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1.
Digital TV and
viewing tendency Kiev Kwendi © 2009 1
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 2
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 3
4.
TV signal recept
type Kiev, households Kiev Ukraine without Kiev • In Kiev share of households with digital TV is 50% – due to switch of Volia cable to digital broadcasting Data source: GFK 2008 – September,15, 2009 Kwendi © 2009 4
5.
Alternative channels share
in Kiev People 4+ Data source: GFK January – September,15, 2009 Kwendi © 2009 5 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
6.
Alternative channels share
in Kiev Demographic groups Data source: GFK January – September,15, 2009 Kwendi © 2009 6 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
7.
TV viewing in
Kiev Demographic groups Data source: GFK January – September,15, 2009 Kwendi © 2009 7 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
8.
Profile of alternative
TV viewers in Kiev Data source: GFK, September,20, 2009 Kwendi © 2009 8 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
9.
Sweden vs. Ukraine
People 4+ • Switch to digital TV in Sweden – 1999 to 2007 Data source: GFK 2004-2008 Kwendi © 2009 9 TA: P 4+ Ukraine 50 000+
10.
Sweden vs. Ukraine
People 20-44 Data source: GFK 2004-2008 Kwendi © 2009 10 TA: P 20-44 50 000+
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 11
12.
Thank You!
Kwendi © 2009 12
13.
Appendix
Kwendi © 2009 13
14.
Channels share depending
on signal recept type in Kiev People 4+ Data source: GFK January – September,15, 2009 Kwendi © 2009 14 TА: People 4+, Kiev Channels sorted according to share for audience P 4+ Ukraine 50 000+
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 15
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 Kwendi © 2009 16
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