Viewers turn off, tune out, log on

The Internet has killed TV watching, according to the results of a recent survey, which shows that only 30 percent of the capital's television sets are regularly switched on.

TV program producers, despite overwhelming evidence to the contrary, still firmly believe that the audience is not being turned off by the quality and content of news and entertainment shows, but blame local residents' Internet addiction.

"I have cable TV at home, but I haven't turned it on for a long while, because the Internet has it all, the news, entertainment videos, and it has more in-depth, updated content," said Zhang Hui, a 30-year-old weekly magazine editor.

"And I can log on whenever and wherever I want, via smart phone or iPad," said Zhang.

The survey from iResearch, a Beijing-based Internet consulting firm, said that three years ago, when they conducted a similar survey, 70 percent of household TV sets were watched every day.

Now, due to the popularity of other devices, and the ease of downloading, a majority of people watch media content via cell phones, personal computers and tablet computers. Most of the remaining regular TV viewers are aged over 40.　

Ren Kemin, the cooperation director of Data Center of China Internet, said that about 40 million people surveyed nationwide last year said they are not willing to watch TV regularly, because their need for programs with more diversity and a personalized schedule and pace was better satisfied by online media.

"I only watch a popular matchmaking program once a week because it's live broadcast on TV. I don't want to waste the little time I have at home to relax being forced to watch endless commercials and boring shows," said Xu Zheng, a 28-year-old accountant.

However, a news program producer, surnamed Yang, from China Central Television disagrees.

"Conventional media like TV and newspapers have been challenged by new media, but we also provide high-quality and timely information," said Yang.　

"And we have stricter standards on keeping the programs decent and educational instead of having all kinds of vulgar and unhealthy information online, which is more proper for audiences with a wider age range," said Yang.

Luo Qingqi, a home appliance expert and director of Pa Le Consulting Corporation, also thinks TV is still irreplaceable at home; it will just need to find new uses.

"It's still a better option for watching videos and programs, because a TV has a giant screen, and once they can connect it to the Internet, it will always have a place in people's homes, including young people."