Cable TV viewership in Pakistan has reached 64% which is up from 55% reported in the year 2010. Cable TV viewership is much higher (85%) in urban areas, while rural regions hold 50% viewership. Though urban TV viewers are dominant, the overall viewership growth is contributed by 17% increase in rural spectators when compared to that registered in the year 2010. Overall, 51% of households in Pakistan possess a cable connection, which accounts to 13 million cable TV subscribers in the country.
There are 7.74 million cable TV connections in urban Pakistan and rural has about 5.4 million cable TV connections. It is evident that 16% of viewers do not have a direct access to cable TV in their home. These viewers either visit friend´s house, restaurant or any other place for watching cable channels.
Over the past two years, access to cable TV connection at household level in rural areas has increased from 19% to 30% with a 11% growth. As the rural TV audience base is growing, TV channels focusing on increasing their audience size will have to concentrate on this target segment. Urban TV viewership is not only stagnant but also heavily cluttered, reports Gallup Media Survey.
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