SATELLITE & CABLE: Satellite TV viewership on the rise in mainland

Viewers in China have more access to satellite TV, according to a survey conducted by China Mainland Marketing Research and the China Radio & TV Society. Penetration has increased rapidly, with the number of channels reaching more than 100 million viewers rising from 17 to 22 in the past year. CCTV's eight channels have about 600 million to one billion viewers, an increase of between four million and 90 million over last year. The survey looked at access and ratings of nine official satellite TV channels among 5,642 families in 45 cities and 88 counties from August to October this year. The channels included CCTV's movie and agricultural channels and seven provincial satellite channels from Jiangsu, Anhui, Hubei, Guangdong, Chongqing, Sichuan and Guizhou. Of all the nine surveyed stations, CCTV's movie channel and agricultural channels were most popular, with cumulative audiences increasing by 600 million each within the survey period. Both channels have attracted an extra 10 million viewers since 1999. The CCTV Movie Channel was the first choice for 60 per cent of viewers, compared with the average 30 per cent among the other seven CCTV channels. The survey also showed that viewers watch the two channels either "frequently or every day", with an average daily viewing time of more than 19 minutes. Source: CMM Intelligence.

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