Svetlana Kalinina presentation "Digital TV and TV viewership tendenies" on Digital Forum (eng)

1. Digital TV and viewing tendency
Kiev
1 Kwendi © 2009

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
2 Kwendi © 2009

3. TV signal recept type
January–September, 2009, households
• Digital TV in Ukraine – cable and satellite, only
3 Data source: GFK, January-September, 2009 Monitoring only since 2008 Kwendi © 2009

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
4 Data source: GFK 2008 – September,15, 2009 Kwendi © 2009

5. Alternative channels share in Kiev
People 4+
5 Data source: GFK January – September,15, 2009
TА: People 4+, Kiev
Kwendi © 2009
Channels sorted according to share for audience P 4+ Ukraine 50 000+

6. Alternative channels share in Kiev
Demographic groups
6 Data source: GFK January – September,15, 2009
TА: People 4+, Kiev
Kwendi © 2009
Channels sorted according to share for audience P 4+ Ukraine 50 000+

7. TV viewing in Kiev
Demographic groups
7 Data source: GFK January – September,15, 2009
TА: People 4+, Kiev
Kwendi © 2009
Channels sorted according to share for audience P 4+ Ukraine 50 000+

8. Profile of alternative TV viewers in Kiev
Data source: GFK, September,20, 2009
8 TA: People 4+ Kiev, signal recept type – digital, av. viewing time of Other TV 01:26:27, People 4+ Kiev
Kwendi © 2009
Data within the limits of error

9. Sweden vs. Ukraine
People 4+
• Switch to digital TV in Sweden – 1999 to 2007
9 Data source: GFK 2004-2008 Kwendi © 2009
TA: P 4+ Ukraine 50 000+

10. Sweden vs. Ukraine
People 20-44
10 Data source: GFK 2004-2008 Kwendi © 2009
TA: P 20-44 50 000+

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
11 Kwendi © 2009

12. Thank You!
12 Kwendi © 2009

13. Appendix
13 Kwendi © 2009

14. Channels share depending on signal recept type in Kiev
People 4+
14 Data source: GFK January – September,15, 2009
TА: People 4+, Kiev
Kwendi © 2009
Channels sorted according to share for audience P 4+ Ukraine 50 000+

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%
15 Data source: DigiTAG 2008 Kwendi © 2009

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
16 Data source: DigiTAG 2008 Kwendi © 2009