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在中国,48％的电视观众是女性,其中46％的女性平均每天收看电视的时间超过3.5小时,属于重度的电视消费者,倾向明显高于男性。在家庭日用消费品决策和采购方面,86％是由女性来完成,家庭耐用品的消费则43％是由女性完成决策,更可观的是82％的电视广告花费是来自于女性消费。在中央台和省级卫视的众多频道中,没有一家提出明确的女性定位 2003年底,广西电视台在省级综合频道的定位上找到了突破,瞄准了女性特色,结合自己既有的资源,最终确定差异
In China, 48% of television viewers are women, and 46% of women watch TV more than 3.5 hours per day on average. They are among the heaviest TV consumers and tend to be significantly more inclined than men. In the household consumer goods decision-making and procurement, 86% is done by women, 43% of consumer spending on household durable goods is women’s decision-making, the more impressive is that 82% of TV ads come from women’s consumption. None of the CCTV and provincial satellite TV channels set a clear target for women By the end of 2003, Guangxi Television Station had found a breakthrough in the positioning of the provincial comprehensive channel, aimed at women’s characteristics and finally determined by combining its existing resources difference