Top Ten Media Among Toronto Chinese

Compared to other ethnic groups, Chinese-Canadians are most loyal to their 
mother tongue. According to the 1996 Census, 70% of all Chinese in Canada 
speak their own language at home. In comparison, only 20 percent of Italians, 
another large ethnic group in Canada, speak Italian at home.

Most Chinese-Canadians therefore prefer to gather information from the Chinese 
media every day. Given this country's burgeoning Chinese population, the 
infrastructure of Chinese media has been well established in the past ten years.

The Fairchild Media Group is the only national Chinese multi-media network in 
Canada. Fairchild's operations include Fairchild Television and Fairchild Radio. 
Each has regional stations in the three provinces with the highest Chinese 
populations, namely British Columbia, Alberta and Ontario. 

In addition to the Fairchild Media Group, other major Chinese media outlets in
Toronto include three Chinese newspapers: Ming Pao, Sing Tao and World 
Journal. There is also a multicultural TV station, CFMT, and a multicultural radio 
station, CHIN Radio.


Here is the daily reach of the top ten media among Toronto's Chinese.

Source: ACNielsen•DJC Research Toronto Chinese Media Index 1999

In Toronto, Fairchild Television is the number 1 medium reaching Toronto 
Chinese. 53 percent of all Chinese in Toronto watch Fairchild TV every day. 
That translates to more than 150,000 Toronto Chinese watching Fairchild TV on 
a daily basis.

Ming Pao is a Chinese newspaper catering mainly to the Cantonese-speaking 
population. Its daily reach is 27 percent of Toronto Chinese.

Fairchild Radio is the number 1 radio station, with an average daily reach
of 24 percent of the total Chinese population in Toronto.

CFMT is a multicultural station with approximately 2 hours of Chinese 
programming a day. It reaches 20 percent of Toronto Chinese every day

Sing Tao is another major Chinese newspaper; it reaches an average of 19 
percent of Toronto's Chinese every day.

The Toronto Star has an average daily reach of 16% of the Chinese population in
Toronto.

CHIN, a multicultural radio station, has an average daily reach of 11 percent.

CFTO has an average daily reach of only 8% of all Toronto Chinese.

World Journal, a Chinese newspaper catering to the Mandarin-speaking
Chinese population, reaches 7 percent of the total Chinese population.

City-TV has an average daily reach of 6 percent.

The daily reach of English-language media is much lower than that of the 
Chinese media. It is clear that few advertising messages in the English media 
are reaching Chinese consumers.

For more information relating to media usage, please go to Chinese Market Fact.

For information on the Vancouver Chinese market, please go to: 
Overview of the Vancouver Chinese Market
(Source: ACNielsen•DJC Research Vancouver Chinese Media Index 1998)