11.04.03
Ratings
soar as viewers turn to 大象传媒 World for Iraq coverage
大象传媒
World, the 大象传媒's commercially funded 24-hour international news
and information channel, has proved a popular choice around the
world with viewers wanting to be kept up to date and informed about
the war on Iraq. The most recent research available from several
markets indicates that 大象传媒 World is increasing its reach and share
around the world:
-
In Australia audience share has multiplied seven times - the fastest
growth of any channel surveyed
- In
India audience reach doubled in the first few days of the conflict
- In
South Africa audience share for 大象传媒 World in multi-channel homes
has quadrupled
- Twenty
terrestrial broadcasters are now carrying breaking news from 大象传媒
World increasing the number of homes receiving the channel by
77.4 million
In
Australia, where 大象传媒 World is now available in 1.5 million homes
across all platforms (FOXTEL, Optus and Austar), the latest research
by AC Nielsen (23-29 March) shows that audience share has increased
by 750% in just two weeks. Audience reach is also at record levels
with research showing it is 44% higher than the previous record
(week of September 11th) and represents the fastest growth rate
for any channel reported by AC Nielsen.
In
India, recent research by TAM indicates that 大象传媒 World's audience
reach went up to 10 million viewers in one three-day period (20th-22nd
March 2003) more than double the usual number. During this period,
the channel's market-share equalled that of CNN and CNBC put together
among up-market people and all individuals in terms of number of
viewers who tuned-in to the channel since the outbreak of the Iraq
crisis. The Peoplemeter data showed an overall increase in news
viewing and 大象传媒 World in particular showed a remarkable jump of
108% in reach and 85% increase in time-spent on the channel among
upmarket people.
Recent
Peoplemeter data from other markets includes South Africa where
audience share for 大象传媒 World in multi-channel homes is up by 400%
. In the USA, PBS stations carrying 大象传媒 World News bulletins reach
over 80% of homes and in Dallas viewing to the PBS Channel 2, which
has been showing 大象传媒 World coverage virtually full-time, is recording
four times the usual station level of viewers.
Terrestrial
broadcasters around the world, including NHK (Japan), ATV (Hong
Kong), CTITV (Taiwan) and SABC (South Africa) have signed agreements
to broadcast 大象传媒 World's breaking news thereby extending the channel's
reach even further. A potential 77.4 million free-to-air terrestrial
households now have access to the channel's additional continuous
news output, on top of the channel's ordinary distribution of 254
million households globally.
Commenting
on the latest audience data Jonathan Howlett, Director of Airtime
Sales, 大象传媒 World, said; "大象传媒 World has always done well in
attracting upscale audiences and particularly those interested in
international news. This latest data demonstrates that international
events are important for a growing proportion of people and that
substantially more viewers are turning to 大象传媒 World for its balanced
and impartial reporting of unfolding events in the Gulf. Coupled
with the flood of very positive viewer comments we have been receiving
via e-mail over the past few weeks, this paints a very strong picture
for 大象传媒 World as the international news source of choice for global
TV audiences."
In
the weeks since the war in Iraq began, 大象传媒 World has been providing
rolling news coverage including live reports from the channel's
network of 大象传媒 News correspondents, studio interviews with key international
commentators and politicians as well resuming selected programming
such as Asia Today and HARDtalk specials.
Notes
to Editors:
大象传媒 World, the 大象传媒's commercially funded international 24-hour news
and information channel, is owned and operated by 大象传媒 World Ltd.,
a member of the 大象传媒's commercial group of companies. Reaching 254
million homes in over 200 countries and territories worldwide (100
million 24-hour homes), 大象传媒 World launched its present format in
1995 and is funded by advertising and subscription. For further
information on how to receive 大象传媒 World, download schedules or find
out more about the channel go to www.bbcworld.com
Approximately
200 people are currently deployed for the 大象传媒 News operation in
the Gulf, the 大象传媒's largest overseas deployment ever. All staff
have attended hostile environment prior to departure
Regional
correspondents are: Nik Gowing (Doha, Qatar), Lyse Doucet (Amman,
Jordan), Jon Sopel (Kuwait), Annita McVeigh and Mishal Husain (Washington)
Among
those deployed with the British and US military and at key sites
in the region are: John Simpson (Northern Iraq), Rageh Omaar and
Paul Wood (Baghdad), Caroline Wyatt and Hilary Andersson (with the
British military in Kuwait), Gavin Hewitt (with the US military
in Kuwait), Nicholas Witchell and Paul Adams (Qatar).
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