The sixth Pan Asia Cross Media Survey (PAX) has found that BBC World's monthly audience grew by 14% year-on-year to 993,000 -- the fastest growth for any of the top 10 international channels.
BBC World enjoyed particularly large growth in Kuala Lumpur where it was up 79%; Bangkok up 41%; Hong Kong up 17%; and Taipei up 16%.
According to the study, BBC World also attracts a further 590,000 monthly viewers in Seoul and in India which, combined with the rest, results in a total panel viewership of 1.58m.
The survey confirms the trend seen in the recent IATS survey among air travellers, the only other recent survey in Asia that even attempts to measure viewership among such business audiences.
In particular, BBC World's investment in business programming is attracting a loyal audience of senior business people. Findings show that more than 44,000 top management in Asia tune into BBC World regularly, which the BBC says is more than any sports or business news channel.
Jeremy Nye, head of research and planning at BBC World, said: "These are terrific results. PAX provides a compelling argument in favour of international channels making it an essential tool for all advertisers targeting upscale adults in Asia-Pacific. For BBC World to win such a loyal audience of Asia's senior business people is proof that our unique programming mix works. The survey results are even more impressive given the particularly high news channel viewership in 2001."
The PAX 2002 survey was conducted from July to September 2002 among 3,976 respondents in nine markets in South East Asia and India.
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