CFMT to conduct study of top linguistic groups

Multilingual broadcaster cfmt is readying a major study of the tv habits of its three largest mother-tongue viewing groups.The study will cover the Toronto television extended market area, surveying Chinese-, Portuguese- and Italian-speaking viewers in March 1993, the same time as...

Multilingual broadcaster cfmt is readying a major study of the tv habits of its three largest mother-tongue viewing groups.

The study will cover the Toronto television extended market area, surveying Chinese-, Portuguese- and Italian-speaking viewers in March 1993, the same time as the regular BBM Spring Market survey.

The study sample will comprise those individuals who learned one of these three languages first and still understand it.

Malcolm Dunlop, director of national language sales for Toronto-based cfmt, says BBM Bureau of Measurement and A.C. Nielsen surveys of ethnic viewers are unsatisfactory.

Dunlop says these surveys are conducted in English, adding Nielsen did the last cfmt survey in 1989.

He says the cfmt survey will be conducted in Portuguese, Chinese and Italian, making it more effective and more precise.

He says such a survey will make it easier for the multilingual cable service to sell itself to mainstream ad agencies and advertisers.

ComQuest, a division of bbm, will conduct the two-part research.

The first part will survey the tv viewing of the three groups and produce a report for each that is identical in format to the regular bbm market report.

The second part, a joint ComQuest-cfmt effort, will be a product and service usage questionnaire for the same individuals.

bbm software will allow the cross-tabulation of usage with program audience data.

Dunlop says cfmt, owned by Rogers Broadcasting and serving southern Ontario, runs 11.5 hours of non-repeat Portuguese programming a week, 23 hours of Italian and eight hours of Chinese.