TITLE

A change of audience crucial to Channel 9's comeback

AUTHOR(S)
White, Amy
PUB. DATE
February 2005
SOURCE
Media: Asia's Media & Marketing Newspaper;2/11/2005, p17
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on the shutdown of the channel 9 in Malaysia.. Channel 9 has shut down after just 16 months on air. The channel's problems were obvious especially when compared to a rival start-up. Where Channel 9 could only scoop four per cent of the national television spend, 8TV which launched at about the same time attracted 10 per cent of Malaysia's TV budget. As the industry saw it, advertisers gave Channel 9 a miss because it failed to attract sufficient numbers of urban Chinese viewers, a key target demographic of most consumer brands in Malaysia. The channel's coverage was limited to the west coast of peninsula Malaysia, which rendered its unable to compete with other stations.
ACCESSION #
16215504

 

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