Much OVA-production aims at an audience of male anime enthusiasts. Bandai Visual stated in a 2004 news release (for their new OVAs aimed at women) that about 50% of the customers who had bought their anime DVDs in the past fell into the category of 25- to 40-year-old men, with only 13% of purchasers women, even with all ages included. These statistics cover Bandai Visual anime DVDs in general, not just OVAs, but they show the general tendency at this point. Nikkei Business Publications also stated in a news-release that mainly 25- to 40-year-old adults bought anime DVDs. Few OVAs specifically target female audiences, but Earthian exemplifies the exceptions.
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As the Japanese economy worsened in the 1990s, the flood of new OVA titles diminished to a trickle. Production of OVAs continued, but in smaller numbers. Many anime television series ran an economical 13 episodes rather than the traditional 26-episodes per season. New titles were often designed[by whom?] to be released to TV if they approached these lengths. In addition, the rising popularity of cable and satellite TV networks (with their typically less strict censorship rules) allowed the public to see direct broadcasts of many new titles—something that previously would have been impossible. Therefore, many violent, risque, and fan service series became regular TV series, when previously those titles would have been OVAs. During this time period most OVA content was limited to that related to existing and established titles.
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