ITC Shows The Way Forward For Cable

The ITC published its report (24/7/95) on cable viewing trends between 1990 and 1995. The following points were outlined:

In 1990, broadband cable TV services were available in only 15 local areas. By October 1995, it increased to 99 local areas. The take-up rate of cable by households only increased from 16.5% in 1990 to 21% by 1992. By October 1995 it remained at 21%.

40% of television viewing was dedicated to cable and satellite with the remaining 60%, to terrestrial television. It was also found that children in cable homes increased viewing time from 21 hours to 22.5 hours between 1992 and 1995. This was due to the increase in channels targeted at children. Men viewed more satellite and cable television than women because of the popularity of Sky Sport and Eurosport.

By 1990, the 10 most popular cable/satellite channels had 90% of all cable/satellite viewing. In 1995 this decreased to 70%. The top five comprised of two general entertainment channels, two movie channels and one children’ channel. This remained the same by 1995 although the actual channels differed.

1990 showed CNN had the largest share amongst ABs; Sky Movies amongst C1s and C2s; and Sky One amongst DEs. By 1995 this changed, with The Movie Channel, Sky Movies, Sky Sport, Sky One and UK Gold holding top positions throughout all social classes.

Children’s viewing increased from 3% to 10% between 1990 and 1995. Movie channels decreased from 14.5% to 9.1%. News channel viewing decreased as the build up of the Gulf War in 1990 could not be topped. In the sports section, Sky’s first screening (1992) of the Premier League doubled the channels viewing share, mainly from males aged 16-34. Viewing share dropped in the general entertainment sector for channels such as Sky One, etc. (accounted for with the increase in children’s channels). Special interests account for only 2% of viewing share(half belonging to the Disney Channel), mainly because they are on air for limited time and not all households receive them.

The report pointed out improvements for the future:

• Cable companies should focus on children (2-9 year olds) and build programmes around them as they grow older. There is potential for growth in all areas, particularly for women.
• Quality channels need to draw audiences, particularly in the evenings, away from terrestrial television.
• Providing pay-per-view provides incentive for potential subscribers.
• More people will be able to access cable by the year 2000, therefore only high quality channels will be able to dominate.

ITC: 0171 306 7743