BBC World claims great viewer loyalty post-Iraq war

MUMBAI: BBC World claims that it sustains the greatest audience loyalty post-Iraq war. Quoting the latest results from the Pan Asia Cross Media Survey (PAX), BBC World claims that it's monthly reach now stands at 15.4 per cent across Asia-Pacific, up 10 per cent from pre-Iraq war levels as measured in the final quarter of 2002. CNN’s monthly reach by contrast has decreased in the same period from 26 per cent to 24.1 per cent.     

The changes in viewership to news and business channels experienced during and after the Iraq war were monitored as part of the survey, demonstrating audience loyalty. The results, claims BBC World release, showed that BBC World retained more of these viewers than any of its international competitors.

According to BBC World research manager Rufus Weston, “BBC World has the fastest growth of any of the international news or business channels which were measured during this period. The results mirror the findings from the major European surveys where competitors’ viewers have a tendency to turn off after an initial news announcement, whereas BBC World viewers stay tuned to receive a broader analysis of the situation.”

In addition the survey also shows that BBC World's overall audience profile has remained upscale. Among the ten largest international channels in Asia-Pacific, BBC World’s audience includes the highest proportion of business decision-makers (32 per cent) and business opinion formers (33 per cent). The latest data also shows an increase in viewing amongst the top management sample of the universe for BBC World, says the release.

The PAX 2004 survey was conducted during the 12-month period from July 2003 to June 2004 among 19,003 respondents in 11 markets in Asia Pacific. The study was based on Hong Kong, Singapore, Bangkok, Taipei, Jakarta, Kuala Lumpur, Manila, Seoul, Sydney, Tokyo and India and all analysis is based on monthly viewers. Business opinion formers are all respondents that have undertaken at least one business opinion forming activity, says the release.

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