Thimphu, August 14 — In a milestone moment for Bhutan’s media landscape, the Secretary of the Ministry of Industry, Commerce and Employment, Tashi Wangmo, joined hands with the Director of the Bhutan InfoComm and Media Authority (BICMA), Jigme Wangdi, the Chief Information and Media Officer of the Department of Media, Creative Industry and Intellectual Property (DoMCIIP), Binod Pradhan and the Chairperson of the Journalists’ Association of Bhutan (JAB), Needrup Zangpo to unveil the country’s first Media Perception Index (MPI) Survey Report.
The launch, hosted by BICMA and organised by JAB, was attended by editors, journalists, and representatives from print and broadcast outlets, a gathering that reflected the very ecosystem the survey set out to study. Officials from both BICMA and DoMCIIP, as well as civil society organisations, were also present.
A first for Bhutan
The MPI survey, initiated by JAB, set out to map the intricate relationship between Bhutanese citizens and the media. Covering 703 respondents from 14 dzongkhags with the help of 12 enumerators and six supervisors, it examined access, trust, perceptions of independence, and the ever-changing habits of media consumption. The findings shed light not only on where audiences turn for news but also on what they believe and doubt about the sources they use.
The MPI survey was conducted with support from DoMCIIP, in partnership with the Centre for Local Governance and Research. The findings provide valuable information about which media platforms people trust, how often they use them, and what they think about media in the country.
Trust anchored in tradition
Despite the rapid march of technology, traditional media, particularly television, remains the bedrock of public trust. Over 60 percent of respondents watch BBS TV at least once a week, making it the most trusted and widely used medium. Newspapers like Kuensel and The Bhutanese maintain respectable readership, even as smaller print outlets struggle to capture the same level of engagement.
The digital shift
Yet the survey confirms what many in newsrooms already suspected: digital and social media platforms have overtaken traditional outlets in popularity. The paradox is striking while more people turn to social media for information, trust in these platforms remains low. The gap between consumption and credibility highlights a challenge for media literacy and responsible journalism in the digital age.
Changing habits, changing times
Radio, once a staple in Bhutanese homes, has seen a steep decline in daily listenership. Younger audiences are gravitating toward online news, streaming platforms, and social media feeds, seeking both information and entertainment at the swipe of a finger.
Challenges in the spotlight
The survey did not shy away from the uncomfortable truths. Concerns over misinformation, bias, and a lack of media independence persist. Participants called for higher journalistic standards and greater public education on discerning credible sources from falsehoods.
Youth at the crossroads
Mobile phones and the internet have opened up vast educational opportunities for children and youth but not without risks. Parents voiced worries over screen addiction, exposure to harmful content, and the erosion of face-to-face interaction. The report calls for stronger digital literacy initiatives, parental guidance, and content regulation to protect younger audiences.
Insights by demographics
Interestingly, rural residents expressed more positive views of the media compared to their urban counterparts. Women and those with less formal education also tended to hold more favorable perceptions, while higher education levels often correlated with more critical perspectives.
A sector in transition
Overall, the MPI scored Bhutanese media at an encouraging 3.81 out of 5. While traditional media continues to hold public trust, digital platforms are reshaping how information flows through society. The report calls for a dual focus: preserving the credibility of traditional journalism while adapting to the demands and risks of the digital era.
Recommendations for the road ahead
Key proposals include producing culturally relevant content that blends tradition with modern narratives, strengthening regulations to combat misinformation, expanding regional and multilingual access, and building a resilient society capable of navigating the complexities of the online world.
Looking forward
As Bhutan stands at a crossroads in its media development journey, the MPI survey serves both as a mirror and a compass. With collective effort from policymakers, media professionals, and the public, the nation can forge a media environment that is trustworthy, inclusive, and aligned with the aspirations of a growing democracy.
Dzongkhag Surveyed
JAB proposed 14 dzongkhags for this study, selected based on their regional distribution:
- Mongar 2. Trashigang 3. Samdrupjongkhar 4. Wangduephodrang 5. Thimphu 6. Paro 7. Haa 8. Punakha 9. Trongsa 10. Bumthang 11. Samtse 12. Tsirang 13. Sarpang 14. Chukha.