In Belarus, a large-scale stage of a sociological study has begun, during which specialists will visit residential houses and apartments of citizens across the country. As reported by the Ministry of Information, apartment-by-apartment and house-to-house visits are being conducted by interviewers of the Unified National Media Measurement – the company ZAO «MediaIzmeritel».

The main goal of this extensive work is the detailed study of the population’s television preferences for the subsequent development and modernization of domestic television broadcasting.

What is this study and why is it needed?

In the republic, the second wave of the installation sociological study of TV viewing is underway (the first stage took place in the spring of this year). The collected data will form the basis of the so-called television panel. This is a representative group of households that reflects an accurate social cross-section of society and helps analyze the real interest of viewers in various TV channels, programs, and genres.

The main difference of the current stage is the expansion of geography: now the sociological survey covers not only urban residents but also the rural population. This will allow obtaining the most complete and objective picture of media consumption in the country.

What will citizens be asked?

A conversation with an interviewer will take little time and will be devoted exclusively to your TV usage habits. Specialists will offer to answer the following questions:

• How often and at what time of day do you turn on the television?
• Which specific TV channels, programs, films, or news blocks do you prefer?
• Do you use modern functions (for example, Smart TV or delayed viewing/recording of broadcasts)?

The received answers are entered by the specialist into a special electronic device (tablet), after which they are automatically sent to the company’s server in an aggregated and coded form.

How to distinguish a genuine interviewer from a fraudster?

The organizers of the study ask citizens to remain vigilant, as under the guise of sociologists, fraudsters may attempt to enter homes. A genuine employee of ZAO «MediaIzmeritel» can be easily identified by the following mandatory signs:

• Corporate attire: All specialists work in special branded blue vests.
• Official documents: The interviewer must carry an employee ID card of the company and a passport. You are entitled to request to see them before the conversation begins.
• Nature of the questions: The survey is strictly anonymous and confidential.

It is important to remember: Official representatives of MediaIzmeritel never ask for your passport data, bank card numbers, passwords, secret codes from SMS messages, and even more so they do not demand any money for participating in the survey. If you are being asked for financial or personal confidential information – you are dealing with fraudsters.

Timing

The autumn stage of the sociological study will continue in Belarus until October 30, 2026. The organizers emphasize that the opinion of each survey participant matters: it is the answers of ordinary viewers that will directly influence what Belarusian television will become in the near future, making it more interesting, high-quality, and competitive.