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MUMBAI:
Attentional’s latest forecasts suggest that a number
of factors will combine to offer a brighter future for UK
television over the next five years than previously anticipated.
One
factor behind this trend is the rapid conversion of older
viewers to digital platforms, where the availability of extra
channels means they tend to watch more television.
The
digital conversion of younger viewers who have so far resisted
taking up multichannel technologies is also playing a significant
role. The imminent prospect of analogue switch-off, combined
with falling multichannel technology prices, means these trends
are likely to continue.
The
forecast finds growing evidence that the downward trend in
average daily viewing time among young adults (16-34 years)
has now levelled out. Broadcasters are working very hard to
attract and retain younger viewers, with strong brand promotions
through the internet (e.g. E4’s Skins), coupled with
on-demand catch-up viewing, all helping to draw younger viewers
to programmes they may otherwise have missed.
Overall,
the forecasts suggest that the average daily viewing time
of young adults will fall by 1 per cent. But due to rising
levels of immigration into the UK, the officially projected
5.5 per cent increase in the number of adults aged 16-34 years
in the UK population results in a predicted 4.6 per cent rise
in total television viewing for this group by 2012.
The
only demographic group for which a significant fall in total
television viewing has been forecast is children (4-15 years),
where a continued - albeit slowing - fall in average daily
viewing time, coupled with a declining population, is likely
to result in a four per cent decrease in total television
viewing over the next five years.
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