Dissemination to response: In search of new strategies for
broadcast media in cyclone warning of Bangladesh
By
Mohammad Sahid Ullah
And
Rawshon Akhter
Department of Communication and Journalism
Chittagong University, Chittagong-4331, Bangladesh
This Paper is prepared to present in the The Second Indian Disaster Management
Congress in New Delhi, India from 04 to 06 November 2009
Coastal Areas and Cyclone
Exposed area of cyclone: 710 Km from along the South-east and
Southern Bangladesh
Total Cyclone recorded: 104 (1776-2009)
Total deaths: 1.4 millions
Vulnerable people: 20 Millions
Total Cyclone Shelters: 3,870
Warning issue authority: Storm Warning Centre (SWC)
Warning Disseminator: Radio/ Television and CPP Volunteers
Hypotheses of the study
1. Media broadcast warning message for creating awareness is
not
the key, rather many other factors imposed Bangladesh coastal
people to respond
2. Coastal Peoples’ poverty level, availability of broadcast media in
their family, house pattern, frequent exposers and experience
cyclone, education level, availablity of cyclone centres and
God’s mercy are more influential.
Dissemination to response: In search of new strategies for
broadcast media in cyclone warning of Bangladesh
ABSTRACT:
Media and communication are always co- extensive with catastrophic
management, as they are of immense importance in mobilizing human and other
resources in any emergencies. ‘Awareness is the key’- considering this concept,
disaster preparedness and management authorities in Bangladesh use broadcast
media in creating awareness among people to take shelters in safer places during
cyclone with apparently negative outcome. Examining the existing cyclonic
warning dissemination system and the environment within which warning
information is disseminated and received, this study attempts to address people's
perception and their response on mediated warning messages throughout the
vulnerable coastal region of Bangladesh. Results of this study also suggests some
newer skills and techniques for media professionals and policymakers in finding
out strategies to disseminate adequate warning message with moderately better
effect among 20 millions panic-stricken people living in the 710 km long cyclone-
prone coastal belt of Bangladesh.
Media Situation in Bangladesh and Coastal Areas
Media Access:
Newspaper readership: 10 percent of total 150 millions
Radio listeners: 39 percent of total 150 millions
Television viewers: 78 percent of total 150 millions
Confidence levels:
1. Cyclone 1991: 69.7 percent (CDL)
2. Cyclone 1997: 47.8 percent (FOCUS)
Survey Information and respondent characteristics
Areas covered: Eight Upa-zials
(Kutubdia, Banskhali, Sandwip, Hatita, Char Alexgerder,
Doshmina, Bhola, Galachipa)
Respondents: 400 households
Gender : 67.5 Male (N 270), Female 32.5 (N 130)
Education: 48.8 (No school), 25.8 (Primary),
11.5 (Secondary) 4.8 (undergraduate)
Occupation: 39.8 Farmers, 14.5 small traders, 13.0 day labourers,
7.3 fishing in the Bay of Bengal
1
 Survey Information and respondent characteristics Results and Findings

Income Groups: Tk 1000-2000 (32.5%), 2001-4000 (39.5%), Media access and Sheltering: Yes (46.7%), No (22.8%), χ 2 242.697, P <.000
4001-6000 (18.0%), 6001-8000 (4.0%) ,
Above 8000 (5.7%) House Pattern and Media warning: Cottage (39.3%), Tin Shade (41.5%),
Pucca (13.7%) χ 2 117.438, P <.000
House pattern of the respondents: Cottages (38.4%), GI Tin sheet houses
Frequent experiences and media: CPP (88.8%), Media (69.5%), χ 2 45.418, P <.112
(47.5%), Brick build houses (1.8%)
Availability of Cyclone shelters: Within a kilometer (65.2%), Education and Perception: Unlettered (No, 29.25%), Primary (17.0%) Higher (4.2%)
χ 2 33.947, P <.003
Half (23.8%), Two kilometers (10.9%)
Wait and See Strategy: Yes (81.5), No (18.5%) χ 2 15.972, P <.003
Cyclone Experience in life time: 3 to 4 times (38%), 5 to 6 times (22%)
More than 10 times (11.6%) Distance and Media announcement: Yes (49.5) No (41.5) χ 2 63.282, P <.237
Media Access: Radio (50.8%), Television (12.7%), Newspapers (8.8%),
No media (47.0%) Age and Warning Bulletins: Yes (41.2%), No (58.8%) χ 2 71.682, P <.212

The Future Directions for Media

The Future Directions for Media

(a) cyclone warning system should be re-oriented according to the need and
understanding of the people. Specific attention should be given on the probable flood
level for each coastal area and island separately and transmit the warning bulletins in
local dialect,
(b) radio and television should take care on the authenticity of information and
credibility. This can be done through promoting sensitivity against sensationalism,
highlighting the aspects of preparedness and cross- checking of information from the
cyclone- prone and affected sites as well as the official sources,
(e) year round programs on cyclonic preparedness should be broadcast. Live phone interviews,
interactive programs over radio and TV, experts’ views (recorded or live interviews), full and short
documentaries, song, dramas and talk shows etc may be some of these forms,
(f) media professionals should keep constant contact with the SWC for disseminating news on the
formation of cyclone and its actual advancement or track to the people,
(g) broadcast the origin of the epicenter of various cyclones and tracks of their advancement at
suitable times in normal period to cover maximum number of listeners or viewers in regular intervals, at least
twice a week, throughout the year,

(c) develop and embark upon a comprehensive early warning and preventing education
system. The system can be developed with the intention of educating the members of the
public, creating awareness among the public, guidelines in disaster risk reduction,
guidelines in facing the cyclone (what to do), agencies to contact in case of emergency
and where to go for help,
(h) in order to play an appropriate role in cyclonic disaster preparedness, it is direly needed to
provide on- job training to the correspondents and reporters, on coverage and reporting on cyclone,
especially about the interviewing skills during the days of cyclone, live interview, self-safety; and
ethical codes on disaster reporting and

(d) all state- run and private radio and television stations should be in operation round the (i) more research should be conducted to analyze the role of broadcast media and the improvement
clock throughout the country for disseminating information on cyclonic havoc during a of disaster communication for building up idea regarding preparedness measures, evacuations and
depression, shelters..

THANK YOU

Wish to receive your invaluable comments and

observations
Mohammad Sahid Ullah
Ms. Rawshon Akhter

Department of Communication and Journalism

Chittagong University
Chittagong-4331,
Bangladesh

Work phone: 88-031-2606001-10 (Ex:4435)

Home Phone: 88-031-684197
Mobile: 88-01819-333539
Fax: 88-031-726310
Email: focus_bangladesh@yahoo.com