Press release - Instytut Monitorowania Mediów

Press release - Instytut Monitorowania Mediów

Instytut Monitorowania Mediów
Al. Jerozolimskie 53; 00-697 Warszawa
tel. +48 22 356 21 00, 698 634 593
kontakt: Agata Szybieniecka
Specjalista ds. PR
[email protected]
Press release
Warsaw, 31st October 2006
Sensation in the first place
Scandals prevail in September ranking of „Poland’s most opinion-forming media”. Over 15 percent of
all references concerned current scandals, which make the winning media owe their position to
publications on controversy of public life. Gazeta Wyborcza was a leader of IMM’s September ranking,
however high position of Życie Warszawy (publications on J. Kuroń) and television station TVN (socalled tape scandal) in the ranking are also worth mentioning.
IMM’s September analysis was made on the basis of 6146 media publications, which covered pieces of news delivered
by press, radio and television. Their authors referred to information spread by other media as many as 7446 times (3408
times in press, 2409 on television and 1629 on the radio).
Gazeta Wyborcza became September winner of the ranking regaining the leadership after three-month break. It scored
the most references in press reviews and in the context of politics and so-called tape scandal. Rzeczpospolita, on the
other hand, slipped back a little and was ranked second with 1111 quotations. The latter daily was also the most
frequently quoted with regard to politics, economy, market and finance. Last month had Gazeta Wyborcza be not only
the most frequently quoted source of information but also the daily that was the most willing to refer to news spread by
other mass media.
Życie Warszawy insignificantly, by 4 quotations, outrun Dziennik. ŻW to large degree improved its position in the
ranking thanks to considerable number of quotations in the context of politics and publications reporting on J. Kuroń.
Dziennik, on the other hand, was quoted the most often in materials devoted to politics and Gudzowaty-Miller scandal.
Chart 1. The most frequently quoted media
1259
Gazeta Wyborcza
1111
Rzeczpospolita
Życie Warszawy
870
Dziennik
866
286
TVN
Super Express
207
TVN 24
204
Gazeta Prawna
204
202
Fakt
183
Puls Biznesu
159
Wprost
121
Parkiet
118
Radio ZET
117
Newsweek
88
PR1
0
200
400
600
800
1000
1200
1400
Source: IMM
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High, fifth place of television station TVN in the ranking to large degree stems from having the TV station broadcast
tape recordings which proved that Members of Parliament from Law and Justice (PiS), namely A. Lipiński and W.
Mojzesowicz, tried to persuade other Member of Parliament from Self-Defense (Samoobrona), Renata Beger, to part
from her party and team up with PiS. TVN, September leader of all TV stations, outdid the winner of the previous
month, Catholic TV station Telewizja Trwam, which did not enter the first fifteen of the most frequently quoted media
this month.
Radio ZET returned to the top of the ranking of radio stations and beame its leader – last month the station was not
ranked among the first fifteen. Onet.pl also regained its leadership in the category of Internet portals and outperformed
Interia.pl.
September followed to be another month predominated by scandals, as media took up the issue of so-called tape
scandal, Polish Football Association (PZPN) and referees’ scandal, PZU scandal, Military Intelligence Service (WSI)
scandal. Gudzowaty-Miller scandal and the scandal linked to the publication of Życie Warszawy about Jacek Kuroń as
well as other, minor issues.
In general, over 15 percent of all quotations concerned scandals, which acknowledges the thesis proposed by Jerzy
Baczyński in October issue of monthly Press, which read that media „respond to scandals and not to opinions”.
Mentions in press reviews and Polish politics traditionally constituted the most frequent subject of quotations.
Chart 2. The most frequent subjects of quotations in August 2006
2107
Media review
1658
Polish politics
488
Economy, market, finance
Social life
364
364
Tape scandal
Curiousitiesi
265
Rankings, polls
231
Local issues
218
198
Scandal: Jacek Kuroń
159
Tapping scandal
Media market
128
124
sport
111
PZPN and referees’ scandal
scandal: Gudzowaty-Miller
other
0
105
926
500
1000
1500
2000
2500
Source: IMM
September had Wprost take the first place in the ranking of weeklies with Gazeta Prawna being the most frequently
quoted business and economic daily. Arch-rivalry was observed among tabloids and the battle was finally won by Super
Express for being quoted 5 times more by other media than Fakt.
83 percent of references concerned nationwide media, whereas remaining 17 percent – local issues. The most of
quotations from local media originated from Mazowiecki region where Życie Warszawy remained in the lead.
Each month, Instytut Monitorowania Mediów analyses all newspapers, as well as TV and radio broadcasts, which
authors refer to news spread by other media. The research covers about 700 newspapers, TV stations and selected
programs of nine radio stations. Basic version of August report is available at the website of Instytut Monitorowania
Mediów: http://www.instytut.com.pl/raporty. In order to receive full or profiled version of the report, do not hesitate to
contact: [email protected].
Institute of Media Monitoring monitors nearly 700 newspapers, TV and radio stations and Polish Internet resources.
Institute of Media Monitoring is a member of FIBEP – the elite organization associating over 80 media monitoring
companies from several dozen of countries. Since 2002, Institute of Media Monitoring have supported ventures of
Responsible Business Forum.
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