The UK-funded initiative led by BBC Media Action was officially launched yesterday in Tonga.
High Commissioner Philip Malone formally kicked off the Audience Research project with BBC Media Action to map how Tongans access and use media, their exposure to mis- and disinformation, and the everyday issues they face.
Image: British High Commission in Tonga
The mixed-method study will explore media access and usage, highlight key issues affecting citizens, and assess how disinformation impacts local communities. Present at the launch were Tongan media representatives and other stakeholders to discuss the findings and implications for the local media sector.
The research was described as “a vital step to understand the lives of Tongan people, their media access, usage and preferences, experiences with mis- and disinformation, and the key issues affecting their lives.”
Tonga’s media landscape is facing growing pressure from rapid digitalisation, natural-disaster driven connectivity disruptions and limited resources for journalism. A recent survey of Tonga’s media found that the growth of online platforms has “created ideal conditions for misinformation and disinformation to spread.”
The new research is expected to inform future training and capacity-building efforts by BBC Media Action and other partners to strengthen public interest media in Tonga. The UK High Commissioner’s role underscores bilateral support for media development in the Pacific.
Media stakeholders at the event emphasised the need for results to feed into newsroom practice, media literacy campaigns and regulatory reform so that Tongan audiences are better served in a changing information environment.
The work follows a three-day election coverage workshop last month, also funded by the UK government, aimed at strengthening journalists’ skills for reporting before, during and after elections.
BBC Media Action’s Pacific team, including Project Director Dipak Bhattarai and Tonga Project Coordinator Naitilima Tupou, met this morning with Acting British High Commissioner Emma Macri and Acting Deputy High Commissioner Josh Kemp in Nukuʻalofa to align on the initiative.
The UK government believes that “media empowerment is essential” and that supporting trusted, impartial information flows in Pacific island nations like Tonga is key. This project presents both opportunities and challenges for the Tongan media sector, as they adapt to new content production methods and digital platforms.
The partnership involves the Media Association of Tonga and aims to build capacity across broadcast and digital channels to serve local audiences better.
