myanmar consumers media habits by u thurein nyein

Thurein Nyein

General Manager

MMRD Research Services

1980

Radio and the CinemaCinema were the major entertainments

TV TV was introduced in June 1980. Video Cassette Recorder (VCR) appeared almost at the same time

1995

VCD VCD players become popular

2002

Movies and Korean series in DVD format forced Myanmar consumers to switch

20042001

MRTVMRTV--33

MWDMWD

2005

5 5 NetworkNetwork

20102012

For For ChannelsChannels

Channel Channel 77

2006

MRTV4 IntlMRTV4 Intl

City FM City FM Radio

Started Introduced

MMBox

Viewers started to install UBC UBC satellitesatellite receiver in 1994 & enjoy world cup

1994

Newspapers

MagazinesMagazines

Magazine used to be one of the favorite pastime till the late 1990s. Weekly JournalsWeekly Journals

A few of Weekly Journals

2011

4 HD4 HD

Launched 6 Launched 6 FM Radio FM Radio StationsStations

2013

Returns of Privately

owned Newspapers

The The Myanmar Myanmar

Media Media UniverseUniverse

Area StratumTotal

Population

Total #

of tsp*

Selected

# of tsp

Total

Sample

Metropolitan YGN 4,709,039 30 24 737

MDY 866,543 5 5 395

Metro Total 5,575,582 35 29 1132

Other Areas NW Hilly 3,486,779 31 3 347

E Hilly 6,308,886 51 5 532

Dry 14,166,651 62 7 782

Plain 9,079,304 45 6 679

Delta 8,557,882 33 6 675

W Coast 3,083,601 17 3 332

S Coast 3,164,562 16 3 342

Others Total 47,847,666 255 33 3689

Total Survey Area 53,423,247 290 62 4821

Excluded Area 2,214,178 40

Total Country 55,637,426 330

Sampling DesignSampling Design

MMRD Consumer & Media Index MMRD Consumer & Media Index -- 20122012

Myanmar Consumers Media IncidenceMyanmar Consumers Media Incidence

11%11%

23%23%

7%7%

48%48%

75%75%

40%40%

2%2%

Newspaper

Journal

Magazine

TV

Video/ VCD/ DVD

Radio

Cinema

Base: 10+ Age Group Population Source: MMRD Consumex

TV Viewing Incidence TV Viewing Incidence TrendTrend

75%

57%

42%36%

48%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012


North West Hilly (31%)

Dry (44%)

Delta (50%)

West Coast (17%)

South Coast (61%)

Plain (47%)

MRTV

(23%)

MWD

(15%)

MRTV

(59%)MRTV

(21%)

MRTV

(61%)

Metro Mandalay (87%)

Metro Yangon (91%)

East Hilly (35%)

MWD

(61%)MWD

(18%)

MWD

(75%)

MWD

(5%)

MRTV

(15%)

MWD

(22%)

MRTV

(53%)

MRTV

(26%)

MWD

(17%)

MRTV

(29%)MWD

(37%)

MRTV

(36%)

MWD

(36%)

MRTV-4

(84%)

MRTV-4

(78%)

MRTV-4

(18%)

MRTV-4

(6%)

MRTV-4

(8%)

MRTV-4

(2%)

MRTV-4

(14%)

MRTV-4

(1%)

MRTV-4

(8%)

North West Hilly

East Hilly

West Coast

South Coast

Dry

Plain

Delta

Metro

TV Viewing Incidence by TV Viewing Incidence by Region Region -- 20122012


TV Viewing Time By Channel (Weekend) TV Viewing Time By Channel (Weekend) -- 20122012

2% 1% 1%7%

15% 15%5% 2% 6%

20%

45%35%

23%

9%2%1% 1% 1%

6%12% 11%

4% 1% 5%

18%

40%30% 27%

11%3%1% 2% 2% 1% 1% 1% 3% 4% 4% 3% 1% 1% 4%

15%24% 21% 16%

9% 7%0%

10%20%30%40%50%60%70%

5-

5:5

9 a

.m

6 -

6:5

9 a

.m

7 -

7:5

9 a

.m

8 -

8:5

9 a

.m

9 -

9:5

9 a

.m

10 -

10:5

9 a

.m

11 -

11:5

9 a

.m

12 -

12:5

9 p

.m

1 -

1:5

9 p

.m

2 -

2:5

9 p

.m

3 -

3:5

9 p

.m

4 -

4:5

9 p

.m

5 -

5:5

9 p

.m

6 -

6:5

9 p

.m

7 -

7:5

9 p

.m

8-

8:5

9 p

.m

9 -

9:5

9 p

.m

10 -

10:5

9 p

.m

11.p

.m. onw

ard

s

Watch MRTV Watch MWD Watch MRTV-4


4% 2% 1%7%

16% 15%6%

2% 5%18%

35%28% 24%

11%2%2% 2% 1%

8%17% 14%

5% 1% 5%

19%

37%29%

35%

14%4%2% 4%

8% 5% 5% 4% 8%12%13%

7% 3%4% 8%

31%

55%46% 41%

24%19%

0%10%20%30%40%50%60%70%

5-

5:5

9 a

.m

6 -

6:5

9 a

.m

7 -

7:5

9 a

.m

8 -

8:5

9 a

.m

9 -

9:5

9 a

.m

10

-1

0:5

9 a

.m

11

-1

1:5

9 a

.m

12

-1

2:5

9 p

.m

1 -

1:5

9 p

.m

2 -

2:5

9 p

.m

3 -

3:5

9 p

.m

4 -

4:5

9 p

.m

5 -

5:5

9 p

.m

6 -

6:5

9 p

.m

7 -

7:5

9 p

.m

8-

8:5

9 p

.m

9 -

9:5

9 p

.m

10

-1

0:5

9 p

.m

11

.p.m

. on

war

ds

Watch MRTV Watch MWD Watch MRTV-4

Total Country

Metro

Top 10 Local Program Rating Top 10 Local Program Rating Feb 2013Feb 2013

No. Name of Programme Station Program Type DurationAverage

M.Reach%Average

F.Reach%Average

T.Reach%

1 Eate Mat Sone Yar Channel-7 Song Variety 09:00 PM - 10:00 PM 38.0 41.0 40.0

2 Nyan Yay Hnit Khon Arr Channel-7 Play Games/Sports 07:15 PM - 08:15 PM 29.0 32.0 31.0

3 Puzzle Palace MWD Play Games/Sports 9:00 PM - 9:45 PM 22.4 22.3 22.4

4 Yel Sayar Pyaw Sayar Har Tha Kabar MWD Opera/Concert 9:00 PM - 9:45 PM 22.6 21.1 21.8

5 Starlets' Sky MWD Song Variety 9:00 PM - 9:45 PM 19.6 20.0 19.8

6 Har Tha Yoke Soan MWD Opera/Concert 9:00 PM-9:45 PM 21.2 18.6 19.7

7 Minute To Win It MRTV-4 Play Games/Sports 05:15 PM - 06:15 PM 18.0 20.0 19.0

8 Saunt Hmyaw Shu Sar Kyoe Wine Sakar MWD Sporting Tournaments 6:30 PM - 7:00 PM 18.8 18.9 18.8

9 Bal Thu Koe Lout Thi Lal? MWD Play Games/Sports 9:00 PM-9:45 PM 18.0 17.1 17.4

10 5 Tan Hnit Pyaing Bae Thu Naing Channel-7 Play Games/Sports 06:00 PM - 07:00 PM 19.0 16.0 17.0

Source: MMRD TV Audience RatingMetro OnlyMetro Only

Eain Mat Sone YarEain Mat Sone Yar Rating by weekRating by week

18%18%

26%26% 25%25% 27%27%

40%40%

20%20%

43%43% 42%42%39%39%

31%31%

47%47%

0%

10%

20%

30%

40%

50%

60%

1st Week

2nd Week

3rd Week

4th Week

5th Week

6th Week

7th Week

8th Week

9th Week

10th Week

Last Week

Season - 4

19:18 Live

Show on MRTV-4

Channel Channel -- 77

Source: MMRD TV Audience RatingMetro OnlyMetro Only

Video/VCD/DVD Viewing Incidence TrendVideo/VCD/DVD Viewing Incidence Trend

66%

46%

60%

71%75%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012


- Watching at Video Parlor

- Watching at home

61%25%

10% 1% 3%

At Home At Friends ' Home

At Video Polour At Tea Shop

Others

26%

22%47%

2% 3%

Radio Listening Incidence TrendRadio Listening Incidence Trend

33%33%

13%13%18%18%

31%31%34%34%

40%40%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012


40% 43% 37%

20%30%

47%

31%

52%

36%45% 42%

Total Male Female Metro Urban Rural Hilly Dry Plain Delta Coastal

Cinema Viewing Incidence TrendCinema Viewing Incidence Trend

2% 2% 2%

10%

3%1% 2% 2% 1% 1% 1%


30%

9%2% 2% 2%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012


- No of Cinema Halls significantly droped- Strong competition from other media such as VCD/ DVDs & TV

Monthly Magazine Reading Incidence TrendMonthly Magazine Reading Incidence Trend

7% 5% 9% 14% 12% 4% 6% 9% 5% 4% 5%


21% 9% 9% 8% 7%

1995 1997 1998 2000 2002 2004 2008 2010 2012


20% 23% 22% 17% 28% 17%20%

11%26%

83% 79% 80%89%

81%88%

80%91%

74%

Total Metro Urban Rural Hilly Dry Plain Delta Coastal

Buy Rent

Weekly Journal Reading Incidence TrendWeekly Journal Reading Incidence Trend

23%31%

17%

56%

35%

13% 14%26%

18% 17% 17%



9% 11% 14%16%

23%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012

Reading Journal TypeReading Journal Type

Journal Type Total Metro Urban Rural

Informatics 63% 71% 65% 57%

Sport 37% 33% 33% 44%

General 7% 5% 10% 6%

Business 7% 12% 7% 4%

Music/Movie 7% 10% 8% 3%

Criminology 7% 7% 6% 8%


Journal Name Total Metro Urban Rural

7 Day News 34% 34% 35% 34%

Weekly Eleven News 26% 32% 29% 20%

First Eleven 16% 17% 15% 16%

In Arr 14% 5% 11% 24%

Premier Eleven 11% 12% 10% 12%

Daily Newspaper Reading Incidence TrendDaily Newspaper Reading Incidence Trend

11% 13% 10%

38%

17%4% 7% 7% 10% 8% 7%



35%

10% 7% 8% 11%

0%

20%

40%

60%

80%

100%

1995 1997 1998 2000 2002 2004 2008 2010 2012

Top Top 3 Actors & 3 Actors & ActressActress

18%

13%

6%

14%

10%

8%

Base: 10+ Age Group Population Source: MMRD Consumex 2012

In Summary In Summary

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Internet UsageComputer

Mobile web browsers

myanmar consumers media habits by u thurein nyein

Documents

age group population

metro total

mmrd consumextv viewing

mmrd consumexnorth west

mmrd consumex4

total country

total survey area

e hilly