Business content on Ukrainian TV-broadcast: supply and demand-2014

BUSINESS CONTENT ON THE UKRAINIAN TELEVISION

BROADCASTING: SUPPLY AND DEMAND 2014

Information on research

Date: December 2013 – January 2014 Country: Ukraine

Task:

to define the actual embracing of target audience by business TV channels in Ukraine

to obtain representative qualitative assessments by parameters such as the level of confidence to the information content and the actual value of content

to formulate applicable recommendations on optimization of business content in the Ukrainian television broadcasting

Methodology: questionary, 4 blocks (35 questions): personal information, attitude to business orientated mass media, attitude to business format of TV programs, feedback (comments and suggestions)

© Olexiy Demchenko

Sample

TA2-secondary target audience. Number of respondents: 500

TA1-primary target audience. Number of respondents: 34

Parameters: Parameters:

men and women men and women

25–55 years 25–55 years

live in the cities live in the cities - administrative centers

economically active economically active

income level: average + income level: high

type of employment: entrepreneurs; hired employee in top-manager

position; civil servants in financial sector.

© Olexiy Demchenko

General population of research (according to data of Public service of statistics, assets as of the beginning of 2013, million

persons)

TA2

TA1

City residents

31.4Economically

active population

17.3

Income over3 720 UAH per month

1.8

© Olexiy Demchenko

Sample parameter: secondary target audience

Kyiv: 62.4

Cities with

popula-tion over

than 1 million:

17.2

Other cities: 20.4

Residence region(Rat, %)

Male: 51.2

Fe-male: 48.8

Gender(Rat, %)

25-30:

38.6

31-35: 32,0

36-40: 7.6

41-45: 8.2

46-50: 6.251-55:

7.2

Age(Rat, %)

Eco-nomi

c: 20.4

Other:

76.4

No educa-tion: 3.2

Higher education(Rat, %)

En-treprene

urs: 20.8

Hired employee:58.8 Civil

servants in finan-cial sec-tor: 4,0

Civil ser-vants in

other sec-tor: 11.6

Other:11.2

Employment type(Rat, %)

Less

500 USD

: 18.6

500-2500 USD:70.4

Over 2 500 USD:11,0

Income level(Rat, %)

Sample parameter: primary target audience

.

Male: 70.6

Fe-male: 29.4

Gender

Kyiv: 85.3

Cities with population over than 1 mil-lion: 11.8

Other cities: 2.9

Residence region

25-30

31-35 36-40

41-45

46-50

51-55 Age

25-30 31-35 36-40 41-45 46-50 51-55

Eco-nomic: 47.1Other:

52.9

Education

44.1

47.1

8.8

Employment typeΕntrepreneurs

Hired employee in top-manager posi-tion

Hired employee in top-manager posi-tion

(Rat, %)

Average respondent`s profile

Male

34 y.o.

Male

38 y.o. TA2

Higher education degree holder

Lives in Kyiv

Economically active

Hired employee in a top-manager position

Income level: over 21 000 UAH per month

Higher education degree holder

Lives in a city with population over 1 million

Economically active

Hired employee

Income level: 8 700 UAH per month

TA1

© Olexiy Demchenko

Respondents` main source of information

TA1 TA2

TV Print media Radio Information web resourses

Social networks Other0

10

20

30

40

50

60

70

80

90

28.823.6

4.8

85.6

42.4

6.4

32.329.4

5.9

88.2

47.1

20.6

© Olexiy Demchenko

(Rat, %)

Respondents` level of confidence to mass media

TA2

TA1

TV Print media Radio Information web resourses

Social networks 1

1.5

2

2.5

3

3.5

4

4.5

5

2.753.01

2.45

3.253.00

2.602.88

2.54

3.03 3.003.163.24

© Olexiy Demchenko

( Average on a five-point scale )

TOP-10 Mass media by the audiences` highest level of confidence

1. Ukrainska pravda, web portal (+ Economichna pravda) 11.2%;

2-3. Dzerkalo tyzhnya, newspaper + web portal 4.2%;

2-3. LIGABiznesinform, news agency (all projects) 4.2%;

4. Correspondent, magazine + web portal 3.8%;

5. Forbes, all affiliated brands 3.6%;

6. RBC, all affiliated brands 3.2%;

7. Bloomberg, all affiliated brands 2.8%;

8. Commersant, all affiliated brands 2.4%;

9. UBR, TV channel + web portal 2.2%;

10. Interfax, news agency 1.8%.

© Olexiy Demchenko

Embracing of target audience by international business TV channels in Ukraine.

TA2 (shr%, rat%) TA1 (shr%, rat%)

Bloomberg TV

CNBC Fox Business

RBC TV Other0

10

20

30

40

50

60

70

Rat

Shr

9.64.4 2.8

7.62.8

61.5

28.2

17.9

48.7

17.9

Bloomberg TV

CNBC Fox Business

RBC TV Other0

10

20

30

40

50

60

70

Rat

Shr

20.6 17.6

8.811.8

2.9

63.6

54.5

27.3

36.3

9.1

© Olexiy Demchenko

Programs watched by international business TV channels audience

News Analytical programs

Applicable programs

Educational programs

Other programs0

10

20

30

40

50

60

70

80

90 76.9

34.6

11.5

38.5

7.7

81.8

72.7

18.2

36.4

0.0

(Shr,%)

TA2

TA1

© Olexiy Demchenko

The reasons why international business TV channels lose potential audience in Ukraine

.

79.7

10.8

6.8 2.7

The reasons why international business TV channels lose potential audience in

Ukraine(TA2)

ΗAVE NO NEED

HAVE NO OPPORTUNITY

CONTENT DOES NOT SATISFY

OTHER REASONS

78.3

8.7

13.0

The reasons why international business TV channels lose potential audience in

Ukraine(TA1)

© Olexiy Demchenko

(Shr,%)

Embracing of audience by Ukrainian business TV channels

. TA2 TA1

First busi-ness

channel

UBR Business BTB0

5

10

15

20

25

30

35

40

45

Rat

Shr

11.613.6

10.8

6.4

35.4

41.5

32.9

19.5

First business channel

UBR Business BTB0

10

20

30

40

50

Rat

Shr

17.620.6

14.711.8

42.9

50.0

35.7

28.6

© Olexiy Demchenko

Programs watched by Ukrainian business TV channels audience

TA1

TA2

.

News Analytical programs

Applicable programs

Educational programs

Relayed content

Other programs

0

10

20

30

40

50

60

70

80

90

88.6

51.6

35.5

16.1

12.9

3.2

64.3

57.1

21.4

14.3

7.1 7.1

© Olexiy Demchenko

(Shr, %)

Audiences` estimation of business TV channels` content utility

International channels Ukrainian channels0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5 3.853.34

3.773.15

TA2

TA1

© Olexiy Demchenko

( Average on a five-point scale )

Audience`s estimation of compliance of Ukrainian business TV channels content to the international standards of information journalism

TA1

TA2

Efficiency Accuracy Exhaustibil-ity

Balance Extraction of the facts

Authentic-ity

Simplicity0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

3.43 3.183.00 2.96

3.123.26

3.50

2.912.73

3.002.91

3.00 3.08

3.73

© Olexiy Demchenko

( Average on a five-point scale )

The reasons why Ukrainian business TV channels lose potential audience

.

56.9

6.2

32.3

4.6

(TA2) (TA1)

THE REASONS WHY UKRAINIAN BUSINESS CHANNEL LOSE POTENTIAL AUDIENCE

Have no need

Have no opportunity

Content does not satisfy

Other reasons

THE REASONS WHY Ukrainian business Channel lose potential audience

28.6

© Olexiy Demchenko

9.5

61.9

(Shr, %)

Potential audience of paid business content in Ukraine

10.7

28.6

53.6

7.1

Yes Depends Have no need Have no oppor-tunity

© Olexiy Demchenko

(Rat, %)

Respondents` comments and suggestions

The biggest disadvantages of a Ukrainian business TV channels content, according to

respondents` opinion:  prejudice, predetermined by too strong influence of the owner on content

insufficient competence – as a result of lack of highly-skilled professional human resources, which is also a reason of:

- large amount of the actual mistakes and inaccuracies

- inability to structure the content according to the demands of target audience

- low percentage of unique analytics- instead its place is often taken by comments of interested people, which are . presented as professional expertized evaluation

- not always relevant selection of experts

"paid journalism (locally called "jeans")" – a large number of obviously paid materials, which are presented as information or analytics

What information audience would like to receive? competent current analytics ( financial, legal, etc.)

the branch analytics (a retail, FMCG, the real estate market, etc.)

actual applied content ( recommendation for startupers, etc.)

interview with the top officials in national economics

impartial economical investigations

Requirements to quality:

• Balanced information submission

• Competent performers

• Efficiency and timeliness

© Olexiy Demchenko

Summary/Recommendations:1. Refusal by owners of perception of business TV channels as manipulation tool.

2. Carrying out number of high-quality researches of target audience: focal groups, deep interviews and so forth.

3. Personnel reset.

4. Strengthening of an analytical component.

5. Intensive development of digital-components.

6. Implementation of effective forms of feedback.

7. Development of new formats of content realization

8 Co-projects.

9. Redesign.

10. Avoidance of mutual duplication.

Task:

• achievement higher level of trust to the media market (above average)

• ensuring compliance of a content to real demands and requirements of the audience

• expeditious adaptation to market condition

• differentiation of income sources

• ensuring profitability of functioning

• formation of a new echelon of branch experts

© Olexiy Demchenko

Information about author:

Results of research are presented at :

First Annual International Student Media Symposium “TRANSMEDIA: Transformation, Transition, Transgression” (21-22 march 2014, Lviv)

IV International Symposium "SOCIAL COMMUNICATION WORLD“ (4-5 april 2014, Kyiv)

XXI International student, postgraduate and young scientist conference “LOMONOSOV-2014” (7-11april 2014, Moscow)

All-Ukrainian scientific and practical conference "Criteria of Diagnostics and Method of Calculation Media influence“ (11-12 april 2014, Kyiv)

Οlexiy Demchenko – Ph.D student of the Institute of Journalism (Taras Shevchenko National University of Kyiv). Has more than 6 years of experience in business journalism. In particular, headed economic edition in the First Business channel (2008-2011), also headed information and analytical service of BTB channel (2012). Member of the National union of journalists of Ukraine and International Federation of Journalists.

© Olexiy Demchenko

THANK YOU!

If you have any questions regarding data

of this research please contact:

Fb: Alexey [email protected]

© Olexiy Demchenko