saad Mohseni, Moby Group Chairman. “Above all, we’ve only looked at a small snapshot of the country, and there is so much more to see,” Mr Mohseni added.

To learn more, download Media Study: Hai Maidan Tai Maidan,a presentation in PDF format prepared by Wise Strategic Communication.


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