The results constitute the first wave of data for fieldwork conducted from July 1997 to February 1998. A total annual sample of 55,000 people will be involved in the survey, and results will be reported bi-annually. All interviews are conducted face-to-face using show-card/channel logo prompts.
This year, over 20 regional television channels were tracked throughout eight different countries Singapore, Thailand, Philippines, Taiwan, Malaysia, Hong Kong, Indonesia and major cities in China. Current subscribers to the research include Star TV, CNBC-Asia Business News, NBC, Turner International, Australia TV, MTV and Discovery Channel.
The results "are very encouraging. CabSat provides us with on-going objective data to track the popularity and success of our network, and to provide some sort of measuring stick for our advertisers throughout the region," comments Eric Lynge, advertising sales director of the Discovery Channel in Asia - the most popular advertisingsupported regional network in the Philippines, Singapore, Thailand and Malaysia, according to the CabSat data.
Copyright June 1998, Crain Communications Inc.