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Media Cyberletter June 09 (2nd version) - www.gallup.com.pk...

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www.gallup.com.pk www.gallup-international.com Special Edition: TV Viewership in Pakistan June 2009 Gallup Media Data 2009 …Page 1 An Informal Memo from Gallup Pakistan Media Research to Colleagues in the Media Industry …Page 2 In this Issue From the Editor Dear Reader, This issue focuses on TV viewership in Pakistan. We are happy to update you on the latest data from Gallup Pakistan Media Studies. It indicates a notable rise in TV audience attributable largely to higher levels of electrification in Rural Pakistan. Large majority of TV viewers are now situated in Rural Pakistan. We are also sharing the views of our Media Research Division on Television Audience Measurement (TAM). Our very best wishes for a happy and relaxing summer. We hope to get back to you. Until then, Editorial committee: Rabea Haque & Rahema Iftikhar [email protected] Project Manager: Fatima Idrees [email protected] Advisory Committee: Dr. Ijaz Shafi Gilani & Jawaid M. Salik Notable Changes in Viewership Landscape Latest Gallup Media Data 2009* TV Viewership at National Level Total TV Viewership 86 Million Total Cable and Satellite Viewership 38 Million Terrestrial Viewership 48 Million TV Viewership by Markets 1 Metropolitan Areas 13 Million (Karachi, Lahore, Rawalpindi/Islamabad) Large Cities 5 Million (With population over 500,000 persons) Small Cities & Towns 16 Million (With population under 500,000 persons) Villages 52 Million 1 All Market definitions on the basis of 1998 census of Pakistan * Based on a nation-wide survey of over 14,000 rural and urban men and women above the age of 10 years. Cable and Satellite Viewership Details By Genre (All figures are approximations to the nearest million, unless otherwise stated) It is estimated that on an average day approximately 38 Million Pakistanis of age 10+ view cable and satellite TV. The estimated viewership of various genres of TV on an average day is the following (because of multiple viewership the total will be greater than the addition of various genre viewerships): Infotainment Channels 26 Million (approximately 28 channels including Star Plus and PTV Home as lead channels) News Channels 7 Million (approximately 12 channels including Geo News as lead channel) Religious Channels 4 Million (includes 2 channels) Music Channels 500,000 (includes 5 channels) Business Channels 10,000
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