TNAG-2079-FCO40-2959-Hong-Kong-press-coverage-and-reports-1990 — Page 50

2.8

English Channel Viewership

The viewership figures set out below for the English channels broadcast by TVB and ATV are interesting. They show that during "the past week" an overall 31% of the households watched TVB Pearl and 10% ATV World. These percentages increase with incomes. In households where the monthly incomes are $15,000 and over the percentages are 56% for TVB and 29% for ATV.

2.9

Table 2.5

English Broadcast TV Channel Viewership

> $8000

Overall

<=$8000

<=$15000 >$15000

Any English TV

Yesterday

12%

8응

11%

32%

Past Week

32%

24%

34%

57%

TVB Pearl

Yesterday

11%

8%

Past Week

31%

olo m

10%

29%

23%

34%

56%

ATV World

Yesterday

2%

1%

1%

12%

Past Week

10%

6%

10%

29%

Source: SRH Media Index 1989

Summary

2.10 The Satellite service will inevitably include a

high proportion of English programming. It will certainly include Asian language programmes in order to appeal to the many Asian viewers in the region. Achieving a correct mix to reach as wide an audience as possible within the multi-language population of the foot print will be a very important factor. Hong Kong, although small, represents a very important market for satellite services. Potentially the demand sectors analysed above for Hong Kong represent over 50% of the population.

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