MUMBAI: Discovery is the number one regional cable and satellite channel in Asia for the ninth consecutive year for past month, past week and yesterday viewership, according to the latest quarterly Pan-Asian Cross Media Study (Pax) conducted by Synovate.

The survey is conducted across eleven key markets including India, Bangkok, Hong Kong and Singapore. It measures the media habits of Asia's wealthiest urban individuals aged 25-64 covering a universe of 14 million viewers.

In the survey, Discovery takes the lead position as the most watched regional TV channel amongst Business Decision Makers (BDMs), Professional, Manager, Executive, Business Men (PMEBs) and high net worth individuals. The channel also reaches 30 per cent of the top management viewers on a weekly basis.

In addition, Discovery attracts the most viewers during primetime amongst all regional channels, has the highest frequent viewers and catches the most audience from 12 pm to 6 am.

Discovery Asia senior VP marketing and communications Kevin Dickie said, "These results attest to the value cable subscribers place on Discovery Channel, recognising it as a network that continues to deliver high quality real-world entertainment for the ninth consecutive year.

"We are committed to provide the most compelling factual and lifestyle content that appeals to our target audience, and remain a strong proposition for both our affiliate partners and advertisers."From a network perspective, Discovery Channel, Animal Planet and Discovery Travel & Living have increased Discovery Networks Asia's share of the market by 2.7 per cent , with each channel increasing reach by two per cent in tracked markets. Moreover, all three channels rank within the top 10 amongst high net worth individuals, females and frequent viewers.