Research report names Viasat1 as most popular TV station

Accra, Dec 25, GNA - A survey conducted by Synovate, a US-based social research organisation in November 2009, indicated that, Viasat1 is the most popular TV channel in at least four capital cities - Accra, Kumasi, Cape Coast and Takoradi.

The survey was conducted on TV-viewing behaviour of 350 respondents over a period of one week and the report said, 28 per cent said they watched Viasat1 more than any other station within the week in question. Metro TV came second with 27 per cent; TV3 was third with 15 per cent, followed by TV Africa with 11 per cent, Crystal TV, nine per cent and GTV, eight per cent.

Mr Rune Skogeng, Chief Executive Officer of Viasat1 told journalists in Accra that the report showed that respondents were particularly impressed with Viasat1's program continuity as well as picture and sound quality. Viasat1 started operations in Ghana in December 2008 and had managed to gain at least 74.9 per cent technical penetration nationwide according to the Ghana All Media and Products Survey (GAMPS) in 2008.

According to the GAMPS, out of a total of 3,049,876 households that have TV across country, 2,284,495 have access to Viasat1. Mr Skogeng noted that it was impressive for a station as young as Viasat1 to have achieved that level of penetration in one year. He attributed the channels success in a relatively short time to the installation of transmission stations with unrivalled out power in the five biggest cities, acquisition of the biggest TV franchise to be shown free to air in Ghana and the automated and server-based program showing, to ensure all programs and adverts are on time.

"These, paired with our relentless quest to deliver the very best in customer service and value for advertisers, makes us an interesting commercial proposition for those who wish to advertise on TV," he said. He noted that Viasat1 grew from 3.4 per cent market share in February 2009 to 21.3 per cent in June 2009, but now claimed top position in terms of TV viewing in the four major cities.

In terms of respondents TV viewing experience, Viasat1 came second to e-TV, with 5.85 aggregate per cent points as against e-TV's 6.19, but Viasat1 came tops with aggregate 5.77 per cent points as the TV channel that people loved to watch adverts on.

But on which station created the most awareness in terms of products and services advertised, Viasat1 came tops with 100 per cent on total awareness, followed by TV3 with 98 per cent, Metro TV, 97 per cent, GTV, 94 per cent, TV Africa, 91 per cent.

Another research conducted in June 2009, indicated that Viasat1 and TV3 shared the top position with 21 per cent of the commercially most interesting group, aged between 25 and 34 years, preferring those two stations.

Mr Skogeng noted that in 2009, Viasat1's strategy of being the only TV channel with listings in the major newspapers, a dedicated Public Relations strategy characterised by regular media encounters and commitment to off-air marketing, pushed the channel to those high scores. Recently Viasat1 acquired rights for live showing of two of the biggest football tournaments in the world, The English Premiership and the UEFA Champions League.

"In 2010, we will build on our football franchise and also find the best content in West Africa and bring them to the Ghanaian viewing public," he said.

Mr Skogeng assured Ghanaians that in 2010 Viasat1 would increase its investments in the programs that are of great interest to the viewing public and that would also deliver value for advertisers.