Svetlana Kalinina

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Svetlana Kalinina

  1. 1. Digital TV and viewing tendency Kiev Kwendi © 2009 1
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Sweden vs. Ukraine People 20-44 Data source: GFK 2004-2008 Kwendi © 2009 10 TA: P 20-44 50 000+
  11. 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. 12. Thank You! Kwendi © 2009 12
  13. 13. Appendix Kwendi © 2009 13
  14. 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. 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. 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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