The Study

Ipsos Reid 2007 Canadian Chinese Media Monitor is a syndicated study jointly developed by Ipsos Reid and Era Integrated Marketing Communications.Survey period in Vancouver: April 26, 2007 to May 9, 2007Research objective:

To compare average audience/readership and reach estimates for media targeting Chinese speaking households in the Greater Vancouver areaTo determine the consumption and usage habits of Chinese consumers for selective products, services and industries

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Research ApproachA total of 1,200 telephone interviews were conducted among Chinese Canadians who are 18 years of age or older, among which 600 interviews were completed in Vancouver between April 26 to May 9, 2007, 600 were completed in Toronto between May 31 to June 7, 2007 All respondents are:

Self-identified as Chinese or Chinese CanadiansFirst generation Chinese Canadians, i.e. born outside CanadaAble to speak Mandarin or Cantonese

Margin of error for individual cities: +/-4 percentage points, 19 times out of 20. Margin of error will be larger within sub-groupsThe results were weighted, using projected 2007 Census data based on 2001 Statistics Canada results to reflect the actual demographiccomposition in terms of region, gender, source country, age and household income

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Overview of Media Usage

Television:92% watch TV78% watch Chinese TV programs, 13% watch English TV programs only

Newspaper/magazine:63% read newspapers/magazines53% read Chinese newspapers/magazines, 15% read English newspaper/magazines only

Radio:60% listen to the radio46% listen to Chinese radio programs, 23% listen to English radio only

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Demographics of the Chinese Population

Country of Origin

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

Others, 4% Mainland China, 43%

Taiwan, 16%

Hong Kong, 37%

43% of the Chinese adults were born in Mainland China, while 37% and 16% were born in Hong Kong and Taiwan respectively

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Age Distribution

10%

18%

35%

22%

12%

0%

5%

10%

15%

20%

25%

30%

35%

18-24 25-34 35-49 50-64 Over 65Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

63% of the Chinese adults are under 50 years of age

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Years in Canada

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

Others, 7% Less than 10 years , 34%

Over 20 years, 22%

10 years to less than 20 years, 37%

71% of the Chinese adults have lived in Canada for less than 20 years

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Home Language

5%

2%

47%

46%

0% 10% 20% 30% 40% 50%

Mix of Engl ish andChinese

English

Cantonese

Mandarin

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

Nearly half of the Chinese adults speak Cantonese at home

There are almost the same number of Cantonese speaking and Mandarin speaking Chinese adults in Vancouver

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Household Income

21%22%

40%

17%

0%5%10%15%20%25%30%35%40%

Less t han$25K

$25K t ounder$45K

$45K t ounder$100K

Over$100K

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

57% of the Chinese adults have annual household income of over $45k, with 17% over $100K

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Media Usage of the Chinese Population

Top 5 Chinese Media – weekly reach

55%49%

31% 31%30%

0%

10%

20%

30%

40%

50%

60%

Fai rchi l d TV Talentvi sion AM 1470 Sing Tao Channel MSource: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

Fairchild Television is the no. 1 medium reaching Chinese Canadians with 55% of them watched Fairchild TV last week. Fairchild TV reaches 78% more audience than Sing Tao every week and exceeds Channel M’s weekly reach by 83%.

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Top 5 Chinese Media – daily reach

39%

29%

18% 16% 16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Fai rchi l d TV Talentvi si on AM 1470 Sing Tao AM 1320Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home

Fairchild Television is the no. 1 medium reaching Chinese Canadians on a daily basis with 39% of these people watched Fairchild TV yesterday.

Fairchild TV reaches 144%more Chinese than Sing Tao on a daily basis.

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Fairchild Television Reach

Weekly Reach of Fairchild Television

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV

71% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television

Fair chi ld TV, 71%

29%

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Weekday Prime Time Reach 7pm – 11pm (Mon – Fri)

The weekly (Mon – Fri) prime time reach of Fairchild Television is 167% higher than Channel M’s

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV

32%

12%

0%

5%

10%

15%

20%

25%

30%

35%

Fairchild TV Channel M

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Daily Reach of Fairchild TV

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians18+ who speak Chinese (Mandarin and Cantonese) at home

39% of the Chinese adults watched Fairchild TV yesterday

39%

10%

0%

10%

20%

30%

40%

FairchildTV

ChannelM

290% more Chinese watch Fairchild TV than Channel M on a daily basis

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Weekly Reach of Cantonese Prime Time News (Mon – Fri)

Fairchild TV weekday Cantonese News reaches 86% more viewers than Channel M Cantonese News

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV in the past week

22%

41%

0%

10%

20%

30%

40%

50%

Channel M News8pm - 9pm

Fairchild TV News7pm - 8pm

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Weekly Reach of Fairchild TV Programs (Mon – Fri)

Evening News and Drama are the most popular programs on Fairchild TV

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Fairchild TV in the past week

69%83%

0%10%20%30%40%50%60%70%80%

Drama 8pm - 10pm News 7pm - 8pm

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Fairchild Television Audience Profile

49% male and 51% female53% were born in Hong Kong, 33% in Mainland China and 9% in Taiwan 64% speak Cantonese at home, 28% speak Mandarin at home72% are between 25 and 64 years of age48% have post secondary education or higher49% do not surf the Internet

Source: Ipsos Reid 2007 Canadian Chinese Media Monitor

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Talentvision Reach

Weekly Reach of Talentvision

54%

25% 25% 22%16%

0%

10%

20%

30%

40%

50%

60%

Talentvi sion WorldJournal

FM 961 Channel M Sing Tao

Talentvision is the no. 1 medium reaching Mandarin speaking Chinese Canadians with 54% of them watch Talentvision every week.

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home

Talentvision’s weekly reach is 116% higher than World Journal

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Daily Reach of Talentvision

On average, Talentvisionreaches 5.2 times more Mandarin speaking Chinese than Channel M everyday.

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialects except Cantonese at home

37%

6%0%

5%

10%

15%

20%

25%

30%

35%

40%

Talentvision Channel M

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Weekly Prime Time Reach 7pm – 11pm (Mon – Fri)

The weekly prime time reach of Talentvision is 110% higher than Channel M’s

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin or other Cantonese) at home

23%

11%

0%

5%

10%

15%

20%

25%

Talentvision Channel M

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Talentvision Weekly Program Reach

Daily Newscasts are the most popular Talentvisionprograms Evening main news has a weekly reach of 88% followed by evening China Satellite News at 62%

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Mandarin or other Chinese dialect except Cantonese at home and have watched Talentvision in the past week

88%

62%

0%

20%

40%

60%

80%

100%

News China Satellite News

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Talentvision Audience Profile

48% male and 52% female33% were born in Hong Kong, 44% in Mainland China and 18% in Taiwan 45% speak Cantonese at home, 51% speak Mandarin at home76% are between 25 and 64 years of age58% have post secondary education or higher44% do not surf the Internet

Source: Ipsos Reid 2007 Canadian Chinese Media Monitor

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The Powerful Duo – Fairchild Television and Talentvision

Weekly Reach of Fairchild TV and Talentvision

Source: Ipsos Reid 2007 Canadian Chinese Media MonitorBase: Chinese and first generation Chinese Canadians 18+ who speak Chinese (Mandarin and Cantonese) at home and watched Chinese TV

Fairchild TV and Talentvision are your best media partners to tap into the lucrative Chinese Canadian market!

74% of the Chinese adults who have watched Chinese TV in the past week have watched Fairchild Television and/or Talentvision

Others Stat ions, 26%

Fai r ch i ld TV and

Talen t vision , 74%

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Please give us a call today for more information on how we can work with you for a cost effective way to tap into this ever growing market.

Please contact:Helen LeeController, Marketing and salesFairchild TV – Vancouver

Tel: 604-295-1302Fax: 604-295-1300Email: helen@fairchildtv.com

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