Global TV leaders lose market share

Eurodata TV releases new research

CANNES — The erosion of market share for leading television channels across the globe continued last year, according to new research put out by international ratings databank Eurodata TV.

In its 1997 review of world television, Eurodata reports that the increase in the number of television channels available has cut into market share for leading national broadcasters. Of the 20 channels in the world that still control more than one third of the national audience, only four have not seen their market share decline — Canal A in Colombia, MTV3 in Finland, Canal America in Peru and SIC in Portugal.

For others, the news hasn’t been so good. Dutch broadcaster RTL 4 saw its market share drop 2% to 21.2%, while Britain’s ITV is now hovering at around 32.9% from 40% five years ago.

Among the pubcasters, new or increased private competition has led to some real grief. In the Czech republic, CT1 and CT2 have taken a battering from private Nova, while Hungarian pubcasters MTV1 and MTV2 have also been battered by last year’s launch of TV2 and RTL Klub.

With audiences being given increased choice, Eurodata TV says that even top-performing shows last year drew smaller audiences than in 1996, although globally, viewers remained loyal to their favorite shows such as rural soap “Glenroe” in Ireland, Britain’s “Eastenders” and “Coronation Street” or Dutch soap “Goede Fijden, Slechte Tiden.”

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