The Institute of Modern Media (MOMRI), using data from the Mediascope Company for 2016, presented its rating of TV holdings, the niche channels of which are most demanded by the Russian audience.
So, according to the report, the leader of non-terrestrial television is the “Digital Television” Group (a joint venture of VGTRK and “Rostelecom”). The viewing share of this group of channels increased by 8.6% in 2016, since 2015, and amounted to 28.6% of the thematic television audience.
The channels of the “Digital Television” are followed by TV channels under the control of the “National Media Group” (companies Viasat and “Media Alliance”). The audience share of this group on the thematic TV market was 18.8 percent.
The third place went to the channels incorporated into the “Digital TV Family” of the company “Channel One. Worldwide Network” (PKVS), with the audience share of 9.8%.
Thus, at the last year end, the total share of these three media groups exceeded a fifty-percent threshold on the Russian thematic TV market, reaching the figure of 57.2% (more than half of the whole audience of thematic channels).
The MOMRI report also states that in the past year, the total non-terrestrial TV viewing in Russia grew by 7.5 percent nationwide, i.e. the share of thematic channels among all TV viewers increased from 12.75 percent in 2015 up to 13.7 percent by the end of 2016.
The sociologists from the Institute of Modern Media also articulated the key factors, promoting thematic TV market growth. These are a high-quality Russian content, launching family-centered thematic channels, and channels’ shifting to broadcast in a high-definition format.
