The Hong Kong Broadcasting Scene - 7 Viewing Habits
7.1 Television7.2 Sound Broadcasting

7.1 Television

The respective audience shares were rather stable throughout the year, with domestic free TV accounting for 88% (TVB 65% and ATV 23%), and domestic pay TV and non-domestic TV 12% (HKCTV 10%). According to the survey commissioned by the Authority in 2002, nearly all respondents (99.6%) had watched television during the seven days prior to interview and, on average, the general public spent 3.15 hours a day watching the domestic free television programme services of ATV and TVB.

Figure 15 : Trends in Television Audience Shares


During the year, the weekly average prime time (7:00pm - 11:00pm) audience rating of TVB Jade was between 22 TVRs11 and 30 TVRs, 3 to 4 times higher than that of ATV Home at 5 TVRs to 8 TVRs. The weekly average prime time audience rating of HKCTV remained at 1.8 TVRs.

Figure 16 :   Prime Time (7:00pm - 11:00pm) Average Audience Ratings of ATV Home & TVB Jade

11 1 TVR represents approximately 65,640 aged 4+ viewers in 2004 (Source : Nielsen Media Research).


1 History 2 The Broadcasting Landscape 3 Transmission Modes 4 Penetration of Different Broadcasting Services 5 Broadcasting revenues 6 Investment in TV Industry 7 Viewing Habits 8 Programme Sources 9 Programme Genres 10 Programmes and Channels for Minority Ethnic Groups in Hong Kong 11 New Advertising Modes 12 Compliance with Regulatory Requirements 13 Developments of Pay TV Services in Hong Kong 14 Hong Kong as a Regional Broadcasting Hub 15 Hong Kong as a Stepping Stone into the Mainland Market