TV audiences in China tune in to travel programmes as economy grows

CSM research conducted in 35 Chinese city panels has revealed that the average viewing time on travel programmes is only six minutes per month, a relatively low figure among TV programmes generally. Delving into these minutes, provincial satellite channels take a total viewing share of 52 per cent (comprising Travel TV at 44 per cent and other provincial satellite channels at eight per cent).

CCTV takes just a 14 per cent share. While satellite channels take the greatest share of travel TV programme viewers, some local terrestrial TV channels in economically developed regions are also active competitors in the sector.
The travel programmes broadcast on satellite channels that perform best are Any way, Anywhere on Travel TV, Around the World on CCTV-3, Travelogue on CCTV-9 and New Tourist Space on Yunnan TV. Where terrestrial channels are concerned, Traveller is the top show.

As China’s economy continues to grow rapidly, the income of its residents is gradually rising. After resolving the basic needs of food and clothing, the demand for an enriching lifestyle (including holidays) is also rising. This in turn provides a greater demand for travel programmes.



Viewing of travel programmes is fairly evenly split between channel types, with satellite accounting for 52 per cent of viewing minutes and terrerstrial for 48 per cent.



Travel TV is by far the best performer with a 44 per cent market share. Any way, Anywhere alone takes a 25.5 per cent share.

Source: CSM Media Research

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This article was originally published in the 11 February 2010 issue of Media.