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Pay TV in Australia
Introduction
This report will focus on the Pay TV industry within Australia. ...
Structure of Pay TV in Australia
Pay TV first began in 1995 and is currently present in more than 1 in 5 homes across Australia (AC Nielsen, URL:www. ... au/~liron/cable-pay-tv/). ...
Austar is Australia’s primary provider for regional and rural areas of Australia. ...
In terms of advertising, Multi Channel Network or MCN represent the majority of channels available to advertise on Pay TV. ... au)
The diversity and multitude of the channels available on the Pay TV create an effective device for targeting a niche market.
Advantages and Disadvantages of advertising on Pay TV
Pay TV possesses the following advantages when compared to Non Pay TV. ...
- Pay TV subscribers have greater spending power than other consumers and therefore more willing to spend their disposable income on entertainment and luxury goods. ...
- Products targeting children have a clear advantage using Pay TV as the 5-12 years demographic has the highest share of Pay TV viewing of 68. ...
When compared to Non Pay TV the disadvantages are as follows for Pay TV:
- Not everyone has it. Some consumers simply don’t want it, can’t afford it or are unable to access it, thus, reach would be greater achieved on free-to-air TV. ...
Target Audience
Pay TV’s target audience is divided into two categories, commercial and customer. ... This has been successful in the past with over one and a half million people tuning in to watch the three Australia V India Tests in 2001 (Ferguson, URL:www. ...
Suitable Advertisers
Suitable advertisers on Pay TV are vast due to the varied nature of the channels and their corresponding target market. ... au)
Audience Measurement
AC Nielsen most recently completed a thorough breakdown of Pay TV trends for
2001. This report analysed Pay TV’s subscription and penetration levels,
compared it with Non Pay TV and viewing trends of all demographics.
Approximate Word count = 1565
Approximate Pages = 6.3
(250 words per page double spaced)
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