MUMBAI: The average daily time on television globally in 2011 has increased to three hours and 16 minutes per person per day, a progression of six minutes in comparison with 2010, according to Eurodata’s ‘One Television Year in the World’ report covering nearly 100 territories.
This improvement was supported by Asia and especially China which registered a strong growth of over 12 minutes in one year. Similar increases were also reported in several European countries, with over 15 minutes in France, over seven minutes in Italy and over five minutes in Spain.
Eurodata TV Worldwide vice president Jacques Braun said, “In 2011, a year that was packed with news and events, television succeeded in reinventing and imposing itself as the leading media in terms of live content and exclusivity. In ten years, daily viewing times have risen by 20 minutes on average. "
The increase in viewing time is due to availability of TV sets and other equipment that encourages TV consumption coupled with the expansion of the channel offer, reinforced by the analogue switch off. This is an extra motivation to consume, the report said.
This extra time spent in front of the TV also means that new moments of the day are being dedicated to the small screen, outside of prime time. Morning programmes, extended prime time and special events: in ten years the occasions for watching television have only grown.
The enthusiasm for television is driven by an attractive programming offer, non-stop news headlines and events that unite viewers across the world, the report noted.
News bulletins represented 63 per cent of the factual programmes appearing in top rankings in 2011, an increase of 10 points in comparison with 2010. Entertainment accounts for 38 per cent of the top 10 rankings, all countries combined.
Fiction took back its place as the top genre this year, representing 41 per cent of the best performing programmes. Series were especially popular, accounting for 69 per cent of the fiction entries in the top rankings, nine points up on 2010 driven by local productions, which beyond their success within their home countries are also shining abroad.
The report also stated that the US productions continue to export well and fill up programming grids: the American sitcom Two and a Half Men appears in the top 10 programmes in the US but also in Australia, English speaking Canada and Italian speaking Switzerland.
