Online content challenges TV role

Audience ratings must take into account more than just what people are watching on TV as online content is now just as popular, says an article in Beijing News (excerpts).

In February, Nielsen, as the industrial authority on audience rating, announced that it will take figures for those watching online content.

This is welcome news and shows that the company is staying with the times.

Chinese audiences are also watching more online content. Since 2009, many websites have been showing foreign productions. Sohu is now providing over 100 authorized American dramas, and Youku has special channels for UK TV plays and over 250 TV plays from Hong Kong.

The situation brings more challenges, and opportunities, for domestic production. Generally speaking, older audiences watch TV more.

Domestic TV must know its target audience. Ratings, that take into account online audiences, will help.