Satellite broadcaster BSkyB has published results of research that claims 70 per cent of the country's Asian community feel under-served by programmes on the terrestrial channels, writes Paul Revoir
The report, carried out by an independent research company Ethnic Focus, also claims that multi-channel TV penetration is significantly higher in the two million strong population from Pakistan, India and Bangladesh (56.2 per cent) compared to the UK average (43.8).
The research added that second generation Pakistanis expressed the highest disdain for terrestrial with 77 per cent saying it did not cater for their needs.
It also claims that 56.2 per cent of Asians receive multichannel TV via Sky, cable or digital terrestrial television. Sky's share of the multichannel TV market is higher amongst Asians (80 per cent) is higher than the national average (58 per cent).
Sky ownership is spread evenly amongst the different communities - 15.8 per cent Indian, 14.4 per cent Pakistani and 13.5 Bangladeshi. But the report found that the majority of South Asians - two thirds - watch non-ethnic specific TV.
TV Asia, which was the first South Asian satellite channel in the UK, launched on Sky in 1992. There are now 17 South Asian TV channels and seven Asian language digital radio stations.