China emerges as world's 2nd largest radio market - Indiantelevision.com's Breaking News

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China emerges as world's 2nd largest radio market

Indiantelevision.com Team

(1 May 2004 12:00 pm)

MUMBAI: With over 1,000 broadcasters for the 1.3 billion people in 340 million families, next only to the United States, China has become the world's second largest radio broadcasting market says a study conducted by Nielsen Media Research.

The market rating by Nielsen Media Research says half of China's population aged above 15 listen to radio every week.In capital Beijing, nearly 50 per cent of the residents listen to the radio for 14.5 hours a week on an average. In Shanghai, 93 per cent of the citizens tune in radio programmes for an average 14 hours a week. The figure is close to cities like Sydney and Singapore, executive director for the company's Asia-Pacific affairs, Mark Neely said.

Radio has always been an important means of communication and advertising in China despite the strong impact of the internet and television reports the company's rating.

The diverse and colourful programmes provided by local radio stations, as well as the growing number of private car owners in China who often tune in for news and music during journeys have resulted in China emerging in the number two position.

News broadcasts also being very popular in Beijing and Shanghai,the study reveals that the road traffic news of Beijing Communications Radio and the morning news of Shanghai People's Broadcasting Station draw the largest number of listeners in the two cities respectively.

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