Nielsen: Terrestrial TV still on

Singapore - Despite dramatic changes in the television landscape in the past year, such as the launch of IPTV, MioTV, M2B World and Mob TV, terrestrial TV continues to be viewed regularly with 83% of respondents saying they watched it in the past day and 96% saying they had watched it in the past week, according to Nielsen Media Index 2007 survey.

"Television has evolved in recent years in terms of new and varied content, delivery and platforms. This fragmentation, together with the changing population dynamics and the increasingly hectic and mobile lifestyle of people in Singapore presents a challenge for broadcasters to hold their audience although terrestrial TV has so far managed to maintain its audiences," Rebecca Tan, executive director of Nielsen Media Research, Singapore for The Nielsen Company said.

The survey also showed that nearly half (48%) of the Singapore population is now subscribing to cable TV, and 47% of respondents said they had watched cable TV in the past week while 37% said they had watched it in the past day.

"We have seen several new developments on the television front - with the entrance of additional subscription-based TV operators and more video-on-demand options available this year. We can expect to see more adjustments in the viewing patterns and habits of people in Singapore in the near future," Tan said.

The Nielsen Media Index survey interviewed 4,723 respondents representative of the Singapore population, aged 15 and above, and other categories featured include newspapers and magazines, radio, cinema and internet usage.