Business content on Ukrainian TV-broadcast: supply and demand-2014
-
Upload
alexey-demchenko -
Category
Marketing
-
view
163 -
download
4
description
Transcript of Business content on Ukrainian TV-broadcast: supply and demand-2014
BUSINESS CONTENT ON THE UKRAINIAN TELEVISION
BROADCASTING: SUPPLY AND DEMAND 2014
Information on research
Date: December 2013 – January 2014 Country: Ukraine
Task:
to define the actual embracing of target audience by business TV channels in Ukraine
to obtain representative qualitative assessments by parameters such as the level of confidence to the information content and the actual value of content
to formulate applicable recommendations on optimization of business content in the Ukrainian television broadcasting
Methodology: questionary, 4 blocks (35 questions): personal information, attitude to business orientated mass media, attitude to business format of TV programs, feedback (comments and suggestions)
© Olexiy Demchenko
Sample
TA2-secondary target audience. Number of respondents: 500
TA1-primary target audience. Number of respondents: 34
Parameters: Parameters:
men and women men and women
25–55 years 25–55 years
live in the cities live in the cities - administrative centers
economically active economically active
income level: average + income level: high
type of employment: entrepreneurs; hired employee in top-manager
position; civil servants in financial sector.
© Olexiy Demchenko
General population of research (according to data of Public service of statistics, assets as of the beginning of 2013, million
persons)
TA2
TA1
City residents
31.4Economically
active population
17.3
Income over3 720 UAH per month
1.8
© Olexiy Demchenko
Sample parameter: secondary target audience
Kyiv: 62.4
Cities with
popula-tion over
than 1 million:
17.2
Other cities: 20.4
Residence region(Rat, %)
Male: 51.2
Fe-male: 48.8
Gender(Rat, %)
25-30:
38.6
31-35: 32,0
36-40: 7.6
41-45: 8.2
46-50: 6.251-55:
7.2
Age(Rat, %)
Eco-nomi
c: 20.4
Other:
76.4
No educa-tion: 3.2
Higher education(Rat, %)
En-treprene
urs: 20.8
Hired employee:58.8 Civil
servants in finan-cial sec-tor: 4,0
Civil ser-vants in
other sec-tor: 11.6
Other:11.2
Employment type(Rat, %)
Less
500 USD
: 18.6
500-2500 USD:70.4
Over 2 500 USD:11,0
Income level(Rat, %)
Sample parameter: primary target audience
.
Male: 70.6
Fe-male: 29.4
Gender
Kyiv: 85.3
Cities with population over than 1 mil-lion: 11.8
Other cities: 2.9
Residence region
25-30
31-35 36-40
41-45
46-50
51-55 Age
25-30 31-35 36-40 41-45 46-50 51-55
Eco-nomic: 47.1Other:
52.9
Education
44.1
47.1
8.8
Employment typeΕntrepreneurs
Hired employee in top-manager posi-tion
Hired employee in top-manager posi-tion
(Rat, %)
Average respondent`s profile
Male
34 y.o.
Male
38 y.o. TA2
Higher education degree holder
Lives in Kyiv
Economically active
Hired employee in a top-manager position
Income level: over 21 000 UAH per month
Higher education degree holder
Lives in a city with population over 1 million
Economically active
Hired employee
Income level: 8 700 UAH per month
TA1
© Olexiy Demchenko
Respondents` main source of information
TA1 TA2
TV Print media Radio Information web resourses
Social networks Other0
10
20
30
40
50
60
70
80
90
28.823.6
4.8
85.6
42.4
6.4
32.329.4
5.9
88.2
47.1
20.6
© Olexiy Demchenko
(Rat, %)
Respondents` level of confidence to mass media
TA2
TA1
TV Print media Radio Information web resourses
Social networks 1
1.5
2
2.5
3
3.5
4
4.5
5
2.753.01
2.45
3.253.00
2.602.88
2.54
3.03 3.003.163.24
© Olexiy Demchenko
( Average on a five-point scale )
TOP-10 Mass media by the audiences` highest level of confidence
1. Ukrainska pravda, web portal (+ Economichna pravda) 11.2%;
2-3. Dzerkalo tyzhnya, newspaper + web portal 4.2%;
2-3. LIGABiznesinform, news agency (all projects) 4.2%;
4. Correspondent, magazine + web portal 3.8%;
5. Forbes, all affiliated brands 3.6%;
6. RBC, all affiliated brands 3.2%;
7. Bloomberg, all affiliated brands 2.8%;
8. Commersant, all affiliated brands 2.4%;
9. UBR, TV channel + web portal 2.2%;
10. Interfax, news agency 1.8%.
© Olexiy Demchenko
Embracing of target audience by international business TV channels in Ukraine.
TA2 (shr%, rat%) TA1 (shr%, rat%)
Bloomberg TV
CNBC Fox Business
RBC TV Other0
10
20
30
40
50
60
70
Rat
Shr
9.64.4 2.8
7.62.8
61.5
28.2
17.9
48.7
17.9
Bloomberg TV
CNBC Fox Business
RBC TV Other0
10
20
30
40
50
60
70
Rat
Shr
20.6 17.6
8.811.8
2.9
63.6
54.5
27.3
36.3
9.1
© Olexiy Demchenko
Programs watched by international business TV channels audience
News Analytical programs
Applicable programs
Educational programs
Other programs0
10
20
30
40
50
60
70
80
90 76.9
34.6
11.5
38.5
7.7
81.8
72.7
18.2
36.4
0.0
(Shr,%)
TA2
TA1
© Olexiy Demchenko
The reasons why international business TV channels lose potential audience in Ukraine
.
79.7
10.8
6.8 2.7
The reasons why international business TV channels lose potential audience in
Ukraine(TA2)
ΗAVE NO NEED
HAVE NO OPPORTUNITY
CONTENT DOES NOT SATISFY
OTHER REASONS
78.3
8.7
13.0
The reasons why international business TV channels lose potential audience in
Ukraine(TA1)
© Olexiy Demchenko
(Shr,%)
Embracing of audience by Ukrainian business TV channels
. TA2 TA1
First busi-ness
channel
UBR Business BTB0
5
10
15
20
25
30
35
40
45
Rat
Shr
11.613.6
10.8
6.4
35.4
41.5
32.9
19.5
First business channel
UBR Business BTB0
10
20
30
40
50
Rat
Shr
17.620.6
14.711.8
42.9
50.0
35.7
28.6
© Olexiy Demchenko
Programs watched by Ukrainian business TV channels audience
TA1
TA2
.
News Analytical programs
Applicable programs
Educational programs
Relayed content
Other programs
0
10
20
30
40
50
60
70
80
90
88.6
51.6
35.5
16.1
12.9
3.2
64.3
57.1
21.4
14.3
7.1 7.1
© Olexiy Demchenko
(Shr, %)
Audiences` estimation of business TV channels` content utility
International channels Ukrainian channels0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5 3.853.34
3.773.15
TA2
TA1
© Olexiy Demchenko
( Average on a five-point scale )
Audience`s estimation of compliance of Ukrainian business TV channels content to the international standards of information journalism
TA1
TA2
Efficiency Accuracy Exhaustibil-ity
Balance Extraction of the facts
Authentic-ity
Simplicity0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
3.43 3.183.00 2.96
3.123.26
3.50
2.912.73
3.002.91
3.00 3.08
3.73
© Olexiy Demchenko
( Average on a five-point scale )
The reasons why Ukrainian business TV channels lose potential audience
.
56.9
6.2
32.3
4.6
(TA2) (TA1)
THE REASONS WHY UKRAINIAN BUSINESS CHANNEL LOSE POTENTIAL AUDIENCE
Have no need
Have no opportunity
Content does not satisfy
Other reasons
THE REASONS WHY Ukrainian business Channel lose potential audience
28.6
© Olexiy Demchenko
9.5
61.9
(Shr, %)
Potential audience of paid business content in Ukraine
10.7
28.6
53.6
7.1
Yes Depends Have no need Have no oppor-tunity
© Olexiy Demchenko
(Rat, %)
Respondents` comments and suggestions
The biggest disadvantages of a Ukrainian business TV channels content, according to
respondents` opinion: prejudice, predetermined by too strong influence of the owner on content
insufficient competence – as a result of lack of highly-skilled professional human resources, which is also a reason of:
- large amount of the actual mistakes and inaccuracies
- inability to structure the content according to the demands of target audience
- low percentage of unique analytics- instead its place is often taken by comments of interested people, which are . presented as professional expertized evaluation
- not always relevant selection of experts
"paid journalism (locally called "jeans")" – a large number of obviously paid materials, which are presented as information or analytics
What information audience would like to receive? competent current analytics ( financial, legal, etc.)
the branch analytics (a retail, FMCG, the real estate market, etc.)
actual applied content ( recommendation for startupers, etc.)
interview with the top officials in national economics
impartial economical investigations
Requirements to quality:
• Balanced information submission
• Competent performers
• Efficiency and timeliness
© Olexiy Demchenko
Summary/Recommendations:1. Refusal by owners of perception of business TV channels as manipulation tool.
2. Carrying out number of high-quality researches of target audience: focal groups, deep interviews and so forth.
3. Personnel reset.
4. Strengthening of an analytical component.
5. Intensive development of digital-components.
6. Implementation of effective forms of feedback.
7. Development of new formats of content realization
8 Co-projects.
9. Redesign.
10. Avoidance of mutual duplication.
Task:
• achievement higher level of trust to the media market (above average)
• ensuring compliance of a content to real demands and requirements of the audience
• expeditious adaptation to market condition
• differentiation of income sources
• ensuring profitability of functioning
• formation of a new echelon of branch experts
© Olexiy Demchenko
Information about author:
Results of research are presented at :
First Annual International Student Media Symposium “TRANSMEDIA: Transformation, Transition, Transgression” (21-22 march 2014, Lviv)
IV International Symposium "SOCIAL COMMUNICATION WORLD“ (4-5 april 2014, Kyiv)
XXI International student, postgraduate and young scientist conference “LOMONOSOV-2014” (7-11april 2014, Moscow)
All-Ukrainian scientific and practical conference "Criteria of Diagnostics and Method of Calculation Media influence“ (11-12 april 2014, Kyiv)
Οlexiy Demchenko – Ph.D student of the Institute of Journalism (Taras Shevchenko National University of Kyiv). Has more than 6 years of experience in business journalism. In particular, headed economic edition in the First Business channel (2008-2011), also headed information and analytical service of BTB channel (2012). Member of the National union of journalists of Ukraine and International Federation of Journalists.
© Olexiy Demchenko
THANK YOU!
If you have any questions regarding data
of this research please contact:
Fb: Alexey [email protected]
© Olexiy Demchenko