An article in today’s Campaign has suggested that Channel 5 will take approximately 7% of total TV revenue share within the first five years. The forecast, given by Zenith Media, states that £98m will be acquired by Channel 5 in 1997 which could rise to £285m by 2003.
A fall in ITV and Channel 4’s revenue has also been predicted from 69% to 54% and 21% to 15.5% respectively. Total TV revenue may increase from £2.4bn to £3.7bn taking into account the introduction of Channel 5.
Viewing share is expected to fall from 3.59 hours per day in 1996 to 3.47 hours in 2003. ITV’s share could slide from 33.8% to 28.7% together with Channel 4 from 10.6% to 8.6%.
The latest viewing figures can be accessed by subscribers in the Television database.
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