Continuous segmentation since 1991

Date of publication: May 1, 1994

Author: Seija Nurmi


On January the 1st 1993 all commercial television programming was shifted to the nation's third TV network. Channel Three began to operate as a subsidiary of MTV and the name of the third network was changed to MTV3. The new 1993 channel allocation left YLE with two public service channels. In this new situation, each broadcaster had more air time to be filled and also more freedom in the scheduling of programme. The whole programme repertoire changed as also did viewing behaviour. In 1991 the first segmentation analysis was carried out on the bases of TV meter data, which aimed to divide the entire Finnish TV audience aged over 10 years into audience segments based only on viewing behaviour.

Seija Nurmi


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