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 What Ukrainians watch on cable TV

tv тв телевизор канал смотреть

Sometimes market analysis reports are twice as helpful. Apart from fulfilling their direct function and surveying a certain segment thus giving answers to the questions asked, such profiles might stimulate interesting observations, give food for thought or simply help discover the facts which seemed to be not hard to plumb before.

This is exactly what the Cyprian Edelvace Limited's survey did. The objective of the survey was to assess the size and dynamics of the national cable television market and analyze the choice of providers by Ukrainian TV viewers. However, apart from obvious figures and data, it helped trace other trends. But let's keep to the actual sequence of things.

So, Edelvace conducted analysis of TV-watching in the country and interviewed cable TV subscribers in 30 cities of Ukraine. The company concluded that total number of cable TV subscribers in Ukraine is about 4.5 million households (or about 10 million viewers). These findings are also confirmed by Expert & Consulting (E&C) and their cable TV provider market study.

57% of all subscribers prefer major market providers, in particular the top 3 national providers - Volia Group (about 1.2 million households subscribed for at least "economy package", of which 60% are as well subscribed for other pay packages), Triolan Group (nearly 400,000 economy package subscribers and over 270,000 pay TV subscribers) and a group of companies affiliated with Romsat (LanetTM and other users) (nearly 233,000 economy package subscribers, of which 140,000 are pay-package subscribers).

As for regional providers, Odessa viewers prefer such market players as Sana+, Black Sea and TeNet, Krivoy Rog viewers give preference to Altair Cable TV, in Kiev apart from national providers, people watch the local provider - Information Technology, in Lugansk - Lugansk Cable Television. Vinnitsa voted for Everest, Chernigov - for Osnova, Donetsk - for Nadezhda and Telenet Group that includes DKT, Globus, Gorodskoe Stroitelstvo and others. In Kremenchug TV lovers prefer private company Visit and Chungak, in Belaya Tserkov - Ros'telecom and Krokus 1 (for details see the Table below).

The remaining 43% of all cable TV subscribers in Ukraine use the services by smaller market players, whose number according to the National TV and Radio Broadcasting Council is about 180.

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As for dynamics, the preferences of the way of receiving a TV signal have not changed compared to last year. At the same time, total number of Cable TV users has grown by 1.5% over a year.

Having some additional data and information from the market players, once might come to a rather interesting conclusion. Based on the survey findings, total number of subscribers for pay cable TV packages from 19 players alone is about 1.5 million. However, according to pay channel distributors, they have never received any reports, and accordingly any royalty payments, from any of the 200 Ukrainian cable television providers covering over 1 million subscribers for 1 pay channel.

Certainly, Ukrainian end users don't care a lot about loss of profit by world producers of media content. However, this fact cannot but be of interest to the television business community. For, apart from illegal games, such situation might cause aggravation of quality of the TV product produced by television companies and even some players quitting the Ukrainian market which is bound to affect the situation in the market and freedom of choice, and consequently, the level of viewer demand satisfaction. For example, in 2013 alone the pay TV market of Ukraine lost such TV channels as ScyFy (produced by Universal studio), COMEDY TV and other.

On the other hand, one cannot assert that it's the providers alone who are responsible for the current situation. Representatives of some smaller providers confess that such royalty payment format has been agreed upon with the representatives of global TV content producers. An indirect proof of this confession is the fact that over the last few years not a single audit of cable TV operators has been conducted in either Ukrainian city. Unfortunately, even such giants as Discovery, Viasat, Fox, Universal, Chello Zone etc. might be involved in this collusion with the Ukrainian players.

In addition to informal agreements with international right holders, there are the so-called internal agreements with the agents (intermediaries) allowing the providers not to pay "the reward" to media corporations. This is all about contributions to Ukrteleset Association, whose members include absolute majority of the market players. Thus, this operation scheme is covered up by an industry association.
The market experts assume that this situation could be partially cured by the providers' subscriber base audit. However, there is no information available so far on any coming subscriber base audit.

 
 
 
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