4 / Myanmar's media from an audience perspective Executive summary This publication presents the findings from an audience study carried out by International Media Support (IMS), its partner institution Fojo Media Institute and Enlightened Myanmar Research Foundation (EMRef) in May 2018. The report provides indications of the media habits of the population of Myanmar as well as people’s understanding of news and information flows. The study found that there is a widespread preference towards local media as people feel that these media outlets provide them with information relevant to their local communities and daily lives. Television is a preferred medium for consuming news but social media, and Facebook in particular, is catching up. A culture of sharing news and information ensures that even people without access to Facebook know of the platform and get updates through friends and family. People’s trust in media differs but with many preferring state-owned media to deliver trustworthy and reliable news and information. Some news consumers showcase a natural skepticism towards news and information, but limited access to reliable information makes it difficult for them to verify what they read, see or hear. Despite some people’s ability to critically reflect on the information they encounter, the level of media literacy in Myanmar remains low with many finding it difficult to decipher media content and grasp the role and purpose of media and news. Based on the findings, the report ends with 12 recommendations. Six are directed towards the Myanmar media industry, journalists and other content producers while the remaining six are targeted at media development organizations and learning institutions. IMS-Fojo hopes that these recommendations can serve as inspiration for the continuous development and professionalization of the media in Myanmar. IMS-Fojo would like to express gratitude towards the men and women who participated in the study. Without their willingness to share their views and media habits, this study could not have been carried out. IMS-Fojo is equally appreciative of EMReF’s professional approach and readiness to carry out an audience study in Myanmar without prior experience.