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Program Assessment


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Broadcasting to East Asia and Eurasia

The Broadcasting Board of Governors broadcasts news and information to countries in East Asia and Eurasia in order to promote the open communication of information and ideas. Programming in several languages such as Chinese and Russian is broadcast via television, radio, and the internet.


What This Rating Means

Moderately Effective

In general, a program rated Moderately Effective has set ambitious goals and is well-managed. Moderately Effective programs likely need to improve their efficiency or address other problems in the programs' design or management in order to achieve better results.
  • The program has largely met its ambitious, long-term goals for increasing audience reach. Due to difficulties in surveying certain target audiences--North Korea and China, for example--data are not available for a number of countries. Where data are available this program has achieved fair results, such as an increase in audience size in Russia from 1.4 million in 2002 to 2.6 million in 2006.
  • The program has improved efficiency. It has cut costs by reducing the number of concurrent programs in the same language and by sharing program content from one broadcaster (such as Radio Free Europe/Radio Liberty) with another (such as the Voice of America).
  • Audience awareness of BBG programs in target areas is increasing. In China, Voice of America broadcasts in Mandarin have experienced a large increase in the percentage of the surveyed population that is aware of the programming - from 6% in 2005 to 12% in 2006. Audience awareness directly influences audience reach.

Improvement Plan

About Improvement Plans

We are taking the following actions to improve the performance of the program:

  • Revise BBGs strategic plan to build on a market-based approach to broadcasting to reach audiences in their preferred media w/ programming tailored to their needs, and to support US strategic interests
  • Designing and implementing performance measures that assess the quality of the radio and television programs, as well as the views and opinions of listeners and viewers in East Asia and Eurasia.
  • Design and implement long-term performance measures that align w/ the BBG mission to promote freedom and democracy by broadcasting objective news about the US and world to East Asia and Eurasia.

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