Because of the easy access to the internet, a survey done locally by a research institute showed that many people watch t.v. only on weekends. Furthermore the survey also concluded that some people have changed and refrained completely from watching t.v.
I find that the change in consumer preference is due to the fact that there are so many devices such as smartphones and computers that have increased their popularity among the Chinese population. People are soon to realize that they can watch their favorite t.v. shows through the internet, or can have a more personal experience with websites such as YouTube that can tailor the videos to a person's specific preference. While the amount of t.v. viewers is still significant, as internet becomes more readily available, paying for cable television will be on the decline. It will be important for companies to start shifting their advertising money towards internet advertising as it is apparently the new trend in China.