Hong Kong – Pay TV ownership and viewership are both up on last year amongst affluents in eleven Asian markets, according to the latest PAX results from Synovate. The regional average of pay TV ownership is now 66.6%, up from 65.9% for the same period last year. And viewership of pan-regional channels, past seven days, is at a regional average of 61.3% up from 60.3% last year. Terrestrial TV in Singapore, Seoul and Taipei is also up year on year. And four in ten affluent Asians are watching TV via non-traditional TV platforms – via PC, mobile device, MP4 player or in-car. Craig Harvey, Director of Media Research for Synovate Asia Pacific says the new platforms are becoming more significant for both broadcasters and marketers. “Media owners are seeing the opportunities to reach new audiences afforded by other platforms – and so are their advertisers,” Harvey told Television Asia. “Back in 1965, three TV ads were sufficient to reach 80% of women aged 18-49 – today 97 TV ads would be needed to achieve the same reach. Nowadays advertisers need to use more than one medium if they want to reach their target,” he said.