Worldwide TV consumption in 2009 was not only unaffected by the crisis, but broke new records with a worldwide daily viewing time of 3 hours and 12 minutes. Audiences have never been so high, and the new technologies offer viewers more possibilities: they are both watching more, and watching differently. So says the 2010 edition of Eurodata TV’s One Television Year in the World report, which assessed 2009’s worldwide TV consumption figures and the most successful formats in over 80 territories. For many countries, the biggest evolution ahead is the digital switchover, which has given a huge boost to sales of new equipment. In the UK for example, nearly 10 million HD TVs were sold in 2009, as opposed to 8 million in 2008. Between now and 2015, nearly 40 countries are scheduled to switch off their analogue signals. Aside from technological development, content remains the most important drivers of success. As in every year, long established formats remain a way to gather a huge amount of viewers, such as the reality show Strictly Come Dancing present in the Top 10 best audiences of the year in 11 territories, or Got Talent in 10 territories (vs. 3 in 2008). Even in a year without major events, sport remains a sure investment for successful audiences. “In territories where the Olympics and Euro 2008 were number one in 2008 a clearing of the schedules provided the opportunity for other sports and fixtures to shine,” said Philip Savage, editorial director of Sportbusiness. Football was still the king in 2009, with the UEFA Champions League final and the FIFA World Cup Qualifiers attracting the best audiences in a large number of countries, but other sports with less exposure benefited from this non-competition year. Boxing, for example, gathered the best sport audience of the year in 6 territories. Cricket also took the opportunity to put itself in the spotlight, recording the highest sport audience of the year in India with 11.5 million viewers and a share of 27.2% for the match between India and Sri Lanka on channel DD1.
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