Digital TV reception in Ukraine is growing, with satellite reception increasing most rapidly, especially in rural villages. Satellite TV is mostly free-to-air programming. Cable TV growth has slowed and digital cable is concentrated in Kiev. Overall, 17% of Ukrainian households now have access to a digital TV signal, with higher penetration in western regions. Digital households watch a more diverse set of channels, including non-terrestrial options like Discovery Channel, which is the most popular.

1. Digital TV in Ukraine. The source of growth
Olga Rosmanova
Director of Meidia Research Department
GfK Ukraine

2. 23
GfK Media Цифровое ТВ в Украине. Источники роста
2009
Types of reception:
Any annual changes?

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
TV signal reception. How does the distribution change?
3
Type of TV reception
% of TV households
Ukrainians actively continue to
connect to a satellite type of
reception
The growth of cable type of
reception in 2009 slowed down
:
GfK
Ukraine
1 2009
– 2009

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Satellite reception. Key trends (1)
4
Villages. % households with satellite
reception
The most intensive type of satellite
reception is growing in villages
Cities under 100 thousands %
The growth of the penetration of satellite households with a satellite type of
reception
reception in urban areas is slower and
occurs mainly at the expense of small
towns (up to 100 thousand).
Cities 100-1000 тыс. thousands Cities-millionares. thousands %
% households with a satellite type of households with a satellite type of
reception reception
:
GfK Ukraine

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Satellite reception. Key trends (2)
5
Families with a satellite type of reception
Most of the connections to the satellite
are free of charge
FTA
Satellite Pay TV
:
GfK
Ukraine
1 2009
– 2009

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Satellite reception. Key trends (3)
6
Families with a satellite
reception, %. On average, satellite families have
access to 3 satellites

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Digital Cable Reception. Key trends.
7
% families with digital cable
among cable families
The growth of digital cable among
families is mainly due to Kiev.
% семей с цифровым сигналом
среди кабельных семей Киева
Currently, digital cable by 91%
represented by Kiev.
In other cities % of digital cable has
remained stable over the past 2.5 years
- about 1% of cable households
:
GfK Ukraine

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Conclusion: digital signal penetration
8
The penetration of digital signal
in Ukraine reached 17% of
families
Cities 100 -1000
thousand Cities
1 mln+
(without Kiev)
Among the households with access to a
Kiev
digital signal, 37% live in villages, 29% Cities
- in small towns (up to 100 thousand), under
and 18% in Kiev. 100
The lowest penetration of the digital thousand
signal is observed in the cities-
millionaires
Villages
:
GfK Ukraine

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Digital Signal Penetration by Region: regional distribution
9
2007 (second half of the year)
> 20% households with a digital device:
Lviv
Ivano-Frankivsk
Zakarpatska
Ternopil
Cherkasy

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Digital Signal Penetration by Region: regional distribution
10
2009 (first half of the year)
> 20% households with a digital device:
Lviv
Ivano-Frankivsk
Zakarpatska
Ternopil
Cherkasy

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
What do «digital» families watch?

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
TOP 10 TV channels: analog vs digital TV
[Whole Ukraine]
he share of TV channels in the audience 4 + years, Ukraine 12
Analogue Digital
Inter 21,5% 8,8%
1+1 13,5% 11,77%
When expanding the choice of TV
Novy Channel 9,1% 9,15%
channels (in digital families) the
ICTV 9,0% 3,99% proportion of channels that are
not disclosed in the base panel
TRK Ukraine 8,4% 3,55% TV of user data ("Other
Channels") increases
STB 7,6% 7,24%
NTN 3,3% 1,4%
1 Channel Global
2,9% 1,4%
Network
ТЕТ 2,6% 1,5%
К1 2,2% 2,0%
«Other channels» 9,8% 35,5% !NB
4 , Украина; / ,
/
: -
2009

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
TOP 10 TV channels: analog vs digital TV
[Kiev]
The share of TV channels in the audience 4 + years, Kiev 13
Analogue Digital
Inter 20,3% 14,7%
1+1 10,5% 7,1%
When expanding the choice of TV
Novy Channel 12,4% 5,9%
channels (in digital families) the
ICTV 7,7% 5,8% proportion of channels that are
not reflected in the base panel TV
TRK Ukraine 6,3% 4,6% for customers ( "Other
Channels") increases
STB 10,8% 6,8%
NTN 4,3% 4,0%
1 Channel Global
3,5% 5,6%
Network
ТЕТ 2,2% 1,1%
К1 2,3% 1,7%
«Other channels» 3,3% 22,2% !NB
4 , Киев; / ,
/
: -
2009

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GfK Media Цифровое ТВ в Украине. Источники роста
2009
Non-terrestrial channels: TOP-5
[Whole Ukraine]
14
The share of TV channels in the audience 4 +
years, the digital signal, Ukraine
Mid-day
Coverage, %
Coverage
Discovery channel 11% 2% The most popular non-terrestrial
channel — Discovery:
Animal Planet 10% 1%
11% of Ukrainian citizens who have
Ностальгия 8% 0,9% digital reception, watch Discovery
during the month.
National
7% 1%
Geographic
Eurosport 6,5% 0,6%
!NB
4 , Украина; / ,
: -
2009

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GfK Media
2009
Digital TV in Ukraine. The source of growth
Olga Rosmanova
Director of Meidia Research Department
GfK Ukraine