Today we don’t have a unified evaluation system for the business TV channels in Ukraine. Parameters such as the coverage of the target audience, trust in information, content relevance and content usefulness remain unexplored. Public data panels GFK-Ukraine in this regard is not enough representative. In-depth research conducted on demand of channels. But results are intended for internal use. To obtain objective data we conducted marketing sociological research "Business content on Ukrainian TV-broadcast: supply and demand - 2014". Period: December 2013 – January 2014. Object of the research: business television in Ukraine. Subject of the research: coverage of the target audience by business television channels in Ukraine, quantitative and qualitative parameters. Territory of the research: Ukraine. © Olexiy Demchenko, 2014.

1. BUSINESS CONTENT ON THE
UKRAINIAN TELEVISION
BROADCASTING:
SUPPLY AND DEMAND 2014

2. Information on research
Date: December 2013 – January 2014 Country: Ukraine
Task:
 to define the actual embracing of target audience by business TV channels in
Ukraine
 to obtain representative qualitative assessments by parameters such as the level
of confidence to the information content and the actual value of content
 to formulate applicable recommendations on optimization of business content in
the Ukrainian television broadcasting
Methodology: questionary, 4 blocks (35 questions): personal information, attitude to
business orientated mass media, attitude to business format of TV programs,
feedback (comments and suggestions)

3. Sample
TA2-secondary target audience.
Number of respondents: 500
TA1-primary target audience.
Number of respondents: 34
Parameters: Parameters:
men and women men and women
25–55 years 25–55 years
live in the cities live in the cities - administrative centers
economically active economically active
income level: average + income level: high
type of employment: entrepreneurs;
hired employee in top-manager position;
civil servants in financial sector.

4. General population of research (according to data of
Public service of statistics, assets as of the beginning of 2013, million persons)
TA2
TA1
City residents
31.4
Economically
active
population
17.3
Income over
3 720 UAH
per month
1.8

5. Sample parameter: secondary target audience
Kyiv:
62.4
Cities with population over
than 1 million: 17.2
Other
cities:
20.4
RESIDENCE REGION
(RAT, %)
Male:
51.2
Female:
48.8
GENDER
(RAT, %)
25-30:
38.6
31-35:
32,0
36-40: 7.6
41-45: 8.2
46-50: 6.2
51-55: 7.2
AGE
(RAT, %)
Economic:
20.4
Other:
76.4
No
education:
3.2
HIGHER EDUCATION
(RAT, %)
Entrepreneurs:
20.8
Hired employee:
58.8
Civil
servants in
financial
sector: 4,0
Civil servants
in other
sector: 11.6
Other:
11.2
EMPLOYMENT TYPE
(RAT, %)
Less 500 USD:
18.6
500-2500 USD:
70.4
Over 2 500 USD:
11,0
INCOME LEVEL
(RAT, %)

6. Sample parameter: primary target audience
.
Male:
70.6
Female:
29.4
GENDER
Kyiv:
85.3
Cities with
population
over than 1
million: 11.8
Other
cities:
2.9
RESIDENCE REGION
25-30
31-3536-40
41-45
46-50
51-55
AGE
25-30
31-35
36-40
41-45
46-50
51-55
Economic:
47.1Other:
52.9
EDUCATION
44.1
47.1
8.8
EMPLOYMENT TYPE
Εntrepreneurs
Hired employee in
top-manager
position
Hired employee in
top-manager
position
(Rat, %)

7. Average respondent`s profile
Male
34 y.o.
Male
38 y.o.TA2
 Higher education degree holder
 Lives in Kyiv
 Economically active
 Hired employee in a top-manager
position
 Income level: over 21 000 UAH per
month
 Higher education degree holder
 Lives in a city with population over 1 million
 Economically active
 Hired employee
 Income level: 8 700 UAH per month
TA1

8. Respondents` main source of information
TA1
TA20
10
20
30
40
50
60
70
80
90
TV Print media Radio Information
web resourses
Social
networks
Other
28.8
23.6
4.8
85.6
42.4
6.4
32.3
29.4
5.9
88.2
47.1
20.6
(Rat, %)

9. Respondents` level of confidence to mass
media
TA2
TA1
1
1.5
2
2.5
3
3.5
4
4.5
5
TV Print media Radio Information
web resourses
Social
networks
2.75
3.01
2.45
3.25
3.00
2.60
2.88
2.54
3.03 3.00
3.16
3.24
( Average on a
five-point scale )

10. TOP-10 Mass media by the audiences` highest
level of confidence
1. Ukrainska pravda, web portal (+ Economichna pravda) 11.2%;
2-3. Dzerkalo tyzhnya, newspaper + web portal 4.2%;
2-3. LIGABiznesinform, news agency (all projects) 4.2%;
4. Correspondent, magazine + web portal 3.8%;
5. Forbes, all affiliated brands 3.6%;
6. RBC, all affiliated brands 3.2%;
7. Bloomberg, all affiliated brands 2.8%;
8. Commersant, all affiliated brands 2.4%;
9. UBR, TV channel + web portal 2.2%;
10. Interfax, news agency 1.8%.

11. Embracing of target audience by international
business TV channels in Ukraine
.
TA2 (shr%, rat%) TA1 (shr%, rat%)
Rat
Shr
0
10
20
30
40
50
60
70
Bloomberg
TV
CNBC Fox
Business
RBC TV Other
9.6
4.4 2.8
7.6
2.8
61.5
28.2
17.9
48.7
17.9
Rat
Shr
0
10
20
30
40
50
60
70
Bloomberg
TV
CNBC Fox
Business
RBC TV Other
20.6 17.6
8.8
11.8
2.9
63.6
54.5
27.3
36.3
9.1

12. Programs watched by international business TV
channels audience
0
10
20
30
40
50
60
70
80
90
News Analytical
programs
Applicable
programs
Educational
programs
Other
programs
76.9
34.6
11.5
38.5
7.7
81.8
72.7
18.2
36.4
0.0
(Shr,%)
TA2
TA1

13. The reasons why international business TV
channels lose potential audience in Ukraine
.
79.7
10.8
6.8 2.7
THE REASONS WHY INTERNATIONAL BUSINESS TV
CHANNELS LOSE POTENTIAL AUDIENCE IN
UKRAINE
(TA2)
ΗAVE NO
NEED
HAVE NO
OPPORTUNITY
CONTENT
DOES NOT
SATISFY
OTHER
REASONS
78.3
8.7
13.0 0.0
THE REASONS WHY INTERNATIONAL BUSINESS TV
CHANNELS LOSE POTENTIAL AUDIENCE IN
UKRAINE
(TA1)
(Shr,%)

14. Embracing of audience by Ukrainian business TV
channels
TA2 TA1
Rat
Shr
0
5
10
15
20
25
30
35
40
45
First business
channel
UBR Business BTB
11.6
13.6
10.8
6.4
35.4
41.5
32.9
19.5
Rat
Shr
0
10
20
30
40
50
First
business
channel
UBR Business BTB
17.6
20.6
14.7
11.8
42.9
50.0
35.7
28.6

15. Programs watched by Ukrainian business TV
channels audience
TA1
TA2
.
0
10
20
30
40
50
60
70
80
90
News Analytical
programs
Applicable
programs
Educational
programs
Relayed
content
Other
programs
88.6
51.6
35.5
16.1
12.9
3.2
64.3
57.1
21.4
14.3
7.1 7.1
(Shr, %)

16. Audiences` estimation of business TV channels`
content utility
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
International
channels
Ukrainian
channels
3.85
3.34
3.77
3.15
TA2
TA1
( Average on a
five-point scale )

17. Audience`s estimation of compliance of Ukrainian
business TV channels content to the international
standards of information journalism
TA1
TA2
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Efficiency Accuracy Exhaustibility Balance Extraction of
the facts
Authenticity Simplicity
3.43
3.18
3.00
2.96
3.12
3.26
3.50
2.91
2.73
3.00
2.91
3.00 3.08
3.73
( Average on a
five-point scale )

18. The reasons why Ukrainian business TV channels
lose potential audience
.
56.9
6.2
32.3
4.6
(TA2) (TA1)
THE REASONS WHY UKRAINIAN BUSINESS
CHANNEL LOSE POTENTIAL AUDIENCE
Have no
need
Have no
opportunity
Content
does not
satisfy
Other
reasons
THE REASONS WHY UKRAINIAN BUSINESS
CHANNEL LOSE POTENTIAL AUDIENCE
28.6
9.5
61.9
(Shr, %)

19. Potential audience of paid business content in
Ukraine
10.7
28.6
53.6
7.1
Yes Depends Have no
need
Have no
opportunity
(Rat, %)

20. Respondents` comments and suggestions
The biggest disadvantages of a Ukrainian business TV channels content, according to
respondents` opinion:
 prejudice, predetermined by too strong influence of the owner on content
 insufficient competence – as a result of lack of highly-skilled professional human resources, which is also a reason of:
- large amount of the actual mistakes and inaccuracies
- inability to structure the content according to the demands of target audience
- low percentage of unique analytics- instead its place is often taken by comments of interested people, which are
. presented as professional expertized evaluation
- not always relevant selection of experts
 "paid journalism (locally called "jeans")" – a large number of obviously paid materials, which are presented as
information or analytics
What information audience would like to receive?
 competent current analytics ( financial, legal, etc.)
 the branch analytics (a retail, FMCG, the real estate market, etc.)
 actual applied content ( recommendation for startupers, etc.)
 interview with the top officials in national economics
 impartial economical investigations
Requirements to quality:
• Balanced information submission
• Competent performers
• Efficiency and timeliness

21. Summary/Recommendations:
1. Refusal by owners of perception of business TV
channels as manipulation tool.
2. Carrying out number of high-quality researches
of target audience: focal groups, deep
interviews and so forth.
3. Personnel reset.
4. Strengthening of an analytical component.
5. Intensive development of digital-components.
6. Implementation of effective forms of
feedback.
7. Development of new formats of content
realization
8 Co-projects.
9. Redesign.
10. Avoidance of mutual duplication.
Task:
• achievement higher level of trust to the
media market (above average)
• ensuring compliance of a content to real
demands and requirements of the audience
• expeditious adaptation to market
condition
• differentiation of income sources
• ensuring profitability of functioning
• formation of a new echelon of branch
experts

22. Information about author:
Results of research are presented at :
 First Annual International Student Media Symposium “TRANSMEDIA: Transformation, Transition, Transgression” (21-22 march 2014, Lviv)
 IV International Symposium "SOCIAL COMMUNICATION WORLD“ (4-5 april 2014, Kyiv)
 XXI International student, postgraduate and young scientist conference “LOMONOSOV-2014” (7-11april 2014, Moscow)
 All-Ukrainian scientific and practical conference "Criteria of Diagnostics and Method of Calculation Media influence“ (11-12 april 2014, Kyiv)
Οlexiy Demchenko – Ph.D student of the Institute of Journalism (Taras
Shevchenko National University of Kyiv). Has more than 6 years of
experience in business journalism. In particular, headed economic
edition in the First Business channel (2008-2011), also headed
information and analytical service of BTB channel (2012). Member of
the National union of journalists of Ukraine and International
Federation of Journalists.

23. THANK YOU!
If you have any questions
regarding data
of this research please
contact:
Fb: Alexey Demchenko
Alexey_Demchenko@ukr.net