in the Chilean Capital
Most Chileans learn about themselves and the world
through television. In the capital city of Santiago, daily audiences
for TV news reach approximately 2.4 million viewers, according to
market research. Although that figure equals about 70 percent of
the citys total population 15 or older, some are repeat viewers
who catch more than one of the four daily broadcasts: morning, lunch
hour, p.m. and midnight.
40 percent of Chiles 14.5 million inhabitants live in the
Santiago metro area, one of the highest concentrations in the world
for a capital city.
About a million santiaguinos watch an evening newscast around
8:30 or 9:00 p.m., but a surprisingly large number-more than 600,000-tune
in for the midnight wrap-up. The morning shows have the lightest
audiences, which may reflect the long commutes to their jobs residents
face. Three of the five local TV stations dont even put on
a morning news show.
the Association of Radio Owners boasts that 88 percent of residents
listen to the radio each day, a recent market survey places that
figure at closer to 65 percent. Most radio news programs are comprised
of quick headlines interspersed among musical offerings. The most
important radio station for news, Cooperativa, has a daily audience
of some 210,000 listeners, followed by Radio Chilena at about half
half-dozen dailies are the third-most important news source in absolute
numbers but offer greater depth. Income and gender are important
factors: While 300,000 of the richest residents of Santiago read
the conservative broadsheet El Mercurio (out of a total readership
of some 1 million), only 5,000 people in the lowest socioeconomic
sector do so. They prefer the scandal-oriented tabloid La Cuarta,
read by 325,000 low-income people, three-quarters of its audience.
figures represent total readership, not press runs. Given the countrys
wage levels, a purchased newspaper passes through many hands. The
free daily, MTG, given away at Metro stations in the morning
rush hour, has edged up to fifth place, with 390,000 readers.
While 77 percent of men in Santiago read a newspaper at least once
a week, among women the figure falls to 63 percent.
(VOL. 48, No. 12)Overline Overline Overline
OverlineHeadline Headline Headline