Boing Top Channel After the Seven Generalist Channels
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PRESS RELEASE AUDITEL: BOING TOP CHANNEL AFTER THE SEVEN GENERALIST CHANNELS Surprising results from the first daily monitoring A week from the start of daily Auditel monitoring, the ratings of Boing show better than expected audience interest. The free channel for children and kids created by the joint venture between Mediaset and Turner Broadcasting Europe and broadcast exclusively on the digital terrestrial platform, not only confirms its position as the most popular among the junior channels across all platforms, but is in eighth position overall among all the Italian channels monitored (see enclosed table). With an average 24-hour audience of 53,178 individuals (a 0.48% share), Boing is the most watched channel after the seven historic generalist channels (the three Rai channels, the three Mediaset channels and La 7). And among the target audience for junior channels, kids in the 4-14 age range, Boing is not only the leader in the children's segment but is the outright sixth channel with 3.69%. Of note, finally, is the fact that Boing has higher ratings than all the thematic channels, whether they are dedicated to sport, cinema or TV series, and whether they are on satellite, digital terrestrial or free-to-air analogue. Cologno Monzese, 10 February 2009 Marco Paolini, Mediaset's director of Strategic Marketing commented: «In a very short time, Boing has won the approval of children and kids, and the confidence of families, thanks to brilliant programming that respects and is careful about the needs of the youngest viewers. In the coming months, with the expanding coverage of digital terrestrial, by the end of 2009 it will be the universal platform in Lazio, Campania, Trentino, Val d'Aosta and Western Piemonte - the channel will increase its visibility, creating the basis for further growth». Cologno Monzese, 10 February 2009 1 24-hour ratings 4-14 year-olds target (week from 1 to 7 February 2009) Rete share 1 Italia 1 23.57 2 Canale 5 18.08 3 Rai Uno 11.10 4 Rai Due 7.19 5 Rai Tre 4.65 6 Boing 3.69 7 Rete 4 3.57 8 Disney Channel 2.12 9 Boomerang 1.34 10 Playhouse Disney 1.28 11 Rai Gulp 1.05 All the other 124 Italian channels monitored recorded audience shares of less than 1.00%. 24-hour ratings INDIVIDUALS target (week from 1 to 7 February 2009) The top six places were occupied by the Mediaset and Rai generalist channels Rete share 7 La7 2.86 8 Boing 0.48 9 7 Gold 0.47 10 Sky Sport 1 0.44 11 Fox Crime 0.41 12 Sky Show 0.39 13 Disney Channel 0.29 14 Sky Cinema 1 0.21 15 Sky Calcio 1 0.20 16 Sky TG24 0.20 17 Fox 0.20 All the other Italian channels monitored recorded audience shares of less than 0.20%. 2.