Audience Forecast for the Medical Broadcasting Channel
To maximize the overall impact and reach of its educational programming, the Medical Broadcasting Channel (MBC) employs four separate distribution outlets. Utilizing a combination of satellite broadcast, Internet2 multicast, internet streaming and video-on-demand, MBC is currently able to reach more than 1.7 million healthcare workers spread across more than 100 countries. Through expansion into new media (IPTV), cross-promotion with Medical Missions for Children's other programs and a focused grass-roots level marketing campaign, projections show that MBC will have a global audience of more than 18 million healthcare workers by the year 2012.
The graph on the right depicts MBC's growth rate over the next five years. As can be seen, MBC's projected growth over the first five years of full broadcasts compares favorably with the first five years of other similar niche networks. For the purpose of this study, the market penetration of The Golf Channel, The Food Network, and Discovery Health Channel were all examined.
Using a potential global audience of 43.1 million healthcare workers, modeling shows that MBC will reach approximately five million viewers by the start of 2009, eight million in 2010, 13 million in 2011, and more than 18 million by 2012. By distributing video content through four separate distribution channels, MBC is projected to experience an overall market penetration in excess of 40 percent by 2012. This projected growth will position MBC as the premier outlet for video-based continuing medical education for the global healthcare community.
The graph on the right depicts MBC's growth rate over the next five years. As can be seen, MBC's projected growth over the first five years of full broadcasts compares favorably with the first five years of other similar niche networks. For the purpose of this study, the market penetration of The Golf Channel, The Food Network, and Discovery Health Channel were all examined.
