digital tv and tv viewership tendenies (eng)
TRANSCRIPT
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Digital TV in Kiev
• Digital TV distribution dynamics • TV viewing structure changing• Share of Other channels (alternative TV)• Viewer profile of alternative TV• New competitive environment
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TV signal recept typeJanuary–September, 2009, households
• Digital TV in Ukraine – cable and satellite, only
Data source: GFK, January-September, 2009 Monitoring only since 2008
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TV signal recept type Kiev, households
• In Kiev share of households with digital TV is 50%– due to switch of Volia cable to digital broadcasting
Kiev Ukraine without Kiev
Data source: GFK 2008 – September,15, 2009
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Alternative channels share in KievPeople 4+
Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+
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Alternative channels share in Kiev Demographic groups
Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+
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TV viewing in Kiev Demographic groups
Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+
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Profile of alternative TV viewers in Kiev
Data source: GFK, September,20, 2009TA: People 4+ Kiev, signal recept type – digital, av. viewing time of Other TV 01:26:27, People 4+ KievData within the limits of error
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Sweden vs. UkrainePeople 4+
• Switch to digital TV in Sweden – 1999 to 2007
Data source: GFK 2004-2008TA: P 4+ Ukraine 50 000+
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Digital TV in Kiev
• Digital TV in Kiev – already 50% of households• TV viewing structure changing – share of alternative channels is 29% for
viewers at age 24-44 in Kiev (digital cable package) • Profile of alternative TV viewers– younger, well-to-do. Among viewers
more men.• Digital TV gives more possibilities for TV viewers and makes competitions
among TV channels more tough
Kwendi © 200914 Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+
Channels share depending on signal recept type in KievPeople 4+
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Switch to digital TV in European countries
• In each country own way of switching to digital TV– In Holland 84% of households get signal by cable, ground-based digital TV takes only
5%– In Germany 42% of households get signal by satellite, ground-based digital TV takes
only 3%
Data source: DigiTAG 2008
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Switch to digital TV in European countries
• In general switching to digital TV takes from 3 (Norway) to 14 years (Great Britain)
• Among countries, switched to digital TV:– Sweden 1999 - 2007– Finland 2001 - 2007– The Netherlands 2003 – 2006– Switzerland 2001 -2008– Germany 2002 -2008
• In 2009 end of switching– Denmark 2006 - 2009– Norway 2007 - 2009
Data source: DigiTAG 2008