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BBC World programmes favourite among Asian business people

Written by: Staff

New Delhi, Apr 4 (UNI) More than a third of prominent business people in eight Asian countries, including Singapore, South Korea and Thailand, watch at least one BBC World programme each day, a significantly higher figure than watch CNBC and Bloomberg combined, says British Broadcasting Corporation, quoting a latest survey.

During the survey, more than half of these viewers admitted to not having read any of the previous day's international newspapers.

The Asian Business Readership Survey (ABRS), which carried the first survey on TV channels viewership in its 30-year history, reveald BBC World programmes to be attracting impressive audiences.

ABRS 2006, covering 231,000 business people in more than 50 esablishments across eight countries -- Hong Kong, Indonesia, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand -- tracks media consumption, product consumption and other information of use to advertisers interested in targeting key Asian decision-makers.

''Overall, more than a third of ABRS qualified business people watch at least one BBC World programme each day; a significantly higher than watch CNBC and Bloomberg combined,'' said the survey.

Of the seven BBC World programmes surveyed, the main BBC World news attracts the largest daily audience, with 23 per cent tuning in. It was followed by Asia Today (15 per cent), Asia Business Report and World Business Report (13 per cent each), BBC News- evening (12 per cent), Sport Today (11 per cent) and HARDtalk (7 per cent).

While the target market surveyed on ABRS is very upscale, BBC World is rated highly in reaching the highest earners and those with the highest networth. ''The channel outperforms all other channels in reaching million company owners, 53 per cent of who tune in to at least one programme each day,'' says the survey.

Kenneth Fu, research manager BBC World in Singapore, says: ''We are always looking for ways to providd further information for our clients, and ABRS provides data unavailable elsewhere.

''ABRS suggests that advertising companies on the channel are reaching very large audiences of viewers with significant influence, both corporate and personal. We hope our clients are as pleased as we are.'' Sian Kevill, Editorial Director, BBC World, adds: ''BBC World is known for its quality journalism and quick, accurate coverage of developing global stories, but we are also proud of our targeted programmes. Our commitment to Asia has been rewarded by two of these programmes proving to be very popular among the ABRS qualified business people.'' UNI SKS MIR DS1630

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