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RBC Information Systems

July 19, 2006

RBC TV gets increasingly popular demonstrating 59% audience growth year over year

Commissioned by OAO RBC Information Systems (RTS, MICEX: RBCI), the independent media researcher COMCON Media evaluated the volume of the RBC TV audience, its consumer preferences and social and demographic profile in May 2006.

Moscow, July 19, 2006 –According to the survey, RBC TV channel’s technical coverage (i.e. the number of TV viewers able to watch the TV channel) stood at 43.117m people in Russia, as of May 2006.

RBC TV’s monthly audience added 59% in the period starting May 2005 and ending May 2006, thus rising to 7.705m people, or 17.9% of its coverage. Meanwhile, the channel’s daily audience (viewers watching the channel every day) grew by 32% to 2.763m people (or 6.4% of the channel’s total coverage).

RBC TV expanded its weekly audience by 30% from 4.076m people in November 2005 to 5.283m people in May 2006. Hence, the core audience increased from 8.9% of the total coverage as of November 2005, to 12.3% as of May 2006. As before, over half the weekly viewers (56.9%) watch the channel’s programs at least three out of the five weekdays. Furthermore, 61.6% of viewers continue watching RBC TV on weekends as well. In May 2006, the channel’s television rating (TVR) amounted to 0.67%, so that RBC TV was rated 11th in a composite rating collating Russian TV channels.

As for its audience loyalty (an average viewing time), RBC TV rivals nationwide TV channels keeping at second place (288 minutes per week), with only Channel One ahead of it.

Viewers praised “News”, “World This Week”, “Person”, “Autonews”, “Russian and Foreign Press Review” and “Markets” as the most interesting broadcasts in the channel’s viewing schedule.

RBC TV’s audience greatly appreciates the promptness and the information quality of the channel’s broadcasts, with almost half the viewers (49.4%) reporting that they talk about the topics broached on RBC TV with their partners and colleagues, or seek to learn more about the companies, markets or subjects discussed in the broadcasts (36.5%). Some 9% of respondents were found to have made informed investment decisions based on RBC TV materials.

According to the survey, the average RBC TV viewer age is 39 years. Most viewers have higher education or an academic degree, with more than a third of the channel’s working audience (34%) being owners, senior executives or managers of enterprises (including sole proprietors), and around a fifth of the audience (18.3%) being employees, support or auxiliary personnel.

About half the viewers are principally engaged in such economic sectors as industrial production, wholesale and retail trade, construction and real estate, transportation, education, finance and insurance.

The majority of the channel’s audience (68.8%) seeks to keep up-to-date with the market’s latest offers and do not hesitate to pay more for a high-quality product. These are people committed to an active lifestyle and in a position to afford costly purchases, handling operations with real estate (12.7%) or securities (10.3%). Also, more than half the viewers of RBC TV (56.0%) possess one or more cars.

 

 

 

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