|
2003 saw 48 million multi-channel subscribers in India, 12 million
in Korea, eight million in Japan, 7.7 million in Taiwan while the
corresponding figure for China stood at 100 million, says the new
CASBAA data.
Over the last one year, total multi-channel adspend stood at US$2,592
million for the industry but the figure for pan regional advertising
buys stood at US$205 million. China leads this market with US$752
million of adspend; followed closely by India at US$739 million;
and Taiwan at US$586 million.
Asia Pacific multi-channel television homes YE 2003
(data in 000s)
|
2003
|
Total HHs
|
Total TV HHs
|
Multi-Channel HHs
|
|
|
|
|
|
%TV HH
|
|
Australia
|
7,347
|
7,076
|
1,543
|
22
|
|
China
|
358,127
|
345,727
|
100,000
|
29
|
|
Hong Kong
|
2,192
|
2,162
|
898
|
42
|
|
India
|
176,077
|
117,972
|
48,030
|
41
|
|
Indonesia
|
55,059
|
25,877
|
4,156
|
16
|
|
Japan
|
47,800
|
47,400
|
8,083
|
17
|
|
Korea
|
16,200
|
16,000
|
11,935
|
75
|
|
Malaysia
|
5,321
|
5,163
|
1,216
|
24
|
|
New Zealand
|
1,408
|
1,389
|
542
|
39
|
|
Pakistan
|
20,761
|
9,940
|
2,684
|
27
|
|
Philippines
|
16,530
|
15,275
|
1,864
|
12
|
|
Singapore
|
973
|
963
|
380
|
39
|
|
Taiwan
|
6,953
|
6,883
|
5,785
|
84
|
|
Thailand
|
15,907
|
15,111
|
1,936
|
13
|
|
Total
|
730,655
|
616,938
|
189,052
|
31
|
The data indicates considerable room for growth, wtih the multi
channel total TV viewing share now over 50 per cent in multi channel
homes in many markets. Currently, adspend in these markets constitutes
merely 17.5 per cent of the US$14.79 billion of TV adspend in Asia
Pacific outside of Japan.
CASBAA television advertising expenditure
estimates
US millions
|
2002
|
Total TV
|
Multi-Channel
TV
|
|
Regional buys
|
205
|
205
|
|
Australia
|
1,966
|
59
|
|
China
|
6,270
|
752
|
|
Hong Kong
|
725
|
22
|
|
India
|
869
|
739
|
|
Indonesia
|
552
|
6
|
|
Malaysia
|
146
|
19
|
|
New Zealand
|
573
|
17
|
|
Philippines
|
414
|
12
|
|
Singapore
|
241
|
12
|
|
Sth Korea
|
1,016
|
163
|
|
Taiwan
|
1,302
|
536
|
|
Thailand
|
518
|
0
|
Total
|
14,796
|
2,592
|
The data represents statistics endorsed on an industry-wide basis
covering the size and value of the Asia Pacific pay-TV market with
newly calibrated estimates of advertising revenues, according to
an official release. The data has been derived from a six-month
consultation process by the Casbaa Advertising and Research Committee
with the region's leading pay-TV channels, system operators, agencies
and data providers on both a regional and local basis.
Participants in the process included representatives from Discovery
Networks Asia, the Star Group, Turner International Asia Pacific,
Nielsen Media Research, TAM India and Media Partners Asia.
|
