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Viewers still tuning in to free-to-air channels: Survey

SINGAPORE — Almost nine in 10 viewers here watched terrestrial channels on a weekly basis, with almost all tuning in via a television set at home, the latest Nielsen Media Index report released yesterday showed.

SINGAPORE — Almost nine in 10 viewers here watched terrestrial channels on a weekly basis, with almost all tuning in via a television set at home, the latest Nielsen Media Index report released yesterday showed.

In comparison, cable TV viewership fell 4.5 per cent to 41.3 per cent.

MediaCorp’s Channel 8 continued to have the highest weekly reach among terrestrial channels at about 60 per cent. Channel 5 reached more than half (53.4 per cent) of the population here, while Channel U maintained stable weekly viewership of 47 per cent.

Channel NewsAsia had a reach of 35 per cent of adults here, with professionals, managers, executives and businessmen (PMEBs) making up half of its viewers. PMEBs also comprise 63 per cent of those who visit channelnewsasia.com on an average weekly basis.

The year-long survey involved 4,703 respondents. Ms Rebecca Tan, Managing Director of Nielsen’s media business in Singapore and Malaysia, said: “While consumers are largely consuming audio and video content via traditional platforms, the number consuming content on digital/mobile platforms is forecast to grow.”

She noted that media owners and content providers here “are already ahead of the curve, offering options to view via multiple platforms”.

For example, MediaCorp said Catch-up TV on xinmsn is accessed by 300,000 viewers on average each week, in addition to those who view its terrestrial channels on a TV set.

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