Channel V Facing Heat: Tam Data

The latest figures available from the Television Audience Measurement (TAM) people meter system shows that this has been the case in three of the largest markets -- in the north, east and west of the country.

The development could prove to be critical for the company as Channel V had relaunched itself into a 'youth channel' from a music channel in August last year, after having failed to make a mark as a music channel.

According to the TAM report, Channel V has been consistently losing viewership share to B4U Music since the latter's launch in May this year (15-24 years SEC ABC for the time between 7:00 am and 11:59 pm).

 

Of the viewership share, Channel V had 23 per cent in the first week of May this year, while MTV held the majority 38 per cent, followed by Music Asia with 28 per cent and B4U with 11 per cent. For the week ended July 29, 2000, Channel V's viewership share went down to 12 per cent, while that of B4U has shot up to 40 per cent.

Channel V officials defended the company's position saying, "We do not consider ourselves in the same category as the other channels since ours is the only digitally encrypted channel. We are not a free-to-air channel like the others." The official added the subscrition rates are marginal since the rates for Channel V is bundled with the entire Star group of channels.

The channel is apparently embarking on a strategy to work around its problems. "The channel is trying to garner more viewers, especially the youth segment and has lined up several on-air events for the coming month. Music is just one ingredient that we will offering the youth through the channel," the company official said.