Article Abstract:
French commercial television in February 1986 introduced commercial breaks during programs. Surprisingly in a country that has in the past disparaged projects which involved outsiders, Italian TV and business interests own 40 percent of the new commercial channel in France, channel 5 (La Cinq), and control 80 percent of the production. More commercial channels are being introduced, and 55 local TV stations have been authorized to use the coaxial and fiber-optic cable system being installed in parts of Paris and other French cities. So far, the new channels have not been well received; La Cinq's audience share dropped to 22 percent. Advertisers will undoubtedly profit from the commercialization of French TV, especially from the relaxing of regulations which had previously banned products such as beer on French TV.
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Article Abstract:
Several U.S. companies are advertising on Chinese TV. Since most of their products are not available on Chinese markets, these companies (such as Procter and Gamble and Boeing) are using television to introduce themselves to Chinese viewers. China's market of some 40 million TVs and 300 million viewers is commercially uncluttered; consequently, advertising can be more effective. Indeed, "infomercials", which provide the viewers with information about the companies and their products, are popular and are viewed as documentaries by the Chinese public. American firms are selective about if, when, and how they advertise on Chinese television; to reach some portions of the Chinese market, print media is still more effective.
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Article Abstract:
An AGB Pan-European television audience survey of 2,275 people from 11 countries found that one-third of potential viewers (4 million people) tune in to Murdoch's Sky Channel each week. The Sky Channel is especially popular in Norway and Sweden, with over 80 percent of viewers who have access to it watching it within a two-week period. The channel is also favored by the young, with 60 percent of 16 to 24 year olds watching it during the same two-week period. Sky Channel has captured a seven percent market share of the total viewing audience in the foreign countries to which it broadcasts. In Finland, Norway and Sweden, Sky is the most popular channel, with a 25 percent market share.
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