svetlana kalinina
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Kwendi © 2009 1
Digital TV and viewing tendency Kiev
Kwendi © 2009 2
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
Kwendi © 2009 3
TV signal recept type January–September, 2009, households
• Digital TV in Ukraine – cable and satellite, only
Data source: GFK, January-September, 2009 Monitoring only since 2008
Kwendi © 2009 4
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
Kwendi © 2009 5
Alternative channels share in Kiev People 4+
Data source: GFK January – September,15, 2009 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
Kwendi © 2009 6
Alternative channels share in Kiev Demographic groups
Data source: GFK January – September,15, 2009 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
Kwendi © 2009 7
TV viewing in Kiev Demographic groups
Data source: GFK January – September,15, 2009 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
Kwendi © 2009 8
Profile of alternative TV viewers in Kiev
Data source: GFK, September,20, 2009 TA: People 4+ Kiev, signal recept type – digital, av. viewing time of Other TV 01:26:27, People 4+ Kiev Data within the limits of error
Kwendi © 2009 9
Sweden vs. Ukraine People 4+
• Switch to digital TV in Sweden – 1999 to 2007
Data source: GFK 2004-2008 TA: P 4+ Ukraine 50 000+
Kwendi © 2009 10
Sweden vs. Ukraine People 20-44
Data source: GFK 2004-2008 TA: P 20-44 50 000+
Kwendi © 2009 11
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 © 2009 12
Thank You!
Kwendi © 2009 13
Appendix
Kwendi © 2009 14 Data source: GFK January – September,15, 2009 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
Channels share depending on signal recept type in Kiev People 4+
Kwendi © 2009 15
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
Kwendi © 2009 16
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