Multi-Channel TV Gains Ground In Battle For Viewers
The increasing popularity of multi-channel TV shows no signs of slowing and non-terrestrial channels now command almost a quarter of all viewing, according to the latest Trends In Television report from the IPA.
The figures show that non-terrestrial channels are gaining ground in the battle for viewers, with their combined share rising to 22.8% in first quarter of 2003, up from 21.4% in the same period the previous year.
Non-terrestrial channels also took the largest peaktime share of 16 to 34 year-old ABC1s in the three months to March, commanding 24.1% of this key demographic, ahead of ITV1 with 23.8% and just behind BBC1 with 24.4%.
Earlier this year multi-channel broadcasters overtook their main terrestrial rivals in the ratings for the first time, providing further evidence of the migration away from terrestrial channels towards the niche programming of digital TV (see Multi-Channel TV Overtakes Terrestrial Rivals).
More than 41% of UK households currently have access to digital TV and growth is expected to be accelerated by the increasing demand for Freeview, which is now available in around 1.4 million homes (see Freeview Sells Half A Million Decoders In Four Months).
The Trends In Television report also shows that ITV appears to have stemmed its declining audience share, which remained virtually static period on period at 24%. BBC1 and BBC2 suffered a slight drop during the first quarter, as did Channel 4. Channel Five, under its new chief executive, Jane Lighting, saw its overall share of viewing rise to 6.4%.
ITV continues to command the highest peaktime share of 16 to 34 year-olds, laying claim to 25.6% of this age group. This places it just in front of BBC1 with 23.9% and well ahead of Channel 4 and Channel Five, with 10.9% and 6.2% respectively.
ITV plans to invest £825 million in new programming this year in a bid to increase its audience share and secure lucrative advertising deals (see ITV To Put £825 Million Into New Shows Next Year). However, the BBC also intends to show “more high impact, memorable programming” to silence claims from its commercial critics that it is not distinctive enough (see BBC Moves To Silence Critics With New Programme Policy).
IPA: 020 7235 7020 www.ipa.co.uk
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