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Survey: Men like radio; women dig television
By Xin Dingding (China Daily)
Updated: 2004-06-07 07:42

A recently released radio measurement indicates that radio is more heavily utilized by men across China than women, while women prefer television dramas.

Conducted by Beijing-based CVSC-Sofres Media, a survey under way since 2002 indicates the average rating percentages for men are significantly higher than for women.

But among TV audiences, women slightly outnumber men, said Matthew Brosenne, international business director of CVSC-Sofres Media.

Brosenne explained the difference has to do with programming content.

Earlier research on TV audiences finds that women tend to get hooked on television series than men, indicating women enjoy entertainment shows in greater numbers. Men, however, tend to enjoy TV news programmes to a larger extent than women.

Radio does not have many entertainment programmes like television, Brosenne said.

And measurements indicate that news makes up most of the highest rated programmes in Beijing, Shanghai and Guangzhou.

It is especially the case for Shanghai and Guangzhou where news dominates the top 10 rated radio programmes.

For Beijing, news is also the top programme, despite four music and entertainment programmes in the top 10.

"Men are looking for news on both TV and radio, and radio has a lot of news information. That can drive men to have a reasonably higher rating on radio," said Brosenne.

The survey measured about 850 individuals aged 10 years and older in urban areas of Beijing, Shanghai, Guangzhou and other provincial capitals.

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