CCTV Science and Education Channel Research

Main Findings

1. CCTV Science and Education channel is ranked 25th in terms of its national coverage among all channels capable of covering the nation.

2. Video and audio quality of the channel are good

3. Audience viewing behavior
1) Average weekly viewing time increased gradually over the years
2) TV ratings have increased gradually over the years as well
3) TV ratings during the weekend are higher than on weekdays
4) The channels prime time period runs from 19:30-22:00
5) The channel is ranked 33 among all channels with national coverage in 2004
6) The channel's main programs are documentaries

4. CCTV Science and Education Channel – Channel awareness and channel evaluation among national urban TV audiences
1) 130 million urban TV viewers viewed the channel in the past month
2) Viewing frequency varies from viewer to viewer in any given month
3) One third of CCTV science and education channel viewers proactively select the channel to view programs
4) "Discovery"programming has the highest brand awareness and largest audience preference
5) The following programs are ranked in order from highest to lowest by audience evaluations. "Discovery,", "Speaking (Jiang Shu)", "Weekend speaking (Zhomou Jiang Shu)", "Green World (Lvse Kongjian)", "Public Service Activity"
6) Viewers are somewhat but not fully satisfied with CCTV science and education channel's programming