XN000022-1996-02-09 — Page 6

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Satellite broadcasting survey completed

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The report on the Satellite Broadcasting Survey 1995 the first public opinion survey on satellite broadcasting ever commissioned by the Broadcasting Authority - has been completed by Survey Research Hongkong.

In 1995, there were about 426,000 Satellite Master Antenna Television outlets in Hong Kong, including about 395,000 domestic households. In other words, about one in every five of the 1,791,000 domestic households had access to satellite television.

The survey involved face-to-face interviews with 1,560 randomly selected respondents aged 12 or above who had watched Star TV for 15 minutes or more in the past seven days.

The most widely watched Star TV channel was the Chinese Channel (52 per cent). However, viewers liked the Prime Sports channel best with 35 per cent of the respondents considered it to be the most preferred channel.

On average, a viewer watched Star TV for about 1.3 hours per week. This is slightly less than that spent by an average individual on TVB Pearl channel which is 1.7 hours according to the 1993-94 Television Broadcasting Survey.

About half of the Star TV viewers considered the overall programming of Star TV to be average, about 40 per cent were satisfied and about 10 per cent felt the opposite.

Less than one-tenth of its viewers has noted any bad language, triad jargon, sex, nudity, violence or indecent materials in Star TV's programmes.

Thirty eight per cent of Star TV viewers found advertisements on Star TV very/quite credible, nine per cent thought otherwise and 53 per cent had no comments. The incidence of finding any indecent materials appearing in the advertisements was low (13 per cent).

The penetration of Star's satellite radio service was low with only 117 out of the 1,560 Star TV viewers claiming to have access to the radio service at home. The level of listening in the past seven days was only 12 per cent among those who could receive the Star radio programmes.