MEDIASTATS: Drama top TV fare for Asia's youth

<p>Judging by their viewing habits, Asia's youth - those between 15 </p><p>and 24 years - could almost pass for their parents. </p><p><BR><BR> </p><p>Across seven markets, drama was cited as the most popular TV genre </p><p>favoured by the youth segment, according to a poll by NFO. </p><p><BR><BR> </p><p>Youth in Malaysia, Singapore, Taiwan, Hong Kong and Korea put drama </p><p>series as their top viewing choice on free-to-air TV, although it was </p><p>more of a mixed picture for pay-TV programming. Drama beat game and talk </p><p>shows, documentaries and news in the five markets. </p><p><BR><BR> </p><p>The lure of drama series was strongest in Hong Kong and Korea, where 77 </p><p>per cent of respondents in both markets cited it as their favourite </p><p>free-to-air viewing staple, according to the poll. </p><p><BR><BR> </p><p>In contrast, youth in China - Beijing, Guangzhou and Shanghai - showed </p><p>the most interest in current affairs. Fifty-eight per cent of </p><p>respondents cited news as their top choice, followed by drama and </p><p>variety programmes. </p><p><BR><BR> </p><p>This compares with a 26 per cent response rate for news by respondents </p><p>across the border. </p><p><BR><BR> </p><p>Young viewers showed a wider range of viewing favourites on pay-TV. </p><p>Drama took the top vote in three pay-TV markets, with the remaining </p><p>choices split among movies (Singapore), sports (Hong Kong) and music </p><p>programmes (Korea), the poll found. </p><p><BR><BR> </p><p>YOUTH VIEWING HABITS </p><p>FREE-TO-AIR TV </p><p>Malaysia Drama (53%) Documentary (12%) News (10%) </p><p>(Base: 156) </p><p>China News (58%) Drama (34%) Variety programme </p><p>(Base: 156) (22%) </p><p>Singapore Drama (46%) Game Show (13%) News (10%) </p><p>(Base: 96) </p><p>Taiwan Drama (26%) News (22%) Variety programme </p><p>(Base: 132) (19%) </p><p>Hong Kong Drama (77%) Game Show (38%) News (26%) </p><p>(Base: 95) </p><p>Korea Drama (77%) Entertainment Talk show (12%) </p><p>(Base: 121) programme (50%) </p><p>Japan Entertainment Drama (31%) News (18%) </p><p>(Base: 102) programme (42%) </p><p>PAY TV </p><p>Malaysia Drama (14%) Entertainment Music programme </p><p>(Base: 156) programme (7%) (6%) </p><p>China Drama (58%) Entertainment Sports (27%) </p><p>(Base: 156) programme (33%) </p><p>Singapore Movie (13%) Music programme Sports (11%) </p><p>(Base: 96) (11%) </p><p>Taiwan Drama (24%) Entertainment Sports (14%) </p><p>(Base: 132) programme (14%) </p><p>Hong Kong Sports (16%) Music programme News (10%) </p><p>(Base: 95) (10%) </p><p>Korea Music programme Movies (18%) Sports (12%) </p><p>(Base: 121) (28%) </p><p>Japan Drama (6%) Movie (5%) Sports (5%) </p><p>(Base: 102) </p><p><BR><BR> </p>

by | 09/14/2001