Part 3 Analytical report

Transcription

/ Media Consumption and Consumer Perceptions Baseline Survey /
Media Consumption and Consumer Perceptions
Survey 2012 (2nd wave)
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Part 3 Analytical report
3.3. Television
1
Bishkek - 2012
Media Consumption and Consumer Perceptions Survey 2012 (2 nd wave)
This report contains technical and methodological description of baseline survey covering media
consumption and media perceptions in Kyrgyzstan. An extensive study was carried out by M-Vector
Consulting Agency with USAID financial and advisory support.
All materials are presented in consistent methodological order according to survey stages.
M-Vector Research Agency
42A Ahunbaev St., 2nd Floor
Bishkek, 720064 Kyrgyz Republic
Phone: +996 312 510829; 511815
Cell: +996 543 91 88 12
Web: www.m-vector.com
Bishkek 2012. All rights reserved.
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Part 3: Analytical report, 3.3 Television
Contents:
3.3.1
The level of TV penetration ...................................................................................................... 4
3.3.2
The quality of broadcasting and problems in access to television. ................................. 6
3.3.3
The top of the most famous channels. Most watchable and favorite channels. ........... 9
3.3.4
The reach and share of TV-stations .....................................................................................15
3.3.5
Ratings of TV channels by half an hour time slots ............................................................36
3.3.6
Ratings of TV programs ..........................................................................................................41
Annex 1. Average daily reach and share of channels ......................................................................47
3
3.3.1 The level of TV penetration
According to the results of the research conducted by “M-Vector” Agency in 2012 television
remains the most popular and widespread source of information. The level of TV penetration
in the country equals to 98.2%. In almost all regions this indicator exceeds 96-97%. It
should be noted that in rural areas television is more common than in urban ones. In the
capital the level of TV viewing is the lowest and totals 96.4%. It can be explained by more
dynamic lifestyle of citizens, as well as by wide choice of entertaining mediums, such as online TV, mobile TV, Internet video recourses and etc. Because television has already been
current for a long time in everybody’s life, there is no dynamics and any changes on this
market in comparison with last year. There is no significant difference in level of TV viewing
between gender and age groups, people of various nations, education, income level and
occupation.
Kyrgyzstan
98,2
Rural
98,9
Urban
96,9
Naryn region
96,5
100,0
Osh region
Jalal-Abad region
97,1
Batken region
97,9
Issyk-Kul region
98,8
Talas region
99,7
Chui region
99,3
Osh city
97,7
Bishkek city
96,4
94
95
96
97
98
99
100
Pic. 3.3.1.1 The level of TV viewing in cut of region and type of settlement, %
Let’s consider trends in development of pay television market. According to J’son &
Partners Consulting’s estimation, in 2010 the number of pay television subscribers all over
the world was about 700 million people, and by 2014 this figure will have risen to 846
million households. Thus the average growth will make up about 4.7% per year.1 According
to results of the first wave of media research in 2011 the number of households which have
access to pay television totaled 16.5% or 214 884 households. In 2012 this indicator equals
to 17.2% or 224 000 households. It can be seen that there is no essential rise on national
level (0.7%). This growth can be explained by sample error. However interesting evolution
takes place in region cut.
Hereby it can be seen from the table that the number of residents of Bishkek, who has cable
TV, has risen by 11.0%. In Talas and Issyk-Kul regions on the contrary has significantly
increased the number of satellite TV subscribers – by 19% and 15% accordingly. Thus every
second resident of Talas region, and every fifth resident of Issyk-Kul and Naryn regions has
an access to satellite TV.
1
http://www.televesti.ru/analitikatv/10217-rynok-platnogo-televideniya-yavlyaetsya-odnim-iz.html
4
It also should be noted that while on the world market the cable TV has 70% share and
satellite TV – 25% (5% has IPTV)2, in Kyrgyzstan due to the features of mountainous relief
the share of satellite TV is higher than cable TV: 12,7% opposite 8,9%, the difference is
more tangible in regions. So, for example, the penetration of cable TV is three times higher
in urban than in rural areas. But the spread of satellite TV almost doesn’t depend on type of
area.
Table 3.3.1.1 The level of penetration of different TV types by regions, %
Region
Terrestrial
Cable
Satellite
2012
2012-2011
2012
2012-2011
2012
2012-2011
Bishkek city
Osh city
Chui region
Talas oblast
Issyk-Kul region
Batken region
Jalal-Abad region
Osh region
Naryn region
Urban
Rural
70.0
91.0
86.3
86.7
95.9
90.0
94.8
98.7
99.3
-15.3
3.4
5.4
-5.2
4.4
-4.0
-1.5
0.6
-0.2
27.4
4.2
11.3
1.6
3.0
0.6
7.3
2.7
0.0
11.0
-4.7
0.2
-3.8
-3.4
-3.5
6.9
2.4
0.0
6.1
11.3
15.6
48.0
20.9
12.6
10.2
6.3
19.6
3.8
-5.5
0.2
18.9
14.9
-4.5
-1.3
-1.5
5.6
80.2
94.7
-8.5
2.1
15.7
5.0
6.1
0.5
11.5
13.4
-0.8
3.5
Kyrgyzstan
89.4
-1.7
8.9
2.5
12.7
1.9
The penetration of pay TV is rising with the level of total family income. Thus among
households with income lower than 10 thousands soms the average number of cable TV
subscribers is 3-7%, the number of satellite TV subscribers varies from 5 to12%.
Among more well-to-do households with income more than 10 thousands som the average
level of cable TV penetration makes up from 10 to 14% (in some income groups it is higher
than 50%), and satellite TV penetration varies from 10% to 23%.
Table 3.3.1.2 The level of penetration of different TV types in cut of total family income
Income
Terrestrial
Cable
Satellite
Total
Less than 2 000
2 001-5 000
5 001-7 500
7 501-10 000
10 001-12 500
12 501-15 000
15 001-20 000
20 001-30 000
30 001-40 000
Over 40 001
n
34
205
282
356
227
200
108
78
26
13
%
89.1
94.1
94.4
92.9
94.1
86.7
82.1
90.3
78.0
46.9
n
4
8
14
26
11
30
18
8
4
14
%
10.2
3.6
4.6
6.7
4.6
13.1
13.7
9.5
12.1
53.1
n
4
18
36
45
38
21
30
14
5
1
%
10.1
8.4
12.1
11.7
15.7
9.1
22.6
16.7
14.8
3.7
n
39
218
299
383
242
230
131
87
34
27
%
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Total
1756
89.4
174
8.9
249
12.7
1964
100.0
On the basis of obtained data the total usage of pay TV doesn’t significantly vary among
different ethnic groups. However among the representatives of other nationalities this
indicator somewhat higher, namely 38%, whereas among Kyrgyz, Uzbek and Russian
people the number of pay TV subscribers totals 19%, 22% and 24% accordingly.
2
http://www.televesti.ru/analitikatv/10217-rynok-platnogo-televideniya-yavlyaetsya-odnim-iz.html
5
Table 3.3.1.3 The level of penetration of different TV types in cut of nationalities
Terrestrial
Income
Cable
Satellite
n
%
n
%
Kyrgyz
1341
91.6
96
6.6
Uzbek
169
87.9
28
Russian
191
82.7
Other
56
1756
Total
Total
n
%
n
196
13.4
1463
100.0
14.7
16
8.2
192
100.0
35
15.1
22
9.7
231
100.0
71.7
14
18.7
15
19.6
77
100.0
89.4
174
8.9
249
12.7
1964
100.0
3.3.2 The quality of broadcasting and problems in access to
television.
Most of the respondents watch TV at home, only 1.2% watches TV at friends’ and relatives’
home or at work. Also during the research the respondents were asked if they have any
difficulties and problems in access to television. The results of the survey are presented in
the pic. (3.3.2.1). On the left side there is a share of respondents who has problems in
region cut. On the right it is a difference between the values of this indicator in 2012 and
2011. The red columns indicate the deterioration of the situation and growth of problems,
the green ones – inversely, show the improvement and reduction of difficulties.
0
10
20
30
40
Kyrgyzstan
Bishkek city
Osh city
Chui region
60
20
40
60
8,9
20,6
19,6
11,7
21,5
14,4
15,7
3,9
35,2
4,4
53,2
Issyk-Kul region
9,4
39,2
21,5
Batken region
63,3
Jalal-Abad region
Naryn region
0
48,2
Talas region
Osh region
70
37,8
Rural
Urban
50
39,0
51,2
29,8
28,1
1,6
53,7
23,6
Pic. 3.3.2.1 The existence of problems in TV viewing in cut of region and type of
settlement, %
Thus it should be noted, that in whole on the national level the respondents are more often
complain about the presence of problems (by 8.9% more frequent in comparison with
2011). As it is shown in the picture, the level of problems in TV viewing has risen more in
rural areas – by 20.6%, in urban areas on the contrary there is a decrease of this indicator.
In region cut the presence of difficulties in TV viewing was more frequent noted by residents
of Batken region (on 39% more than in 2011), of Jalal-Abad region (on 28% more than in
2011), of Naryn region (on 23.6% more than in 2011) and residents of Issyk-Kul region (on
21.5% more than in 2011).
Let’s consider what exactly prevents the respondents from watching the channel of their
choice or in convenient time. The main difficulties in TV viewing are the lack of time, bad
signal, imposing the programs by relatives and lack of electricity. It should be noted that in
comparison with other regions bad signal is the most burning issue for people living in Talas
6
and Osh regions. The lack of electricity is the most up-to-date issue in Talas and Naryn
regions (it is noted by every fifth resident).
The high being busy and lack of free time were more often reported by the respondents
from Naryn, Talas and Issyk-Kul regions. The interesting fact is that the pressure from
relatives in choosing the channel or program was more often noted by people from Talas
and Osh regions.
In cut of type of settlement there is a trend that rural people 2 times more often complain
about the electricity failure and more often note the pressure from relatives.
Bishkek city
Osh city
Chui region
Talas region
Issyk-Kul region
Batken region
Jalal-Abad region
Osh region
Naryn region
Total
Table 3.3.2.1 the problems in TV viewing in cut of regions, %
No time to watch
56.9
62.4
75.6
80.8
86.4
54.8
69.1
68.5
92.6
70.5
No signal at time
28.6
12.2
23.4
41.1
7.2
28.7
26.4
30.6
24.1
25.9
Relatives impose their taste
and do not allow me to watch
the programs that I want
14.6
8.4
8.5
42.2
4.9
6.7
6.3
30.6
1.9
12.9
No electricity
4.0
12.0
9.8
30.9
9.4
2.2
1.4
13.1
31.1
9.3
I am sometimes denied use
of the TV at home
1.0
8.1
-
8.9
1.5
7.7
0.9
5.6
-
3.0
There is no TV set near me
to watch
-
-
0.4
1.9
-
-
1.1
-
0.7
0.5
Cannot afford a TV
-
-
-
2.0
-
-
0.5
-
-
0.2
Expensive user charge
1.5
-
-
-
-
-
-
-
0.1
Commercial
1.0
-
-
-
-
-
-
-
0.1
-
-
-
0.9
-
-
-
-
-
0.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Problem
Health problems
Total
According to obtained data in Kyrgyzstan 17.2% of families have access to pay TV, it means
that 82.8% watch terrestrial (local) TV, broadcasting analog signal. In 2006 one hundred
four countries, including the Kyrgyz Republic, have sighed the Regional agreement
“Geneva-2006”, as part of which the Regional plan for digital broadcasting was adopted. In
accordance with this plan Kyrgyzstan must finish the transition on digital signal system by
June 17, 2015.
In connection with the features of digital broadcasting the quality of signal should
sufficiently improve in contrast with analog signal. However currently in all regions the
channels broadcast analog signal, the quality of which might vary, and often this factor
influences on choosing the channel, that by-turn reflects on total rating.
During the survey respondent was asked to evaluate the quality of signal of those
channels, which he watched during the last week. For evaluation the 5-point scale was
used, where 5-perfect, 4-good, 3-satisfactory, 2-bad, 1-very bad. The following picture
shows the quality of broadcasting of top-20 channels with the largest weekly audience.
Herewith the channels are sorted by descending of average point of broadcasting quality.
7
2012
2011
5,00
4,80
4,75
4,65
4,63
4,57
4,60
4,55 4,54
4,53
4,53 4,49
4,42
4,40
4,46
4,28
4,39
4,20
4,48 4,47
4,46
4,46
4,48
4,46
4,37
4,52
4,46
4,44
4,46
4,35
4,27
4,40 4,39
4,33
4,38
4,33
4,19
4,20
4,13
4,05
4,14
4,00
3,80
3,85
Pic. 3.3.2.2 The average estimate of broadcasting quality of top-20 channels in Kyrgyzstan
In general respondents evaluated reception quality rather positive – most people marked
“good” and “perfect”. In comparison with 2011 there are some slight changes – at
hundredth level. Thus among the channels which relatively improved the reception quality
the following might be mentioned: Eshlar, UzTV, 7 th channel, NTS+NTV, OTRK, KTK,
Piramida, UTS. The Osh TV, 5th channel, Mir, in respondents’ judgment, slightly degraded
the quality of broadcasting.
Let’s consider the situation with reception quality in regions. The data on quality of signal of
top-20 channels is presented in the table below. The lowest values are highlighted in red –
the regions where signal from the channel is relatively poor, less quality. So , for instance,
the satisfactory signal is marked by viewers of UzTV and Osh TV in Jalal-Abad region, also
the by viewers of ELTR in Talas region. Other estimates range from 4 to 5, with little
difference among the regions.
8
Bishkek city
Osh city
Chui region
Talas region
Issyk-Kul region
Batken region
Jalal-Abad region
Osh region
Naryn region
Total
Table 3.3.2.2 The average estimate of broadcasting quality of top-20 channels in region cut,
%
4.69
4.45
4.62
4.54
4.50
4.57
4.36
4.35
4.39
4.48
1 channel
4.45
4.68
4.55
4.83
4.64
4.45
4.62
4.42
4.44
4.53
ELTR
4.74
4.51
4.48
3.87
4.33
4.61
4.56
4.40
4.37
4.47
RTR-Russia
Channel
OTRK
st
4.58
4.47
4.45
4.50
4.46
4.71
4.50
4.18
4.19
4.49
5 channel
4.31
4.70
4.12
4.50
4.51
4.88
4.58
3.96
4.51
4.40
NTS+NTV
4.60
4.58
4.46
4.39
4.26
5.00
4.72
4.64
4.24
4.53
7 channel
NA
4.17
NA
NA
NA
NA
4.64
4.22
NA
4.54
Piramida
4.18
4.31
4.53
NA
NA
NA
4.39
4.48
NA
4.35
STS
4.65
NA
4.51
NA
NA
NA
NA
NA
NA
4.55
Yoshlar
NA
4.80
NA
NA
NA
4.60
4.74
4.54
NA
4.63
Eho Manasa
4.26
NA
4.43
NA
NA
NA
4.35
4.74
NA
4.37
Sary-Ozon-TNT
4.78
NA
4.48
NA
NA
NA
NA
NA
NA
4.65
NBT
4.51
NA
4.50
NA
NA
NA
NA
NA
NA
4.46
JTR
NA
NA
NA
NA
NA
NA
4.19
NA
NA
4.19
KTK
4.62
NA
4.41
NA
NA
NA
NA
NA
NA
4.46
UzTV
NA
4.82
NA
NA
NA
NA
3.61
4.56
NA
4.57
Osh TV
NA
4.17
NA
NA
NA
NA
3.79
4.24
NA
4.14
Mir
4.67
NA
4.18
NA
NA
5.00
4.68
4.00
NA
4.39
UTS
NA
NA
NA
NA
NA
4.71
4.31
4.14
NA
4.33
Batken RTV
NA
NA
NA
NA
NA
4.75
NA
NA
NA
4.75
th
th
3.3.3 The top of the most famous channels. Channels that people
watch most often and favorite channels.
During the survey respondents were asked to name all channels which they are aware of.
First the respondent called channels unaided (spontaneous awareness), and then using a
card with all channels (terrestrial, cable and satellite). During the analysis we will consider
spontaneous awareness and general awareness (total spontaneous and prompted
awareness).
Among the most popular channels it can be marked out the top five: OTRK, 1st channel,
ELTR, 5th channel, RTR Russia. During the analysis in the national context it is more correct
to compare the level of popularity of channels that broadcast across the country. So, for
example, OTRK is the undisputed leader, 93.1% know it, and NTS+NTV channel, which less
than a year ago, increased coverage (broadcasts throughout the country), is known to
46.9% of the respondents.
9
0
10
20
30
40
50
60
70
80
80,5
OTRK
64,1
1st channel
46,9
ELTR
32,0
5th channel
25,1
NTS+NTV
Eho Manasa
14,1
Khabar
5,8
DTV
Osh TV
25,1
24,6
17,3
RER-Vesti
Yoshlar
30,6
10,7
7th channel
KTK
31,4
7,4
5,6
58,3
31,6
14,9
Sary-Ozon-TNT
71,7
35,4
14,0
NBT
Kultura
85,1
45,4
8,5
STS
93,1
46,9
18,9
Piramida
100
62,3
36,8
RTR-Russia
Mir
90
24,4
22,7
22,3
8,1
10,3
7,4
8,8
21,4
19,4
18,1
17,8
Spontaneous awareness
Prompted awareness
Pic. 3.3.3.1 The most popular channels in Kyrgyzstan, %
Let’s consider the brand strength of different channels by region. Those areas in which the
channel is the least popular are highlighted in red, the regions of the most popularity – in
green color. Thus, the republican channel ELTR is more popular in the southern regions (in
Osh region it is known to 93.9% of the respondents), and the inhabitants of the capital are
the least aware of this channel (43.3% of the respondents). 5th channel has the weakest
position in the Talas and Osh regions (the channel is known to about one-third of the
respondents). NTS+NTV channel should conduct more marketing activities in the south of
the country, namely in the Jalal-Abad and Osh region (the channel is known to 11-13%),
and in Osh and Batken region (about the third of the respondents are aware of the
channel).
It should be noted that despite the fact that some of the channels broadcast in several
regions, level of popularity is not high in the entire coverage area. So, for the southern
channels (7th channel and Osh TV), it is typical that in the central area of broadcasting
(Jalal-Abad region, and Osh city) popularity is 70% or higher, and at the periphery drops to
20-30%.
10
During the analysis it should be taken into account that the respondents could specify the
channel, even if it doesn’t broadcast in the region, as it is a perceptional question. In
connection with this, some channels have popularity rating in regions out of their coverage.
Bishkek city
Osh city
Chui region
Talas region
Issyk-Kul region
Batken region
Jalal-Abad
region
Osh region
Naryn region
Total
Table 3.3.3.1 The general level of awareness in region cut, %
86.4
92.3
95.5
95.6
97.1
99.5
89.8
94.1
99.3
93.1
1 channel
93.7
88.5
95.6
87.9
92.7
84.5
60.3
85.6
93.0
85.1
ELTR
43.3
68.3
59.7
49.8
70.2
91.1
79.2
93.9
88.4
71.7
5 channel
85.1
77.2
82.1
31.3
87.2
53.1
46.9
32.2
81.3
62.3
RTR-Russia
83.4
34.4
89.8
83.5
82.9
47.8
41.4
15.0
84.4
58.3
NTS+NTV
76.6
31.2
82.9
80.0
65.1
37.0
13.1
11.3
68.5
46.9
Piramida
79.6
47.9
82.5
33.2
31.6
13.8
25.6
24.4
42.9
45.4
Mir
56.6
28.5
78.4
19.8
14.9
50.3
16.0
7.1
36.7
35.4
STS
69.3
14.5
68.7
24.0
42.0
9.8
8.6
1.9
23.7
31.6
NBT
80.4
5.6
77.0
10.5
18.7
10.5
3.3
3.0
27.3
31.4
Eho Manasa
56.3
5.9
73.9
12.6
5.7
2.4
27.6
6.5
32.3
30.6
Kultura
48.7
7.2
52.9
25.6
36.3
18.3
4.7
-
38.6
25.1
Sary-Ozon-TNT
57.8
6.6
67.6
16.2
23.7
4.5
2.5
0.2
4.8
24.6
7 channel
2.5
31.6
3.1
9.2
0.4
1.8
76.7
38.5
0.4
24.4
RTR-Vesti
41.0
8.5
51.6
23.5
42.2
6.8
3.0
3.9
17.7
22.7
Khabar
47.7
5.9
68.6
31.2
2.2
4.1
2.2
0.7
12.4
22.3
KTK
53.4
1.4
65.6
19.1
1.5
5.8
0.2
0.2
7.4
21.4
Yoshlar
0.4
28.0
2.4
0.4
-
39.6
33.9
43.1
-
19.4
DTV
17.4
6.2
18.4
31.0
71.5
9.8
10.3
6.3
20.9
18.1
Osh TV
2.8
73.0
4.3
2.4
1.0
19.1
26.1
34.0
1.9
17.8
Channel
OTRK
st
th
th
Let’s consider which channels the respondents watch most often and perceive as favorite.
As can be seen from the results of the survey, respondents prefer to watch most often their
favorite channels, it is evidenced by the minimal difference between the rating of the most
watched and favorite channels. For the analysis it was selected top 10 channels, which
have been called the most favorite throughout the country. The three leaders are OTRK, 1st
channel, one and ELTR. However, if we analyze this picture by region, we can see the
difference in the list of favorite channels.
Residents of Bishkek, Osh cities, Chui region mostly prefer the Russian 1st channel, as well
as other local and cable channels. A high proportion of other channels in these regions is
connected with a large pay-TV penetration, and a larger share of the Russian population.
Among the capital citizens the second most popular channel – Sary-Ozon - TNT, followed by
the OTRK and NTS+NTV.
In the rest regions the strongest positions in the ranking of favorite channels has OTRK, this
channel is especially popular in Naryn, Talas and Batken regions.
11
It should be noted that in Jalal-Abad region, 7th channel has a high rating. For quite a short
period of time this channel has managed to gain a loyal audience, giving viewers a quality
news and analytical content. Despite the fact that the broadcast area of 7th channel covers
Osh oblast and Osh city, in these regions no more than 4% of respondents name it the
favorite.
ELTR channel, which broadcasts all over the country, is the undisputed leader in Osh region,
where more than a third of the population prefer this channel, OTRK is on the second
position. An interesting fact is that ELTR is watched mostly by residents of the southern
regions; in the north its popularity is quite low - less than 2%.
Osh city
Chui region
Talas region
Issyk-Kul region
Batken region
Jalal-Abad region
Osh region
Naryn region
Total
Most viewed
8.7
15.2
14.4
48.5
38.3
42.9
29.7
23.8
55.5
25.5
Favorite
8.6
12.6
9.9
38.2
26.6
44.9
26.1
20.2
44.0
21.5
Most viewed
30.4
28.8
27.1
22.5
29.2
15.5
5.6
10.1
17.1
19.2
Favorite
26.4
36.0
27.7
31.1
27.3
14.4
7.5
12.2
18.0
19.9
Most viewed
0.7
12.0
0.7
0.6
0.3
17.4
12.5
36.9
6.7
12.0
Favorite
0.4
13.9
-
1.0
2.1
19.1
12.6
38.0
12.8
12.7
Most viewed
-
1.2
-
-
-
-
28.1
2.5
-
5.6
Favorite
-
2.5
-
0.6
-
-
28.7
3.8
-
6.0
Most viewed
7.0
3.6
6.7
8.3
2.0
-
1.7
1.5
2.4
3.6
Favorite
6.4
0.4
5.2
6.2
2.8
-
1.7
2.0
4.1
3.3
Most viewed
6.5
0.9
6.3
2.0
3.5
0.9
2.5
-
2.0
3.1
Favorite
4.0
0.5
5.5
1.5
2.5
0.7
2.5
-
2.4
2.5
Sary-OzonTNT
Most viewed
10.0
-
7.0
-
-
-
-
-
-
3.1
Favorite
12.7
-
6.0
-
-
-
-
-
-
3.4
Eho
Manasa
Most viewed
4.8
-
10.9
-
-
-
1.0
0.6
-
2.9
Favorite
5.9
-
12.0
-
-
-
0.7
0.6
-
3.2
Most viewed
3.6
6.3
3.1
-
7.7
-
2.4
1.6
2.2
2.9
Favorite
2.5
5.1
2.2
0.6
10.5
-
2.4
1.2
2.6
2.7
Most viewed
-
7.3
-
-
-
4.0
4.8
5.8
-
2.7
Favorite
-
10.8
-
-
-
4.0
6.7
7.7
-
3.5
Most viewed
28.4
24.6
23.7
18.2
19.1
19.3
11.7
17.3
14.1
19.4
Favorite
33.2
18.2
31.5
20.8
28.2
17.0
11.1
14.4
16.1
21.2
Most viewed
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Favorite
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Characteristics
Bishkek city
Table 3.3.3.2 Most often watched and favorite channels in region cut
Channel
OTRK
st
1 channel
ELTR
th
7 channel
NTS+NTV
RTR
5th channel
Yoshlar
Other
Итого
Channels broadcasting in Russian may have a large audience and a significant share in
Bishkek city, Issyk-Kul, Chui regions, Osh city. Almost every resident in these regions
watches TV in Russian. Channels broadcasting in Kyrgyz will be popular in Naryn, Osh, JalalAbad and Batken regions.
12
In Bishkek, less than a third of the population watches television in Kyrgyz, it partly
explains a rather low rating of OTRK (a favorite channel for 8.9% of citizens).
Also it should be noted that over a third of respondents in Osh city and Osh region called
Uzbek as a current language of TV viewing. Yoshlar is a favorite channel for about 6-11% of
the population of these regions.
In the national context, there is the following picture. Among Kyrgyz 93.3% watch TV in
Kyrgyz, 71.9% - in Russian, and 8.5% - in Uzbek. Russian population watches TV in their
native language, and 6.1% - in Kyrgyz. It is interesting that among the Uzbeks all three
languages are in demand in almost equal measure. Thus, 55.5% watch TV in Kyrgyz, 62.0%
- in Russian, 68.9% - in Uzbek.
0
10
20
30
40
50
60
70
80
90
100
29,8
Bishkek city
95,3
0,6
73,3
Osh city
88,9
43,4
66,7
Chui region
90,5
0,0
91,9
Talas region
78,2
0,0
90,9
92,8
Issyk-Kul region
0,0
99,4
Batken region
50,4
11,0
92,1
Jalal-Abad region
58,2
22,6
90,9
Osh region
59,2
31,1
98,7
Naryn region
75,6
0,6
77,1
75,2
Kyrgyzstan
13,3
Kyrgyz
Russian
Uzbek
Pic. 3.3.3.2 Current language for TV viewing in region cut, %
If a question about
language is only one.
third of respondents
dominates in Bishkek
in Kyrgyz.
current languages of TV viewing was multivariate, the preferred
In the republic, most respondents named the official language, over a
- Russian, 5.4% named - Uzbek. In region cut Russian language
and Chui region, in all other regions people prefer to watch programs
13
0%
10%
Bishkek city
20%
30%
40%
50%
13,1
70%
80%
90%
100%
85,3
Osh city
35,2
Chui region
60%
36,0
31,5
27,9
67,8
Talas region
73,7
Issyk-Kul region
22,6
60,1
36,3
Batken region
0,3
87,4
Jalal-Abad region
11,0 1,5
82,5
Osh region
13,8
79,2
Naryn region
4,2
16,6
83,4
Kyrgyzstan
16,6
57,8
Kyrgyz
3,5
35,9
Russian
5,4
Uzbek
Pic. 3.3.3.3 Preferred language for TV viewing in region cut, %
Quite interesting trends are observed when comparing the preferences of population on a
national level in 2011 and 2012. So it should be noted that Uzbek population in 2011 to a
greater extend watched Uzbek channels in native language (72.5%), whereas in 2012 this
index appreciably decreased (52.6%), i.e. the fifth part of Uzbek population now prefers
Kyrgyz and Russian languages.
0%
20%
Kyrgyz
Uzbek
40%
60%
80%
74,7
17,5
Russian 0,5
100%
24,3
29,4
52,6
Russian language
20%
Kyrgyz
Uzbek language
40%
60%
Kyrgyz language
80%
76,3
100%
22,0
Uzbek 12,7 14,6
Russian 0,7
99,3
Kyrgyz language
0%
72,5
99,0
Russian language
Uzbek language
Pic. 3.3.3.4 Preferred language for TV viewing in national cut, 2011-2012, %
The main findings of the current section:
 The level of TV penetration is 98.2%. The level of pay TV penetration is 17.2% or
224 000 households. The number of Bishkek residents, using cable TV, has increased
by 11.0%. In Talas and Issyk-Kul regions, on the contrary, has significantly
increased the usage of satellite TV – by 19% and 15% respectively.
 More than a third of respondents indicated that they encountered problems in
viewing channels. The main difficulties that prevent respondents from watching TV
stations of their choice are the lack of time, a bad signal, the imposition of programs
by relatives and the lack of electricity. It should be noted that, in comparison with
14
other regions the problem of the temporary absence of the signal is especially
relevant for residents of Talas and Osh oblasts. The problem of power failures is
especially acute in the Talas and Naryn oblasts (it is noted by every third resident).
 Respondents generally evaluated the quality of TV signal quite positive - most grades
were "good" or "excellent."
 Among the most popular TV stations the top-5 are: OTRK, 1st channel, ELTR, 5th
channel, RTR Russia.
 The top three most viewed and favorite channels include OTRK, 1st channel and
ELTR. Residents of Bishkek, Osh cities, Chui oblast mostly prefer the Russian 1st
channel, as well as other terrestrial and cable channels. In the rest of regions the
strongest positions in the ranking of favorite channels has OTRK, which is especially
popular in Naryn, Talas and Batken oblasts.
 In Jalal-Abad region, a high rating has 7th channel. ELTR channel, which broadcast
area covers all regions of the country, is the undisputed leader in Osh oblast.
 In the republic, most (57.8%) prefer to watch TV in the official language, over a
third of respondents (35.9%) - in Russian, 5.4% - in Uzbek. In region cut Russian
language dominates in Bishkek city and Chui oblast, the residents of all other regions
prefer to watch programs in the Kyrgyz language.
 The share of Uzbeks who prefer to watch TV only in Uzbek language, decreased by
20% compared to the previous year (from 72.5% to 52.6%).
3.3.4 The reach and share of TV-stations
There are a number of indicators used in the international practice for the media market
analysis. These indices are presented in the table (3.3.4.1).
Table 3.3.4.1 Media indicators for TV
Weekly reach
The cumulative total of different individuals who have viewed at
least 30 minutes of a TV channel across a period of seven days.
Average daily reach
The average number of viewers watching a channel on an
individual day basis.
Average viewing time
(AVT)
The average number of minutes consumed by each individual
spent watching a specific channel.
Rating
The average number of individuals who have seen a specific
program, time interval, day part or channel as a whole as a
percentage of the total population.
Share
The time which audience spends watching a particular channel of
the total time spend watching all the TV channels. The
calculation includes the size of the audience and the average
viewing time.
As a rule, this information is used for several purposes: for planning the grid, for marketing
activities on promotion the channel among different target groups, for commercial airtime
pricing. Knowing the size of the audience for each channel and the cost of air time, you can
calculate the cost of thousands of contacts, the cost of one rating point for all channels and
having such price list, as well as a portrait of an audience of the channel, it is easier to
15
allocate advertising budget. The value of this research consists in obtaining an objective and
independent information on the market situation.
The main indicators of TV market are average daily reach and share of channels. This
section includes above indices for all regions of the country.
Compared to 2011 the total value of TV viewing in 2012 has dropped by 5.1%. This may be
caused by seasonal factor, as the first wave was conducted in first quarter (winter) and the
second wave – in third quarter (summer). Usually in summer time due to the warm weather
and longer day the population spends less time watching TV-stations and prime time shifts
towards late hours.
As before two leaders on the national level are: OTRK and 1 st channel, the decline of their
reach is conditioned by general seasonal drop of the market. Because of the expansion of
broadcasting area to all regions the reach of NTS+NTV has risen substantially (4.6 times)
compared to last year. The positions of 7 th channel and Piramida have improved as well.
Also less than a year ago a new local terrestrial channel Sary-Ozon has appeared, it
rebroadcasts Russian TNT TV-station. In spite of the fact that this channel broadcasts only
in Bishkek and Chui oblast, due to its targeting on urban population, the channel managed
to come into top-10 by reach.
Total TV consumption in 2012
Per person:
5.1%
Pic. 3.3.4.1 Average daily reach of TV-stations, Kyrgyzstan 2011-2012, people
TV market of Kyrgyzstan is typical TV market. Usually there are two leaders on such
markets: state channel, receiving large republican financing for producing quality content,
and private TV station which has enough budgets for filling the air with interesting and highrating programs. The rest of the channels compete on a separate market. The described
picture completely reflects the situation on the market of Kyrgyzstan. About 40% of the
market belongs to such “heavyweights” as OTRK and 1st channel. The share of other (non
top-10) channels (other terrestrial, cable and satellite channels) is quite high and makes
fifth of all market. During the time the share of other channels can rise due to increasing
penetration of pay-TV, on-line TV.
16
Among the channels which made a good progress during the last year it can be mentioned
7th channel, NTS+NTV, Sary-Ozon-TNT. Analyzing positions of the last channel, it should be
mentioned that it was on 11th place by reach, while it is 7th by share. It is connected with
the high loyalty of viewers. The AVT of Sary-Ozon-TNT is maximum among all channels and
totals 145 minutes per day. By AVT on the second place is Eho Manasa (131 minutes) and
7th channel (115 minutes).
Thus, not only the reach but the average time viewing, defining the loyalty of audience,
influence on the market share.
Placing the commercial, you should remember the rule of "three interventions": the client
will remember the message if he sees it at least three times in a short period of time. The
first time he notices the appearance of a new product, in the second - thinks about the
content of video, goes into the heart of advertising, and in the third - decides whether he
needs the product or not. So for making your commercial successful, you need to place it on
the TV channel, which has the most loyal audience, then the chance that all three messages
will be conveyed to the viewer increases.
If the advertiser chooses the news channel, which usually has the minimum average
viewing time, the commercials should be placed before or after the news blocks and
frequency of placement should be quite high.
Pic. 3.3.4.2 Shares of TV channels, Kyrgyzstan 2011-2012, people
Data for 2012 are presented in summary table (3.3.4.2).
17
Table 3.3.4.2 Average daily reach and share of TV channels in Kyrgyzstan, 2012 г.
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
OTRK
1 354 587
46.1
97.8
20.3
1 channel
1 188 347
40.4
108.3
19.7
ELTR
746 849
25.4
97.9
11.2
7 channel
277 665
9.4
115.0
4.9
NTS+NTV
291 069
9.9
107.4
4.8
RTR
278 762
9.5
99.5
4.2
Sary-Ozon-TNT
145 598
5.0
145.1
3.2
Eho Manasa
156 220
5.3
131.4
3.1
Yoshlar
206 239
7.0
88.0
2.8
5th channel
227 721
7.7
72.3
2.5
Piramida
165 528
5.6
89.9
2.3
Other
1 101 269
37.5
106.0
20.9
Total
2 940 122
76
106
100
st
th
Data obtained from the survey allow calculating the daily reach and share of each channel
not only average for a week, but for the individual days of the week as well. This
information is important in the planning of grid, in the development of new programs. The
figure shows the shares of the five major channels by individual week days. Throughout the
week leading positions has OTRK channel, only on Friday its share drops significantly. At the
same time the share of NTS + NTV on Friday significantly higher than the average for the
previous days. This situation could arise due to competition of these TV channels during
broadcasting of Euro 2012 football matches. The various factors may have affected the
outflow of the audience: the quality of the signal, the start of translation, commentator’s
work and other.
ORT1st
channel
KTP
ОТRК
20,9
21,6
ELTR
21,5
19,3
19,3
19,3
20,6
NTS+NTV
20,5
19,9
17,9
12,3
9,4
5,3
10,5
10,6
RTR
20,8
19,1
19,6
19,2
12,6
12,6
10,9
6,7
5,5
4,3
4,5
4,1
5,5
3,9
4,5
4,2
4,3
4,9
3,6
1,9
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Pic. 3.3.4.3 Shares of the largest channels by week days, Kyrgyzstan, %
18
Let’s consider the positions of TV channels on the market of Bishkek. As opposed to the
national picture, in Bishkek, the largest audience has one channel – 1st channel. OTRK is
inferior to 1st channel almost 2 times and takes the third place. This is easily explained by
the fact that the majority of residents in the capital prefer to watch channels in Russian –
about 85%.
NTS+NTV channel has significantly increased its audience. Despite the expansion of the
broadcasting area, the overwhelming share of the audience of NTS+NTV is concentrated in
Bishkek and Chui region. Consequently, a significant increase of reach in Bishkek can be
explained by changes in the program grid, broadcasting matches of Euro 2012, improving of
picture transmission. Perhaps part of the audience flowed from RTR, 1st channel, as all three
channels broadcast mainly in Russian and aimed at a similar audience.
New channel Sary-Ozon - TNT in Bishkek has already earned about 70 thousand viewers.
The diagram for the channel shows the comparison with satellite TNT (for 2011).
Less than a year ago NBT stopped rebroadcasting Russian STS channel, which is
retransmitted by the 39-channel instead of MTV. As a result there was an outflow of the
audience from the NBT to STS.
5th channel has lost more than half of the audience. The possibility of nationalization,
changes in the composition of the working team may have an indirect effect on the reach of
the channel.
Per person:
6.8%
Pic. 3.3.4.4 Average daily reach of TV-stations, Bishkek 2011-2012, people
By market share it can be noted positive trends in NTV + NTS, Sary-Ozon - TNT, STS,
Pyramid, KTK channels. High market share have cable and satellite channels included in the
"other" category.
In general, it should be noted that competition in Bishkek market every year becomes more
acute, one can see that the market shares gradually equalized. Unlike radio market where
there is a clear focus on the target audience, where each station has its own segment,
which life style it tries to reflect, the on television market channels do not have a definite
direction, trying to cover all viewers. However, this policy is not always justified. A striking
19
example is Sary Ozon – TNT channel, which has its target market (young people) and builds
program grid based on the life style, preferences and taste of young people. This
specialization has allowed the new channel to enter the top three. The growing penetration
of satellite channels from year to year may displace local channels and pull the audience.
The more competitive the market is, the more there is a need to narrow the target audience
of the channels.
Pic. 3.3.4.5 Shares of TV channels, Bishkek, 2011-2012, %
Table 3.3.4.3 Average daily reach and share of TV channels in Bishkek, 2012
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
1 channel
254 899
47.5
139.2
27.0
NTS+NTV
114 365
21.3
111.5
9.7
Sary-Ozon-TNT
72 072
13.4
152.2
8.4
OTRK
112 096
20.9
89.6
7.7
Eho Manasa
64 117
12.0
124.7
6.1
RTR
71 499
13.3
109.1
5.9
STS
56 712
10.6
105.5
4.6
NBT
47 425
8.8
117.2
4.2
Piramida
54 333
10.1
92.0
3.8
KTK
30 067
5.6
107.7
2.5
5th channel
47 489
8.9
65.4
2.4
Other
144 065
26.9
132.9
17.8
Total
536 295
81
126
100
Channel
st
20
Along with the general decline in total TV consumption, the market in Osh city moves in the
opposite direction. So compared with 2011, the total time spent watching television grew by
20.1%. This in turn partly explains the growth of the audience of almost all channels. The
audience of Uzbek channels: UzTV and Yoshlar hasn’t significantly increased. However,
Kyrgyz channels have more significant growth. 7th channel made the greatest progress; its
audience has grown in Osh city 8.3 times. Also a new Kyrgyz channel Bashat has appeared
on the market. It began broadcasting on the basis of the Uzbek channel Mezon TV, which
stopped working this year.
Per person:
20.1%
Pic. 3.3.4.6 Average daily reach of TV-stations, Osh city, 2011-2012, people
Pic. 3.3.4.7 Shares of TV channels, Osh city, 2011-2012, %
21
Table 3.3.4.4 Average daily reach and share of TV channels in Osh city, 2012
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
1 channel
92 062
58.6
90.4
25.3
OTRK
58 581
37.3
91.0
16.2
ELTR
41 504
26.4
101.7
12.8
Yoshlar
27 433
17.5
86.7
7.2
Osh TV
34 384
21.9
69.0
7.2
5 channel
27 599
17.6
81.3
6.8
Uz TV
19 087
12.2
86.1
5.0
7 channel
11 069
7.0
95.2
3.2
Piramida
9 383
6.0
107.9
3.1
Bashat
7 202
4.6
133.4
2.9
RTR
10 029
6.4
77.8
2.4
Keremet TV
9 823
6.3
74.8
2.2
Other
17 468
11.1
78.2
5.5
Total
157 020
82
86
100
Channel
st
th
th
In Chui oblast total TV consumption changed insignificantly – increased by 2.9%. If in 2011
by the size of the audience OTRK had a leading position, in 2012 the largest reach has 1st
channel, its audience has grown by 25%, and the reach of OTRK has dropped by 24%. The
top-10 channels include main channels broadcasting in Russian. Almost all channels have
increased their audience compared to last year. This may be due to the fact that viewers
have become less loyal, and often switch between channels.
Per person:
2.9%
Pic. 3.3.4.8 Average daily reach of TV-channels, Chui region, 2011-2012, people
22
New channels - STS and Sary-Ozon - TNT show significant success. Their audience was
compared with an audience of cable channels (STS and TNT). Entering to local air allowed
the channels to increase the number of viewers 2.5 times for TNT and 1.8 times for STS.
Unlike Bishkek city, the viewers of Chui region turned to be faithful and loyal to NBT
channel, which retained its audience. As in the capital, work of NTS+NTV was quite
successful; the channel has managed to increase the number of its viewers 2.9 times. The
reach of Mir channel has increased almost 3 times, the reach of Piramida channel - 2.3
times.
By market share there is an interesting fact that the inhabitants of the region began to less
watch other TV and cable channels, their share fell from 23.2% to 13.0%. Also it should be
noted that there is a high loyalty of viewers to Sary-Ozon - TNT and Echo Manasa channels.
This fact allowed these channels to take a more high position in the market share with a
smaller audience (compared to other channels).
If we analyze the average viewing time of OTRK channel, by this parameter it is inferior to
many channels. It is quite possible that the reason for that is the general direction of the
channel. Due to the fact that it is the largest state-owned channel, it is aimed at a wide
audience in different regions, so the loyalty of viewers is quite low, each target group
selects only those programs that it is interested in, so the total viewing time is reduced. In
order to increase the loyalty of the audience it is important, first, to choose a narrower
target group and develop the grid, so that each subsequent program will be aimed at that
audience, which is available at the given moment and watching your TV channel.
In this sense, 1st channel is an example of a rather elaborate programming schedule. If we
analyze the morning shows (like "Kontrolnaya zakupka", "Jit Zdorovo", "Modnyi prigovor"
etc.), most of them are focused on women, housewives, who at that time are at home, and
can watch TV. This policy allows the channel to keep the audience throughout the day.
Dramatically change the subject and focus of programs is advisable not more than 2-3
times a day, depending on the inflow and outflow of the target audience and changes in the
audience profile during the day.
Pic 3.3.4.9 Share of TV channels, Chui region 2011-2012, %
23
Table 3.3.4.5 Average daily reach and share of TV channels in Chui region, 2012
Average daily
reach, viewers
Average daily
reach, %
Average
viewing
time, min
Share, %
1 channel
186 534
41.8
102.7
19.0
Channel
st
OTRK
129 288
29.0
85.7
11.0
Eho Manasa
77 418
17.4
138.4
10.6
RTR-Russia
84 103
18.9
100.4
8.4
Sary-Ozon-TNT
53 097
11.9
141.6
7.4
NTS+NTV
67 374
15.1
105.5
7.0
Piramida
60 379
13.5
109.6
6.6
KTK
58 877
13.2
85.8
5.0
NBT
40 582
9.1
106.0
4.3
STS
41 114
9.2
99.3
4.0
Mir
42 353
9.5
89.5
3.8
Other
148 226
33.3
78.8
13.0
Total
445 772
73.4
103.6
100.0
The predominance of mostly local channels in the market is typical for Talas region. The
share of other channels (not included in the top-10) is 4.5%. If last year was the absolute
leader was OTRK, its share exceeded 50%, but this year there is a decline as in the size of
the audience (by 16%) and in the share (by 18.9%). The sharp decline in the share is also
connected with a decrease in loyalty to the channel: the average viewing time fell from 123
minutes to 86 minutes. NTS+NTV successfully entered the market, taking a market share of
8%.
Per person:
2.3%
Pic. 3.3.4.10 Average daily reach of TV channels in Talas region 2011-2012, people
24
In addition to traditional market leaders DTV, Zvezda, Khabar, RTR-Vesti are popular in
Talas region.
Pic. 3.3.4.11 Share of TV channels in Talas region 2011-2012, %
Table 3.3.4.6 Average daily reach and share of TV channels in Talas region, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
71 697
71.4
93.0
34.6
1st channel
49 409
49.2
106.3
27.3
RTR-Russia
24 977
24.9
82.1
10.7
NTS+NTV
15 794
15.7
95.8
7.9
DTV
8 652
8.6
78.2
3.5
ELTR
9 799
9.8
66.5
3.4
TNT
4 916
4.9
86.5
2.2
Zvezda
2 997
3.0
138.6
2.2
Khabar
5 813
5.8
70.9
2.1
RTR-Vesti
3 814
3.8
81.9
1.6
Other
9 558
9.5
71.5
4.5
Total
100 354
64.9
90.0
100.0
In the market of Issyk-Kul region, there was also a lot of changes. two leaders OTRK and 1st
channel, saved the position of the largest channels, but still lost reach and share. The
decline is particularly noticeable for of the Russian channel. Many channels have taken
market share, increasing it from zero: DTV, NTS + NTV, TNT, Russia-sport, ARTV. The
growing popularity of pay channels can be associated with an increase in the penetration of
satellite TV in the region. Popularity of Russia-sport channel is largely associated with the
transmission of Euro 2012.
25
Per person:
5.3%
Pic. 3.3.4.12 Average daily reach of TV channels in Issyk-Kul region 2011-2012, people
Pic. 3.3.4.13 Share of TV channels in Issyk-Kul region, 2011-2012, %
High loyalty show viewers of the following channels: Russia-sport (186 minutes), ARTV (135
minutes), NTV + NTS (131 minutes). The more detailed positions of channels are shown in
Table (3.3.4.7).
26
Table 3.3.4.7 Average daily reach and share of channels in Issyk-Kul region, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
136 644
67.4
112.3
31.9
st
99 767
49.2
101.8
21.1
th
5 channel
33 771
16.7
96.8
6.8
DTV
27 593
13.6
111.8
6.4
NTS+NTV
19 585
9.7
130.6
5.3
RTR-Russia
22 020
10.9
105.9
4.9
Russia sport
9 933
4.9
186.2
3.8
EMTV
17 112
8.4
87.8
3.1
ARTV
9 614
4.7
134.7
2.7
TNT
17 394
8.6
107.9
3.9
ELTR
10 508
5.2
76.5
1.7
Issyk-Kul
10 375
5.1
87.9
1.9
Other
23 192
11.4
77.9
6.5
Total
202 702
64.3
90.0
100.0
1 channel
The market of Batken region has grown by 10.1% compared to 2011. Three leaders are
OTRK, ELTR and 1st channel. Russian 1st channel has moved from the second position to the
third, yielding the second place to ELTR. Population quite actively watch local Batken RTV
channel, whereas positions of UTS, Yoshlar on the contrary, have worsened. New channel
NTV + NTS has relatively modest position. In general, it is worth noting that the audience’s
preferences do not vary significantly, the respondents named just 16 different channels they
watch. Therefore, the proportion of other channels is low - 2.1%.
Per person:
10.1%
Pic. 3.3.4.14 Average daily reach of TV channels, Batken region 2011-2012, People
27
Pic. 3.3.4.15 Share of TV channels in Batken region, 2011-2012, %
Table 3.3.4.8 Average daily reach and share of TV channels in Batken region, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
190 558
69.9
91.5
30.3
1 channel
130 934
48.0
116.1
26.4
st
ELTR
137 246
50.3
81.8
19.5
Batken RTV
58 818
21.6
76.0
7.8
UTS
18 941
6.9
84.9
3.5
TNT
14 606
5.4
103.2
2.8
Yoshlar
15 213
5.6
85.1
2.6
RTR-Russia
12 787
4.7
57.9
2.3
NTS+NTV
2 778
1.0
230.0
1.3
NTV
1 769
0.6
300.0
1.1
5 channel
4 937
1.8
35.8
0.3
Other
9687
3.6
144.0
2.1
Total
240 600
91.1
90.0
100.0
th
It is noteworthy that amount of television viewing in the Jalal-Abad region, has significantly
reduced - by 27%.
The market of Jalal-Abad region is rather peculiar. If almost in all regions the two main
competitors were OTRK and 1st channel, in the Jalal-Abad region, 1st channel is not very
popular, taking only fourth position.
28
Local channels such as 7th channel, JTR are very popular. The leadership of local channels
can be called a success story; it means that population finds the programs of local channels
more relevant to them, reflecting their needs. This is the only region where the local 7th
channel occupies the first place by market share (25.3%). The indicators of Uzbek TV have
significantly weakened.
Per person:
26.9%
Pic. 3.3.4.16 Average daily reach of TV channels in Jalal-Abad region 2011-2012, people
Pic. 3.3.4.17 Share of TV channels in Jalal-Abad region 2011-2012, %
29
Table 3.3.4.9 Average daily reach and share of TV channels in Jalal-Abad region, 2012
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
7 channel
210 021
44.2
117
25.3
OTRK
240 600
50.6
102
25.2
ELTR
169 111
35.6
101
17.7
1 channel
74 950
15.8
105
8.1
JTR
63 240
13.3
81
5.3
Yoshlar
40 644
8.5
111
4.7
th
5 channel
46 895
9.9
57
2.8
RTR-Russia
32 389
6.8
75
2.5
NTS+NTV
19 347
4.1
101
2.0
Bashat
12 550
2.6
96
1.2
Eho Manasa
13 265
2.8
82
1.1
Other
52 051
Total
475 397
10.9
68.0
75.8
90.0
4.1
100.0
Channel
th
st
As in Osh city, in Osh region the total TV consumption has increased (by 29%). Population
began to more active and more often switch between channels, the evidence of this fact is
the growth of the audience for most channels. ELTR channel is the leader both by reach and
share. Uzbek channels are particularly popular in Osh region. The top-10 included UzTV,
Yoshlar, Sport TV. In contrast to the Jalal-Abad region, local channels are at the end of the
list of top channels.
Per person:
29.0%
Pic. 3.3.4.18 Average daily reach of TV channels, Osh region 2011-2012, people
30
Pic. 3.3.4.19 Share of TV channels, Osh region 2011-2012, %
Table 3.3.4.10 Average daily reach and share of TV channels in Osh region, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
ELTR
364 516
57.7
106.0
28.3
OTRK
329 443
52.1
88.1
21.3
1 channel
264 969
41.9
88.7
17.2
UZTV
110 711
17.5
96.7
7.8
Yoshlar
125 604
19.9
78.0
7.2
th
7 channel
57 388
9.1
95.9
4.0
Sport TV
44 228
7.0
98.9
3.2
Osh TV
44 190
7.0
63.4
2.1
NTS+NTV
27 718
4.4
97.5
2.0
Piramida
48 089
7.6
50.6
1.8
3 914
5.0
59.8
1.4
Other
62 628
Total
632 257
9.9
83.7
77.8
81.0
3.8
100.0
st
th
5 channel
In Naryn oblast OTRK has half of the market; the channel has significantly improved its
position compared to the previous year (the audience grew by 38%, the market share - by
21.7%). Based on the data, we can assume that the number of viewers of OTRK has grown
due to the outflow of audience of ELTR and 5th channel. Terrestrial NTS+NTV has equal
positions with cable channels TNT, Russia-Sport.
In general audience’s preferences were split between 18 channels, the share of other
channels (not included in the top-10) totals to 5.5%.
31
Per person:
5.9%
Pic. 3.3.4.20 Average daily reach of TV channels, Naryn region 2011-2012, people
Pic. 3.3.4.21 Share of TV channels, Naryn region 2011-2012, %
32
Table 3.3.4.11 Average daily reach and share of TV channelsТаблица in Naryn region, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
88 874
74.3
131.1
49.0
1 channel
35 771
29.9
117.3
17.6
ELTR
13 795
11.5
124.1
7.2
RTR
12 695
10.6
103.4
5.5
TNT
6 220
5.2
143.2
3.7
NTS+NTV
6 148
5.1
131.7
3.4
Russia sport
5 444
4.5
138.9
3.2
5 channel
3 957
3.3
152.3
2.5
NTV
3 737
3.1
125.2
2.0
Music Box
2 208
1.8
139.7
1.3
st
th
Other
7 716
6.4
154.1
4.5
Total
119 667
68.0
141.1
100.0
When you place commercial it is important to consider the demographic profile of target
audience of a channel: age, income, and social status of viewers. In this study as an
example of the narrow audience we will consider the reach and share of channels popular
among people aged 14-44 years. This age group has been taken due to the high economic
activity. Similarly, you can get indicators for narrower target groups
Table 3.3.4.12 Average daily reach and share of TV channels,
Kyrgyzstan 14-44 years, 2012
Channel
Average daily
reach, viewers
Average daily
reach, %
OTRK
Average viewing
time, min
Share, %
949 276
44.8
96.9
19.6
1 channel
831 068
39.2
109.2
19.3
ELTR
524 721
24.8
104.2
11.6
7 channel
206 366
9.7
112.8
5.0
NTS+NTV
208 062
9.8
104.8
4.6
Sary-Ozon-TNT
141 083
6.7
146.0
4.4
Eho Manasa
114 307
5.4
130.7
3.2
RTR-Russia
161 686
7.6
91.6
3.2
st
th
Yoshlar
166 509
7.9
86.6
3.1
Piramida
125 512
5.9
92.2
2.5
5th channel
153 644
7.2
67.8
2.2
Other
821 443
38.7
111.4
21.4
Total
2 120 072
75.6
110
100
As stated above, the main indicators for TV channels are average daily reach and market
share. But it is also interesting to analyze weekly audience. The ratio of daily reach to
weekly reach is one of the indicators that measure loyalty to the channel. The closer the
ratio to 100% more constant the audience is in its preferences. This viewer is easier to
catch in front of TV screen, and the advertising message is more likely to influence on such
spectator.
33
The table shows that the most loyal audience has the channel Yoshlar - 80.1% of the
weekly audience watches the channel daily. The lowest rate has 5th channel, 44.9% of the
weekly audience watches it daily. High weekly reach and low daily audience is typical to
news channels. Under these circumstances, it is important to place commercial with more
frequency.
Table 3.3.4.13 The comparison of weekly and daily reach, Kyrgyzstan 2012
Channel
Weekly audience,
people
Average daily
reach, viewers
Share of daily
audience out of
weekly one %
Yoshlar
257 439
206 239
80.1%
ELTR
1 065 098
746 849
70.1%
OTRK
2 017 255
1 354 587
67.2%
1 channel
1 786 279
1 188 347
66.5%
Sary-Ozon-TNT
225 023
145 598
64.7%
NTS+NTV
486 962
291 069
59.8%
7 channel
478 291
277 665
58.1%
Eho Manasa
271 007
156 220
57.6%
Piramida
287 848
165 528
57.5%
RTR
592 347
278 762
47.1%
STS
258 529
121 064
46.8%
5th channel
507 029
227 721
44.9%
Other
1 579 579
1 101 269
69.7%
Total
3 787 903
2 940 122
77.6%
st
th
The main findings of this section:

The top five channels at the national level are OTRK, 1st channel, ELTR, NTS +
NTV and RTR. In the past year the following channels score the greatest
successes: 7th channel (share increased from 1.7% to 4.9%), NTS+NTV (share
increased from 0.7% to 4.8%), Sary-Ozon - TNT (share increased from 1.6% to
3.2%) and ELTR (share increased from 9.7% to 11.2%). Growth in market share
of NTS+NTV channel is mostly explained not by the extension of the broadcast
area throughout the country, but by the growth of the audience in Bishkek city
and Chui region. It should be noted that the channel is most popular in the
northern regions.

In Bishkek 1st channel is undisputed leader. In the secondary market,
competition between channels becomes tougher; as compared to last year
market shares gradually equalized. The top-5 channels by market share are: 1st
channel (27%), NTS+NTV (9.7%), Sary-Ozon - TNT (8.4%), OTRK (7.7%), Echo
Manasa (6.1%). Among the most notable changes it may be mentioned the drop
of the share of NBT channel (from 11.5% to 4.2%), this occurred due to the
stopping of rebroadcasting of STS TV station, which became terrestrial; as well as
the decline in the share of 5th channel (from 7.9% to 2, 4%).

Market of Osh city (total viewership) grew by 20.1%, i.e. residents began to
watch more channels and more long time. The top-5 channels include 1st channel
(25.3%), OTRK (16.2%), ELTR (12.8%), Yoshlar (7.2%), Osh TV (7.2%). There
is a new channel Bashat in the market (its share 2.9%), it is broadcasted on the
basis of the former Uzbek Mezon TV channel. The audience of Uzbek channels:
UzTV and Yoshlar, has not significantly increased. However, more significant
growth is shown by Kyrgyz channels. 7th channel has reached the greatest
success, its audience has grown in Osh 8.3 times.
34

In Chui region the leading channels by market share are 1st channel (19.0%),
OTRK (11.0%), Echo Manasa (10.6%), RTR (8.4%), Sary-Ozon - TNT (7.4%).
Sary-Ozon - TNT, NTS+NTV, Pyramid, Mir channels demonstrated significant
growth. As opposed to Bishkek city there is no any changes in reach and share of
NBT channel.

In Talas region OTRK is still the leader, but its market share sharply declined
(from 53.5% to 34.6%). NTS+NTV successfully entered the market, taking a
share of 8%. In addition to traditional market leaders DTV channel, Zvezda,
Khabar, RTR-Vesti are also popular in Talas region.

Among the residents of Issyk-Kul region, the most popular channels are
following: OTRK (market share is 31.9%), 1st channel (market share is 21.1%),
5th channel (market share is 6.8%), DTV (market share is 6.4%), NTS+NTV
(market share is 5.3%). Many channels have earned market share, increasing it
from zero: DTV, NTS + NTV, TNT, Russia-sport, ARTV. The emergence of new
channels in the top-10 resulted in an outflow of viewers from a 1st channel, 5th
channel, OTRK, which market shares have declined.

The residents of Batken region mainly watch OTRK (market share is 30.3%), 1st
channel (market share is 26.4%), ELTR (market share is 19.5%), Batken RTV
(market share is 7.8%), UTS (market share is 3.5%). Compared to last year the
share of Uzbek TV has substantially dropped.

It is noteworthy that total TV consumption in Jalal-Abad region has significantly
reduced- by 27%. In contrast to other regions local channels, such as 7th channel
and JTR, are very popular in the market. This is the only region where local 7th
channel occupies the first place by share (25.3%). The top-5 also include OTRK
(25.2%), ELTR (17.7%), 1st channel (8.1%), JTR (5.3%). The positions of Uzbek
channels have significantly weakened.

As in Osh city, in Osh region there is an increase in TV consumption (by 29%).
Population began to switch more often between channels; the evidence of this
fact is the growth of the audience for most channels. ELTR channel is the leader
both by reach and share. The top five by market share also include OTRK
(21.3%), 1st channel (17.2%), UzTV (7.8%), Yoshlar (7.2%). Uzbek channels
are particularly popular in Osh region. The top-10 included UzTV, Yoshlar, Sport
TV.

In Naryn oblast OTRK has half of the market; the channel has significantly
improved its position compared to the previous year (the audience grew by 38%,
the market share - by 21.7%). Based on the data, we can assume that the
number of viewers of OTRK has grown due to the outflow of audience of ELTR
and 5th channel. The top-5 channels by market share are: OTRK (49.0%), 1st
channel (17.6%), ELTR (7.2%), RTR (5.5%), TNT (3.7%). The consumption of 5th
channel has significantly decreased (the share has dropped from 5.7% to 2.5%).
35
3.3.5 Ratings of TV channels by half an hour time slots
Besides such indicators as reach and share another important indicator is rating of the
channel. Rating can be calculated for time interval, day part, and some specific program. In
this survey we will show the ratings of TV channels by half an hour time slots (in
international practice fifteen minutes time slots are also used). Ratings – are the universal
tool for program directors and advertisers. Analyzing the dynamic of ratings and the
distribution of audience between channels during the day, you can make changes in
programming grid. But you should always remember that it is impossible to keep 100% of
viewers during whole day, because there takes place a conception of natural outflow of
audience, connected with schedule of the day, tempo of life. Therefore it is necessary to
work with that number of viewers who is available at the current moment of time. You may
understand how harmonious the programming grid is composed, comparing the curve of
ratings for separate TV channel with general curve for all channels. If the curves are similar
by shape, prime times are the same, than the grid is optimal. In other case, you need to
look for the reasons of decline and make changes in broadcasting programs.
On the other side ratings are very important for advertising purposes. Knowing the cost of
commercial air on several channels for the same time slot and ratings of these channels
(people watching the channel during given time slot as a percentage of the total
population), you can calculate the cost of one rating. For instance, let the cost of 20 second
commercial on the X channel in the period 6 pm to 6.30 pm equals to 50 USD, and on Y
channel – 80 USD. It is difficult for the client to compare the prices offered by both channels
without information on ratings. Possessing the results of this survey the client can calculate
the cost of 1 rating. Let the channel X in this time slot has the reach of 10%, and Y channel
is watched by 20% of population. Than the cost of 1 rating for channel X is 50 USD/10%=5
USD, and for channel Y – 80 USD/20%=4 USD. The results of calculation are presented in
the table below.
Table 3.3.5.1 The calculation of cost of the commercial using ratings
Cost of the
commercial
Ratings
Cost per rating
X
50
10%
5
Y
80
20%
4
Channel
Thus the commercial on Y channel, which at first sight seemed to be more expensive, in fact
is cheaper. The client can make the choice in favor of channel Y or turn to the managers of
channel X and ask to give a discount on the basis of calculations done.
The usage of ratings facilitates the dialog between advertisers and TV managers; this is the
universal language of communication, supported by figures, not emotions and assumptions.
The experience of foreign countries proves that this system of calculating the cost of
commercial reduced the level of corruption, taking place when some channels “buy” ratings
from advertising agencies, pay them for promotion. Such surveys make the process of
cooperation maximum transparent.
Before we study half an hour time slots, let’s consider at what time in average during a
week the respondents watch certain channels. Here the time slots will be enlarged, the day
will be divided into six parts. The table (3.3.5.2) illustrated the reach of channel in % for
each day part.
The day parts with a maximum reach are highlighted in blue, with a smallest audience – in
yellow. The data is shown for top-10 channels by weekly reach.
The morning shows are popular on OTRK, ELTR, 5th channel. At this time the following
programs are broadcasted: “Kundarek”, “Zamana” (OTRK), “Kutman tan” (ELTR), “Utro na
36
5” (5th channel). At the same time Piramida and STS channels during this day part have the
minimum reach. The programs “24”, “Smotret vsem”, “Budte Zdorovy” on Piramida
channel, “Brachnoe chtivo”, “Molodojeny” and othe shows on STS are not so popular.
The maximum reach for 1st channel, RTR, NTS+NTV, 7th channel, Eho Manasa, Piramida falls
on evening hours (after 8 p.m.). At this time channels broadcasted “Novosti”, “Vesti”,
different serials and feature films.
For many channels the largest drop in the size of audience is observed at lunch time.
Table 3.3.5.2 Weekly reach for TV stations by day parts,
Kyrgyzstan 2012, %
MidMorning
Afternoon
Evening
Late
Evening
41.8
9 am12pm
33.4
12-4
pm
21.4
4-8 pm
8-10
33.4
39.8
After
10 pm
28.9
1 channel
25.8
26.0
23.4
30.5
37.2
32.9
ELTR
29.7
15.6
25.4
15.9
21.0
10.3
RTR
5.3
9.4
8.4
10.6
10.6
12.1
5 channel
9.4
7.6
6.1
8.7
6.8
5.5
NTS+NTV
5.1
4.3
7.9
9.1
7.9
9.1
7 channel
4.3
4.0
3.0
7.7
9.5
6.3
Piramida
2.1
2.5
3.8
5.5
5.0
6.2
Eho Manasa
2.6
2.4
3.5
2.6
5.0
9.1
STS
1.8
4.1
5.6
3.6
5.5
4.7
100.0
100.0
100.0
100.0
100.0
100.0
Morning
Channel
6-9 am
OTRK
st
th
th
Total
Night
The picture (3.3.5.1-3.3.5.2) shows the changes in reach of TV channels compared to 2011.
The positive values indicate the growth of share of audience during certain day part,
negative indexes, on the contrary are evidence of decline. So it can be noted, that positive
changes take place on ELTR channel (in the morning, in the afternoon, in the late evening),
on 5th channel (in the morning) and on OTRK (in the night). The changes on OTRK are
mainly related to broadcasting of EVRO-2012 championship.
Along with a decrease in the audience of top-5 channels, there is a growth of ratings of the
rest of the channels (NTS+NTV, 7th channel, Piramida, Eho Manasa). We suppose that the
audience flows from more large channels to above mentioned TV stations. The changes on
NTS+NTV are due to the expansion of broadcasting area, as well as the growth of the
audience in Bishkek city and Chui region.
37
8
6,0
6
4
3,8
3,4
2,1
2
2,1
0,7
0,4
0,3
0,0
Mid-Morning
-1,1
0
-2
-4
-6
Morning
-1,3
0,3
-0,3
Afternoon
-3,9
-3,8
-4,4
-4,3
-4,8
Evening
-1,7
Late evening
-1,4
-2,7
-3,3
-4,4
Night-0,8
-2,2
-2,3
-4,2
-4,2
-5,0
-5,6
-8
OTRK
1st channel
ELTR
RTR-Russia
5th channel
Pic. 3.3.5.1 Changes of reach (in %) by day parts, 2011-2012, %
8
6,4
6,3
6
4
7,0
5,2
4,9
4,3
2,4
2
1,8
2,1
0,1
0
Morning
0,7
0,7
-0,1
Mid-Morning
2,3
2,2
5,2
1,7
1,9
2,9
2,9
2,0
-0,1
Afternoon
Evening
Late evening
-0,7
Night
-2
-4
-3,6
-6
NTS+NTV
7th channel
Piramida
Eho Manasa
Pic. 3.3.5.2 Changes of reach (in %) by day parts, 2011-2012, %
Let’s consider the ratings of top-5 TV stations. First of all we will study the curve of ratings
for two years. Using this curve we can define the size of audience available at certain time
slot. There are two prime times for television: morning (from 6 a.m. to 10 a.m.) and
evening (from 8 p.m. to 10 p.m.). The results of this wave show that the evening prime
time is shifted slightly towards late hours. It is connected with the features of summer TV
viewing and broadcasting of big sport event, taking place during field works.
OTRK channel pass ahead the 1st channel during the period from 9 a.m. to 9.30 a.m., at this
time the morning program “Zamana” is on air, it shows news (world, country, rural),
weather forecast, different educational rubrics, such as “Knigomania”, juridical advices,
advices on making right purchases, on self-care and Other.
ELTR channels leave behind its competitors only in the morning from 7 a.m. to 8.30 a.m., at
this time it broadcasts morning show “Kutman tan”.
38
The biggest rating the channels have during evening prime-time. On the 1st channel at 9
p.m. there is “Vremya” news program, on OTRK – “Ala-Too maalymat” news block.
On ELTR channel in the evening the most popular show is “Kyndoluk”.
The growth of audience of OTRK and NTS+NTV channels after 10 p.m. related to
broadcasting of EURO-2012.
2011
2012
50%
47,1%
45,4%
45%
40,4%
40%
42,1%
38,1%
35%
30%
25%
20%
15%
10%
0%
0…
0…
0…
0…
0…
0…
0…
0…
0…
0…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
1…
2…
2…
2…
2…
2…
2…
2…
2…
0…
0…
П
5%
Pic. 3.3.5.3 The total ratings of TV channels, %, Kyrgyzstan 2011-2012
16%
14,2%
14%
11,9%
12%
10,8%
10%
8%
5,7%
6%
4%
0%
05:00-05:29
05:30-05:59
06:00-06:29
06:30-06:59
07:00-07:29
07:30-07:59
08:00-08:29
08:30-08:59
09:00-09:29
09:30-09:59
10:00-10:29
10:30-10:59
11:00-11:29
11:30-11:59
12:00-12:29
12:30-12:59
13:00-13:29
13:30-13:59
14:00-14:29
14:30-14:59
15:00-15:29
15:30-15:59
16:00-16:29
16:30-16:59
17:00-17:29
17:30-17:59
18:00-18:29
18:30-18:59
19:00-19:29
19:30-19:59
20:00-20:29
20:30-20:59
21:00-21:29
21:30-21:59
22:00-22:29
22:30-22:59
23:00-23:29
23:30-23:59
00:00-00:29
00:30-00:59
После 01:00
2%
OTRK
1st channel
NTS+NTV
ELTR
RTR-Russia
Pic. 3.3.5.4 Ratings of top-5 channels, Kyrgyzstan 2012
39
During the survey respondents were asked in how much sessions they usually watch TV
stations. As it was found out, population watches most of the channels during 1 session,
besides ELTR and 7th channel, which are watched by two thirds of respondents several times
a day. As a rule average time viewing of TV channels is about 100-120 minutes, i.e. about
60% of viewers watch channel without a break.
0%
10%
20%
30%
40%
50%
60%
70%
80%
OTRK
50,6
49,4
1st channel
51,8
48,2
ELTR
RTR-Russia
40,3
100%
59,7
56,0
5th channel
44,0
63,9
NTS+NTV
7th channel
90%
36,1
61,0
39,0
47,3
52,7
Piramida
64,8
35,2
Eho Manasa
65,4
34,6
STS
62,8
One session
37,2
Several sessions
Pic. 3.3.5.5 Number of sessions for top-10 channels, Kyrgyzstan
The main findings of the section:

Using the system of ratings the client can compare the cost of commercial on
different channels. For this it is necessary to divide the cost of air time on the
rating of the channel at this time slot. The obtained result will be the cost of 1%
of viewers.

You can understand how harmonious the programming grid on TV station is,
comparing the shape of curve for TV station with the curve for all TV channels. If
the curves are similar by shape, have the same prime times, than the grid is
optimal.

The morning shows are popular on OTRK, ELTR, 5 th channel. At this time the
following programs are broadcasted: “Kundarek”, “Zamana” (OTRK), “Kutman
tan” (ELTR), “Utro na 5” (5th channel). The maximum reach for 1st channel, RTR,
NTS+NTV, 7th channel, Eho Manasa, Piramida falls on evening hours (after 8
p.m.). At this time channels broadcasted “Novosti”, “Vesti”, different serials and
feature films.

Compared to 2011 NTS+NTV, 7th channel, Piramida, Eho Manasa have increased
their reach during a day.
40

Two thirds of the respondents watch channels in several sessions. The exception
is viewers of ELTR, 7th channel, OTRK and 1st channel; here the ratio is 50/50.
Average time viewing of 1 channel a day is 100-120 minutes.

Ratings of the channels can be calculated average for a week, as well as for
separate week days. The comparison with 2011 is also possible. This information
can be presented separately on request of each channel or any other
stakeholder.
3.3.6 Ratings of TV programs
Let’s consider what types of TV programs are the most interesting for viewers. In whole the
tendencies of last year have continued, society is still politicized and prefer to watch news
blocks. However current affairs are just only on 7 th place. If serials are very popular in
foreign countries, in Kyrgyzstan population prefers to watch mainly feature films. The
interesting fact is that residents of Bishkek city have better sense of humor than people in
other regions, 12.3% indicated that their favorite type of program is comedy serials,
whereas in the republic this figure is 3.9%.
The respondents were also asked to name their favorite programs, top-20 is shown in pic
(3.3.6.1). On the top of the list is news: “Ala-Too” and “Novosti”. On 1st channel the
following programs are also popular: “Pust govoryat”, “Davay pojenimsya”, “Pole chudes”,
“Jdi menya”. The list of top programs also includes the shows on ELTR channel: “Kutman
tan”, “Kundoluk”.
The list of favorite telecasts also contains broadcasts on OTRK channel, i.e. “Zamana”,
“Bagyt”, “Tamasha shou”, “Azattyk”, “Arnoo concerti”.
0
10
20
30
40
50
60
41,1
News
Feature films
11,1
Talk-Show
10,3
Music video
8,7
Sport programs
8,0
Drama serials
4,6
Current affairs
4,0
Comedy serials
3,9
Soap operas
2,8
Educational/Documentary programs
2,1
Humor programs
1,2
Other
2,2
70
80
71,4
55,7
36,9
31,8
24,8
18,4
20,9
19,5
9,2
12,4
22,4
18,5
Pic. 3.3.6.1 Preferred types of programs, Kyrgyzstan %
41
0
5
10
15
20
25
30
News
35
32,1
Feature films
18,1
Comedy serials
12,3
Talk-Show
9,9
Sport programs
5,9
Drama serials
5,3
Educational/Documentary programs
5,1
Music video
3,7
Humor programs
2,7
Soap operas
2,3
Other
2,5
Pic. 3.3.6.2 Favorite types of programs, Bishkek %
0
Ala-Too
Novosti
Pust govoryat
Feature films
Football
Davay pojenimsya
Sport
Arnoo koncerti
Vremya
Pole chudes
Bagyt
Kutman tan
Kundiluk
Akyl Ordo
Muzobo
Comedy club
Serials
Jdi menya
Azattyk
Tamasha shou
Zamana
Difficult to answer
1
2
3
4
5
6
7
8
9
8,0
6,7
6,7
5,4
5,2
2,6
2,4
2,2
2,2
2,1
1,9
1,6
1,4
1,3
1,3
1,2
1,2
1,2
1,2
1,1
1,0
5,2
Pic. 3.3.6.3 List of the most favorite programs, Kyrgyzstan, %
42
If previous question was mainly perceptional, the rating of telecasts, presented below, is
calculated on the basis of actual behavior of the viewer. Given rating is formed on the basis
of the number of viewers, who watched a particular news or entertaining program. The
percentage is taken from the total population. The share of the program shows the percent
of viewers who is watching given program from the total number of viewers watching TV at
this time slot.
Let’s consider these indicators on the example of "Vremya" program, broadcasted on
Wednesday at 21-00. The rating is 17.7%, i.e. 17.7% of the total population watched this
program. Share is 43.6%; it means that 43.6% of all people, who were watching TV from
21-00 to 21-29, were watching "Vremya".
The most popular news is on OTRK and 1st channel.
Table 3.3.6.1 Top-10 news programs in Kyrgyzstan
Date
Week day
Broadcast
time
Program title
Rating,
%
Share,
%
st
13 June
WE
9 pm-9:29 pm
Vremya
17,7
43,6
st
8 June
FR
9 pm-9:39 pm
Vremya
16,3
35,0
st
9 June
SA
9 pm-21:19
Vremya
14,9
35,1
st
14 June
TH
9 pm-9:29 pm
Vremya
13,2
32,3
st
1 channel
11 June
FR
9 pm-9:29 pm
Vremya
13,2
31,9
OTRK
12 June
TU
9 pm-9:39 pm
13,1
33,4
1 channel
12 June
TU
9 pm-9:29 pm
Ala-Too Maalymat
programmasy
Vremya
12,8
34,0
OTRK
14 June
TH
9 pm-9:39 pm
11,5
30,3
1 channel
10 June
SU
9 pm-9:19 pm
Ala-Too Maalymat
programmasy
Vremya
10,9
30,5
OTRK
8 June
FR
9 pm-9:49 pm
Ala-Too Maalymat
programmasy
10,7
25,5
Channel
1 channel
1 channel
1 channel
1 channel
st
st
Besides top-20 non-news programs was prepared. As it was found the programs with
highest ratings are broadcasted on OTRK and 1st channel. Population is actively interested in
current affair programs on OTRK channel: “Jumakairyk”, “Erkin mikrofon”, “Jany Bashat”,
“Azattyk+”, “Akcent”, “Atayin reportaj”. Several football matches are also in the list of top
programs.
On the 1st channel the most popular are entertaining shows, such as: talk-show “Pust
govoryat”, “Projector Perishilton” and different feature films.
Rating of the program allows identifying what appeal to the viewer on your channel, which
telecasts are in demand and attract interest. Rating also helps to define how many viewers
watched the particular release of the program, after which program it is better to place your
commercial, which demographic profile has the audience of your program and other issues.
Besides presented ratings it could be obtained the ratings in region cut, for separate
channels. Due to the large number of various channels and wide range of programs we will
present only national picture. However any detailed information can be provided by
separate request.
43
Table 3.3.6.2 Top-20 non-news programs in Kyrgyzstan
Channel
Date
Week day
Broadcast time
Program title
Rating, %
OTRK
11 June
MO
8:15-8:29 pm
Akcent
12,88
1 Channel
11 June
MO
9:30-10:29 pm
Serial “Schastlivyi bilet”
12,66
OTRK
8 June
FR
8:45-8:59 pm
Juma sukbaty
12,50
OTRK
8 June
FR
8:15-8:44 pm
Erkin mikrofon
12,27
1 Channel
14 June
TH
8:00-8:59 pm
Pust’ govoryat
11,41
OTRK
9 June
SA
9:00-9:49 pm
Jumakayryk
11,39
1 Channel
9 June
SA
9:30-10:34 pm
V teni solnca nacii
11,31
1 Channel
13 June
WE
8:00-8:59 pm
Pust’ govoryat
11,19
OTRK
10 June
SU
8:45-9:29 pm
Akyl ordo Intelletualdyk
synak
11,08
OTRK
14 June
TH
8:25-8:59 pm
Svobodnyi mikrofon
10,70
1 Channel
8 June
FR
8:00-8:59 pm
Pust’ govoryat
10,62
OTRK
12 June
TU
8:15-8:54 pm
Jany bashat
9,86
OTRK
13 June
WE
9:45-9:54 pm
Futbolnoe obozrenie
9,66
1 Channel
9 June
SA
8:00-8:59 pm
Pust’ govoryat
9,60
OTRK
11 June
MO
10:00-11:59 pm
9,51
OTRK
13 June
WE
10:00-11:59 pm
Football. Euro-2012 FranceEngland
Football.
Euro-2012
1 Channel
10 June
SU
9:20-9:59 pm
Projector Perishiston
9,05
OTRK
10 June
SU
9:35-9:49 pm
Atayin reportaj
8,92
OTRK
13 June
WE
8:15-8:29 pm
Atayin reportaj
8,92
OTRK
13 June
WE
8:30-8:59
Yngaisyz suroolor
8,44
Denmark- Portugal
9,33
In addition to traditional ratings the information about image and brand will be also
interesting to the management of the channels. This section will present how respondents
perceive the channel, which channel is considered the most popular, which one gives the
best news coverage about Kyrgyzstan, has the best presenters, is most relevant to the
people of Kyrgyzstan.
Among the channels that give the best news coverage about Kyrgyzstan the following
channels were named: OTRK, ELTR, 5th channel, 7th channel, NTS+NTV. The interesting fact
is that OTRK was named as the best source of news by 47% of the respondents and only
22% of the respondents consider it as the channel that provides the most reliable /
objective information. Such big gap can be caused by the fact that this is state channel. In
many countries state channels are tend to be blamed in one-sided interpretation of issues,
population can partially believe news, but at the same time watch news on opposition
channels, thus, getting the full picture of issues.
OTRK, ELTR, 5th channel, 7th channel were named as the channels that give the best news
coverage of Government of Kyrgyz Republic activities.
44
0% 10% 20% 30% 40% 50%
OTRK
47%
ELTR
12%
5th channel
10% 20% 30% 40%
OTRK
22%
ELTR
9%
7th channel
0%
12%
1st channel
7%
9%
7th channel
7%
7%
NTS+NTV
4%
5th channel
Piramida
4%
NTS+NTV
3%
NBT
2%
Piramida
2%
1st channel
2%
NBT
2%
Other
3%
Difficult to answer
Other
11%
6%
Difficult to answer
Pic. 3.3.6.4 Gives you the best news coverage
about Kyrgyzstan, %
31%
Pic. 3.3.6.5 Is a source that provides the most
reliable / objective information, %
The 1st channel is considered as the channel that has the best programs and best presenters
in Kyrgyzstan; OTRK is on the second place. In Bishkek city there is another picture, TNT is
on second position, followed by RTR, NBT, STS, NTS+NTV, OTRK and Other.
In whole the opinion of viewers on all the rest characteristics doesn’t change; the channels
have almost the same positions in the rating.
0
10
20
1st channel
30
26,5
OTRK
17,3
ELTR
10,8
5th channel
7,0
0
10
OTRK
13,8
ELTR
13,2
RTR-Russia
4,0
7th channel
3,2
7th channel
2,3
NTS+NTV
2,8
NTS+NTV
2,2
Sary-Ozon-TNT
2,6
Piramida
2,3
Yoshlar
2,3
Eho Manasa
2,1
NBT
1,5
STS
1,3
Other
Pic. 3.3.6.6 Channel that has the best
programs,
The main findings
of%
the section:
40
30,2
2,9
1,6
30
1st channel
RTR-Russia
Piramida
20
23,5
Pic. 3.3.6.7 Channel that has the best
presenters, %
45
The main findings of the section:
 Among preferred types of programs the most popular is news on OTRK and 1 st
channel. The current affair programs are also popular among the population. Top-20
non-news telecasts include such shows as Jumakairyk”, “Erkin mikrofon”, “Jany
Bashat”, “Azattyk+”, “Akcent”, “Atayin reportaj”.
 On the 1st channel the most popular programs are: “Pust govoryat”, “Projector
Perishilton” and other different programs and feature films in prime time.
 Ratings of particular programs can be provided by request, containing either market
(for example, region) or channel which programs are to be considered.

According to the respondents’ perception of the channels on all criteria (popularity,
best source of news, best programs, best presenters, reflection of my opinion,
reflection of opinion of elite, reflection of opinion of ordinary people) the top-5
channels include OTRK, ELTR, 5th channel, 7th channel, NTS+NTV. The best
programs, in the judgment of the respondents, has 1 st channel; in Bishkek city RTR,
Sary-Ozon-TNT, NBT and STS are popular as well.
46
Annex 1. Average daily reach and share of channels
Kyrgyzstan14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
OTRK
1st channel
ELTR
th
7 channel
NTS+NTV
RTR
Sary-Ozon-TNT
Eho Manasa
Yoshlar
5th channel
Piramida
Uz TV
STS
NBT
KTK
DTV
Sport TV
Osh TV
JTR
TNT
Mir
Russia sport
UTS
Batken RTV
ElArna
Eurosport
Khabar
Evrazia Kazahstan
EMTV
Kultura
Zvezda
Bashat
RTR-Vesti
MTV ru
SBK
RenTV+Kara-Balta
ARTV
ТV-3
NTV
Bi Plus
Keremet TV
Discovery
Issyk-Kul
Nickelodeon
1 354 587
1 188 347
746 849
277 665
291 069
278 762
145 598
156 220
206 239
227 721
165 528
132 778
121 064
102 221
89 943
57 990
54 743
88 854
63 268
49 085
63 383
24 656
45 417
58 552
38 573
15 748
29 540
21 718
20 350
28 325
21 456
24 974
30 617
16 101
5 427
14 162
9 594
15 959
10 791
10 855
17 943
7 148
10 353
5 427
46.1
40.4
25.4
9.4
9.9
9.5
5.0
5.3
7.0
7.7
5.6
4.5
4.1
3.5
3.1
2.0
1.9
3.0
2.2
1.7
2.2
0.8
1.5
2.0
1.3
0.5
1.0
0.7
0.7
1.0
0.7
0.8
1.0
0.5
0.2
0.5
0.3
0.5
0.4
0.4
0.6
0.2
0.4
0.2
97.8
108.3
97.9
115.0
107.4
99.5
145.1
131.4
88.0
72.3
89.9
94.7
98.9
109.5
91.5
99.2
104.8
62.6
87.3
104.2
79.1
184.0
98.4
73.9
88.5
178.8
88.5
113.0
111.2
79.6
102.3
86.2
68.1
122.8
300.0
108.1
143.4
85.6
126.1
120.0
72.5
157.2
90.7
150.0
20.3
19.7
11.2
4.9
4.8
4.2
3.2
3.1
2.8
2.5
2.3
1.9
1.8
1.7
1.3
0.9
0.9
0.9
0.8
0.8
0.8
0.7
0.7
0.7
0.5
0.4
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.1
47
Soni
Russia-2
Setenta
Forum
Sport 2
Namangan
TV Pro
Kazahstan
NTV+ football
Sport 24
Sport+
Cinemax
2x2
Music Box
Animal Planet
МUz TV
31st channel
Domashniy
Ren TV
TV-Centr
Ru-TV
Karusel
Bridge TV
Euronews
24. ТВ
Tarakiyat
Naiman TV
Disney Channel
Star TV
Samal olla
Shankay
STS
Fox Crime
Shov TV
Total
4 210
5 686
5 427
6 012
7 060
7 069
3 789
3 345
3 602
3 602
2 021
5 427
2 245
2 207
3 602
2 193
1 782
1 298
3 649
1 350
1 334
1 298
2 193
1 920
646
1 694
728
2 796
1 297
646
690
704
1 146
1 297
2 940 122
0.1
0.2
0.2
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.0
0.1
0.0
0.0
0.0
0.1
0.1
0.0
0.1
0.0
0.1
0.0
0.0
0.0
0.0
0.0
0.0
100.0
180.0
132.7
120.0
106.9
86.7
75.0
120.0
131.3
120.0
120.0
185.1
60.0
120.0
110.5
60.0
96.6
103.9
129.1
44.7
120.0
119.2
120.0
55.9
60.0
165.6
60.0
120.0
30.0
60.0
120.0
106.9
96.7
58.5
25.0
105.8
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
100.0
48
Bishkek city 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
1st channel
NTS+NTV
Sary-Ozon-TNT
OTRK
Eho Manasa
RTR
STS
NBT
Piramida
KTK
5th channel
Eurosport
MTV ru
Kultura
SBK
TNT
Bi Plus
Discovery
RTR-Vesti
Mir
Russia sport
Nickelodeon
Soni
ElArna
Setenta
Khabar
DTV
TV Pro
NTV+ football
Sport 24
Sport +
Kazahstan
Cinemax
ELTR
2x2
Animal Planet
Euronews
Total
254 899
114 365
72 072
112 096
64 117
71 499
56 712
47 425
54 333
30 067
47 489
15 684
11 473
26 648
5 405
10 094
10 811
7 119
13 936
14 616
3 774
5 405
4 193
6 224
5 405
6 191
4 148
3 774
3 587
3 587
2 012
2 236
5 405
3 345
2 236
3 587
1 913
536 295
47.5
21.3
13.4
20.9
12.0
13.3
10.6
8.8
10.1
5.6
8.9
2.9
2.1
5.0
1.0
1.9
2.0
1.3
2.6
2.7
0.7
1.0
0.8
1.2
1.0
1.2
0.8
0.7
0.7
0.7
0.4
0.4
1.0
0.6
0.4
0.7
0.4
100.0
139.2
111.5
152.2
89.6
124.7
109.1
105.5
117.2
92.0
107.7
65.4
187.2
209.5
88.8
300.0
141.7
120.0
157.2
73.1
69.3
240.0
150.0
180.0
109.4
120.0
87.0
129.7
120.0
120.0
120.0
185.1
152.8
60.0
93.9
120.0
60.0
60.0
126.2
27.0
9.7
8.4
7.7
6.1
5.9
4.6
4.2
3.8
2.5
2.4
2.2
1.8
1.8
1.2
1.1
1.0
0.9
0.8
0.8
0.7
0.6
0.6
0.5
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.1
100.0
49
Osh city, 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
1st channel
OTRK
ELTR
Yoshlar
Osh TV
5th channel
Uz TV
7 канал
Piramida
Bashat
RTR
Keremet TV
Sport TV
NTS+NTV
Sary-Ozon-TNT
MTV ru
Mir
Naiman TV
STS
Zvezda
ТV-3
Total
92 062
58 581
41 504
27 433
34 384
27 599
19 087
11 069
9 383
7 202
10 029
9 823
5 712
6 879
2 464
2 146
1 559
733
1 075
680
382
157 020
58.6
37.3
26.4
17.5
21.9
17.6
12.2
7.0
6.0
4.6
6.4
6.3
3.6
4.4
1.6
1.4
1.0
0.5
0.7
0.4
0.2
100.0
90.4
91.0
101.7
86.7
69.0
81.3
86.1
95.2
107.9
133.4
77.8
74.8
121.3
68.4
99.0
45.0
60.0
120.0
60.0
60.0
70.0
85.7
25.3
16.2
12.8
7.2
7.2
6.8
5.0
3.2
3.1
2.9
2.4
2.2
2.1
1.4
0.7
0.3
0.3
0.3
0.2
0.1
0.1
100.0
Chui region , 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
1st channel
OTRK
Eho Manasa
RTR
Sary-Ozon-TNT
NTS+NTV
Piramida
KTK
NBT
STS
Mir
ElArna
5th channel
Евразия Kazahstan
Khabar
TNT
RTR-Vesti
186 534
129 288
77 418
84 103
53 097
67 374
60 379
58 877
40 582
41 114
42 353
31 849
31 690
21 399
17 202
8 914
8 221
41.8
29.0
17.4
18.9
11.9
15.1
13.5
13.2
9.1
9.2
9.5
7.1
7.1
4.8
3.9
2.0
1.8
102.7
85.7
138.4
100.4
141.6
105.5
109.6
85.8
106.0
99.3
89.5
90.4
82.8
108.1
98.4
82.6
65.2
19.0
11.0
10.6
8.4
7.4
7.0
6.6
5.0
4.3
4.0
3.8
2.9
2.6
2.3
1.7
0.7
0.5
50
Zvezda
Disney Channel
DTV
ELTR
ТV-3
NTV
Karusel
Domashniy
Sport 2
Ren TV
Russia sport
Kultura
Total
5 078
2 755
4 879
3 012
4 551
2 735
1 279
1 279
1 602
2 197
2 755
1 086
445 772
1.1
0.6
1.1
0.7
1.0
0.6
0.3
0.3
0.4
0.5
0.6
0.2
73.4
86.7
120.0
64.1
72.0
44.4
68.5
120.0
113.0
60.0
42.8
30.0
68.9
89.1
0.4
0.3
0.3
0.2
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
100.0
Talas region, 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
OTRK
1st channel
RTR
NTS+NTV
ELTR
DTV
Khabar
Sary-Ozon-TNT
RTR-Vesti
Zvezda
31st channel
NTV
Star TV
Shov TV
Fox Crime
Kazahstan
Russia sport
Mir
Samal olla
TV-Centr
24. ТВ
Total
71 697
49 409
24 977
15 794
9 799
8 652
5 813
4 916
3 814
2 997
1 766
1 500
1 286
1 286
1 136
1 090
945
906
640
640
640
100 354
71.4
49.2
24.9
15.7
9.8
8.6
5.8
4.9
3.8
3.0
1.8
1.5
1.3
1.3
1.1
1.1
0.9
0.9
0.6
0.6
0.6
64.9
93.0
106.3
82.1
95.8
66.5
78.2
70.9
86.5
81.9
138.6
103.9
95.6
60.0
43.8
54.4
89.4
83.3
60.0
82.1
60.0
45.0
79.9
34.6
27.3
10.7
7.9
3.4
3.5
2.1
2.2
1.6
2.2
1.0
0.7
0.4
0.3
0.3
0.5
0.4
0.3
0.3
0.2
0.1
100.0
51
Issyk-Kul region, 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
1st channel
5th channel
DTV
NTS+NTV
RTR
Russia sport
EMTV
ARTV
TNT
Issyk-Kul
ELTR
Russia-2
ТV-3
Zvezda
STS
Bridge TV
МUZTV
RTR-Vesti
Sport 2
Ru-TV
MTV ru
NBT
Ren TV
Total
136 644
99 767
33 771
27 593
19 585
22 020
9 933
17 112
9 614
17 394
10 375
10 508
5 698
4 840
3 031
8 573
2 197
2 197
4 443
3 681
1 337
1 337
845
717
202 702
67.4
49.2
16.7
13.6
9.7
10.9
4.9
8.4
4.7
8.6
5.1
5.2
2.8
2.4
1.5
4.2
1.1
1.1
2.2
1.8
0.7
0.7
0.4
0.4
64.3
112.3
101.8
96.8
111.8
130.6
105.9
186.2
87.8
134.7
107.9
87.9
76.5
132.7
112.4
160.0
53.2
120.0
120.0
51.6
60.0
80.0
45.0
0.0
0.0
94.8
31.7
21.0
6.8
6.4
5.3
4.8
3.8
3.1
2.7
3.9
1.9
1.7
1.6
1.1
1.0
0.9
0.5
0.5
0.5
0.5
0.2
0.1
0.0
0.0
100.0
Batken region, 14+
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
ELTR
1st channel
Batken RTV
UTS
TNT
RTR
Yoshlar
NTS+NTV
5th channel
NTV
Russia sport
Sport 2
DTV
Sport TV
UZTV
Total
190 558
137 246
130 934
58 818
20 678
18 941
15 213
14 606
12 787
4 937
2 778
1 769
1 769
1 769
1 513
1 101
272 589
69.9
50.3
48.0
21.6
7.6
6.9
5.6
5.4
4.7
1.8
1.0
0.6
0.6
0.6
0.6
0.4
91.1
91.5
81.8
116.1
76.0
97
84.9
85.1
103.2
57.9
35.8
230.0
300.0
180.0
60.0
120.0
60.0
111.2
30.3
19.5
26.4
7.8
3.5
2.8
2.3
2.6
1.3
0.3
1.1
0.9
0.6
0.2
0.3
0.1
100.0
Jalal-Abad region, 14+
52
Channel
Average daily
reach, viewers
Average daily
reach, %
Average viewing
time, min
Share, %
7 канал
OTRK
ELTR
1st channel
JTR
Yoshlar
5th channel
RTR
NTS+NTV
Bashat
Eho Manasa
Osh TV
STS
Sport TV
ТV-3
Piramida
Keremet TV
UTS
UZTV
DTV
Total
210 021
240 600
169 111
74 950
63 240
40 644
46 895
32 389
19 347
12 550
13 265
11 134
12 255
3 973
5 036
5 759
6 461
6 458
3 612
2 026
475 397
44.2
50.6
35.6
15.8
13.3
8.5
9.9
6.8
4.1
2.6
2.8
2.3
2.6
0.8
1.1
1.2
1.4
1.4
0.8
0.4
68.0
117
102
101
105
81
111
57
75
101
96
82
68
51
120
90
72
61
58
73
89
85.6
25.3
25.2
17.7
8.1
5.3
4.7
2.8
2.5
2.0
1.2
1.1
0.8
0.6
0.5
0.5
0.4
0.4
0.4
0.3
0.2
100.0
Average viewing
time, min
Share, %
106.0
88.1
88.7
78.0
96.7
95.9
50.6
98.9
63.4
59.8
97.5
97.9
54.7
65.6
75.0
160.0
20.0
64.3
60.0
120.0
60.0
81.0
28.3
21.3
17.2
7.2
7.8
4.0
1.8
3.2
2.1
1.4
2.0
1.3
0.4
0.4
0.4
0.7
0.1
0.2
0.1
0.2
0.1
100.0
Osh region, 14+
Channel
Average daily
reach, viewers
ELTR
OTRK
1st channel
Yoshlar
UZTV
7 канал
Piramida
Sport TV
Osh TV
5th channel
NTS+NTV
UTS
Zvezda
DTV
Namangan
Forum
Bashat
RTR
Mir
Keremet TV
Tarakiyat
Total
364 516
329 443
264 969
125 604
110 711
57 388
48 089
44 228
44 190
31 421
27 718
18 642
9 720
7 717
7 173
6 101
5 339
4 299
2 593
1 743
1 719
632 257
Average daily
reach, %
57.7
52.1
41.9
19.9
17.5
9.1
7.6
7.0
7.0
5.0
4.4
2.9
1.5
1.2
1.1
1.0
0.8
0.7
0.4
0.3
0.3
83.7
Naryn region, 14+
53
Channel
Average daily
reach, viewers
Average daily
reach, %
Average
viewing time,
min
Share, %
OTRK
1st channel
ELTR
RTR
TNT
NTS+NTV
Russia sport
5th channel
NTV
Music Box
STS
DTV
MTV ru
ТV-3
TV-Centr
Ren TV
Shankay
Kultura
Total
88 874
35 771
13 795
12 695
6 220
6 148
5 444
3 957
3 737
2 208
1216
1 216
1 115
1 092
705
705
691
468
119 667
74.3
29.9
11.5
10.6
5.2
5.1
4.5
3.3
3.1
1.8
1
1.0
0.9
0.9
0.6
0.6
0.6
0.4
68.0
131.1
117.3
124.1
103.4
143.2
131.7
138.9
152.3
125.2
139.7
180.0
132.7
150.0
120.0
180.0
90.0
140.0
240.0
141.1
49.0
17.6
7.2
5.5
3.7
3.4
3.2
2.5
2.0
1.3
0.9
0.7
0.7
0.6
0.5
0.3
0.4
0.5
100.0
54

Part 3 Analytical report

Transcription

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