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Digital TV and viewing tendency Kiev

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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

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TV signal recept typeJanuary–September, 2009, households

• Digital TV in Ukraine – cable and satellite, only

Data source: GFK, January-September, 2009 Monitoring only since 2008

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TV signal recept type Kiev, households

• In Kiev share of households with digital TV is 50%– due to switch of Volia cable to digital broadcasting

Kiev Ukraine without Kiev

Data source: GFK 2008 – September,15, 2009

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Alternative channels share in KievPeople 4+

Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+

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Alternative channels share in Kiev Demographic groups

Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+

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TV viewing in Kiev Demographic groups

Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+

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Profile of alternative TV viewers in Kiev

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

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Sweden vs. UkrainePeople 4+

• Switch to digital TV in Sweden – 1999 to 2007

Data source: GFK 2004-2008TA: P 4+ Ukraine 50 000+

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Sweden vs. Ukraine People 20-44

Data source: GFK 2004-2008TA: P 20-44 50 000+

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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

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Thank You!

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Appendix

Kwendi © 200914 Data source: GFK January – September,15, 2009TА: People 4+, KievChannels sorted according to share for audience P 4+ Ukraine 50 000+

Channels share depending on signal recept type in KievPeople 4+

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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

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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